po polsku
- Onet.pl - 17,322,160 users, 321.33 million visits (email traffic share: 11.6%)
- WP.pl - 14,802,675 users, 321.93 million visits (email traffic share: 18.3%)
- Interia.pl - 13,242,657 users, 174.09 million visits (email traffic share: 12.6%)
- Gazeta.pl - 9,525,665 users, 99.47 million visits (email traffic share: 3.9%)
- O2.pl - 6,522,097 users, 82.85 million visits (email traffic share: 49.24%)
These data indicate that Onet has the most readers, while Wirtualna Polska’s audience is the most engaged. Notably, each of these top horizontal portals offers email services, which generate significant traffic. For O2.pl, email traffic constitutes nearly half. If email users were excluded from reader counts, Onet would surpass Wirtualna Polska in content engagement, and O2 would lose its fifth place to TVN24.pl (62.53 million visits and no email service).
Reader Loyalty of News Portals
Interesting insights also come from comparing SimilarWeb data on the traffic structure of each portal. Although this data covers only desktop traffic, it provides a glimpse into reader loyalty, measured by the share of direct traffic (e.g., visits from bookmarks or manually typed URLs).
Wirtualna Polska leads in this metric, with over 70% of traffic coming from direct visits. Gazeta takes second place, while Onet drops from the top three.
source: Reporterzy.info based on SimilarWeb data for December 2017What if we exclude direct visits generated by each portal’s email services? If we consider this to reflect true reader loyalty - meaning visits for information alone - the rankings change significantly.
Reader Loyalty by Excluding Email-Generated Traffic
- Gazeta - 64.0%
- Onet - 39.8%
- Interia - 38.0%
- Wirtualna Polska - 27.6%
- O2 - 5.3%
In this view, Gazeta emerges as the clear leader, followed by Onet and Interia.
Effective SEO Positioning
SimilarWeb data also reveal which major portal excels at content SEO and optimization. The share of visits generated by search engines indicates this.
source: Reporterzy.info based on SimilarWeb data for December 2017Onet leads in attracting search engine traffic, slightly ahead of Interia and notably ahead of Gazeta, when SEO-generated traffic share is used as a success measure. In absolute visitor numbers, the ranking changes slightly.
Estimated Monthly Visits from Search Engines
- Onet - 72 million
- Wirtualna Polska - 42 million
- Interia - 33 million
- Gazeta - 15 million
- O2 - 7 million
In this ranking, Onet remains the leader, but Wirtualna Polska takes second place. Though its SEO traffic share is lower than Interia and Gazeta, WP achieves significantly higher absolute results.
COMMERCIAL BREAK
New articles in section Media industry
Most influential women in polish marketing and business
Arkadiusz Zbróg, IMM
Joanna Malinowska-Parzydło, Dagmara Pakulska, Natalia Hatalska, Anna Ledwoń-Blacha, Monika Smulewicz, and Dominika Bucholc. This is the top of the list of the most influential women in marketing and business, developed by the Widoczni agency in cooperation with the Institute for Media Monitoring (IMM).
Vulnerable to disinformation. Study of fake news in social media
KFi, azk/ bst/ amac/
As many as 58 percent of Generation Z individuals are unable to recognize fake news in social media. Among those over 65, this figure stands at 29 percent - according to a study published in Poland by NASK and the Praktycy.eu association.
Radio in Poland 2025. Analysis of listenership and listener behavior
Krzysztof Fiedorek
Radio attracts 17.3 million listeners in Poland every day, who spend over four hours with their receivers. Interestingly, as much as 86 percent of station time is listened to via traditional FM waves. Despite digitalization, the internet accounts for only 12.5 percent of the listenership share.
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