15.01.2018 Media industry
Online News Portal Readers in Poland. Loyalty Analysis
Bartłomiej Dwornik
Among news portals, Onet has the highest number of users. However, in terms of reader loyalty, it falls behind Wirtualna Polska. When looking specifically at news readers, Gazeta takes the lead, though it ranks poorly in Google search positioning.
Poczytaj artykuł
w wydaniu polskim- 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
Equality and Diversity in Media: European Broadcasting Union Report
KFi
European public media are increasingly focusing on diversity, equality, and inclusion (DEI) as the foundation of their operations. Public broadcasters in Europe are implementing diversity strategies - both in content and within their teams. The findings from the report are clear: although progress is visible, many challenges remain.
How the Media Talk (or Stay Silent) About Climate. Reuters Institute Report
Krzysztof Fiedorek
Although climate change is becoming increasingly noticeable worldwide, the media have failed to maintain growing interest in the topic. The report "Climate Change and News Audiences 2024" shows that audience engagement with climate topics has remained almost unchanged for several years.
Clickbait Uncovered. How Online Headlines Evolved Over 25 Years
Krzysztof Fiedorek
Researchers from the Max Planck Institute analyzed 40 million headlines from the past 25 years. They are getting longer, more emotional, and negative, with a clear influence of clickbait style. Even reputable media use strategies and tricks to grab attention.
See articles on a similar topic:
Television, Trends, and Viewer Habits. EBU Report
Krzysztof Fiedorek
Young Europeans watch television for an average of only 72 minutes a day, and in some countries, less than 30 minutes. Traditional television is giving way to TikTok, Netflix, and YouTube. Viewer habits are changing dramatically before our eyes. What does this mean for the future of media?
Artificial Intelligence is ALREADY Outperforming Humans in Creativity
Krzysztof Fiedorek
ChatGPT, an AI model based on the GPT-4 engine, achieved better results than the vast majority of students in the standard Torrance Test of Creative Thinking (TTCT), which evaluates creativity. The study was conducted by researchers from the University of Montana.
Media in the Balkans and Turkey
Michał Kuźmiński
The Balkans have long been referred to as a “melting pot,” and for good reason. This region is highly diverse and quite unstable. Consequently, the media landscape here is varied as well. In some places, such as democratic Greece, a member of the European Union, the media market is stable and easy to navigate.
Pseudo-democracy and Media - A Few Reflections
Grzegorz D. Stunża
Every four years, citizens are served elections, which are certainly not free. Polls replace part of the electoral process, shaping opinions and voting preferences.
