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
How artificial intelligence misrepresents the news. PBC analysis
Sylwia Markowska
In news summaries generated by the most popular models in Polish, as many as 46% of responses contained at least one significant error, 27% had serious issues with sources (missing, misleading, or incorrect), and 19% contained hallucinations and outdated information.
Children and communication with machines. Experiment by SWPS researchers
SWPS
How do primary school students treat humanoid robots? Researchers from SWPS University have shown that in most cases, children relate to robots politely, and younger children and girls more often perceive them as possessing human characteristics.
Streaming platforms in Poland. What criteria determine the choice
Paweł Sobczak
Price, indicated by 54.2% of respondents, and subject matter (54% of indications) are the most important factors influencing users' choice of content on streaming services. The service brand is mentioned by 18.1% of those surveyed.
See articles on a similar topic:
Virtual Influencers Perceived as More Authentic than Real Ones
Agnieszka Kliks-Pudlik
Virtual influencers are fictional, generated characters that imitate the appearance and behaviour of real people. They have millions of followers. They are perceived by Gen-Alpha as even more authentic than real people, which creates many challenges, says Dr. Ada Florentyna Pawlak.
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.
Russian Propaganda. Debunk.org Report on Moscow's Disinformation Scale
BARD, PAP Mediaroom
In 2022, the Russian Federation allocated approximately 143 billion rubles to mass media (equivalent to 1.9 billion US dollars), exceeding the planned budget by 25%. For the current year, the Kremlin's budget for this sector is set at 119.2 billion rubles (1.6 billion dollars).
COVID-Skeptics in Media. Dentsu Agency Study
BARD
A significant presence of COVID-skepticism, which downplays the pandemic or focuses on conspiracy theories, accounts for approximately 8% of online content related to the coronavirus. The primary sources of knowledge about COVID-19 and the current situation are the internet, social media, television, and increasingly, family and friends.
