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
Vulnerable to disinformation. Study of fake news in social media
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For years, so-called "silvers" were primarily associated with traditional media like television. However, research by IQS for SilverTV and Lifetube shows that this view is outdated. The report’s findings clearly demonstrate that YouTube is becoming the new “television.”
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Generating and spreading misinformation with AI can negatively affect various areas of life, including global healthcare. To examine how AI-created text impacts the comprehension of information, researchers from the University of Zurich analyzed tweets generated by GPT-3.
Blogs in E-commerce. Report by Elephate and Senuto
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The average number of indexed articles on e-commerce blogs is 565, with each post attracting 347 readers per month. The health industry generates the highest organic traffic per single article. The authors of the "E-commerce Blog Ranking" take a behind-the-scenes look at the commercial blogosphere.
