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
Advertising market 2025. Poland, Europe and the World
Marcin Grządka
The global advertising market is growing by 8.8% in 2025 and will reach a value of 1.14 trillion dollars. The industry result in Europe records slightly lower dynamics, at the level of 5.8%. In this comparison, Poland performs clearly above the average. We will record an increase of 8.9% this year and a value of 18.56 billion PLN - estimates WPP Media in the annual report "This Year Next Year".
The print media market 2025. Three global trends
Krzysztof Fiedorek
The market value is 359.53 billion dollars, yet the erosion is visible to the naked eye. The decline for newspapers will amount to -2.3 percent. Despite this, print retains strength: it generates 76 percent of subscription revenues and enjoys 82 percent consumer trust. The future of the industry is defined by hybrid strategies and niche specialization.
Journalism in the age of AI. Why people prefer humans over machines
Krzysztof Fiedorek
Only 12% of people accept news created solely by AI, while 62% prefer those written by humans. At the same time, only 19% notice labels indicating the use of artificial intelligence, while younger audiences ask AI to explain the content to them. These are the findings of the Reuters Institute report on artificial intelligence in media.
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Over 40% of internet users judge information credibility by likes and views. Only 20% use traditional news channels as a main and first source. A Reuters Institute report highlights the scale and risks of User Generated Content and offers advice on how media can avoid falling into its trap.
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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?
