Photo: Anna Shvets from PexelsHowever, Poles are fatigued by the flood of information about the pandemic threat, as indicated by research from the Dentsu agency. Despite this, most do not downplay the significance of the pandemic or the risks of infections. COVID-skepticism remains noticeable but constitutes only about 8% of mentions related to the word "coronavirus."
Dentsu`s research highlights the varied perceptions of the pandemic: some people believe in conspiracy theories, while others have not left their homes for weeks for fear of infection. Social distancing is observed by 36% of Poles, but 20% disregard the rule entirely. Wearing masks is especially important to those aged 40–59, with 47% believing it helps mitigate the risk (compared to 39% overall). However, 17% consider the virus entirely harmless.
- "COVID-skepticism is highly visible, even though it makes up only about 8% of mentions related to `coronavirus.` Due to its polarizing nature and the fact that beliefs about the pandemic have caused divisions, it generates heated discussions and strong engagement among internet users, making it more noticeable," explains Jacek Studziński, Senior Strategy Planner at Dentsu, to Newseria Biznes.
Between February 20 and September 17, the Polish internet recorded nearly 6 million mentions containing the word "coronavirus." The peak occurred in mid-March during the introduction of epidemic threat measures, school closures, and border shutdowns. Discussions on the "patient zero" case in Poland began on March 12, and by April, pandemic marginalization was one of the top five themes in online debates.
- "Conspiracy theories surrounding the pandemic are numerous. The most visible ones are the `plandemic` theory, which alleges a global corporate conspiracy aimed at depopulation and enslavement, and the claim that 5G network expansion harms immunity or spreads the virus. Other theories include claims that temperature checks harm the pineal gland or that wearing masks leads to lung fungus," adds Studziński.
Where Poles Source Pandemic Information
Poles primarily get information about the pandemic from the internet. Dentsu`s research reveals a significant increase in media consumption - both digital and traditional - caused by COVID-19. In March, 90% of Poles sourced pandemic updates online, compared to 78% from television. However, usage of both channels decreased in the following months.
- "Poles turn to the internet for pandemic-related information, as they do for any other topic," observes Paulina Gadowska, Senior Research Analyst at DDS, part of Dentsu. - "At the start of the pandemic, television and internet usage spiked. Currently, there’s noticeable fatigue from the excess of information."
What Information Do Poles Want During the Pandemic?
According to a survey by LoveBrands Relations, an integrated strategic communication agency, 77% of Poles want more non-COVID-related news in the media. Media consumers, confined to their homes, desire more entertainment, economic updates, sports news, and cooking tips.
7 facts about news on social media 👇
Key trends identified in the study include:
- Nearly half of Poles want more news unrelated to the pandemic. Only one in five prefers to stay focused on COVID-19 information. A staggering 77% admit feeling weary of the topic and seek alternative news.
- Close to 60% of respondents expressed a need for entertainment. This aligns with the surge in streaming service popularity and measures taken to reduce streaming quality to ease internet congestion. Amid uncertainty, Poles also increasingly seek economic information (53.6%).
COMMERCIAL BREAK
New articles in section Media industry
Who really controls the news on the internet? A study from Spain
Krzysztof Fiedorek
Analysis of more than thirteen thousand articles reveals behind-the-scenes mechanisms of spanish digital media. Left-wing portals are responsible for 50.33 percent of texts on lobbying. The energy lobby generates 63.41 percent of publications. Only one daily newspaper evaluates pressure groups positively.
Children and artificial intelligence. The generation of a global experiment is growing
Joanna Sokołowska, UNICEF Polska
A UNICEF analysis based on new data from 10 countries shows that at least 20 million children have already used artificial intelligence (AI). Many of them are ahead of adults, adopting these technologies at a pace more than three times faster.
New generations and the end of traditional news. Reuters Institute report
Krzysztof Fiedorek
Traditional news media are losing touch with the youngest generation of audiences, who grew up in a digital environment. Young people aged 18 to 24 spend time online continuously and expect publishers to take a fresh approach to presenting reality, according to a report by the Reuters Institute.
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?
Automation of Disinformation. Global Risks Report 2025 and Media
Krzysztof Fiedorek
Disinformation and information manipulation have ranked first among global threats in both the two-year and ten-year perspectives. A particularly concerning factor is that social media algorithms often favor controversial or shocking content, further fueling disinformation.
Trends in Media and Entertainment. DataArt Predictions for 2019
KF
Increasing consumption of content on mobile devices, growing demand for on-demand services, and the rapid development of user-generated content are the trends expected to dominate the tech sector in 2019, according to DataArt, a global technology consulting firm.
Blogs in E-commerce. Report by Elephate and Senuto
KrzysztoF
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.





























