What is the IMM opinion-forming ranking and why does it matter?

The IMM opinion-forming ranking identifies media with the greatest influence on public debate in Poland. Onet’s top placement suggests high trust and reach, which often supports better ad pricing and stronger branded content demand. For investors and advertisers, it’s a leading indicator that monetization could strengthen if engagement holds or grows.

How could Onet Premium impact revenue quality?

Paid subscribers improve revenue stability and reduce reliance on cyclic ad budgets. If Onet Premium grows after the February 13 push, ARPU can rise through tiering, bundles with Business Insider, and cross-sell. Logged-in audiences also enhance targeting and measurement, which can attract premium campaigns and sustain higher effective CPMs.

Why should German advertisers care about these developments?

German brands selling in Poland want efficient, brand-safe reach. Onet’s influence and subscription growth can raise quality signals like viewability and time spent. That can lower frequency waste and improve incremental reach. Together, these shifts justify tests that reallocate budget from broad networks to premium Polish news inventory with verifiable outcomes.

What should investors and CMOs track in H1 2025?

Watch traffic share, time on page, viewability, and completion rates for video. Track subscription conversions after promotions, logged-in impression share, and mix between direct and programmatic sales. Compare cost per incremental reach across Onet and social platforms. Consistent improvements would support pricing power and stronger, more predictable monetization.

Global Market Insights

February 13: Onet Named 2025 Opinion Leader; Premium Push Signals Monetization

ByDanny Kontos February 14, 2026February 14, 2026

Onet just secured the top spot in the IMM opinion-forming ranking for 2025, and a February 13 Onet Premium and Business Insider promotion signals a push to convert readers. For Germany-based investors and marketers, Onet can shape news consumption in Poland and may command stronger pricing. We look at how these signals could affect Poland digital advertising, subscription growth, and budget planning. We also outline practical steps to track momentum and align campaigns or portfolios with clear data points.