Poland

We collected data from 13 news outlets on TikTok, Instagram and YouTube Shorts:
4 Digital , 4 Print , 4 Private broadcaster , 1 Public broadcaster .

Overall, these outlets published 1991 posts.

The median outlet published 1.8 TikToks, 1.6 Instagram reels, and 1.6 YouTube shorts per day.

Basics

Platforms shares

Platform	Active brands	Posts	% of brands	% of posts
TikTok	12	763	86	38
Instagram	11	659	79	33
YouTube Shorts	10	569	71	29

Published posts

Outlet	Posts	TikTok	Instagram	YouTube Shorts	Content duplication (%)
Fakt	82	21	22	39	3
Gazeta Wyborcza	52	52	-	-	-
Interia	20	14	-	6	5
Newsweek Polska	9	-	9	-	-
OKO.press	161	62	65	34	12
Onet.pl	389	127	180	82	4
Polsat News	141	52	86	3	3
Radio Zet	185	42	61	82	8
RMF FM	230	60	49	121	4
Super Express	280	146	10	124	17
TVN News	142	44	81	17	3
TVP News	178	67	50	61	15
WP.pl	122	76	46	-	7
Poland	1991	763	659	569	7

Outlet analyses

Topics

Hard news

Outlet	Politics	Crime	War/ Disasters	Economy	Social Affairs
Fakt	65	28	30	9	19
Gazeta Wyborcza	40	12	18	13	14
Interia	26	16	11	15	12
Newsweek Polska	44	19	14	13	14
OKO.press	49	20	18	10	20
Onet.pl	67	14	29	12	12
Polsat News	61	22	24	8	15
Radio Zet	23	19	6	6	13
RMF FM	46	11	14	10	9
Super Express	73	19	28	14	15
TVN News	24	31	15	11	15
TVP News	51	33	13	18	16
WP.pl	25	10	14	16	20
Poland	53	18	20	11	14
Overall	30	24	19	15	16

General/hybrid news

Outlet	Environment	Infrastructure	Science/ Education	Health/ Fitness	Culture	Sports
Fakt	3	7	6	6	7	4
Gazeta Wyborcza	3	5	5	6	16	4
Interia	4	6	5	7	15	4
Newsweek Polska	4	6	6	7	6	5
OKO.press	5	5	6	7	7	4
Onet.pl	4	3	6	4	5	3
Polsat News	3	7	5	7	5	4
Radio Zet	3	5	6	6	9	3
RMF FM	4	6	4	6	9	3
Super Express	3	5	4	6	5	6
TVN News	8	7	6	6	7	4
TVP News	3	4	9	7	9	3
WP.pl	5	6	4	9	9	3
Poland	4	4	5	5	8	3
Overall	5	7	7	8	7	6

Soft news and promotion

Outlet	Entertainment	Celebrity	Lifestyle	Fashion	Food	Animals	Comedy	Ads
Fakt	4	4	5	1	3	2	1	2
Gazeta Wyborcza	24	5	5	1	3	3	2	3
Interia	27	6	6	1	3	3	2	3
Newsweek Polska	7	7	6	1	3	3	2	10
OKO.press	3	4	4	1	3	2	1	8
Onet.pl	6	2	3	1	2	2	1	6
Polsat News	4	4	5	1	3	2	1	5
Radio Zet	40	10	7	1	7	3	15	4
RMF FM	34	14	9	2	2	4	3	3
Super Express	3	3	7	1	2	3	3	2
TVN News	13	4	5	1	3	4	1	9
TVP News	6	4	4	1	2	3	1	2
WP.pl	31	37	15	2	4	3	8	2
Poland	16	7	5	1	2	3	4	5
Overall	12	10	8	1	4	3	5	5

Platformization

Outlet	Video duration (sec)	Vertical videos (%)	Addressing the audience (%)	Calling for interactions (%)
Fakt	112	87	4	17
Gazeta Wyborcza	43	30	4	32
Interia	40	-	-	-
Newsweek Polska	26	-	-	-
OKO.press	103	62	4	52
Onet.pl	97	72	5	27
Polsat News	60	90	4	15
Radio Zet	55	90	4	15
RMF FM	46	95	3	16
Super Express	45	90	4	15
TVN News	59	87	4	40
TVP News	85	69	7	19
WP.pl	59	44	4	17
Poland	70	76	5	23
Overall	80	76	5	24

Diversity

Outlet	Visible women (%)	Mean age	Age diversity (IQR)	Topic diversity (topics)
Fakt	26	41	15	5
Gazeta Wyborcza	33	32	13	6
Interia	30	33	11	4
Newsweek Polska	29	35	12	5
OKO.press	41	37	19	6
Onet.pl	28	39	16	6
Polsat News	23	41	15	4
Radio Zet	28	34	13	6
RMF FM	27	40	14	6
Super Express	20	39	16	6
TVN News	27	34	17	7
TVP News	25	40	19	6
WP.pl	37	33	15	8
Poland	27	38	16	6
Overall	34	34	14	7

Note: Outlet-level results are empirical Bayes estimates from the respective analyses.