Between January and July 2025, Poland’s energy sector was highly active in both traditional and social media. Energy remained a trending topic throughout the year as media coverage intensified around the activities of Orlen and PGE Group, whose decisions were closely tied to national climate goals and market reforms. The issue gained additional momentum through public reactions on social media, where debates around the EU Green Deal and domestic energy policy highlighted competing visions for the country’s energy future. This convergence of corporate, political, and social narratives kept energy in the spotlight.

A total of 13,376 news articles and 3,574 social media posts focused on energy, but the real difference was in public reaction. While traditional media accounted for 464,402 interactions, social media drove a massive 2,897,138 engagements, over six times more.

Top Players in the Spotlight

ORLEN led the media mentions and activity with 1,384 articles and 369 posts, far ahead of Enea and PGE.

While PGE had only about 9% of ORLEN’s article count, its social media activity was strong, reaching 91% of ORLEN’s post volume.

Enea S.A. also played a significant role in Poland’s energy media landscape. With 367 articles and 183 social media posts, Enea maintained a steady media presence, reflecting its commitment to modernizing Poland’s energy infrastructure and aligning with the EU’s Fit for 55 strategy.

Engagement by Brand

With a commanding lead, ORLEN drove 246,704 interactions, representing 82% of total engagement across the sector. Enea trailed with 21,888 interactions (7.3%), while PGE accounted for 13,175 (4.4%).

When Public Interest Spiked

June recorded the highest volume of social interactions, reaching 945,685, a clear monthly peak. This surge likely reflects heightened public engagement driven by significant developments in the energy sector.

The news in June drew significant engagement as it addressed growing public concerns over several European Union policies, including the Green Deal and migration agreements, by highlighting debates around national sovereignty, security, and economic impacts. Issues such as energy costs, migration, and perceptions of unequal treatment within the EU prompted widespread discussion, particularly among audiences feeling economically and politically marginalized.

Top Media Channels

Rzeczpospolita published the most energy-related content with 2,198 articles, followed closely by WNP with 2,098. In comparison, Warszawa Pigulce published fewer articles (1,190), but achieved the highest social media engagement with 49,839 interactions, showing strong audience impact despite lower volume.

Radiozet (1,034 articles) and Wpolityce.pl (792 articles) also contributed steadily. The data provided by the analytics.live platform highlights that while some outlets focus on high article output, others, like Warszawa Pigulce, are more effective at generating public attention through social media.

Key Events Fueling the Debate

• The energy debate in Poland has been largely driven by the Green Deal, which outpaced all other topics in terms of media volume and public engagement, confirming its position as the most influential theme in the current policy landscape.
• Donald Tusk’s call for a more “realistic” climate policy in the European Parliament prompted spikes in interest, generating more than 500,000 engagements.
• Karol Nawrocki, active on digital platforms, particularly Instagram, engaged a significant audience, reflecting the growing role of social media in shaping political narratives around energy.
• Canadian Prime Minister Justin Trudeau’s visit to Poland brought attention to nuclear cooperation and energy independence, generating traction in traditional media.

The energy sector’s media presence is increasingly shaped by digital engagement. Poland’s energy debate is no longer just a technical conversation about carbon targets or kilowatt hours. It’s a battle over national identity, economic sovereignty, and the country’s place in Europe’s future.