The crypto industry relies heavily on media sites to connect with its global audience. These platforms serve as vital channels for informing, engaging, and guiding users about various aspects of cryptocurrencies, such as market price changes, new project launches, regulatory developments, and so much more.
Outset PR, an agency specializing in data-driven blockchain communications and tracking traffic trends across global crypto media, recently published their new Q2 report that concludes Eastern European audiences primarily access thematic portals via direct entries. The research, which covered 155 crypto publications, found nearly half of all visits to these outlets come from readers directly typing in a URL or using a bookmark.
Specifically, 45.2% of crypto-native traffic comes from direct visits, while 42.47% comes from organic search. Together, these two sources account for almost 88% of all visits, forming the backbone of how crypto-related information is consumed in the region.
Outset PR Q2 2025 chart comparing traffic sources for crypto-native vs. generalist media, powered by SimilarWeb
The story shifts when you compare this with generalist outlets — those covering crypto alongside broader finance, tech, or economics. For them, direct traffic still leads at 43.04%, organic search follows at 35.97%, but referrals make up a much larger share at 15.66%, versus just 6.57% for crypto-native sites.
Outset PR attributes this to generalist brands’ stronger syndication, aggregator presence, and broader distribution partnerships, while crypto-specific outlets depend more on repeat visits and strong SEO. This gap in referral reliance has direct implications for how crypto brands, exchanges, and blockchain projects should plan their media presence in Eastern Europe.
In both cases, social media brought in 5.23%, while paid traffic was very low, at just 0.06% — but, due to generalist scale, their reliance on multi-channel sharing mechanisms, programmatic ads, and retargeting was more obvious.
Key Findings of the Outset PR Q2 Eastern Europe Crypto Media Report
The report, based on traffic data from SimilarWeb, provides a detailed view of Eastern Europe’s crypto media space in Q2 2025, following Outset PR’s previous deep dives into Latin America and Western Europe. It analyzes 19 countries, including Poland, Hungary, Romania, Bulgaria, Russia, and Ukraine, categorizing media outlets into two groups:
- Crypto-native outlets: 114 platforms specifically focused on topics like blockchain, cryptocurrencies, and Web3.
- Generalist outlets: 43 platforms that cover a broader range of subjects.
Despite a global rebound in the cryptocurrency market, which saw a 21.72% average market cap rise during Q2 due to factors like institutional investments and eased regulations in the United States, Eastern Europe’s crypto media faced major obstacles. About 63.1% of dedicated outlets experienced a decline in traffic, with total visits dropping from 7.72 million in April to 6.30 million in June — a decrease of 18.29%.
Generalist media fared somewhat better, but still saw a reduction, with visits falling from 306.21 million in April to 287.12 million in June, reflecting a 6.24% decline.
Regionally, Russia and Poland dominated traffic — collectively accounting for 82% of it and 75% of the generalist traffic. The report also highlights that the top 17 crypto-native sites captured over 80% of regional traffic, showing extreme market concentration.
Platforms like Comparic.pl in Poland and Forklog.com in Russia illustrate the impact of a few dominant players. Smaller markets, such as Bulgaria and Ukraine, maintain their presence through niche outlets and aggregators but face challenges from regulatory changes and shifts in algorithms.
The rise of GenAI tools, which contributed 0.65% of crypto-native traffic across 20.6% of outlets, along with 0.06% AI share for generalist media appearing in 41.8% of outlets, plus regulatory pressures like the European Union’s Markets in Crypto-Assets regulation, add further complexity to the situation.
Outset PR chart comparing GenAI referral traffic share for crypto-native vs generalist media in Eastern Europe, Q2 2025
Why This Report Matters for Media Planning
This report offers valuable insights that are essential for media planners looking to improve their reach and engagement in the cryptocurrency mediascape of Eastern Europe. The findings are especially relevant for campaigns targeting Russia, Poland, and other high-traffic markets, where winning a small number of top-tier outlets can translate into outsized regional reach.
- Optimizing for direct traffic
Direct traffic shows the value of building a loyal audience. Media planners should offer exclusive content, like detailed market analyses or special webinars, to encourage users to return. Addressing local topics, such as Russia’s mining regulations, can also attract more visitors.
- Managing organic search risks
Organic search can be affected by changes in search engine algorithms. Planners should focus on search engine optimization by using relevant keywords and regularly updating content. Including structured metadata can also improve visibility in AI-powered search experiences. Exploring alternatives like Yandex in Russia can help diversify traffic sources.
- Adjusting to artificial intelligence
The rise of AI tools, like ChatGPT, is changing how people find content. These tools often provide quick answers, reducing the need to click on links. Media planners should format their content clearly, using FAQs or summaries, to improve visibility on these platforms.
- Taking advantage of generalist outlets
Generalist outlets benefit from diverse traffic sources, especially from referrals. Media planners can partner with emerging platforms, like Monitorfx.pl, to reach a larger audience and boost referral traffic through aggregators.
- Understanding regulatory challenges
Regulatory issues, such as advertising restrictions and EU regulations, can impact content visibility. Planners must comply with local laws and anticipate changes that may affect their strategies.
- Targeting high-impact outlets
The report identifies standout platforms based on their growth and traffic gains. Collaborating with leading outlets or emerging generalist platforms can maximize campaign impact in Russia and Poland, which dominate regional traffic.
Conclusion
The Outset PR report highlights how direct and organic channels dominate crypto-native traffic in Eastern Europe, while generalist outlets benefit from broader referral networks. It also underscores the growing, though still modest, role of AI referrals.
For media planners, the takeaway is clear: focus on deep audience relationships, smart search optimization, adaptable content for AI discovery, and selective partnerships with the region’s most influential outlets.
Source: Outset PR Reports Direct Traffic Still Reigns in Eastern Europe’s Crypto Media
