The purpose of the analysis: to show the potential of key queries, the dynamics of organic traffic, to identify leaders, to determine the seasonality and capacity of the market.
The ranking includes sites from Google search engine offering “Internet and TV“ services in Moldova.
The table reflects traffic that has been received in the last 30 days. (December 2025)
| № | Сайт | Трафик 2024 | Трафик 2025 | Разница в % |
|---|---|---|---|---|
| 1 | orange.md | 78600 | 82500 | +5% |
| 2 | moldcell.md | 25200 | 34800 | +38% |
| 3 | moldtelecom.md | 10500 | 10900 | +4% |
| 4 | starnet.md | 8600 | 8500 | -1% |
| 5 | arax.md | 2200 | 2200 | -0% |
*Methodology and assumptions. For evaluation we use Ahrefs analytics service – one of the most accurate tools on the market. However, its Organic Traffic metric is a model assessment based on positions and clickability, so it is often lower than the actual traffic. For our projects, the difference is usually 3-5 times, which we regularly check with GSC/GA4.
So if the Ahrefs report shows a notional 1,000 visits, the real volume may be 3,000+. This is not a “tweak” but the limitations of the model: the tool does not see part of the “long tail”, brand variations, local and fresh queries, Discover, etc.
Please keep this assumption in mind when reading the figures: Ahrefs is rather conservative.
For clarity, let’s display the traffic volume data in a pie-shaped pie chart to see who is taking a big bite out of it.
Non-branded traffic is queries that do not include the “brand name” but are related to the services that the company offers on the market. For example, queries “internet si televiziune”, “internet tv”, “internet chisinau”, “tv internet”, “abonament internet”, “internet + tv”, “cel mai bun internet din moldova”, “televizoare cu internet”, “televizoare cu internet”, “best internet provider” and others.
Branded traffic is queries that include the name of the brand + the name of the service. For example, requests “orange internet acasa”, “orange tv și internet contact”, “moldtelecom internet si televiziune”, “moldtelecom internet fix”, “starnet oferte internet”, “moldcell internet nelimitat”, “arax internet si tv”, “starlink moldova buy”, “starlink price per month”
| Сайт | Трафик 2025 | Брендовый трафик | Небрендовый трафик | % бренд | % небренд |
|---|---|---|---|---|---|
| orange.md | 82500 | 53800 | 28700 | 65% | 35% |
| moldcell.md | 34800 | 10313 | 24487 | 30% | 70% |
| moldtelecom.md | 10900 | 7024 | 3876 | 64% | 36% |
| starnet.md | 8500 | 7611 | 889 | 90% | 10% |
| arax.md | 2200 | 2042 | 158 | 93% | 7% |
We have collected all brand queries that contain the brand name + service “internet”, “Tv”, “fibra”, “televiziune” to reveal which brands are most often searched for by Moldovans in Google searches.
Such bundles as “moldtelecom.md internet, moldtelecom televiziune, moldtelecom tv, moldtelecom internet wifi, moldtelecom internet si televiziune, moldtelecom internet si tv contacte, moldtelecom tv go, orange internet, orange television, orange internet si tv, abonamente orange tv si internet, fibra orange, fibra optica orange, starnet fibra optica, starnet internet, starnet fibra optica, starnet oferte internet, arax internet si tv, moldcell internet, starlink internet, internet starlink pret and many others”.
We’ve compiled figures on how much each brand gets monthly for queries related to “internet”, “Tv”, “fibra”, “televiziune”, “televiziune” per landing page “internet+TV”
| Сайт | Трафик |
|---|---|
| moldtelecom.md | 711 |
| orange.md | 255 |
| starnet.md | 135 |
| arax.md | 25 |
| moldcell.md | 23 |
Organic Traffic Value is an estimate of what the current volume of free visits would cost if a company were to buy those clicks through Google Ads.
Simply put – it is the market price of a site’s visibility in search.
If a site gets 8000 visits per month and the average click price for such queries is $0.30
then its organic traffic is valued at about $2.4k per month
The table summarizes the financials for 2023-2024.
| Всего: | 7,14 млрд | 7,47 млрд | 1056.4 млн | 889.34 млн | 4365 чел. | 3874 чел. |
|---|---|---|---|---|---|---|
| Сайт | Оборот 2023 | Оборот 2024 | Чистая прибыль 2023 | Чистая прибыль 2024 | Кол-во сотрудников 2023 | Кол-во сотрудников 2024 |
| orange.md | 3,43 млрд | 3,61 млрд | 521,41 млн | 568,78 млн | 663 | 603 |
| moldtelecom.md | 1,63 млрд | 1,66 млрд | 89,28 млн | 159,87 млн | 2655 | 2247 |
| moldcell.md | 1,43 млрд | 1,55 млрд | 371.41 млн | 97.12 млн | 388 | 351 |
| starnet.md | 576.63 млн | 580.17 млн | 68.86 млн | 63.57 млн | 558 | 577 |
| arax.md | 74.02 млн | 76.73 млн | 5,44 млн | -1,74 млн | 101 | 96 |
The branded demand market is highly concentrated
More than 70% of all branded demand for “internet / tv / fibra / televiziune” queries is accounted for by just two brands:
This indicates strong brand recognition and the dominance of these companies in the minds of users when choosing an ISP.
Moldtelecom.md is the leader of the Internet+TV market according to Google queries and traffic to the landing page “Internet+TV” in 2025 in Moldova. The leadership is confirmed both by the share of demand and the absolute volume of traffic
Starnet – strong brand but limited traffic
The gap between demand share and actual traffic indicates underutilized SEO potential.
Traffic growth
Multi-product sites(Orange.md, Moldcell.md)
total traffic grows due to:
result:
– domain amplification
– increase of trust signals
– better indexation of commercial pages
Service sites(Moldtelecom.md, Starnet.md, Arax .md)
One product = one source of traffic,
Starnet.md, Arax.md – remain niche and have no significant impact on the market distribution in search.
Have low SEO-optimization, Google does not see these sites on the queries “television / televiziune, “fibra / fibra” or on the Russian-key “Internet” – sites on these queries do not get traffic.
The website doesn’t have it:
Result:
Even with a good product, SEO potential is limited by the architecture of the site.
Major insight on branded – non-branded traffic
The higher the reliance on branded traffic, the lower the SEO growth potential.
In the niche “Internet + TV” – today there are more than 50 keys for which users in Moldova search for information every month (non-branded demand). For example: “internet”, “internet chisinau”, “internet moldova”, “internet in moldova”, “servicii internet”, “internet tv”, “internet si televiziune”, “internet provider”, “internet fibra”, “fibra optica internet”, “internet televiziune”, “internet television”, “conectare tv la internet wireless”, “tv internet”, “internet + tv”, “televiziune si internet”, “televizor cu internet”, “internet service providers”, “best internet provider” and many other queries.
With proper SEO – optimization, a website can get targeted traffic from Google search.
Orange.md / Moldtelecom.m d – strong “brands” very many queries, for example: moldtelecom.md internet, moldtelecom abonamente internet, fibra optica moldtelecom, internet acasa orange, orange oferte internet, activare internet orange md and many others. Users know the brand, know how to spell it, if necessary go to Google and type it in the search box.
Moldcell.md – in 2025, the leader in non-breadth traffic (70%), mainly for smartphones: iphone 17, iphone 16 pro max, iphone 16, samsung s25 ultra, iphone 16, apple watch, airpods 3, redmi note 13 pro, iphone 14 and many other requests.
Arax.md, Starnet.md – poor visibility of pages in Google, 90% of traffic is direct visits to the site. The site almost does not participate in the competitive rendition by queries (due to lack of optimization by queries), growth is impossible without expanding semantics and SEO – optimization of pages.
In the Internet + TV niche, the winners are not those with higher recognizability, but those who systematically collect unbranded demand.
Brand creates demand, but it doesn’t scale SEO. Scale gives you non-brand.
Starlink = takes 22.6% of branded demand on Google in Moldova, while:
Conclusion
Starlink competes not with tariffs, but with its technological brand image and global recognition, pulling a part of brand demand from local operators.
Traffic cost
Traffic Value is not revenue, but the equivalent of SEO visibility value in Google Ads.
Which is to say:
The smaller the site, the more expensive each visit.
In the Internet + TV niche in Moldova, organic traffic is not free visits, but a measurable asset worth hundreds to thousands of dollars per month. However, it is not the sites with the most expensive clicks that get the maximum value, but those who know how to scale non-branded demand and turn SEO into a long-term channel for attracting clients.
Financial performance
The “Internet + TV” niche in Moldova, showed a growth (+4.5%) in 2024.
Market turnover increased from 7.14 – 7.47 billion mdl
In 2024, there is a decrease in total profit of -16%
Companies are showing a decline in the number of employees,
Which speaks to the optimization and automation of processes, companies have a desire to increase profitability and efficiency of processes within the company, to reduce costs to a minimum against the backdrop of slowing profit growth.
Starnet (+19 employees) is the opposite of the general trend, where most other companies have a decrease in the number of employees. The increase in the number of employees indicates that Starnet is planning to expand its operations or introduce new projects, which requires a larger team. This could be due to the fact that the company expects its financial situation to improve despite the projected slight decrease in net income. It is also worth noting that an increase in employees may be part of a strategy to grow and adapt to changes in the industry with a focus on new technologies, service expansion or entering new markets.
