Traffic Trends in US News Websites Show Mixed Results After January Peak
February 2025 saw significant fluctuations in web traffic across major US news websites, following a record month in January, as top brands struggled to maintain audience engagement amid ongoing political and social events.
January Traffic Surge Follows Trump’s New Administration
January 2025 was marked by heightened interest in US politics, with Donald Trump’s second presidential administration generating significant online traffic for various news sites. Publications like The Los Angeles Times saw a dramatic traffic increase, spurred by major news events such as California’s historic wildfires, which attracted a surge of readership. The LA Times’ web visits leapt nearly 120% to 42.3 million at the start of the year, enhancing its standing in the competitive landscape of online news.
February Traffic Declines Across Most Major News Brands
However, the momentum did not carry into February, where most news brands faced notable declines in their web traffic. Of the 50 most-visited online news sites in the US, 19 recorded drops exceeding 10%, indicating a significant pullback in audience engagement. Notably, USA Today, which had been among the most popular, experienced a substantial 19% decrease in traffic, with visits falling to 128.8 million. CNN also reported a 14% decline, while BBC News saw an 11% drop.
Despite a busy February that included notable incidents such as an airplane crash in Washington D.C. and an Oval Office confrontation between President Trump and Ukrainian President Volodymyr Zelenskyy, the expected boost in readership failed to materialize for most platforms. This contrasting trend highlights the volatility of online audience interest and engagement, primarily influenced by current events.
Notable Winners Amid Traffic Losses
Nevertheless, not all outlets experienced downturns. The Hill and The Independent reported impressive month-on-month traffic increases of 17% and 12%, respectively, with The Hill reaching 42.9 million visits. Additionally, The Gateway Pundit, known for its controversial political positioning, saw a 9% month-on-month growth to 29.5 million visits.
The Associated Press emerged as a rare growth story among the top ten visited news websites, achieving a 5.7% increase in web traffic month-on-month to 122.8 million visits. This growth positions the AP as an increasingly vital source of information during politically charged periods.
Year-on-Year Traffic Comparisons Show Mixed Trends
Analyzing data on a year-on-year basis reveals a more complex picture. The Associated Press was the leading growth site among the top ten, with a remarkable 76% increase in visits compared to February 2024. Meanwhile, the BBC and People magazine also posted gains of 30% and 7.1%, respectively. The New York Times maintained its stature as the most-visited news site in the US with 452.4 million visits, reflecting a 6.4% increase.
Conversely, six of the top ten sites saw year-on-year decreases in traffic. Both USA Today and aggregator MSN recorded declines of 8%, while Business Insider suffered a more significant drop of 33%.
Emerging News Platforms Show Rapid Growth
Outside the traditional powerhouses, platforms like Athlon Sports and India Times reported staggering growth rates year-on-year, with traffic increases of 854% and 82%, respectively. These trends suggest that specialized or niche sites are carving out substantial audiences, possibly catering to specific interests that traditional news websites may not cover as comprehensively.
Conclusion
The volatility in traffic patterns across US news websites underscores the challenges facing digital journalism in maintaining audience engagement during politically dynamic times. As some outlets thrive, others struggle to retain their readership, illustrating the competitive landscape of online news. The data provide significant insights into the evolving preferences of consumers in the digital age, as well as the importance of timely and relevant content in driving web traffic.
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