All but two of the ten most-visited sites in the US in September saw year-on-year traffic growth. Another notable riser was local publisher SF Gate (up six places to 36th on the back of a 0.4% month-on-month traffic drop, to 29.3 million) and libertarian blog Zero Hedge (25.2 million), which rose five places to 40th despite a 7.7% traffic decline. The only site to see a larger rise in visits compared with August was CBS News, where traffic rose 20.7% to 92.5 million, translating to a five-place rise on the charts. September saw the re-entry of The Atlantic into the top 50 (visits down 0.2% month-on-month but up 15.2% year-on-year to 22.9 million) after it dropped off in August. The only riser within the top ten, besides new entrant Forbes, was People, which was up one spot despite visits dropping 9.5% month-on-month to 147.2 million.
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- Men’s Journal rose 338% year on year to 23.5 million visits and sports news website Athlon Sports grew 144/7% to 40.7 million visits.
- The smallest increases were seen at the AP (4%), MSN (3%) and CNN (2%), while the New York Post lost a negligible proportion of traffic.
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- But for most publishers visits have nonetheless improved year-on-year, with three-fifths of the top 50 recording traffic increases of at least 10% compared with September 2023.
- The Atlantic recorded 30.4 million visits in March according to Similarweb, meaning it was also up 30% compared to March 2024.
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Fastest-growing month-on-month in the top 50 was Advance Local-owned New Jersey news site nj.com (23.5 million visits, up 33% month-on-month) while third fastest-growing was Business Insider (74.4 million, up 21%). It was followed for month-on-month growth in visits by progressive news website Rawstory (20.4 million, up 24%) and Newsweek (up 10% month-on-month). Month-on-month the fastest-growing newsbrand was The Cool Down (24.3 million visits, up 52% compared to January). The same two sites topped the table for monthly growth with visits to Athlon Sports up 126% and visits to Moneywise up 70% compared to April. It was followed by two News Corp titles, foxnews.com (269.1 million visits) and nypost.com (160.8 million), which were both up 8% month-on-month.
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While some say Facebook referral traffic has returned this year, others complain that the addition of AI-written summaries to Google search results has deeply impacted click-through rates to articles. Publishers have complained in recent years about falling referral traffic from Google and Facebook. The Times of Israel fell back out of the top 50 after its visits almost doubled in June to enter in 43rd place. Meanwhile the vast majority (44) saw fewer visits than they did a year earlier in July 2024. Some content remains free to all users regardless of whether they have hit the paywall, including select global breaking news stories. The BBC launched a dynamic paywall for users in the US at the end of June, charging $8.99 (£6.55) per month or $49.99 (£36.40) per year.
It was followed by independently run consumer-focused science news site sciencealert.com (24.4 million visits, up 66% month-on-month). Month-on-month, both Newsweek (up 31% compared to February) and The Cool Down were beaten by publishing group Advance Local’s Alabama-focused site al.com (22.6 million visits, up 67% month-on-month). Visits to the climate-specialised newsbrand were up 25% month-on-month and 421% year-on-year (30.4 million visits). The New York Post (up 12%) saw the biggest monthly gain, followed by The New York Times, USA Today, Washington Post (122 million) and CNN, which each saw a 9% month-on-month boost in visits. Month-on-month the picture was more positive for the ten biggest sites, with all but People (down 8%) seeing more visits in March than February. The US Sun was also among the fastest-growing sites month-on-month, up 16% to 46.3 million, sharing joint fifth place with Forbes (108.3 million, also up 16% month-on-month).
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British news site The Independent (34.8 million), which claimed in November to have become the biggest British-born news site in the US according to Comscore data, also notched 70.4% year-on-year growth. All but one of the ten most-visited news sites in the US, and almost four in five of the top 50, grew their visits compared with September. Most of the top newsbrands in the US saw web traffic growth in October following two months of declines. Year-on-year the fastest-growing top ten news site was the AP, which saw 162.5% more visits in November 2024 than it did in the same month in 2023. Most of the ten most-visited news sites in the US benefitted from the November surge, with The New York Times (528.6 million, up 11% month-on-month), USA Today (203.5 million, up 9.8%) and CNN (460 million, up 8.2%) all notching notable gains. Three in five of the top 50 most-visited news sites in the US saw traffic grow compared with October — although there were some notable exceptions.
The only other site in the top ten to see growth both compared to September 2024 and August 2025 was The New York Times, up 9% month on month and 3% year on year to 461.6 million visits in first place. NBC News was up 54% month on month (the biggest leap compared to August in the whole top 50 ranking) and 5% year on year to 96.6 million, putting it in tenth place. The BBC and NBC News saw the most traffic growth among the ten biggest news websites in the US in September, according to the latest Similarweb data. Ten news websites saw their monthly visits decline by 40% or more in November compared to a year earlier, according to the latest data from Similarweb.
Google News, The New York Times and Yahoo Finance all saw a 9% month-on-month rise in visits, while People, Fox News and USA Today rose 5%. Month-on-month, however, all but one of the top ten saw traffic rise in March compared with February. Among the ten most-visited news sites in the US, the AP was followed by People magazine (158.3 million, up 14%) for year-on-year growth, then by aggregator Google News (121.1 million, up 9%) and The New York Times (492.5 million, up 6%). The Atlantic saw a jump of more than 40% month on month amid its blockbuster story published on 24 March revealing its editor had been accidentally added to a Trump administration group chat about military strikes in Yemen. Press Gazette’s top-50 ranking of US news shows the New York Times hold its lead versus CNN in top spot with 479.3 million visits in the month.
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