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The fourth quarter is here, meaning that 2024 planning is close at hand. But before the media industry can move into planning for next year, it’s important to know where exactly publishers are getting their revenue from right now.
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Traffic sent from news aggregators to publishers’ sites is stalling, according to four publishing execs and data from analytics firm Chartbeat.
Traffic driven by news aggregators — as a percent of total traffic referred by social, search and links — has gone down from 18-20% in 2020 to a range of about 13.6% to 15% in 2023, according to Chartbeat data shared with Digiday and based on anonymized data from nearly 5,500 global websites. However, news aggregator referral traffic remained roughly steady when compared to 2022, when it made up 14% of total referral traffic.
Chartbeat data also shows that news aggregator traffic as a percentage of all external traffic (not including traffic from search and social) has decreased, from 58% in 2021 to 52% this year, said Chartbeat’s vp of data Bonnie Ray. Chartbeat analyzed aggregators including Apple News, Drudge Report, Feedly, Flipboard, Google News, Inoreader, MSN, News360, Newsbreak, NewsNow, Newzit, Pocket, SmartNews, Upday and Yahoo News.
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