The month of December 2024 witnessed a notable downturn in web traffic for several of the top English-language news websites around the globe. This decline was particularly pronounced among US political and hard news outlets, which had experienced a surge in visits following the November US elections.
According to Press Gazette’s monthly analysis, nearly two-fifths of the top 50 news websites saw a month-on-month traffic drop of 10% or more in December. The most significant declines were observed among major US news outlets, which had benefitted the most from the election-related surge. For instance, NBC News experienced a sharp 46.5% drop in visits, with just 91.5 million visits in December compared to 171 million in November. Similarly, the Associated Press (AP) saw a 39.5% decrease, dropping to 108.1 million visits, and CBS News experienced a 25.7% decline to 83.9 million visits.
This trend reflects a broader shift in web traffic patterns as election-related content fades from the public’s immediate focus. Overall, 36 of the top 50 global news websites experienced fewer visits in December than in the previous month. However, when compared to the same period last year, 23 sites saw year-on-year traffic growth, indicating a more positive trend over the longer term.
Despite the general downturn in traffic, several news outlets saw growth in their visitor numbers compared to the previous month. The Daily Mail, for example, increased its visits by 5.8% to 274.6 million, while India.com saw a 9.4% growth, reaching 188.8 million visits. These gains show that some sites are still able to attract significant audience engagement, especially those that focus on entertainment and international news.
In the broader top 50 list, one of the biggest success stories was sports news site Athlon Sports, which saw a remarkable 38% month-on-month growth in December. This marked its debut appearance in the global top 50, with the site recording 57 million visits. Similarly, the UK’s Daily Express saw an impressive 17.6% increase in visits, reaching 59.6 million.
Athlon Sports also topped the list for the most significant year-on-year growth, with a staggering 353% increase in visits compared to December 2023. Meanwhile, India.com posted the second largest year-on-year growth, climbing 146.6% and entering the global top ten for the first time. These results demonstrate the rising influence of regional and niche news outlets, as well as the growing demand for sports-related content.
While December’s traffic numbers reflected some losses for major US and UK news sites, many of these outlets still showed robust annual growth. The Associated Press, for example, saw a 50.8% increase in traffic compared to December 2023, and NBC News posted a 20.4% increase. Other large publishers such as ABC News and The New York Times also enjoyed significant year-on-year growth, with ABC News seeing a 36.6% increase and The New York Times rising by 9.6%.
However, the results were not as positive for some major news outlets, especially those in the UK and India. The Daily Mail, for example, saw a decrease of 18.9% in traffic compared to the same time last year, while Fox News dropped by 10.1%. The Guardian also experienced a 9.6% decline in year-on-year traffic.
India’s news sites were particularly affected by a year-on-year traffic dip, with some of the sharpest declines recorded by India Today (down 37.7%), Live Mint (down 35.6%), and The Sun (down 33%). Other Indian news outlets, such as CNN affiliate News18 and the Daily Mirror, also experienced declines of 28.8% and 24.8%, respectively.
This mixed performance across global news websites highlights the shifting dynamics of digital news consumption. While some sites continue to thrive, especially those with a focus on niche topics such as sports, entertainment, and regional affairs, others face challenges in maintaining traffic levels once the excitement surrounding major events like elections wanes.
Looking ahead, the news industry must adapt to these changing patterns, focusing on diversification of content and leveraging new ways to engage with audiences. As digital consumption continues to evolve, understanding these traffic trends will be key for news outlets striving to stay competitive in a rapidly changing media landscape.
