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.
The Daily Mail (down 7.5% month-on-month to 113 million), which was the ninth most popular news site in the US in both July and August, dropped in September to tenth. The contraction was sharpest at Yahoo Finance (down 11.3% month-on-month to 144.4 million visits) and third-placed Fox News (down 11.2% to 260.2 million). 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. Almost all the top 50 news sites in the US saw traffic fall in September, deepening a decline that began in August. Newsweek (up 20.1%), The Atlantic (26.6 million, up 16.2% month-on-month), The Washington Post (109.7 million, up 8.7%) and Substack (53.9 million, up 7.9%) were similarly among the fastest growers. The broader traffic bounce back may reflect increased news interest in the run-up to the US election, which happened in the first week of November.
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- 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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The biggest year-on-year drop among the top ten was seen at Gannett’s USA Today, which shed 17% of its March 2024 traffic to attract 134.7 million visits last month. Three in five of the top 50 news websites in the US recorded year-on-year growth, with the biggest percentage increase seen at sports news site Athlon Sports. Rival title The Mirror, which is yet to feature in the top 50 US news websites, grew 631% year on year to 15.1 million visits in April 2025 according to Similarweb data. Substack rose to 19th position with growth of 42.5% year on year to 67.7 million visits in the US for its network of newsletter-driven websites. Only 15 out of the top 50 news websites in the US grew traffic year on year in May, according to the latest data from Similarweb. More than half (29) of the 50 biggest news websites in the US saw a month-on-month decline.
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The publication, likely spurred by the city’s historic wildfires, grew its web visits nearly 120% to 42.3 million in January, but in February these returned to 20.8 million – a 51% month-on month fall. The drops mirror widespread gains in February, when only nine top sites saw traffic losses and 21 posted gains of 10% or greater. Despite its monthly gain The Cooldown was the second-largest faller year-on-year among the top 50, losing 24% of its traffic compared to March last year.
