Stuff grows its lead as New Zealand’s largest news site

The stuff.co.nz audience continues to be larger and more engaged than any other news site in the country, the latest Nielsen Online Ratings show*.

2.22 million Kiwis visited New Zealand’s number one news site stuff.co.nz in September, almost doubling its lead on its nearest competitor compared to the previous month**.

Stuff is also the market-leader for engagement, with its audience spending on average 75% more time on site than the closest news website.

Stuff Digital Managing Director Nadia Tolich says Stuff has the best talent in the business producing quality journalism across channels and driving engagement with New Zealanders every day.

“Month after month, Kiwis turn to us for live and lively journalism about the issues they care about. Quality and engagement are what draw in our audience. We’re delivering and leading the market as a result.”

Stuff Brand Connections Managing Director Matt Headland says the results show Stuff offers the most impactful advertising environment in Aotearoa.

“We have extended our lead as the country’s number one news site over the past month, with more New Zealanders coming to Stuff, staying longer and enjoying more stories than on any other news site. This incredible connection and engagement with Kiwis means we understand New Zealand better than any of our competitors. Combine that with our number one position in print^ across our metro, regional and community mastheads and premium magazines, there’s really nowhere else to be for brands that want to reach New Zealanders effectively and at scale.”

Tolich says Kiwis love Stuff’s local New Zealand storytelling and the audience has much to look forward to.

“To give just a few examples from the past few weeks, as an official broadcaster of the regatta we’ve seen fantastic engagement with our live and free coverage of the America’s Cup, exceptional breaking news reporting on the weather emergency in Dunedin and brilliant video storytelling on the sighting of the missing Marokopa children.

“With Team New Zealand so close to successfully defending the Auld Mug for a record-breaking third time in a row, we’re expecting huge traffic and engagement over the coming days. Our live and comprehensive coverage of the US election is also going to be huge. There’s nowhere else to be but Stuff!”

*Source: Nielsen Online Ratings September 2024 Base AP 15+ News & Information Category.
**Stuff’s lead was 75,000 in August and 148,000 in September.
^Source: Nielsen CMI Q3 23 - Q2 24. Stuff print includes our daily and community newspapers, newspaper inserted magazines and premium magazine titles.