Stuff delivers largest digital news audience in NZ

Stuff.co.nz has cemented its position as the number one news site in the country*, just weeks after a complete replatform including new apps, design and functionality.

Nielsen results released this week show that in both Unique Audience and engagement across February, stuff.co.nz was the largest New Zealand news site, with an audience totalling 2.21 million*, ahead of February 2023. Since the replatform, the audience time spent on site has grown to be almost double Stuff’s nearest news competitor*.

Managing Director Stuff Digital Nadia Tolich says delivering a major replatform while retaining the country’s largest digital news audience is the successful outcome of a project two years in the making.

“This is one of the most significant changes in Stuff’s digital history and we’re pleased our audience has come along with us,” she says. “We now have one of the most agile and dynamic news sites anywhere in the world and our teams are continuing to work hard every day to bring new functionality and the most relevant journalism for our audiences as we continue to evolve.”

Overall, the Stuff Group reaches 3.377 million Kiwis every month, the largest digital and print audience^ in the country. The portfolio includes stuff.co.nz, flagship mastheads such as The Post and The Press, magazines and Neighbourly.

Matt Headland, Brand Connections Managing Director, says particularly pleasing for Stuff’s advertising partners is the increased engagement and conversion the new Stuff site now delivers. “Our internal numbers are showing a sizeable increase in average ad viewability (+13 percent) and average Click Through Rate (+22 percent) as we’ve tested and trialled new innovations for the audience and our advertisers. Engagement is about a mix of great content, context and advertising message formats that integrate seamlessly into the audience experience. Our new site delivers all of that in bucketloads.”

Chief Product Officer Ben Haywood says the new site has generated loads of conversation with the audience which has fed back into further improvements and functionality.

“Our audience loves to participate in what’s happening on their favourite site and we’ve listened to and worked on every piece of feedback we’ve received,” he says. “Stuff.co.nz is the place Kiwis turn to for breaking news, for live and lively stories and for journalism that makes a difference to their lives every day. What they say really matters to us.”

*Nielsen Online Ratings February 2024

^ Nielsen CMI Q1 23- Q4 23 (Jan 24 Fused) – Print and Digital audience

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