AUCKLAND, Today: Stuff.co.nz pulled in a massive 2,347,000 Kiwis in March, beating its closest rival by 522,000* and confirming its spot as New Zealand’s most visited digital news site.
More people are choosing Stuff — and they’re coming back more often and staying longer than anywhere else in Aotearoa’s digital landscape.
Sinead Boucher, Owner and Publisher of Stuff, says the Nielsen Online Ratings are the highest since the 2023 election and Rugby World Cup, with 14% of growth coming straight from other news sites.
“Our Editorial, Product and Audience teams have been working hard together to deliver this result which offers our commercial partners unrivalled audience attention and engagement,” Boucher says.
“This is not the result of short term gimmicks to drive traffic or tactical changes – this is New Zealanders consistently turning to Stuff to understand 2025’s fast-moving news agenda with strong analysis, live and lively news and unique local investigations.
“Over the past few months we have made major improvements to the speed and performance of our products and our Editorial team, under Editor-in-Chief Keith Lynch, has been driving really hard on news and content that is relevant to Kiwis.
“This is not the result of short term gimmicks to drive traffic or tactical changes – this is New Zealanders consistently turning to Stuff to understand 2025’s fast-moving news agenda with strong analysis, live and lively news and unique local investigations.” – Sinead Boucher
“We usually see these kinds of numbers when there is an election or major sporting or weather event. This is not that – it’s consistent content that matters to New Zealanders delivered in a way that keeps them returning for more each day.”
Masthead Publishing also saw strong growth, with Stuff Group titles The Post, The Press and Waikato Times up 35% year on year. The Post alone jumped 18% in March compared to February.
Digital subscriptions are on the rise too — up 79% year-on-year across the group. Stuff Commercial Director Jaana Collins says audiences don’t just land on Stuff — they engage deeply with it.
“When people come to Stuff they are intentional and the time they spend with us is quality attention – that’s great for local brands too.”
“Having the scale of Stuff, with an audience who see it as essential to their daily lives, means we understand New Zealanders deeply – how they are feeling and what they are interested in.
“In what can seem like a crowded digital space, this is invaluable insight for our valued commercial partners,” Collins adds.
*Source: Nielsen Online Ratings March 2025
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