Stuff still New Zealand’s number one news website
Wednesday, 20 March 2024
Stuff.co.nz is still the number one news site in New Zealand, thanks to our large and loyal audience (you!), new market results show.
Stuff had an audience of more than 2.21 million in February 2024, according to the Nielsen Online Ratings.
In January we relaunched Stuff’s websites and apps with a brand new look, on world-class technology. The flexible, fast tech stack means our audience experiences our award-winning journalism in style, while our commercial partners can harness that attention via high impact positions and any ad, anywhere, instantly.
It also means that we can iterate and innovate at pace, in response to what our audience and partners need.
Since the replatform, audience time spent on site has grown to be almost double Stuff’s nearest news competitor, the results show.
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.”
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%) and average Click Through Rate (+22%) 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.”