Daily Mail audience hits 6m for first time while retains top spot on Nielsen ratings

Daily Mail Australia climbed to a unique audience of 6.322m in January, the highest result for the publisher since Nielsen launched monthly Digital Content Ratings.

The publisher grew its audience by 18% month on month, putting the publisher well ahead of Yahoo, which returned to DCR after tagging issues, with a unique audience of 4.681m.

Holder: Up and down delight

While all publishers grew audiences in January following the quieter end-of-year traffic, Daily Mail was one of just two publishers who had also grown their unique audience numbers in December too.

Peter Holder, managing director of Daily Mail Australia, told Mumbrella: “Nobody knows better than we do that there’s always a degree of up-and-down volatility to DCR – but we’re nevertheless delighted to have experienced two consecutive periods of month-on-month growth – in particular, adding almost a million UAs to our December result.”

Month-on-month growth for Australia’s top ten news publishers varied from 6% to 41% during January. remains the top news site, with unique audience growing month-on-month to 10.239m. It is currently the only publisher to have an audience of more than 10m.

ABC News websites finished on a unique audience of 8.496m, just ahead of’s 8.489m – with both seeing a 10% climb. Nine’s grew by 9% to 8.298m.

The regional newspaper mastheads owned by Nine – which are tagged as Fairfax Digital Regional Network – also grew 19% to a unique audience of 3.768m. The West Australian, owned by Seven West Media, grew 41% month on month to an audience of 2.860m, which can be attributed to the addition of its Google AMP audiences.

Outside of the top 10, BuzzFeed Network, Vice Media Network, Pedestrian and Junkee Network all grew their audiences.

January’s figures reveal Buzzfeed Network’s audience as 3.003m, a 10% climb from last month, while Vice Media network’s audience is at 1.211m – also up 10%. Pedestrian climbed 12% compared to December 2018’s numbers, to a unique audience of 1.034m, while Junkee Network grew by 4% to 812,339.


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