The Guardian and Buzzfeed see substantial growth in March Digital Content Ratings

Both The Guardian and Buzzfeed saw significant growth over the month of March according to the latest Nielsen Digital Content Ratings.

The Guardian had a 29% growth in unique audiences month on month to 5.38m, pushing it above Yahoo and placing it sixth on the list of top ten publishers.

Buzzfeed also had a successful month, with a 26% rise month on month to 3.34m.

The Guardian managing director Dan Stinton said the results revealed Australian reader’s allegiance to the title.

Dan Stinton says Australians support The Guardian

“One-fifth of Australians read The Guardian in March. This result shows we are Australia’s trusted source for national and global breaking news. We have also seen the highest growth of any other top 10 publisher in DCR this year,” said Stinton.

All other major publishers also saw growth across the month, with ABC and the Daily Mail both jumping up 17%. The smallest growth was experienced by Yahoo which saw just a 1% increase.

It was a different story on the smaller publisher end. VICE and Pedestrian both saw dips, -7% and -2% respectively. Junkee had a 5% increase.

The figures turn the table on the February results which saw the majority of the larger publishers lose unique audiences.

Desktop was still the device of choice for those accessing content in March with 42% choosing it over 40% on smartphones and 18% on tablets.

However, Australians are turning to smartphones for sport content, including the AFL and NRL kick offs, with 55% of users choosing to tune in on their phones over 36% on desktop and 9% on tablet.

Since January 2019, overall time spent engaging with sports content online has increased by an average of 40% within the sports sub-category.


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