Stuff Audience Surges In First Quarter Of 2025

New Zealand’s largest digital news audience surged in March, with 2,347.000 Kiwis choosing stuff.co.nz, 522,000* more than its nearest competitor.

More Kiwis are turning to Stuff, returning more often and staying for longer than any other New Zealand website. Stuff Owner and Publisher Sinead Boucher says the latest Nielsen Online Ratings are the highest since the 2023 election and Rugby World Cup, with a 14% increase in audience over the previous month coming directly from other news platforms.

“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,” she 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.

“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.”

The Nielsen result also highlights strong growth in Stuff Group’s Masthead Publishing business, where subscriber websites for The Post, The Press and the Waikato Times saw 35% audience growth year on year (March 2024 to March 2025). The Post alone saw an 18% increase in March from the previous month and subscriber numbers are also climbing, with digital subscribers up 79% across the year.

Stuff Commercial Director Jaana Collins says New Zealanders engage deeply with Stuff, providing a compelling environment for advertisers.

“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,” she says.

“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.”

*Source: Nielsen Online Ratings March 2025

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