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Do you ever feel like the past 1.5 years were a fever dream? One day, we might wake up in 2019 again…
Some publishers already have, but not in a good way.
According to a data analysis by Parsely and Digiday, some publishers’ traffic has fallen to levels they haven’t seen since 2019.
Parsely analyzed traffic to sites like Bloomberg, Apartment Therapy, and Medium to get this data — but it’s also relevant to any company pursuing a content strategy.
Traffic trends by the numbers
📉 Overall publisher traffic is down 10% YoY.
📈 Big sites are seeing more traffic this year than in 2019 — especially direct traffic, up 79% from 2019 levels.
📉 Small sites are seeing 27% less traffic than in 2019, and lost 30%+ of their social media referral traffic. The biggest drop? Facebook traffic.
Social media platforms — especially Facebook — seem to favor the biggest publishers.
But it’s not all bad news for scrappy content teams: newsletter subscriptions are on the uptick, Digiday reports.