Domain
Australia's number two property listings portal and media brand.
Domain at a glance
Domain is a real estate website and one of the most visited sites in Australia, currently ranked #9 in the country. It was founded in 1999 by Fairfax Media (original parent company) and is headquartered in Sydney, New South Wales, Australia. Today Domain is owned by Domain Holdings Australia Limited. Our estimates put its audience at ≈ 30 million visits per month. The business earns money mainly through real estate agent listing subscriptions, premium and depth listing upgrades, developer project marketing. Its closest rivals include realestate.com.au, Homely, OnTheHouse.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 30 million / month | +2% |
| Q2 | ≈ 30 million / month | -1% |
| Q3 | ≈ 30 million / month | +4% |
| Q4 | ≈ 30 million / month | +3% |
Traffic sources
- Direct42%
App and bookmark navigation
- Organic search32%
Brand and category queries
- Referral10%
- Social9%
- Paid & other7%
Audience & demographics
- Men49%
- Women51%
- Age 18-2414%
- Age 25-3424%
- Age 35-5433%
- Age 55+29%
Domain's audience broadly mirrors the Australian internet population, with usage skewing slightly toward metropolitan users in New South Wales, Victoria and Queensland.
Geographic reach
- Australia88%
- New Zealand4%
- United Kingdom2%
- United States2%
- Other4%
SEO profile
- Organic keywords
- ≈ Hundreds of thousands
- Estimated organic traffic
- ≈ 30 million visits / month (combined with direct/app)
- Strongest clusters
- Real Estate category and brand-name queries
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| domain | 1 | Very high | — |
| domain login | 1 | High | — |
| real estate australia | 1-3 | High | — |
Backlink profile
- Referring domains
- ≈ Hundreds of thousands
- Link profile
- Widely cited by Australian media, government and industry sites
Top referral sources
- Google Search40%
- Direct / app38%
- Facebook9%
- Other social5%
- Other8%
Technology stack
Website technologies
Advertising & analytics technologies
Domain runs on a modern cloud-hosted stack with a mobile-first responsive design and native apps for iOS and Android.
Mobile app statistics
- App downloads
- ≈ Millions cumulative
- Daily app opens
- Hundreds of thousands
Company information
- Website
- domain.com.au
- Sector
- Real Estate
- Owner
- Domain Holdings Australia Limited
- Owner type
- Public company (majority owned by Nine Entertainment)
- Founders
- Fairfax Media (original parent company)
- Founded
- 1999
- Headquarters
- Sydney, New South Wales, Australia
- Employees
- ≈ 1,300
- Ownership
- Publicly traded company (ASX: DHG), majority owned by Nine Entertainment Co.
- Valuation
- ≈ AUD 2 billion market capitalisation
- Revenue
- ≈ AUD 380 million annually (Domain Group, FY estimate)
- Languages
- English
- Top traffic sources
- Direct navigation, organic search, app usage
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 1999 | Founded | N/A | — |
Financials
- Estimated annual revenue
- ≈ AUD 380 million annually (Domain Group, FY estimate)
- Revenue model
- Real estate agent listing subscriptions
Business model & revenue
Domain operates as australia's number two property listings portal and media brand. Domain Holdings Australia Limited monetises the platform primarily through real estate agent listing subscriptions and related services described below.
- Real estate agent listing subscriptions
- Premium and depth listing upgrades
- Developer project marketing
- Domain Insight and data services
- Media and display advertising
Products & services
Residential and commercial property listings for sale and rent.
Mobile property search and price estimate tool.
Property data, pricing and market reports.
Seller ecosystem
- Advertisers / partners
- Australian and international brands
- Business accounts
- Local businesses and agencies where applicable
International presence
- Primary market
- Australia
- Secondary reach
- New Zealand and Australian expatriates
Employee statistics
Customer statistics
API & developer information
- Public/partner API
- Limited or partner-only access, not fully open
Website rankings
- Australian traffic rank
- #9 overall (estimated)
- Category rank
- #1-2 in Real Estate
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| realestate.com.au | Comparable or smaller Australian traffic | — | Domain maintains a strong position versus realestate.com.au |
| Homely | Comparable or smaller Australian traffic | — | Domain maintains a strong position versus Homely |
Overview
Domain (domain.com.au) is australia's number two property listings portal and media brand. It operates in the Real Estate sector and is one of the top ten most visited websites in Australia.
Traffic Statistics
domain.com.au attracts an estimated ≈ 30 million monthly visits, with sessions averaging around ≈ 6 min 50 sec across roughly ≈ 6.5 pages per visit.
Traffic Sources
Direct navigation and organic search together account for the majority of traffic, with referral and social channels contributing smaller but meaningful shares.
Audience & Demographics
The site's Australian audience is fairly evenly split by gender, with the strongest representation among users aged 25 to 54.
Geographic Reach
Around 88% of traffic originates in Australia, with New Zealand, the United Kingdom and the United States forming smaller secondary audiences.
SEO Profile
Domain ranks strongly for brand-name and category-specific queries related to real estate in Australia, benefiting from strong domain authority and frequent content updates.
Technology Stack
The platform runs on a modern cloud-hosted stack including React and Node.js front ends, hosted on AWS infrastructure with Cloudflare content delivery.
Social Media Statistics
Domain maintains an active presence across Facebook, Instagram and X, engaging hundreds of thousands to millions of followers combined.
Mobile App Statistics
Its iOS and Android apps have been downloaded millions of times cumulatively, with strong app store ratings among Australian users.
Company Information
Founded in 1999, Domain is headquartered in Sydney, New South Wales, Australia and owned by Domain Holdings Australia Limited.
Ownership & Investors
Publicly traded company (ASX: DHG), majority owned by Nine Entertainment Co.
Financials
Estimated annual revenue is around ≈ AUD 380 million annually (Domain Group, FY estimate), generated primarily through real estate agent listing subscriptions.
Business Model
Domain operates as australia's number two property listings portal and media brand. Domain Holdings Australia Limited monetises the platform primarily through real estate agent listing subscriptions and related services described below.
Products & Services
Key products include Domain.com.au, Domain app, Domain Insight.
Competitors
Key competitors include realestate.com.au, Homely, OnTheHouse.
Company History & Milestones
Since launching in 1999, Domain has expanded through platform redesigns, mobile app launches and continued investment in its Australian digital presence.
Latest News
Domain continues to report growth in Australian usage while expanding its digital feature set.
User Reviews & Ratings
Domain is generally well regarded by Australian users as a trusted and convenient real estate destination, with occasional criticism of fees or customer service response times.
Pros & Cons
Pros: strong category leadership, brand trust and a well-developed mobile experience. Cons: some paid features, competition from global platforms and occasional service criticism.
Key Statistics
≈ 30 million monthly visits, ranked #9 in Australia, with ≈ 1,300 employees.
Frequently Asked Questions
Who owns domain.com.au? Domain Holdings Australia Limited. Is it free? Core use is free, with paid features in some areas. Is it only for Australia? It primarily serves the Australian market.
Data Sources
Company reports and public filings, Similarweb estimates and Australian industry press coverage.
Last Updated
September 2026
Related Websites
realestate.com.au, Homely, OnTheHouse.
Website Rankings
#9 most visited website in Australia (estimated), with a leading position within the Real Estate category.
Revenue & Funding History
Domain was founded in 1999 and has been owned by Domain Holdings Australia Limited throughout its growth into an Australian digital leader.
Employee Statistics
Domain employs approximately ≈ 1,300.
Customer Statistics
The platform reaches approximately ≈ 6.5 million / month unique visitors across Australia.
Backlink Profile
domain.com.au has an estimated hundreds of thousands of referring domains, frequently cited by Australian media, government and industry sources.
Top Organic Keywords
Leading keywords include "domain", "domain login" and "real estate australia".
Top Referral Sources
Google Search, direct app traffic, Facebook and other social platforms are the leading referral channels.
Website Technologies
React, Node.js, AWS cloud infrastructure and Cloudflare CDN underpin the platform.
Advertising & Analytics Technologies
Google Ad Manager, Adobe Analytics and Meta Pixel support advertising and measurement.
API & Developer Information
Domain offers limited or partner-only API access rather than a fully open public API.
International Seller Opportunities
While primarily focused on the Australian market, Domain offers advertising and partnership opportunities to brands and businesses, including some international advertisers.
Company history & milestones
- 1999
Domain is founded / launched
- 2010
Major platform redesign and mobile expansion
- 2015
Native mobile apps launched
- 2020
Accelerated digital growth during the COVID-19 period
- 2026
Continues to lead its category in Australia
Latest news
- Domain reports continued growth in Australian usageIndustry press · 2026
- Domain expands digital featuresCompany announcement · 2026
Pros & cons
Pros
- Australia's leading platform in the real estate category
- Strong brand trust and recognition
- Extensive content, listings or product range
- Well-developed mobile app experience
Cons
- Some services or features carry fees
- Occasional criticism regarding pricing or data practices
- Competition from global platforms in some categories
- Regional coverage can vary outside major cities
Key statistics
Frequently asked questions
Who owns domain.com.au?
domain.com.au is owned by Domain Holdings Australia Limited.
Is domain.com.au free to use?
Core browsing is free; some features such as premium listings, subscriptions or paid ads may carry a cost.
Is domain.com.au available outside Australia?
The service is primarily designed for the Australian market, though the website can be accessed internationally.
Popular searches
Data sources & confidence
- Company reports and public filingsDomain Holdings Australia Limited
- Similarweb estimatesSimilarweb
- Industry press coverageAustralian media
- Data confidence
- High for ownership, company structure and public milestones; traffic and revenue figures are third-party modelled approximations.
- Last updated
- September 2026
Traffic, revenue and audience figures are modelled estimates based on public reports and third-party analytics tools; treat as directional rather than exact.
Social media profiles & statistics