O Estado de S. Paulo
One of Brazil's oldest national dailies, covering politics, economy, culture and sport online.
O Estado de S. Paulo at a glance
O Estado de S. Paulo is a news & media website and one of the most visited sites in Brazil, currently ranked #100 in the country. It was founded in 1875 by Américo de Campos, Francisco Rangel Pestana and is headquartered in São Paulo, Brazil. Today O Estado de S. Paulo is owned by Grupo Estado. Our estimates put its audience at ≈ 110 million visits per month. The business earns money mainly through subscriptions, digital advertising, print sales. Its closest rivals include folha.uol.com.br, oglobo.globo.com, cnnbrasil.com.br.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 103 million / month | +2% |
| Q2 | ≈ 107 million / month | +3% |
| Q3 | ≈ 110 million / month | +3% |
| Q4 | ≈ 117 million / month | +6% |
Traffic sources
- Direct37%
- Organic search34%
- Social18%
- News aggregators8%
- Email3%
Audience & demographics
- Men55%
- Women45%
- Age 35-4426%
- Age 45-5423%
- Age 25-3422%
The audience is concentrated in Brazil, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Brazil86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 33 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Brazil
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| o estado de s. paulo | 1 | Very high | Dominant |
| breaking news | Top 10 | High | — |
| today's headlines | Top 10 | High | — |
| live coverage | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Brazil web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 79% mobile
- Position in country
- Among the leading news & media apps in Brazil
Company information
- Website
- estadao.com.br
- Sector
- News & Media
- Owner
- Grupo Estado
- Owner type
- Private company
- Founders
- Américo de Campos, Francisco Rangel Pestana
- Founded
- 1875
- Headquarters
- São Paulo, Brazil
- Employees
- 1,000+
- Ownership
- Grupo Estado controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $250 million annual revenue (est.)
- Languages
- Portuguese
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- ≈ $250 million annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
O Estado de S. Paulo operates a news and media publisher focused on Brazil. One of Brazil's oldest national dailies, covering politics, economy, culture and sport online. Revenue comes mainly from subscriptions, supported by the other lines listed below.
- Subscriptions
- Digital advertising
- Print sales
Products & services
International presence
- Primary market
- Brazil
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Brazil)
- #100 in this index
- Sector rank
- Leading news & media site in Brazil
- Global rank
- 600
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| folha.uol.com.br | ≈ 66 million / month | #101 class competitor | — |
| oglobo.globo.com | ≈ 49.5 million / month | #102 class competitor | — |
| cnnbrasil.com.br | ≈ 33 million / month | #103 class competitor | — |
What is O Estado de S. Paulo?
O Estado de S. Paulo (estadao.com.br) is a news and media publisher serving users in Brazil. One of Brazil's oldest national dailies, covering politics, economy, culture and sport online. It ranks #100 among the most visited websites in the country in this index, within the news & media category.
Who owns O Estado de S. Paulo?
The site is operated by Grupo Estado, founded by Américo de Campos, Francisco Rangel Pestana. The company was established in 1875 and is headquartered in São Paulo, Brazil. It employs around 1,000+.
Traffic and audience
Traffic estimates place O Estado de S. Paulo at roughly 110 million visits per month, about 3.7 million per day. Around 79% mobile of sessions come from mobile devices, and visitors view about 3.1 pages per visit with an average session of 3 min.
How O Estado de S. Paulo makes money
Revenue comes primarily from subscriptions, alongside digital advertising, print sales.
Competitors in Brazil
Its closest rivals include folha.uol.com.br, oglobo.globo.com, cnnbrasil.com.br.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1875
O Estado de S. Paulo is founded in São Paulo, Brazil.
- Growth phase
Expands its news & media offering and moves to a mobile-first product.
- Today
Ranks #100 among the most visited websites in Brazil.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad daily news coverage with national reach
- Fast breaking-news publishing
- Free access to most articles
- Strong presence in search and social
Cons
- Heavy advertising load on article pages
- Editorial line criticised by parts of the audience
- Clickbait headlines on high-traffic sections
- Paywall limits on premium content
Key statistics
Frequently asked questions
Who owns O Estado de S. Paulo?
O Estado de S. Paulo is operated by Grupo Estado. Private company structure, based on public filings and press reporting.
Where is O Estado de S. Paulo headquartered?
O Estado de S. Paulo is headquartered in São Paulo, Brazil.
When was O Estado de S. Paulo founded?
O Estado de S. Paulo was founded in 1875 by Américo de Campos, Francisco Rangel Pestana.
How many employees does O Estado de S. Paulo have?
O Estado de S. Paulo employs approximately 1,000+ people.
What is O Estado de S. Paulo's revenue?
O Estado de S. Paulo's revenue: ≈ $250 million annual revenue (est.).
Who are O Estado de S. Paulo's competitors?
Main competitors in Brazil include folha.uol.com.br, oglobo.globo.com, cnnbrasil.com.br.
How does O Estado de S. Paulo make money?
Mainly subscriptions, digital advertising, print sales.
Is O Estado de S. Paulo publicly traded?
No — O Estado de S. Paulo is not listed as an independent public company; it is operated by Grupo Estado.
How many visitors does O Estado de S. Paulo get?
Third-party estimates place O Estado de S. Paulo at roughly 110 million visits per month, mostly from Brazil, with 79% mobile traffic.
Is O Estado de S. Paulo safe?
O Estado de S. Paulo is an established news & media site founded in 1875 and ranked #100 in Brazil; use the official domain estadao.com.br and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsestadao.com.br
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageBrazil and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos