ETtoday
Taiwan's highest-traffic online news outlet.
ETtoday at a glance
ETtoday is a news & media website and one of the most visited sites in Taiwan, currently ranked #3 in the country. It was founded in 2011 and is headquartered in Taipei, Taiwan. Today ETtoday is owned by ETtoday / Eastern Media International. Our estimates put its audience at ≈ 45 million visits per month. The business earns money mainly through advertising, video advertising, branded content. Its closest rivals include udn.com, ltn.com.tw, setn.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 42.3 million / month | +2% |
| Q2 | ≈ 43.6 million / month | +3% |
| Q3 | ≈ 45 million / month | +3% |
| Q4 | ≈ 47.7 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 Taiwan, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Taiwan86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 13.5 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
- Taiwan
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| ettoday | 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 Taiwan 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 Taiwan
Company information
- Website
- ettoday.net
- Sector
- News & Media
- Owner
- ETtoday / Eastern Media International
- Owner type
- Private media company
- Founded
- 2011
- Headquarters
- Taipei, Taiwan
- Ownership
- ETtoday / Eastern Media International controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- Chinese (Traditional)
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Private media company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
ETtoday operates a news and media publisher focused on Taiwan. Taiwan's highest-traffic online news outlet. Revenue comes mainly from advertising, supported by the other lines listed below.
- Advertising
- Video advertising
- Branded content
International presence
- Primary market
- Taiwan
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (Taiwan)
- #3 in this index
- Sector rank
- Leading news & media site in Taiwan
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| udn.com | ≈ 27 million / month | #4 class competitor | — |
| ltn.com.tw | ≈ 20.2 million / month | #5 class competitor | — |
| setn.com | ≈ 13.5 million / month | #6 class competitor | — |
What is ETtoday?
ETtoday (ettoday.net) is a news and media publisher serving users in Taiwan. Taiwan's highest-traffic online news outlet. It ranks #3 among the most visited websites in the country in this index, within the news & media category.
Who owns ETtoday?
The site is operated by ETtoday / Eastern Media International. The company was established in 2011 and is headquartered in Taipei, Taiwan.
Traffic and audience
Traffic estimates place ETtoday at roughly 45 million visits per month, about 1.5 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 ETtoday makes money
Revenue comes primarily from advertising, alongside video advertising, branded content.
Competitors in Taiwan
Its closest rivals include udn.com, ltn.com.tw, setn.com.
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
- 2011
ETtoday is founded in Taipei, Taiwan.
- Growth phase
Expands its news & media offering and moves to a mobile-first product.
- Today
Ranks #3 among the most visited websites in Taiwan.
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 ETtoday?
ETtoday is operated by ETtoday / Eastern Media International. Private media company structure, based on public filings and press reporting.
Where is ETtoday headquartered?
ETtoday is headquartered in Taipei, Taiwan.
When was ETtoday founded?
ETtoday was founded in 2011.
What is ETtoday's revenue?
ETtoday does not publish standalone revenue; income comes from advertising, video advertising, branded content.
Who are ETtoday's competitors?
Main competitors in Taiwan include udn.com, ltn.com.tw, setn.com.
How does ETtoday make money?
Mainly advertising, video advertising, branded content.
Is ETtoday publicly traded?
No — ETtoday is not listed as an independent public company; it is operated by ETtoday / Eastern Media International.
How many visitors does ETtoday get?
Third-party estimates place ETtoday at roughly 45 million visits per month, mostly from Taiwan, with 79% mobile traffic.
Is ETtoday safe?
ETtoday is an established news & media site founded in 2011 and ranked #3 in Taiwan; use the official domain ettoday.net and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsettoday.net
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageTaiwan 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