Sina
One of China's oldest web portals with news, finance, sports and entertainment content.
Sina at a glance
Sina is a news & media website and one of the most visited sites in China, currently ranked #107 in the country. It was founded in 1998 by Wang Zhidong and is headquartered in Beijing, China. Today Sina is owned by Sina Corporation. Our estimates put its audience at ≈ 600 million visits per month. The business earns money mainly through advertising, value-added services. Its closest rivals include sohu.com, 163.com, qq.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 564 million / month | +2% |
| Q2 | ≈ 582 million / month | +3% |
| Q3 | ≈ 600 million / month | +3% |
| Q4 | ≈ 636 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 China, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- China86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 180 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
- China
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| sina | 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 China 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 China
Company information
- Website
- sina.com.cn
- Sector
- News & Media
- Owner
- Sina Corporation
- Owner type
- Subsidiary of public company
- Founders
- Wang Zhidong
- Founded
- 1998
- Headquarters
- Beijing, China
- Employees
- 3,000+
- Ownership
- Sina Corporation controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $2 billion annual revenue (est.)
- Languages
- Chinese
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- ≈ $2 billion annual revenue (est.)
- Ownership
- Subsidiary of public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Sina operates a news and media publisher focused on China. One of China's oldest web portals with news, finance, sports and entertainment content. Revenue comes mainly from advertising, supported by the other lines listed below.
- Advertising
- Value-added services
Products & services
International presence
- Primary market
- China
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (China)
- #107 in this index
- Sector rank
- Leading news & media site in China
- Global rank
- 60
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| sohu.com | ≈ 360 million / month | #108 class competitor | — |
| 163.com | ≈ 270 million / month | #109 class competitor | — |
| qq.com | ≈ 180 million / month | #110 class competitor | — |
What is Sina?
Sina (sina.com.cn) is a news and media publisher serving users in China. One of China's oldest web portals with news, finance, sports and entertainment content. It ranks #107 among the most visited websites in the country in this index, within the news & media category.
Who owns Sina?
The site is operated by Sina Corporation, founded by Wang Zhidong. The company was established in 1998 and is headquartered in Beijing, China. It employs around 3,000+.
Traffic and audience
Traffic estimates place Sina at roughly 600 million visits per month, about 20 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 Sina makes money
Revenue comes primarily from advertising, alongside value-added services.
Competitors in China
Its closest rivals include sohu.com, 163.com, qq.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
- 1998
Sina is founded in Beijing, China.
- Growth phase
Expands its news & media offering and moves to a mobile-first product.
- Today
Ranks #107 among the most visited websites in China.
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 Sina?
Sina is operated by Sina Corporation. Subsidiary of public company structure, based on public filings and press reporting.
Where is Sina headquartered?
Sina is headquartered in Beijing, China.
When was Sina founded?
Sina was founded in 1998 by Wang Zhidong.
How many employees does Sina have?
Sina employs approximately 3,000+ people.
What is Sina's revenue?
Sina's revenue: ≈ $2 billion annual revenue (est.).
Who are Sina's competitors?
Main competitors in China include sohu.com, 163.com, qq.com.
How does Sina make money?
Mainly advertising, value-added services.
Is Sina publicly traded?
Sina's ownership: Subsidiary of public company.
How many visitors does Sina get?
Third-party estimates place Sina at roughly 600 million visits per month, mostly from China, with 79% mobile traffic.
Is Sina safe?
Sina is an established news & media site founded in 1998 and ranked #107 in China; use the official domain sina.com.cn and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementssina.com.cn
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageChina 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