Stuff
Free-access national news site with regional newsrooms.
Stuff at a glance
Stuff is a news & media website and one of the most visited sites in New Zealand, currently ranked #2 in the country. It was founded in 2000 and is headquartered in Wellington, New Zealand. Today Stuff is owned by Stuff Ltd (employee/owner-led). Our estimates put its audience at ≈ 20 million visits per month. The business earns money mainly through advertising, reader contributions, print sales. Its closest rivals include nzherald.co.nz, rnz.co.nz.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 18.8 million / month | +2% |
| Q2 | ≈ 19.4 million / month | +3% |
| Q3 | ≈ 20 million / month | +3% |
| Q4 | ≈ 21.2 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 New Zealand, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- New Zealand86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 6 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
- New Zealand
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| stuff | 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 New Zealand 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 New Zealand
Company information
- Website
- stuff.co.nz
- Sector
- News & Media
- Owner
- Stuff Ltd (employee/owner-led)
- Owner type
- Private company
- Founded
- 2000
- Headquarters
- Wellington, New Zealand
- Ownership
- Stuff Ltd (employee/owner-led) controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- English
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Stuff operates a news and media publisher focused on New Zealand. Free-access national news site with regional newsrooms. Revenue comes mainly from advertising, supported by the other lines listed below.
- Advertising
- Reader contributions
- Print sales
International presence
- Primary market
- New Zealand
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (New Zealand)
- #2 in this index
- Sector rank
- Leading news & media site in New Zealand
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| nzherald.co.nz | ≈ 12 million / month | #3 class competitor | — |
| rnz.co.nz | ≈ 9 million / month | #4 class competitor | — |
What is Stuff?
Stuff (stuff.co.nz) is a news and media publisher serving users in New Zealand. Free-access national news site with regional newsrooms. It ranks #2 among the most visited websites in the country in this index, within the news & media category.
Who owns Stuff?
The site is operated by Stuff Ltd (employee/owner-led). The company was established in 2000 and is headquartered in Wellington, New Zealand.
Traffic and audience
Traffic estimates place Stuff at roughly 20 million visits per month, about 0.7 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 Stuff makes money
Revenue comes primarily from advertising, alongside reader contributions, print sales.
Competitors in New Zealand
Its closest rivals include nzherald.co.nz, rnz.co.nz.
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
- 2000
Stuff is founded in Wellington, New Zealand.
- Growth phase
Expands its news & media offering and moves to a mobile-first product.
- Today
Ranks #2 among the most visited websites in New Zealand.
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 Stuff?
Stuff is operated by Stuff Ltd (employee/owner-led). Private company structure, based on public filings and press reporting.
Where is Stuff headquartered?
Stuff is headquartered in Wellington, New Zealand.
When was Stuff founded?
Stuff was founded in 2000.
What is Stuff's revenue?
Stuff does not publish standalone revenue; income comes from advertising, reader contributions, print sales.
Who are Stuff's competitors?
Main competitors in New Zealand include nzherald.co.nz, rnz.co.nz.
How does Stuff make money?
Mainly advertising, reader contributions, print sales.
Is Stuff publicly traded?
No — Stuff is not listed as an independent public company; it is operated by Stuff Ltd (employee/owner-led).
How many visitors does Stuff get?
Third-party estimates place Stuff at roughly 20 million visits per month, mostly from New Zealand, with 79% mobile traffic.
Is Stuff safe?
Stuff is an established news & media site founded in 2000 and ranked #2 in New Zealand; use the official domain stuff.co.nz and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsstuff.co.nz
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageNew Zealand 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