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IAB SA NARRATIIVE REPORT

IAB SA NARRATIIVE REPORT

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IAB SA NARRATIIVE REPORT2022-05-06T12:22:01+02:00

IAB SA NARRATIIVE REPORT

A monthly snapshot of the South African online landscape, conducted by Narratiive, the official online audience measurement currency contracted to the IAB South Africa. Narratiive measures web analytics and demographic data across approximately 200 websites in South Africa, the report looks at the top ten websites, content interests, apps and the sites with the largest month on month traffic fluctuations as well as key overall web analytics for all online traffic measured in South Africa.

SOUTH AFRICA ONLINE
April 2022 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 84,669,084 18% 10,759,363 11%
timeslive.co.za
22,162,742 -12% 5,122,393 -8%
BusinessTech.co.za 15,901,406 -30% 4,961,940 -23%
thesouthafrican.com 13,098,588 41% 4,795,080 49%
citizen.co.za
9,479,397 -23% 2,913,906 -8%
gumtree.co.za 50,702,089 -15% 2,821,741 -11%
ewn.co.za 11,527,790 9% 2,684,848 3%
mybroadband.co.za 8,852,647 3% 2,535,292 7%
businessinsider.co.za 7,759,291 5% 2,490,909 9%
dailymaverick.co.za 9,420,519 22% 2,391,480 9%

Notable insights

  • Despite total page views being up for April 2022, we see that all of the top 10 websites, except for thesouthafrican.com, experienced a decline in page views month on month.
  • The decline in the page views across the above sites can largely be attributed to a quieter month in breaking news in both business and politics.
  • thesouthafrican.com did however show very strong month on month growth and this was due to success in lifestyle and sports content..

Read the full report on the IAB SA website.

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SOUTH AFRICA ONLINE
March 2022 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 103,475,671 10% 12,118,527 2%
BusinessTech.co.za
22,865,616 21% 6,484,746 12%
timeslive.co.za 25,047,074 10% 5,581,430 2%
thesouthafrican.com 9,290,537 6% 3,222,357 5%
gumtree.co.za 59,354,484 3% 3,170,359 3%
citizen.co.za 12,282,550 14% 3,155,153 10%
ewn.co.za 12,722,505 11% 2,773,623 7%
mybroadband.co.za 9,109,135 5% 2,729,084 12%
dailymaverick.co.za 12,025,314 14% 2,633,991 8%
sowetanlive.co.za 9,533,059 12% 2,425,175 1%

Notable insights

  • When looking at the top 10 websites as measured by Narratiive we see a very congruent trend across these sites of a roughly 11% increase in page views month on month which is in line with March being 11% longer than February.
  • Three significant outliers to this trend were BusinessTech, which experienced a higher than average 21% growth in page views, Gumtree, which experienced a lower than average 3% growth in page views and Mybroadband, which experienced a lower than average 5% decline in page views.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
January 2022 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 106,188,430 8% 12,861,524 5%
BusinessTech.co.za
20,293,238 26% 6,419,514 25%
timeslive.co.za 24,876,629 15% 5,524,753 5%
thesouthafrican.com 13,468,676 65% 4,470,456 52%
gumtree.co.za 63,392,325 27% 3,774,092 18%
citizen.co.za 13,702,977 33% 3,349,174 27%
mybroadband.co.za 9,464,136 46% 2,947,277 56%
businessinsider.co.za 7,645,523 -7% 2,530,081 1%
dailymaverick.co.za 10,451,089 18% 2,483,420 10%
careersportal.co.za 6,031,368 151% 2,394,972 101%

Notable insights

  • As website traffic increased 11% month on month, most of the top 10 sites listed above saw a strong month on month growth. This is due to the usual seasonal trends of increased internet usage in January post the December holidays.
  • Most notably CareersPortal experienced 151% growth in page views and 101% growth in unique browsers. Overall matric results, education, careers, and career planning saw large increases in readership. As a result, sites that published matric results and education and careers related content performed well.
  • Classifieds also performed well with Gumtree experiencing a 27% increase in page views.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
December 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 98,205,680 -14% 12,264,152 -11%
timeslive.co.za
21,700,092 -20% 5,263,491 -9%
BusinessTech.co.za 16,163,021 -22% 5,129,263 -12%
gumtree.co.za 50,099,726 -12% 3,188,132 -6%
thesouthafrican.com 8,161,826 -11% 2,949,480 -18%
citizen.co.za 10,337,873 -19% 2,636,742 -13%
ewn.co.za 12,111,739 -16% 2,575,085 -15%
businessinsider.co.za 8,220,336 20% 2,511,636 10%
dailymaverick.co.za 8,883,502 -12% 2,251,051 -15%
enca.com 5,107,006 -21% 1,959,565 -11%

Notable insights

  • As would be expected in December, with the summer holidays, overall internet readership, as measured by Narratiive, declined month on month by 17% with the News category of sites declining by 13%. In line with that, all the above top 10 sites, except for BusinessInsider, experienced a month on month decline in traffic.
  • BusinessInsider was the one exception to the top 10 and achieved good month on month growth in readership of 20% in page views and 10% in unique browsers. This was on the back of successful content like the list of South Africa’s most expensive schools and a wide range of COVID-19 related articles.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
November 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 113,748,054 26% 13,741,287 12%
BusinessTech.co.za
20,845,807 0% 5,852,512 -1%
timeslive.co.za
27,070,226 28% 5,806,853 18%
thesouthafrican.com 9,183,434 -2% 3,591,005 -4%
gumtree.co.za 56,748,084 -10% 3,402,348 -11%
ewn.co.za 14,490,914 30% 3,032,506 29%
citizen.co.za 12,772,042 22% 3,019,364 13%
dailymaverick.co.za 10,075,973 20% 2,641,112 27%
msn.com
25,212,779 9% 2,331,372 -3%
mybroadband.co.za 8,509,767 2% 2,304,285 2%

Notable insights

  • November saw increased interest in news content. Overall, the News category saw a 17% increase in page views and a 14% increase in unique browsers. This was largely driven by an interest in breaking news around the Municipal elections held on the 1st of November 2021. Additionally, the imminent fourth wave of COVID-19 attracted interest in breaking news content as well.
  • As a result, most of the above sites, being news websites, showed significant month on month growth.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
October 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 90,106,947 6% 12,232,755 2%
BusinessTech.co.za
20,861,199 20% 5,906,975 11%
iol.co.za
24,868,292 5% 5,691,930 3%
timeslive.co.za 21,098,812 7% 4,914,864 12%
gumtree.co.za 63,170,239 0% 3,808,976 5%
thesouthafrican.com 9,378,976 3% 3,734,027 4%
citizen.co.za 10,433,789 6% 2,679,286 2%
msn.com 23,148,012 2% 2,399,844 1%
ewn.co.za 11,121,202 8% 2,355,460 11%
mybroadband.co.za 8,322,561 20% 2,248,506 24%

Notable insights

  • Largely traffic stayed stable across the above list of top 10 sites. Most notable month on month changes were across;
    • BusinessTech and MyBroadband both saw a 20% increase in page views. BusinessTech succeeded with content across business, motoring and energy while motoring, cryptocurrency, banking, and internet content did well on MyBroadband.
    • TimesLive saw a 7% decline in page views largely driven by a decline in content covering entertainment, general news and sport.
    • Similarly, IOL saw a decline of 5% in page views largely driven by a decline in general news, travel and personal finance content.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
September 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 96,167,827 -14% 12,495,540 -8%
iol.co.za 26,111,080
-10% 5,884,047 1%
timeslive.co.za
22,768,605
-21% 5,583,574 -18%
BusinessTech.co.za 17,356,477
-6% 5,323,402 -2%
gumtree.co.za 63,343,669
-1% 3,623,108 -2%
thesouthafrican.com 9,636,926
-28%  3,581,673 -24%
citizen.co.za 11,102,824
-2% 2,632,533 -2%
msn.com 22,802,672
-6% 2,413,218 -5%
careersportal.co.za 5,602,996
-17%  2,333,479 -3%
ewn.co.za 10,252,590
-37% 2,116,636 -31%

Notable insights

  • As the News category of sites experienced an overall decline of 11% in page views and 16% in unique browsers month on month, so too did most of the top 10 sites list above experience a similar decline in traffic (as they are mostly categorised as News sites)
  • The South African and TimesLive in particular saw a large decline in Lifestyle content which contributed significantly to their overall decline in traffic.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
August 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 112,041,640 27% 13,566,270 16%
timeslive.co.za 28,712,027 15% 6,780,019 1%
iol.co.za
28,998,354 28% 5,822,800 22%
BusinessTech.co.za 18,452,829 20% 5,434,473 20%
thesouthafrican.com 13,471,800 34% 4,700,927 15%
gumtree.co.za
64,289,759 1% 3,685,212 9%
ewn.co.za 16,300,996 20% 3,059,977 16%
skillsportal.co.za 8,327,733 382% 2,987,357 356%
dailymaverick.co.za 12,605,084 20% 2,708,500 21%
citizen.co.za 11,293,596 6% 2,685,847 2%

Notable insights

  • Although the above table suggests a significant decline in month on month traffic, this is in fact not the case. Across all websites measured by Narratiive, we saw a 32% growth in page views year on year and 2% growth month on month.
  • There was however an overall decline in readership in the News, Business and Broadcast Media categories, which most of the above sites are categorized into. These categories of sites declined to more average levels of readership which meant that large month on month declines was represented because of very high traffic volumes in July due to keen interest in breaking news around the looting and unrest during July.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
June 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 121,403,540 9% 14,714,086 11%
iol.co.za 32,895,097 -5% 6,806,901 1%
BusinessTech.co.za 21,421,847 11% 6,320,530 11%
timeslive.co.za 30,868,583 -8% 6,295,673 -10%
thesouthafrican.com 13,899,340 7% 4,040,758 6%
ewn.co.za 19,875,863 -10% 4,025,049 -4%
gumtree.co.za
64,476,748 -6% 3,535,953 -5%
citizen.co.za 11,689,786 39% 3,249,998 34%
sowetanlive.co.za 11,601,638 -13% 2,967,050 -6%
enca.com 8,082,797 21% 2,850,197 19%

Notable insights

  • In total Narratiive measured approximately 1,17 billion page views and 75 million unique browsers in South Africa during June 2021.
  • Overall internet readership as measured by Narratiive stayed relatively flat month on month with a 2% increase in unique browsers but a 2% decline in page views.
  • However, in contrast, there was a significant year on year growth with a 21% growth in page views and an 8% growth in unique browsers for June 2020 versus June 2021.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
May 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 111,443,035 16% 13,240,284 7%
timeslive.co.za 33,444,147 11% 7,000,963 8%
iol.co.za 34,712,777 13% 6,759,439 8%
BusinessTech.co.za 19,266,158 10% 5,700,134 14%
ewn.co.za 22,140,567 27% 4,194,254 20%
thesouthafrican.com 12,983,539 14% 3,814,913 8%
gumtree.co.za
68,345,089 -1% 3,736,222 3%
sowetanlive.co.za 13,357,248 19% 3,147,585 12%
businessinsider.co.za 11,080,899 10% 2,503,039 14%
citizen.co.za 8,392,755 39% 2,427,834 32%

Notable insights

  • Overall internet readership as measured by Narratiive saw a steady increase in page views for May 2021. An increase in page views generated per unique browser as well as increased average visit duration saw total page views increase by 11% month on month and 9% year on year.
  • We believe this speaks to the value that domestic publishers have provided SA internet users over the past year which has resulted in internet users spending more time and reading more articles on domestic publishers.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
April 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 95,903,430 -9% 12,353,840 -6%
timeslive.co.za 30,075,402 -9% 6,498,521 -6%
iol.co.za 30,599,695 6% 6,269,249 -2%
BusinessTech.co.za 17,448,231 0% 5,010,656 -7%
gumtree.co.za 68,905,953 -8% 3,633,179 -11%
thesouthafrican.com 11,369,840 -13% 3,522,264 -15%
ewn.co.za 17,402,626 -15% 3,491,997 -19%
sowetanlive.co.za 11,254,395 -17% 2,801,716 -17%
vodacom.co.za 17,194,048 -1% 2,747,350 -4%
dailymaverick.co.za 10,023,613 -10% 2,293,549 10%

Notable insights

  • April 2021 saw a significant decline in traffic across the board. Easter Holidays in the
    beginning of the month and school holidays at the end of the month resulted in a month on month decline of 16% in Unique Browsers while Page Views stayed stable. Year on Year we saw a 9% decline in Page Views and 12% decline in Unique Browsers.
  • Overall a significant decline was observed across news, lifestyle and finance content while sport, business and travel content saw increased readership.
  • Another notable insight is that traffic from Mobile devices declined by 4% month on month to 82.95%.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
March 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 105,691,044 5% 13,152,346 9%
timeslive.co.za 33,192,394 5% 6,889,475 0%
iol.co.za 28,866,551 1% 6,383,995 6%
BusinessTech.co.za 17,397,961 -8% 5,362,480 -9%
ewn.co.za 20,576,950 4% 4,305,367 5%
thesouthafrican.com 13,072,879 12% 4,136,234 6%
gumtree.co.za 75,094,635 3% 4,092,259 -2%
sowetanlive.co.za 13,591,163 -12% 3,391,122  1%
vodacom.co.za 17,436,753 15% 2,846,901 10%
enca.com 7,555,38 12% 2,722,270 13%

Notable insights

  • March 2021 saw a slight month on month increase in total traffic of 6% increase in unique browsers and 4% increase in page views. This is expected on the back of a short month in February.
  • However, year on year comparison showed a dip in traffic of 13% in page views and 4% in unique browsers. This is as March 2020 recorded record traffic due to the start of the COVID-19 pandemic and an increased interest in breaking news.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
February 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 100,381,801 -19% 12,023,769 -17%
timeslive.co.za 31,642,692 -16% 6,918,753 -17%
iol.co.za 28,692,708 -24% 6,010,689 -21%
BusinessTech.co.za 18,937,290 -30% 5,878,213 -20%
gumtree.co.za 72,891,242 -15% 4,167,021 -9%
ewn.co.za
19,768,726 -36% 4,124,212 -23%
thesouthafrican.com 11,692,864 -22% 3,905,529 -17%
sowetanlive.co.za 15,506,340 10% 3,364,569 -4%
dailymaverick.co.za 11,348,969 -11% 2,824,550 -20%
vodacom.co.za 15,133,350 -12% 2,588,610 -12%

Notable insights

  • January 2021 saw strong growth in overall traffic. This is in line with a seasonal increase in traffic, as people return to work after the December holidays. However, this increase was off a high base from record December traffic. Month on month, January saw a 16% growth in PVs while year on year there was a 4% increase in PVs.
  • This seasonal increase together with increased interest in breaking news around the second wave of Covid-19, meant all of the above top 10 sites saw a strong month on month growth.
  • Traffic generated from mobile devices continues to steadily increase. As a comparison, 68% of total traffic was generated from Mobile devices in 2019 versus 85% in January 2021.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
January 2021 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 124,036,639 21% 14,431,339 14%
timeslive.co.za 37,573,952 17% 8,327,730 18%
iol.co.za 37,655,944 33% 7,595,666 29%
BusinessTech.co.za 26,942,431 50% 7,302,552 28%
ewn.co.za 30,826,112 38% 5,331,376 16%
thesouthafrican.com 15,006,176 31% 4,695,563 18%
gumtree.co.za 85,901,380 32% 4,595,101 19%
enca.com 15,012,123 35% 4,248,358 20%
dailymaverick.co.za 12,744,343 30% 3,525,527 39%
sowetanlive.co.za 14,111,888 11% 3,500,926 11%

Notable insights

  • January 2021 saw strong growth in overall traffic. This is in line with a seasonal increase in traffic, as people return to work after the December holidays. However, this increase was off a high base from record December traffic. Month on month, January saw a 16% growth in PVs while year on year there was a 4% increase in PVs.
  • This seasonal increase together with increased interest in breaking news around the second wave of Covid-19, meant all of the above top 10 sites saw a strong month on month growth.
  • Traffic generated from mobile devices continues to steadily increase. As a comparison, 68% of total traffic was generated from Mobile devices in 2019 versus 85% in January 2021.

Read the full report on the IAB SA website.

SOUTH AFRICA ONLINE
December 2020 Top Ten Websites

Website Page views PV MoM change Unique browsers UB MoM change
news24.com 124,036,639 21% 14,431,339 14%
timeslive.co.za 37,573,952 17% 8,327,730 18%
iol.co.za 37,655,944 33% 7,595,666 29%
BusinessTech.co.za 26,942,431 50% 7,302,552 28%
ewn.co.za 30,826,112 38% 5,331,376 16%
thesouthafrican.com 15,006,176 31% 4,695,5630 18%
gumtree.co.za 85,901,380 32% 4,595,101 19%
enca.com 15,012,123 35% 4,248,358 20%
dailymaverick.co.za 12,744,343 30% 3,525,527 39%
sowetanlive.co.za 14,111,888 11% 3,500,926 11%

Notable insights

  • Overall traffic increased slightly in December with just over 1 billion page impressions and 87 million unique browsers measured across all Narratiive tagged sites in South Africa. This is however against the usual annual trend of approximately 15% month on month decline in web traffic for December. In contrast, this year traffic was up 3% month on month and 6% year on year.
  • Content that performed well in December was largely focused COVID breaking news as the second wave hit South Africa in December. As a result, large domestic news sites again acted as the go-to resources for breaking news on the latest COVID news and potential restrictions imposed over the festive season.

Read the full report on the IAB SA website.

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