News Corp reports The Sun's online traffic halved as digital shifts impact publishers

According to News Corp's latest financial results released on February 5, 2025, The Sun's global online audience declined significantly, reaching 70 million monthly unique users in December 2024, down from 143 million in December 2023. The data, based on Meta Pixel analytics, highlights substantial changes in digital publishing dynamics.

The traffic decline coincides with multiple technological shifts in the digital landscape. According to Press Gazette, news websites have faced challenges from Google's algorithm modifications, including core updates and the helpful content update. Additionally, the site reputation abuse update, which focuses on e-commerce and coupons pages, has impacted traffic patterns.

Despite the traffic decrease, The Sun is adapting its strategy. A Sun spokesperson told Press Gazette: "After an extended period of significant growth, we have been impacted by the volatility of the referrer platforms like everyone else, especially in the US." The publication has shifted focus toward deeper engagement metrics rather than pure reach statistics.

The Sun's transformation includes the launch of its Sun Club website subscription service, marking its first attempt at charging for online content since a previous initiative ended ten years ago. The new model maintains free access to most content while implementing a paywall for columns and additional content across core sections.

In the United Kingdom, The Sun maintained its position as the fourth-largest newsbrand, according to industry-recognized Ipsos iris measurement data. The publication reached 19.5 million people in December, representing a 21% year-over-year decrease. The brand's lowest monthly UK reach in 2024 was 18.3 million in September.

The broader News Corp results revealed mixed performance across its digital properties. The New York Post experienced a 27% decline in traffic, dropping to 90 million unique users in December 2024 from 124 million in December 2023, according to Google Analytics. However, the publication's digital advertising revenues increased by 13% in the last quarter.

News Corp's premium publications demonstrated resilience. The Times and Sunday Times, combined with the Times Literary Supplement, grew their digital subscribers by 7% year-over-year to 616,000, achieving their largest quarterly net growth in two years. News Corp Australia's news mastheads, including The Australian and The Daily Telegraph, increased digital subscribers by 4% to 979,000.

Financial performance reflected these shifts. News Corp's news media division reported a 2% decrease in advertising revenues between October and December, primarily attributed to lower print advertising revenues and reduced digital advertising revenues at News UK. The division's total revenue declined 3% to $1.1 billion in the six months ending December 31, while EBITDA increased 24% to $92 million.

News Corp CEO Robert Thomson addressed the changing media landscape during the investor call on February 5, emphasizing the importance of trusted content in the digital age. According to Thomson, the company has focused on strategic partnerships, including a deal with OpenAI, while maintaining vigilance regarding intellectual property protection.

The transformation extends beyond traffic metrics. The Sun's digital strategy now emphasizes video content, with Sun director of digital Will Payne reporting that YouTube revenues more than doubled in the second half of 2024. The main channel reached six million subscribers by the end of 2024, with watch time increasing 40% compared to the same period in 2023.

News Corp's overall financial results showed resilience despite the challenges. The company reported second quarter revenues of $2.24 billion, a 5% increase compared to $2.14 billion in the prior year. Net income from continuing operations increased 58% to $306 million, demonstrating the company's ability to navigate the evolving digital landscape while maintaining profitability.

These developments reflect broader industry trends as publishers adapt to changing platform dynamics and seek sustainable digital business models. The shift from pure traffic metrics to engagement and subscription-based strategies indicates an evolving approach to digital publishing economics.