Similarweb reveals dramatic growth of UK news sites and mobile apps in 2025

The annual Digital 100 ranking released on January 22, 2025, reveals significant shifts in the UK digital landscape, with news media and energy management platforms showing remarkable growth rates. According to data from Similarweb (NYSE: SMWB), GB News emerged as the fastest-growing website in the UK, achieving a 113% year-over-year increase in traffic, expanding from 4.0 million to 8.6 million monthly unique visitors.

The comprehensive analysis of digital performance metrics indicates a strong trend toward news consumption and digital utility management. According to the report's methodology, websites required over 100,000 average monthly visits to qualify for consideration, while apps needed both Android and iOS versions with at least 5,000 Monthly Active Users (MAUs) on each platform.

In the mobile application segment, Octopus Energy demonstrated exceptional growth, recording a 64% increase in user engagement. The utility management app expanded its user base from 2.2 million to 3.6 million monthly active users, reflecting increasing consumer interest in digital energy management solutions.

AliExpress emerged as the overall digital winner in the UK market, achieving balanced growth across both platforms. According to Similarweb's data, the e-commerce platform recorded a 65% increase in website traffic while its mobile application grew by 44%, resulting in a combined growth rate of 55%.

The analysis revealed distinct patterns across various sectors. In the news and media category, seven of the fastest-growing sites doubled their audiences. The Cool Down, a environmental news platform, achieved the highest sectoral growth at 296%, expanding from 120,000 to 475,200 monthly unique visitors.

In the financial services sector, cryptocurrency exchange MEXC led website growth with a 184% increase, while Trading212 demonstrated strong cross-platform performance with 111% web growth and 60% app growth. These figures suggest sustained interest in digital financial services despite market fluctuations.

The retail sector showed significant evolution in consumer behavior. According to the report, Søstrene Grene recorded the highest growth in the home and garden category at 161%, driven by increasing interest in Scandinavian design. The company expanded its monthly unique visitors from 85,200 to 222,300.

In the technology segment, smart home applications demonstrated substantial growth. WiZ Connected, a smart lighting control platform, led the category with a 249% increase in monthly active users, expanding from 45,700 to 159,600 users.

The gaming sector revealed changing preferences among UK consumers. Hero Wars experienced the most significant growth at 427%, while the New York Times Games application led mobile gaming growth with a 233% increase in active users.

Travel sector analysis indicated strong recovery patterns. LoveToVisit, a platform for UK attractions, achieved 154% growth in web traffic, while travel enhancement apps Polarsteps and Viator both recorded 83% growth in monthly active users.

The methodology employed by Similarweb involved analyzing websites with over 100,000 average monthly visits and applications with minimum requirements of 5,000 monthly active users per platform. The rankings were determined by year-over-year growth rates between 2023 and 2024, with cross-platform performance evaluated for the overall digital winner category.

Or Offer, CEO and founder of Similarweb, noted the significance of the rankings, stating: "The Digital 100 celebrates brands with exceptional online growth. Since 2020, we've ranked the world's fastest-growing websites. This year, for the first time, we're also showcasing winning mobile apps."

The findings suggest a digital landscape increasingly characterized by multi-platform engagement, with successful companies demonstrating strong performance across both web and mobile interfaces. The data indicates continued digital transformation across sectors, with particular strength in news media, financial services, and utility management platforms.