Twitter’s role as a source of traffic to news publishers has been diminishing for years, according to data published by content analytics firm Chartbeat.
In April 2018, 1.9% of all traffic to news publishing sites came from Twitter, but in April 2023, the traffic amounted to 1.2%, and hit a low of 1.1% in February.
Small news publishers in particular have seen their Twitter referral traffic drop significantly. In April 2018, 486 small publishers (those with less than 10,000 daily page views) received 10.1 million page views from Twitter referrals. But last month, they received a paltry 186,930 views, a decline of 98%.
Meanwhile, as Press Gazette notes, medium-sized publishers saw their traffic decline by 40% over the same period, with 3.7 million views in April 2023 compared to 6.1 million five years earlier. Page referrals for medium-sized publishers hit a brief peak in March 2020, when many nations locked down due to the pandemic, with 8.6 million views.
Facebook is still a larger source of referral traffic. News sites relied on the social media site for 12.68% of their total traffic last year. This compares to 11.96% in 2021 and 13.01% in 2020.
The statistics show that Twitter’s page referrals have been declining for some time, well before Elon Musk took over the platform in October 2022.
According to Press Gazzette, the news sites that have seen the largest drops in traffic from Twitter include the Kyiv Independent, falling 61% between September 2022 and April this year, while Buzzfeed.com saw a 60% drop since April 2021, and The Independent saw a drop of 56%.
Meanwhile, bucking the declining trend, British tabloid The Sun saw a 23% increase in page views since Musk took over Twitter and Fox News has seen a 54% increase since 2021.
