The Audience
Who are they, and how do they differ from everyone else?
Comscore is authoritative here. These are modelled market-level estimates of the people Newsweek reaches — not on-site behaviour, and never to be summed with Parse.ly visitors.
Unique audience
41.6M
6.1% year on year
US reach
14.2%
of US digital population
Minutes per visitor
4.8
Comscore-measured, monthly
Mobile share
71%
of audience reached on mobile
Audience Fingerprint
The ten attributes that most separate the Newsweek audience from the US internet population.
Definition. Composition is the share of the Newsweek audience. Index compares that share with the US internet average, where 100 is parity.
Methodology. Read composition and index together: a high index on a small group is a sharp differentiator, not a large audience.
Composition in detail
How the audience breaks down across the attributes sales, marketing and editorial ask for most.
Audience Pulse
How has scale and composition moved over the last twelve months?
Scale has returned to pre-election levels, but the 55+ share has risen every month since July 2025, from 40.1% to 43.5%. The audience is not shrinking so much as ageing.
Methodology. The October–November peak is election-driven. Compare like periods, not adjacent months.
Competitive set and duplication
How does Newsweek compare on scale, and how much of its audience is shared?
| Property | Unique audience | Reach | Minutes / visitor | Duplication with Newsweek |
|---|---|---|---|---|
| Newsweek | 41.6M | 14.2% | 4.8 | — |
| USA Today | 89.4M | 30.5% | 6.1 | 46% |
| The Hill | 33.2M | 11.3% | 5.4 | 38% |
| Time | 27.8M | 9.5% | 4.2 | 34% |
| The Atlantic | 24.1M | 8.2% | 9.7 | 21% |
| Axios | 19.6M | 6.7% | 5.9 | 18% |
Definition. Duplication is the share of the Newsweek audience that also visited the named property in the month.
Competitive white space
Where is the Newsweek audience distinctive rather than merely present?
Political coverage is where everyone competes and Newsweek's advantage is eight index points. Explanatory health is where the set is at parity with the internet average and Newsweek is 43 points ahead.
Definition. Each territory shows the Newsweek audience index against the average index of the competitive set.
Methodology. A large gap on a small territory is an opportunity to own; a small gap on a large territory is a commodity.
Behavioural segments
How is the on-site audience distributed across the relationship stages?
New visitors
46.2%First observed visit within the selected period.
- Visits / month:
- 1
- Engaged time:
- 51s
- Top topics:
- Politics, U.S. News, Sports
- Top sources:
- Search, Social
Needs validation. Cookie churn inflates this group; needs cross-check against a device-stable identifier.
Casual readers
22.4%One visit in 30 days, two or fewer articles.
- Visits / month:
- 1
- Engaged time:
- 58s
- Top topics:
- Politics, Culture, Sports
- Top sources:
- Search, News aggregators
Needs validation. Article-count threshold is a placeholder pending a real distribution review.
Returning readers
16.1%Two to three visits in 30 days.
- Visits / month:
- 2.4
- Engaged time:
- 79s
- Top topics:
- Politics, World, Business & Money
- Top sources:
- Search, Direct
Needs validation. Overlaps with engaged group at the boundary; confirm rounding rules.
Engaged readers
8.9%Four to seven visits in 30 days, or average engaged time of three minutes or more.
- Visits / month:
- 5.2
- Engaged time:
- 138s
- Top topics:
- Health, Business & Money, World
- Top sources:
- Direct, Newsletter referral
Needs validation. The OR condition double-counts short-but-frequent and long-but-rare readers.
Highly engaged readers
4.3%Eight to fourteen visits in 30 days with recirculation above the site median.
- Visits / month:
- 10.4
- Engaged time:
- 176s
- Top topics:
- Health, Science & Space, Politics
- Top sources:
- Direct, Newsletter referral
Needs validation. Median recirculation moves month to month; consider a fixed threshold.
Loyal readers
2.1%Fifteen or more visits across three or more distinct weeks.
- Visits / month:
- 21.8
- Engaged time:
- 194s
- Top topics:
- Politics, Health, Business & Money
- Top sources:
- Direct, Newsletter referral
Needs validation. Small group; confirm bot and internal traffic are fully excluded.
Definition. Segments are defined once, from Parse.ly session behaviour, and reused everywhere in this product.
Methodology. Registered, newsletter and paid-subscriber status are not available as behavioural attributes and are deliberately absent from this list.