substack.com
Home | Substack
Global Rank
#336
United States Rank
#129
Category Rank
#12
news and media
Engagement Metrics
Monthly Visits
123.82M
Bounce Rate
46.47%
Pages/Visit
3.47
Time on Site
3m 24s
Traffic Breakdown
Traffic Graph
Traffic last 3 months
Traffic Breakdown
June 2025
118.69M
July 2025
125.18M
August 2025
123.82M
Average Monthly Traffic
122.56M
🌍 Top 5 Countries
-
United States
60.55%
-
United Kingdom
7.54%
-
Canada
4.41%
-
Australia
2.51%
-
India
2.07%
- Others 22.92%
🚦 Traffic Sources
- Direct 71.87%
- Search 15.55%
- Referrals 7.10%
- Social 4.99%
- Mail 0.28%
- Paid Referrals 0.21%
🔑 Top Keywords
| Keyword | Estimated Value | Search Volume | CPC ($) |
|---|---|---|---|
| substack | 1.24M | 1.42M | $1.79 |
| sub stack | 105.48K | 45.68K | $1.72 |
| substack login | 34.47K | 42.78K | $0.75 |
| heather cox richardson | 24.20K | 72.91K | $1.59 |
| paul krugman | 12.45K | 50.83K | $2.44 |
Website Summary
Website Overview and Rankings
substack.com has established itself as a significant player in the news and media category, achieving notable rankings across different metrics. The website currently holds the #336 position globally, demonstrating its substantial worldwide presence. Within United States, it ranks #129, indicating strong regional performance. In its specific industry category, the site maintains a competitive position at #12.
These rankings reflect the website's overall market position and competitive standing, suggesting a well-established online presence with significant reach across both global and local audiences. The multi-tiered ranking system provides a comprehensive view of the site's performance across different geographic and industry-specific metrics.
User Engagement Analysis
The website demonstrates robust user engagement metrics, attracting approximately 123.82M visitors monthly. Visitor behavior analysis reveals that users spend an average of 3m 24s on the site, indicating substantial user interest and content relevance. The recorded bounce rate of 46.47% provides insights into initial user engagement, while visitors typically view 3.47 pages per session, suggesting active content exploration.
These engagement metrics are crucial indicators of the website's ability to capture and maintain user interest. The combination of visit duration and pages per visit suggests that users find value in the content and navigate through multiple sections of the site, contributing to its overall effectiveness in serving its audience.
Traffic Growth and Patterns
Analysis of the past three months reveals notable traffic dynamics, with the website experiencing a positive growth of 4.32. The average monthly traffic volume stands at 122.56M visits.
Beginning with an initial volume of 118.69M visitor engagements during June 2025, the website's traffic patterns demonstrated a notable upward trajectory, reaching 125.18M visits in July 2025, representing a substantial gain of +5.46 in visitor activity. The most recent data point from August 2025 reveals a further decline in traffic performance, with visitor numbers falling to 123.82M total visits, marking a significant decrease of -1.08 compared to the previous period.
Geographic Audience Distribution
The website's audience exhibits a diverse geographic distribution, with United States emerging as the primary market, contributing 60.55% of total traffic.
Significant traffic contributions also come from important secondary markets including United Kingdom with a substantial 7.54% share of overall traffic, Canada with a substantial 4.41% share of overall traffic, Australia with a substantial 2.51% share of overall traffic, India with a substantial 2.07% share of overall traffic and . This diverse geographic distribution clearly demonstrates the website's extensive international reach and appeal, highlighting its successful penetration across multiple key global markets. The balanced distribution of traffic across these regions suggests an effective international marketing strategy and content that resonates with diverse audiences worldwide.
Traffic Source Analysis
The website's traffic is diversified across multiple channels, with direct being the dominant source at 71.87% of total traffic.
Secondary traffic sources include search (15.55%), referrals (7.10%), social (4.99%), mail (0.28%), paid referrals (0.21%) and . This multi-channel distribution indicates a well-balanced traffic acquisition strategy, reducing dependency on any single source while maximizing reach across different platforms.
Search Performance and Keywords
The website's keyword performance analysis reveals valuable insights into its search visibility. The top-performing keyword "substack" demonstrates significant value with 1.24M estimated worth, attracting 1.42M searches at a CPC of $1.79.
Additional notable keywords include "sub stack" and "substack login", which contribute substantially to the site's search presence. The diverse keyword portfolio suggests effective content optimization and strong market positioning in relevant search queries, enhancing the website's organic visibility and potential traffic acquisition through search engines.
Performance Summary and Outlook
substack.com's overall digital presence shows positive growth with consistent performance across key metrics. The combination of 123.82M monthly visits, strong presence in United States, and diverse traffic sources led by Direct positions the website for continued growth in its market segment.