The Spinoff reaffirmed its market dominance with a record 17.03 average engaged minutes per user in Q2 (July–September 2025), building on a strong Q1 average of 14.3 minutes.
New Nielsen data confirms The Spinoff has New Zealand media’s most engaged audience, highlighting its content’s appeal and value for advertisers and sponsors.
The key highlights of its Q2 performance include:
- Sustained engagement: The Spinoff has maintained its position with the highest average session time in the country, a key metric for demonstrating audience value and connection.
- Dominance with key demographics: The platform continues to outperform competitors in audience engagement metrics across all age groups, including the crucial 15-39 demographic.
Content that captivates
Amber Easby, CEO of The Spinoff says: “Our Q2 results are a powerful testament to our team’s commitment to creating journalism that not only informs but genuinely captivates New Zealanders.
“For our commercial partners, this means an unparalleled opportunity to connect with a highly attentive and valuable audience, one that isn’t just scrolling by but is deeply invested in the content they’re consuming.”
The Spinoff’s head of commercial Eli Rivera adds: “Quality media that’s built on trust and high attention is the key to creating real growth. It’s not just about reaching an audience, but truly engaging them to drive results.”
Looking ahead
As The Spinoff enters Q4 2025, it plans to launch initiatives offering new opportunities for brand alignment and audience engagement:
- New leadership: The Spinoff is preparing for a new era with the appointment of Veronica Schmidt as its new editor, who steps into the role in November.
- Juggernaut Season 2: The forthcoming second season of Juggernaut, which tells the story of the Bolger-led government in the 1990s, will continue to explore pivotal moments in New Zealand’s political history.
- New video series: Following the success of partnerships with brands like Woolworths A little better every day, and the highly engaged video explainer series, Now You Know, The Spinoff continues to produce high-impact video content that tells compelling stories and provides unique brand visibility.
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