The Independent’s US audience grows

The Independent says dedicated investment across the organisation in the lead-up to the presidential election has paid off with reader growth and engagement. The latest audience data from ComScore reveals The Independent has more than doubled its US audience to 41.4 million, and is generating over 5.4 times the page views compared with the closing figures for 2023.

The latest figures, for September, highlight The Independent’s growth in the US market - securing over 21.7 million new US readers and adding over 120 million more page views per month. The Independent is ranked as the 5th news brand in the US against comparable news brands with a print history (New York Times, USA Today, NY Post Network and Washington Post).

Geordie Greig, editor in chief of The Independent said: “I am so delighted that The Independent has overtaken The Guardian and MailOnline in the US to become the biggest British news publisher in America, according to the latest industry stats.

“It is a notable moment and a recognition of the increasing power, reach and quality of The Independent. This is a triumphal moment for the US team lead by Louise Thomas, our US editor, who left MailOnline to join us earlier this year.

“We are grateful to all our readers in America for putting their faith in The Independent at a time when independent journalism has never been more needed.”

Christian Broughton, CEO of The Independent, said: “In a crucial year for democracy, when America seeks truth and trust, more people than ever are turning to The Independent. Our readers are more conscious than ever of their media choices. We were founded specifically to cut through political polarization, report the facts, and let our readers decide, and they have told us this is exactly what they value.”

The publisher says a key pillar of the its growth has been Independent TV, a platform that brings video journalism, with a mix of short-form daily news, documentaries, and regular mid-form lifestyle and entertainment formats from travel to music. Last week, Independent TV launched The A-Word, a documentary by The Independent’s Chief International Correspondent, Bel Trew, uncovering the reality of reproductive rights in the wake of the Supreme Court’s decision — a story shaking the core of American healthcare, added the publisher.

Building on the traditions of The Independent, which was founded in 1986 around values-driven journalism that sits outside the political party system, the title says it last month hosted Climate 100 in New York, an event celebrating one hundred environmental trailblazers. According to The Independent, audience research has revealed that it attracts a forward-thinking, action-driven readership. Unlike passive consumers, these readers are 58% more likely to discuss diversity and inclusion and 128% more likely to identify as individuals who embrace change, added the publisher. They actively engage with issues from politics to the environment, seeking trustworthy information that drives informed action. The Independent says its brand-safe environment is valued by educated, progressive readers – an advantage for clients, advertisers, and partners alike.

Leadership from The Independent’s Editor-in-Chief Geordie Greig made it a landmark year for US editorial investment, added the publisher. The Independent increased its American editorial staff, handpicking top-tier talent from across the U.S. market. Leading this powerhouse team are renowned names: U.S. Editor Louise Thomas, Danika Fears as U.S. head of news, and Alex Lang as U.S. deputy news editor.

Spearheading the business expansion is Zach Leonard, who was appointed president North America in October 2023. He says: “The scale of The Independent’s US audience - and its quality of discerning, active and passionate readers - are increasingly meeting the demand and targeting goals of our partners, advertisers and clients. Following decades of persistent investment, technology and talent building, we’re now competing across the full range of quality US digital news brands.”

As the brand launches its new URL, the-independent.com, for US audiences, new lifestyle verticals are being built across the site, including travel, ecommerce, automotive (electric vehicles) as The Independent says it becomes a destination for American readers. The Independent says its bespoke branded content studio, Ignite, is making new opportunities available to US advertisers, across video and social media, as well as web distribution.