Stuff vs The Spinoff:Which is more popular by branded search in New Zealand?
In August 2026, Stuff had more branded searches than The Spinoff among news publishers in New Zealand. Stuff was estimated to have 4.2M branded searches compared to The Spinoff’s 64.6K, and held a 51.6% Share of Search versus The Spinoff’s 0.79%.
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Which is more popular in search, Stuff or The Spinoff?
Compare New Zealand news publishers and news sites, using branded searches made in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Stuff, The Spinoff. The figures are in the table below the chart.
View monthly share of search table
| Month | Stuff | NZ Herald | RNZ | 1News | Otago Daily Times | The Press | The Spinoff | The Post | interest.co.nz | Newsroom | BusinessDesk |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 50% | 28.1% | 8.5% | 5.7% | 4.3% | 1.4% | 0.71% | 0.47% | 0.5% | 0.27% | 0.06% |
| Nov 2025 | 48.6% | 29.9% | 8.1% | 6.2% | 3.9% | 1.2% | 0.7% | 0.49% | 0.53% | 0.29% | 0.07% |
| Dec 2025 | 48.7% | 30% | 8.1% | 6.2% | 3.9% | 1.2% | 0.66% | 0.42% | 0.43% | 0.22% | 0.05% |
| Jan 2026 | 51.3% | 27.1% | 8.7% | 6.8% | 3.4% | 1.1% | 0.52% | 0.38% | 0.37% | 0.26% | 0.05% |
| Feb 2026 | 51.1% | 26.7% | 8.6% | 6.6% | 4.1% | 1.3% | 0.6% | 0.43% | 0.45% | 0.23% | 0.07% |
| Mar 2026 | 51.5% | 26.7% | 8.6% | 6.6% | 3.4% | 1.1% | 0.7% | 0.41% | 0.45% | 0.31% | 0.06% |
| Apr 2026 | 51.7% | 26.7% | 8.7% | 6.7% | 3.4% | 1.1% | 0.63% | 0.38% | 0.45% | 0.21% | 0.06% |
| May 2026 | 53.3% | 24.7% | 8.9% | 6.1% | 3.8% | 1.2% | 0.79% | 0.41% | 0.43% | 0.24% | 0.06% |
| Jun 2026 | 54.8% | 24.3% | 7.9% | 6.1% | 3.8% | 1.2% | 0.69% | 0.48% | 0.42% | 0.23% | 0.06% |
| Jul 2026 | 52.8% | 26.9% | 8.2% | 5.7% | 3.6% | 1.1% | 0.6% | 0.39% | 0.42% | 0.22% | 0.07% |
| Aug 2026 | 51.6% | 27.5% | 8.2% | 5.8% | 3.5% | 1.3% | 0.79% | 0.45% | 0.39% | 0.26% | 0.07% |
| Sep 2026 | — | — | — | — | — | — | — | — | — | — | — |
How has the Stuff and The Spinoff comparison changed over the last 12 months?
3 findings
- Stuff was ahead of The Spinoff in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Stuff’s estimated Share of Search among news publishers in New Zealand moved from 50% to 51.6%, and its estimated monthly branded searches moved from 3.9M to 4.2M.
- Across the 11 months ending August 2026, The Spinoff’s estimated Share of Search among news publishers in New Zealand moved from 0.71% to 0.79%, and its estimated monthly branded searches moved from 56.2K to 64.6K.
How did search popularity change for New Zealand news publishers in August 2026?
2 changes
In August 2026, Stuff lost estimated Share of Search among news publishers in New Zealand, from 52.8% to 51.6%.
Estimated monthly branded searches for The Spinoff in New Zealand rose 14.9% over 11 measured months, from 56.2K to 64.6K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Stuff’s and The Spinoff’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Stuff
19 branded search terms
- news stuff
- nz stuff
- Stuff
- stuff breaking news
- stuff co nz
- stuff latest news
- stuff latest nz news
- stuff nelson
- stuff new zealand
- stuff news
- stuff news nz
- stuff nz
- stuff nz news
- stuff quiz
- stuff quizzes
- stuff sport
- stuff taranaki
- stuff.co.nz
- www stuff co nz
The Spinoff
6 branded search terms
- spinoff
- spinoff news
- spinoff nz
- The Spinoff
- the spinoff nz
- thespinoff
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