Cyclones, Trump and reality TV: March news events drive digital traffic surge

Australians turned to news websites and apps in record numbers last month, driven by a combination of extreme weather, international political drama and a packed cultural calendar, according to new Ipsos iris data.

The latest figures show more than 22 million Australians accessed news sites or apps in March 2025, up 4.3% year-on-year with the average user spending more than five hours consuming news content. That surge coincided with a string of major stories, both local and global.

Cyclone Alfred dominated domestic news coverage, as southeast Queensland and northern NSW braced for impact. Readers flocked to digital outlets for real-time updates on flood warnings, transport disruptions and emergency evacuations. The aftermath - including damage reports and power restoration - also kept engagement high, particularly in Queensland, where usage of energy supplier websites jumped 47.4% compared to February.

Other local topics that drove traffic included the Shane Warne death cover-up allegations, the Tesla class action and retail closures involving JeansWest, Katies, Rivers and Noni B. The end of reality TV shows Married At First Sight and Australian Idol also attracted significant attention, alongside new cast announcements for MasterChef and The Amazing Race Celebrity.

Globally, the Oval Office clash between US President Trump and Ukrainian President Volodymyr Zelensky gained traction, as did chaos at Heathrow Airport, the 2025 Oscars and the deaths of actor Gene Hackman and Betsy Arakawa.

Overall time spent online across all digital categories rose by 12.3% year-on-year, with Australians averaging 4.8 hours per day online in March. The most visited categories remained consistent - search, social, technology, retail and entertainment - each reaching more than 21.7 million users.

Ipsos iris, the IAB-endorsed measurement standard, also reported strong growth in digital usage across several verticals. Automotive content rose 13.4%, followed by Homes & Property (up 8.3%), Careers (7.4%) and Games (6.8%).

Ipsos iris is based on a nationally representative panel measuring over 8,000 devices and combines this with tagged census data to give publishers and advertisers a clearer picture of digital behaviour.

According to Ipsos The Guardian Australia posted the strongest growth among the top five news brands in March, surging 16.2% month-on-month to reach 8.7 million unique users. The rise coincided with intense interest in both local and global politics, as well as ongoing cost-of-living pressures and weather-related disruptions. With an average time spent of 22 minutes per reader, up 10% from February, the data suggests a more engaged and information-hungry audience turning to The Guardian for deeper context.

ABC News held the top spot with 13.2 million users, up 7% from the previous month. The national broadcaster also led the pack in engagement, with audiences spending an average of 29 minutes on the site, a 16% increase month-on-month. That uptick reflects a March news cycle dominated by severe weather updates, reality TV finales, and breaking international events, including the Oval Office standoff involving President Trump and Ukraine.

News.com.au and nine.com.au maintained second and third positions, respectively, with both brands seeing modest audience growth (news.com.au +1.3%, nine.com.au +3.8%). However, nine.com.au saw a sharper rise in time spent per user, climbing 16.7% to 26 minutes. The increase points to strong retention, potentially boosted by cross-platform integration with Nine's TV and radio assets, particularly during AFL and NRL season launches.

Daily Mail Australia remained stable, posting the smallest growth of the top five (+0.5%) and no movement in time spent per user. While the tabloid-style brand still commands a significant audience (8.7 million), its plateau suggests either market saturation or waning engagement, a trend to watch if others continue gaining momentum.

Taken together, the top five outlets attracted more than 53 million sessions in March, and all but one increased the time readers spent on their sites.

Australians, it seems, are not only reading more headlines, but actively engaging with long-form coverage and breaking developments as the 2025 election, economic concerns, and global instability dominate the agenda.