Indian Content Portals in 2009 – Flat Traffic growth [Approaching Dead End?]

If 2009 was the year of recession (to the moon and back) and subsequently the fall in internet advertising, content business too doesn’t seem to crack any big chasm. Infact, it’s sad that nothing seems to have changed for content portals in India. Traffic for in.com, indiatimes, sify, rediff etc have remained at the pretty much the same level as starting of this year.

If 2009 was the year of recession (to the moon and back) and subsequently the fall in internet advertising, content business too doesn’t seem to crack any big chasm.

Infact, it’s sad that nothing seems to have changed for content portals in India.

Traffic for in.com, indiatimes, sify, rediff etc have remained at the pretty much the same level as what it was at starting of this year (read: Have Indian Content Sites Hit the Ceiling?).

Traffic  of Indian Content Portals in 2009
Traffic of Indian Content Portals in 2009

Except for Yahoo.com, everybody else’s traffic has remained stagnant. And the reason Yahoo’s traffic from India has grown is not because of the real growth in user engagement, but because of IP redirect.

So net-net, Unique visitors for most of the content portals in India remained stagnant and while one can blame this on lack of Internet penetration as the sole reason, I believe its’ also a case of value creation.

For the content portals, nothing much has changed in the last few years – they just seem to copy new design without any fresh perspective or insights.

What’s your opinion?

Please note: One might say that comscore data for India is not reliable (as Comscore doesn’t track cybercafe data), I’d argue that content sites like these are mainly visited by professionals during office hours and data is representative of the reality.

* As of writing this article, Comscore had data till October.

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