Comscore data for August 2025 confirm a drop in users on major Italian news sites, particularly for access coming from social media. This is a typical trend for the summer period, but it favors the best-structured publications and the fastest sites in loading pages and content.
Why online users decline in August
During the month of August, web usage, and particularly the reading of online news outlets, experiences a noticeable decline. Many users are on vacation, spending more time outdoors or away from digital devices, thus reducing their consumption of news and informational content.
Daily habits also change: reduced working hours, summer closures, less attention to digital activities related to the professional world.
In parallel, activities alternative to online browsing increase, such as travel, excursions, and outdoor sports, which take time away from consulting websites and social media.
However, not all digital realities suffer equally. Smaller reductions are recorded by better-structured sites, capable of offering lightweight pages,
fast loading times, and a well-curated user experience even on mobile. In this scenario, having a solid technical infrastructure becomes a concrete competitive advantage.
The role of infrastructure and domain registration
Those considering starting or enhancing their online presence should carefully evaluate domain registration services and the hosting on which to base their site. A reliable platform like IONOS. The platform allows you to choose from over 500 domain extensions and makes “domain registration” and site management simple, even for those with little experience. With IONOS, you can count on a solid infrastructure, with over 22 million domains managed, and numerous tools dedicated to security and operational continuity:
- domain transfer lock
- SSL certificates
- guided setup
- intuitive control panel and 24/7 customer support.
All elements that contribute to keeping the site fast, stable, and reliable throughout the year, even during peak traffic periods.
Editorial content is most affected in the summer
According to Comscore, in August, the online publishing sector suffers the most. The “Social Incremental Reach” metric for publications using social measurement has dropped to 62%, a sharp decrease compared to 73% in July. At the same time, “social-only” visitors also decreased, from 42% to 38%.
The 2025 numbers therefore confirm a trend already observed in previous years: August represents a “social-onlya decline in data in August” compared to June and July, when the highest values in terms of overall audience are recorded. Overall, however, the newspaper sector has remained quite stable in the first nine months of the year, with Social Incremental Reach percentages above 90% for other periods.
The most followed information platforms
Leading the ranking of information platforms most loved by users is “
Citynews“, which remains in first place, followed closely by “RaiNews“. Good performances also come from “Sky TG24” and “ e LaC Network“, which maintain a solid presence in the Italian online information landscape.
The early start of the Serie A championship had a positive impact on “Sky Sport“, which in August recorded a performance growth of about 5% compared to the previous month. During the same period, the site reached its best result ever in terms of monthly visitors, with approximately 22 million users.
Among the entities that have shown the most interesting progress are also:
Goal.com, Giallozafferano.it, Webboh.it e Fattoincasadabenedetta.it, which manage to keep users’ interest high despite the general drop in social interactions that particularly affected the first two brands.
In summary, August remains a complex month for digital publishers and those who work with informational content; at the same time, it represents an opportunity to invest in the quality of the technical infrastructure, site speed, and an editorial strategy capable of maximizing audience engagement even during periods of natural slowdown.
Pubblicato in Business
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