How The Quint looks beyond pageviews to build a loyal audience

2023-03-23. The Quint is a digital collective of reporters, storytellers, editors, producers, designers, and analysts that offers in-depth, visually powerful, community-driven stories, features, and interactive multimedia formats.

The Quint's flagship podcast Urdunama.

by Neha Gupta | March 23, 2023

Founded in 2015, the brand’s strategy has evolved over the years, with a current focus on looking beyond pageviews and identifying its loyal readers.  

The Quint presently boasts 25 million monthly active users and has clocked in 125 million pageviews. The publisher has 3 million Facebook followers, 3 million YouTube subscribers and 1 million Instagram followers. 

“When we had just started out, it was of course imperative to think about traffic and pageviews, but over time, our priorities have shifted and we are now concentrating on zeroing in on our loyal audience members,” said Shelly Walia, Executive Editor, The Quint, during WAN-IFRA’s recent Digital Media India conference in New Delhi.

The Quint won seven prizes at the 6th edition of the South Asian Digital Media Awards held during the same conference. They received three Golds, two Silvers, one Bronze, and also honoured as the “Champion Publisher of the Year 2022.” 
Who is reading The Quint?
About 70 percent of the brand audience is below 44 years of age, with 60 percent coming from Tier 1 cities and 40 percent from Tier 2 and Tier 3 cities (Categorisation of cities on the basis of population density, Tier 1 being the highest).

The top cities that bring in traffic are Mumbai, Bengaluru, New Delhi, Hyderabad and Chennai. Male readership stands at 67 percent, while women account for 33 percent.

The Quint’s loyal readers – returning users and subscribers – account for 12 percent of the total audience.  


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Neha Gupta

Multimedia Journalist

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