Stuff

Digital News & Mediastuff.co.nz

Stuff is New Zealand's largest digital news platform, operating Stuff Digital Ltd from Wellington to deliver news, sport, lifestyle, and regional content to NZ audiences across web, mobile, podcasts, and video, monetized primarily through digital advertising.

Company typePrivate
Founded2003
HeadquartersWellington, New Zealand
Headcount501–1,000
GTM typeB2C
OfferingDigital Commerce or Content

What Stuff does

Stuff is New Zealand's largest digital news platform, operating as Stuff Digital Ltd and headquartered in Wellington. Founded in 2003, the company serves as the country's leading online English-language newspaper, delivering breaking news, politics, business, sport, lifestyle, and regional content across web, mobile apps, newsletters, podcasts, and video formats. Stuff operates an integrated media ecosystem including flagship national publication The Post, regional newspapers (The Press, Waikato Times, Taranaki Daily News, Manawatū Standard, Nelson Mail, Southland Times), the community platform Neighbourly, Stuff Events, and Stuff Coupons. The platform achieved a record 2,295,000 visitors in September and crossed one million unique viewers for the first time since launch, establishing clear audience leadership in the NZ market.

The company's core technology is a digital content platform distributing multimedia journalism across web, mobile, and owned publication websites, with no proprietary AI/ML capabilities disclosed. Its underlying business model is primarily digital advertising, capturing a share of New Zealand's approximately $2.42-3 billion digital advertising market. Content is distributed via a freemium model with free access to core news. Stuff reaches two primary customer segments: the New Zealand general public seeking news and lifestyle content, and NZ advertisers seeking access to the country's largest engaged digital news audience.

Stuff is privately owned by Sinead Boucher, who also serves as CEO. The company employs 251-500 people and has won Digital Provider of the Year in 2024 and 2025. Revenue is not publicly disclosed. The company competes against both traditional NZ media outlets and global platforms (Google, Meta) that capture the vast majority of NZ digital advertising spend, while operating in an industry where journalist numbers across New Zealand have fallen from over 4,000 in 2006 to around 1,400 today.

Stuff firmographics

Firmographics

Name: Stuff
Legal name: Stuff Digital Ltd
Website: https://stuff.co.nz
Company type: Private
Founded year: 2003
Operating status: Operating
Headcount range: 501–1,000 employees
Short description: Stuff is New Zealand's largest digital news platform, operating Stuff Digital Ltd from Wellington to deliver news, sport, lifestyle, and regional content to NZ audiences across web, mobile, podcasts, and video, monetized primarily through digital advertising.
Ownership category
akta.pro rank

Stuff industry classification

Industry

Product category: Digital News & Media
NAICS: Broadcasting and Content Providers (516), Publishing Industries (513)
SIC: Services-Advertising (7310)
akta.pro primary industry: Consumer News & Digital Newsrooms (Web/App-First) (MPAJADAD)
akta.pro secondary industry: News & Current Affairs Aggregators (MPACAKAA)

Keywords

Digital news media
Online journalism
News publishing
Regional news coverage
Digital advertising

Where Stuff is headquartered

Location

Headquarters

HQ city: Wellington
HQ country: New Zealand
HQ region: Oceania

Offices1 record

Markets served

Stuff business model

Business model

GTM type: B2C
Offering type: Digital Commerce or Content
Cost components: Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

Digital Advertising: Primary revenue from digital advertising on Stuff's website and digital properties, capturing a portion of the nearly $3 billion annual digital advertising market in New Zealand.
Audience-based commercial opportunities: Leveraging audience reach for advertising and commercial opportunities, with Stuff.co.nz attracting 2,295,000 visitors in September representing significant advertising inventory.

Pricing tiers

Model	Billing	Price
Freemium	Monthly	Free access to core news content

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Stuff product offering

Product offering

Core offering

Stuff operates a digital news and content platform serving New Zealand audiences through stuff.co.nz, mobile apps, newsletters, podcasts, videos, and a network of regional publications (The Post, The Press, Waikato Times, etc.). The core offering is free access to original journalism and lifestyle content monetized via digital advertising, with related products including Stuff Events, Neighbourly community platform, and Stuff Coupons.

Differentiator

Problem solved

Functional benefit

Products and services

Stuff.co.nz news platform

Quantifiable outcome

2,295,000 visitors achieved in September - record month
+1 more outcomes

Companies that use Stuff

Customer profile

Segments2 records

Ideal customer profiles2 records

Stuff technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Stuff partnerships and signals

Strategic signal

Partnerships

Five partnerships are on record, tiered core and minor.

The PostcoreOthersThe Post is Stuff's flagship national publication covering politics, business, and national news. It operates as part of Stuff's network of publications including regional newspapers and specialized publications.
The PresscoreOthersThe Press is Stuff's Canterbury regional newspaper and news website covering Christchurch and South Island news, part of Stuff's regional publication network.
Trade Me PropertyminorStrategic or Co-development PartnerTrade Me Property provides property content and listings integrated with Stuff's property news section, combining property news with listings partnership.
NeighbourlycoreOthersNeighbourly is a local community platform owned by Stuff, providing neighborhood-focused community news and connections.
Stuff CouponsminorOthersStuff Coupons provides discount offers and deals integrated with Stuff's platform for consumer savings.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Stuff competitors and assessment

Company assessment

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

Stuff financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Stuff leadership team

Management profile

Number of profiles

Profiles1 record

Stuff subsidiaries and ownership

Company hierarchy

Subsidiaries9 records

Stuff funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Stuff M&A and investment

M&A and investment

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stuff

What does Stuff do?

Is Stuff a public or private company?

Stuff is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Stuff founded?

Stuff was founded in 2003. It employs 501 to 1,000 people.

Where is Stuff based?

Stuff is headquartered in Wellington, New Zealand, in the Oceania region.

How does Stuff make money?

Two revenue lines are on record. Digital Advertising is the primary driver. The others are audience-based commercial opportunities.

Does Stuff have an API?

No public API is recorded for Stuff.

What industry is Stuff in?

Stuff's product category is Digital News & Media. Its primary akta.pro industry code is MPAJADAD, Consumer News & Digital Newsrooms (Web/App-First), with a secondary code of MPACAKAA, News & Current Affairs Aggregators. Its NAICS code is 516 and its SIC code is 7310.