Top 100: The Most Visited Websites in the US

Top 100 sites saw broad declines in June, with nearly every major category posting a traffic drop. Overall, sites averaged a month-over-month (MoM) traffic decrease of -7.6%, suggesting a decline in user engagement across the board.

Search and tech platforms continued their downward trend. Traffic to google.com, for instance, fell -7.2%, and bing.com fared even worse at -15.9%. Duckduckgo.com (-16.5%), wikipedia.org (-12.5%), and office.com (-14%) all had similarly bad months—as did microsoftonline.com (-14.8%), openai.com (-10.6%), and chatgpt.com (-6.1%).

On the social media front, sites held a bit more steady. Facebook.com (-7.3%) and instagram.com (-3.0%) saw moderate losses, but tiktok.com stayed the course at -0.2%. Sites like reddit.com and x.com bucked the trend, with traffic bumps of 3.1% and 1.8%, respectively. The big winner in the space last month was linkedin.com, which posted a booming 11.1% MoM increase. Discord.com also held steady with a slight increase of 0.3%.

E-commerce and retail sites faced sharp contractions. Industry giants amazon.com, walmart.com, and ebay.com all struggled, posting declines of -7.4%, -8.7%, and -8.9%, respectively. In addition, etsy.com (-12.3%), temu.com (-12.6%), and shopify.com (-17.7%) all suffered similar fates. Shockingly, however, shein.com surged 46.2%, and bestbuy.com saw a 10.6% gain, suggesting seasonal promotions or viral marketing was still able to drive a spike in interest.

Media and streaming sites faced mixed outcomes. netflix.com (1.9%) and twitch.tv (0.8%) managed small gains, while hulu.com (-6.4%) and spotify.com (-8.0%) both saw declines. News outlets also were split: cnn.com (-5.9%) and nytimes.com (-7.5%) fell, while apnews.com (7.5%), theguardian.com (3.7%), bbc.com (3.3%), and newsweek.com (2.9%) all posted upticks.

Like other categories, financial and logistics platforms were mostly down. Traffic to paypal.com, for instance, fell -12.6%, and both capitalone.com (-6.9%) and chase.com (-10.6%) posted significant losses. Fedex.com (-8.1%) also followed suit—as did wellsfargo.com (-8.3%), ups.com (-7.7%), and usps.com (-2.1%). Not following the trend, verizon.com saw a 2.8% traffic rise.

Education and productivity platforms were among the hardest hit. Traffic to instructure.com, for instance, plummeted -43.4%—the largest drop across the top 100. Office.com (-14.0%), sharepoint.com (-14.1%), and canva.com (-14.8%) also saw steep declines. Github.com, however, posted a dip of just -1.4%, making it one of the more resilient platforms in the category.

Overall, June continued the downward momentum for most major categories. While a few platforms—like shein.com, reddit.com, linkedin.com, and netflix.com—did see gains, the broad pattern remains negative across most sectors, from search and productivity platforms to tech and social media. With summer now in full swing, the next few months will show whether user engagement rebounds or if the web is entering a sustained period of lower activity.