Scope of the Research
The study is based on Similarweb data and analyzes traffic across 293 media platforms in Europe. These include both crypto-native news outlets and mainstream media publishers that regularly produce crypto-related content. The report focuses specifically on Q3 2025 (July–September).
Traffic Breakdown for Crypto-Native Media
The report highlights the following distribution of traffic sources for crypto-focused news websites:
- Organic search: 46.3%
- Direct traffic: 42.1%
- Referral traffic: 5.8%
- Social media: 4.9%
- Paid traffic: Negligible
This distribution clearly shows that crypto-native publishers remain heavily dependent on search engines and SEO visibility for sustainable traffic.
Why Discovery Channels Are Shrinking
Social media platforms and content recommendation systems are increasingly limiting the reach of crypto-related content due to algorithm changes, regulatory pressure, and content moderation policies. As a result, platforms such as social feeds and Google Discover no longer provide consistent exposure, pushing users back toward traditional search-based discovery.
Geographic Concentration of Traffic
The report also reveals strong geographic concentration within Europe. Approximately 72% of total crypto media traffic originates from just five countries:
- France
- Netherlands
- Germany
- Russia
- Poland
These markets dominate both crypto search demand and content consumption across the region.
Crypto-Native vs Mainstream Media
Mainstream media outlets continue to outperform crypto-native publishers in terms of traffic diversity, benefiting from stronger brand recognition and multiple acquisition channels. In contrast, crypto-native sites are far more exposed to fluctuations in search engine visibility and discovery dynamics.
Conclusion: Search Remains Critical for Crypto Media
The key takeaway from the report is clear: search engines remain the most important traffic driver for crypto media in Europe. For publishers, crypto projects, and PR teams, investing in SEO-focused content strategies, high-quality reporting, and region-specific optimization is essential to maintaining visibility in an increasingly competitive media environment.
