esquire.com vs variety.com
Market traction comparison · Updated Jul 2026
| esquire.com | variety.com | Leads | |
|---|---|---|---|
| Monthly Visits | 15.5M | 39.5M | variety.com |
| Bounce Rate | 70.8% | 50.8% | variety.com |
| SEO & Keywords | 30 | 30 | Tie |
| Domain Age | 31y 8m | 29y 11m | esquire.com |
variety.com leads in 2 of 4 dimensions, while esquire.com leads in 1.
Growth Momentum
| esquire.com | variety.com | Leads | |
|---|---|---|---|
| Monthly Visits | 15.5M | 39.5M | variety.com |
| MoM Change | -8% | +19% | variety.com |
| Avg. Session | 0m46s | 1m27s | variety.com |
| Pages / Visit | 1.5 | 2.8 | variety.com |
Growth Momentum · Insight
esquire.com is losing traffic (-8%) despite 15.5M monthly visits. variety.com's +19% growth puts it on a trajectory to overtake.
Acquisition Strategy
| esquire.com | variety.com | Leads | |
|---|---|---|---|
| Primary Channel | Search 53% | Direct 45% | |
| Bounce Rate | 70.8% | 50.8% | variety.com |
| SEO & Keywords | 30 | 30 | — |
Keyword Overlap Rate: 7%
Acquisition Strategy · Insight
esquire.com acquires users primarily through Search (53%), while variety.com relies on Direct (45%). This reflects fundamentally different go-to-market strategies — variety.com's higher direct traffic suggests stronger brand recognition or product-led growth, while esquire.com's search reliance means growth is more scalable but more vulnerable to algorithm changes.
Business Maturity
| esquire.com | variety.com | Leads | |
|---|---|---|---|
| Domain Age | 31y 8m | 29y 11m | esquire.com |
| Registered | Dec 1994 | Sep 1996 | |
| Expires | Dec 2026 | Sep 2026 |
Business Maturity · Insight
esquire.com has been in the market for over a decade, indicating established presence.
Market Position
| esquire.com | variety.com | Leads | |
|---|---|---|---|
| Global Rank | #5.4K | #1.3K | variety.com |
| Category Rank | #154 | #35 | variety.com |
esquire.com only
variety.com only
Market Position · Insight
Each has untapped markets the other serves: esquire.com could expand into Germany, France, Canada, while variety.com could target Japan, Spain, Italy.
Key Takeaways
- •esquire.com is losing traffic (-8%) despite 15.5M monthly visits. variety.com's +19% growth puts it on a trajectory to overtake.
- •esquire.com acquires users primarily through Search (53%), while variety.com relies on Direct (45%). This reflects fundamentally different go-to-market strategies — variety.com's higher direct traffic suggests stronger brand recognition or product-led growth, while esquire.com's search reliance means growth is more scalable but more vulnerable to algorithm changes.
- •variety.com receives 2.5x more monthly traffic than esquire.com (39.5M vs 15.5M).
- •variety.com is growing (+19%) while esquire.com is declining (-8%).
- •variety.com keeps visitors significantly longer (1m27s avg session vs esquire.com's 0m46s), suggesting deeper product engagement or stickier content.
- •variety.com has a 20 percentage point lower bounce rate (51% vs 71%), indicating better landing page relevance or more targeted traffic.
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Report based on data from July 2026