ft.com vs the-independent.com
Market traction comparison · Updated Jul 2026
| ft.com | the-independent.com | Leads | |
|---|---|---|---|
| Monthly Visits | 32.6M | 9.8M | ft.com |
| Bounce Rate | 51.2% | 75.9% | ft.com |
| SEO & Keywords | 30 | 30 | Tie |
| Domain Age | 31y 9m | 21y 3m | ft.com |
ft.com leads in 3 of 4 dimensions, while the-independent.com leads in 0.
Growth Momentum
| ft.com | the-independent.com | Leads | |
|---|---|---|---|
| Monthly Visits | 32.6M | 9.8M | ft.com |
| MoM Change | +1% | -9% | ft.com |
| Avg. Session | 2m54s | 1m21s | ft.com |
| Pages / Visit | 2.4 | 1.6 | ft.com |
Growth Momentum · Insight
the-independent.com is losing traffic (-9%) despite 9.8M monthly visits. ft.com's +1% growth puts it on a trajectory to overtake.
Acquisition Strategy
| ft.com | the-independent.com | Leads | |
|---|---|---|---|
| Primary Channel | Direct 68% | Search 42% | |
| Bounce Rate | 51.2% | 75.9% | ft.com |
| SEO & Keywords | 30 | 30 | — |
Keyword Overlap Rate: 7%
Acquisition Strategy · Insight
ft.com acquires users primarily through Direct (68%), while the-independent.com relies on Search (42%). This reflects fundamentally different go-to-market strategies — ft.com's higher direct traffic suggests stronger brand recognition or product-led growth, while the-independent.com's search reliance means growth is more scalable but more vulnerable to algorithm changes.
Business Maturity
| ft.com | the-independent.com | Leads | |
|---|---|---|---|
| Domain Age | 31y 9m | 21y 3m | ft.com |
| Registered | Nov 1994 | Jun 2005 | |
| Expires | Nov 2026 | Jun 2026 |
Business Maturity · Insight
ft.com has been in the market for over a decade, indicating established presence.
Market Position
| ft.com | the-independent.com | Leads | |
|---|---|---|---|
| Global Rank | #2.1K | #8.1K | ft.com |
| Category Rank | #3 | #91 | ft.com |
ft.com only
the-independent.com only
Market Position · Insight
Each has untapped markets the other serves: ft.com could expand into Australia, while the-independent.com could target Italy.
Key Takeaways
- •the-independent.com is losing traffic (-9%) despite 9.8M monthly visits. ft.com's +1% growth puts it on a trajectory to overtake.
- •ft.com acquires users primarily through Direct (68%), while the-independent.com relies on Search (42%). This reflects fundamentally different go-to-market strategies — ft.com's higher direct traffic suggests stronger brand recognition or product-led growth, while the-independent.com's search reliance means growth is more scalable but more vulnerable to algorithm changes.
- •ft.com receives 3.3x more monthly traffic than the-independent.com (32.6M vs 9.8M).
- •ft.com is growing (+1%) while the-independent.com is declining (-9%).
- •ft.com keeps visitors significantly longer (2m54s avg session vs the-independent.com's 1m21s), suggesting deeper product engagement or stickier content.
- •ft.com has a 25 percentage point lower bounce rate (51% vs 76%), indicating better landing page relevance or more targeted traffic.
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Report based on data from July 2026