npr.org vs who.int

Market traction comparison · Updated Jul 2026

npr.org

who.int

	npr.org	who.int	Leads
Monthly Visits	57.4M	9.9M	npr.org
Bounce Rate	67.9%	58.3%	who.int
SEO & Keywords	30	30	Tie
Domain Age	—	28y 3m

npr.org leads in 1 of 3 dimensions, while who.int leads in 1.

Growth Momentum

npr.orgwho.int

	npr.org	who.int	Leads
Monthly Visits	57.4M	9.9M	npr.org
MoM Change	+2%	-7%	npr.org
Avg. Session	1m56s	2m23s	who.int
Pages / Visit	1.7	2.8	who.int

Growth Momentum · Insight

npr.org is growing faster (+2%) but visitors stay 1.2x shorter (1m56s vs 2m23s). Rapid growth with declining engagement depth often signals lower-quality traffic or shallow product usage.

Acquisition Strategy

	npr.org	who.int	Leads
Primary Channel	Direct 57%	Search 53%
Bounce Rate	67.9%	58.3%	who.int
SEO & Keywords	30	30	—

npr.org

Search 31%Direct 57%Social 4%Referral 6%Email 2%

who.int

Search 53%Direct 36%Social 3%Referral 8%

SearchDirectSocialReferralPaidEmail

npr.org OnlySharedwho.int Only

Keyword Overlap Rate: 9%

Acquisition Strategy · Insight

npr.org acquires users primarily through Direct (57%), while who.int relies on Search (53%). This reflects fundamentally different go-to-market strategies — npr.org's higher direct traffic suggests stronger brand recognition or product-led growth, while who.int's search reliance means growth is more scalable but more vulnerable to algorithm changes.

Business Maturity

	npr.org	who.int	Leads
Domain Age	—	28y 3m
Registered	—	Jun 1998

Market Position

	npr.org	who.int	Leads
Global Rank	#1.3K	#6.5K	npr.org
Category Rank	#4	#184	npr.org

npr.orgwho.int

🇺🇸 United States

90%

17%

npr.org only

🇨🇦 Canada 2%🇬🇧 United Kingdom 1%🇩🇪 Germany 0%

who.int only

🇮🇳 India 6%🌐 Philippines 4%🇮🇩 Indonesia 4%

Market Position · Insight

npr.org is heavily concentrated in United States (90%), creating dependency risk on a single market. who.int has a more diversified audience.

Each has untapped markets the other serves: npr.org could expand into India, Philippines, Indonesia, while who.int could target Canada, United Kingdom, Germany.

Key Takeaways

•who.int is losing traffic (-7%) despite 9.9M monthly visits. npr.org's +2% growth puts it on a trajectory to overtake.
•npr.org is growing faster (+2%) but visitors stay 1.2x shorter (1m56s vs 2m23s). Rapid growth with declining engagement depth often signals lower-quality traffic or shallow product usage.
•npr.org acquires users primarily through Direct (57%), while who.int relies on Search (53%). This reflects fundamentally different go-to-market strategies — npr.org's higher direct traffic suggests stronger brand recognition or product-led growth, while who.int's search reliance means growth is more scalable but more vulnerable to algorithm changes.
•npr.org receives 5.8x more monthly traffic than who.int (57.4M vs 9.9M).
•npr.org is growing (+2%) while who.int is declining (-7%).
•who.int has a 10 percentage point lower bounce rate (58% vs 68%), indicating better landing page relevance or more targeted traffic.

You've seen the gap. Now steal the playbook.

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