In 2025, Mongabay recorded 111 million unique visitors to its websites, a 46% increase on the year before. Pageviews rose by 72%. Those figures capture direct readership only. They exclude circulation through newsletters, messaging apps and social platforms, as well as republication by more than 100 partner outlets. Yet volume is not the metric we care about most. For our purposes, scale is most meaningful when considered alongside use and influence. Mongabay is not built primarily to maximize general-audience traffic. Pageviews indicate that a page was opened, but on their own they reveal little about whether it informed a decision or changed a course of action. The question I return to is simple: who used the reporting, and for what purpose? Mongabay’s theory of change rests on a different premise: journalism matters when it shapes decisions. What matters most is who reads a story and whether they are in a position to act. Much of our journalism is designed for practitioners, policymakers, researchers, advocates, journalists, and others whose choices shape environmental outcomes. This focus reflects how environmental governance typically operates—through interconnected networks of public agencies, companies, investors, media, non-profit and civil-society groups, researchers, conservation practitioners, courts, and community organizations. The most consequential reader is rarely the most casual one. The geographic distribution of our audience hints at how this works in practice. Asia and the Americas each accounted for more than 46 million unique visitors. In absolute terms, those regions dominate. In per capita terms, the story differs, and that…This article was originally published on Mongabay

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