The publishing world has been getting a lot of press lately. Ironic, isn't it? Between the upcoming holiday season, the impending cookiepocolypse, and the environmental implications of nonfungible tokens (NFTs), everyone's reading up on their favorite news providers. Digital subscribers are curious to see how publishers will adapt while still striving for both continued growth and innovation.

But that's much easier said than done, especially in such a competitive market – one that's shown a decline in readership following a significant coronavirus boom – a 12.4% decrease between October 2020 to 2021, to be exact.

So which publishers have proven their ability to pivot according to changing consumer demands and market fluctuations?

Using Similarweb's suite of digital tools for publishers and media, we ranked the top ten publishers in the U.S. based on traffic share to give you a behind-the-scenes look at their digital performance. Read on to see who's leading the pack and how you measure up relative to the top players. For this analysis, we define market share as the percent of traffic being sent to a particular website via desktop and mobile web.