decrypt.co
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Decrypt: The Crypto Media Powerhouse
How a 2018 startup built a $11M revenue engine that outpaces CoinDesk in traffic
In the chaotic world of crypto media, where most outlets chase headlines, Decrypt built a fortress. With 1.1M monthly visits and $11.4M in revenue, they've quietly become the most trafficked crypto news destination—outpacing industry giants like CoinDesk by a factor of 2x. This isn't just news; it's a cultural movement.
"Decrypt isn't covering crypto culture—they ARE crypto culture, with a TikTok following that rivals Bloomberg."
The Growth Trajectory
Founded in 2018 by Josh Quittner (a former Time Magazine editor), Decrypt launched with a simple thesis: crypto isn't just finance—it's culture, gaming, and AI. This positioning proved prescient. Their 10.9M backlinks (a staggering number for a niche publication) and 1.1M monthly visits show they've captured the zeitgeist. The secret sauce? They treat crypto news like a lifestyle brand, not a financial terminal.
Audience & Distribution
Decrypt's traffic distribution reveals a masterclass in modern media: 46% direct traffic (loyal readers who type decrypt.co directly) and 40% organic search. This 1:1 ratio is rare and healthy—it means they're not algorithm-dependent. Their social strategy is equally sophisticated, with active TikTok, YouTube, and Instagram presence. While competitors focus on Twitter/X, Decrypt is building community where the next generation lives.
The keyword data tells the real story. They rank for 'bitcoin' (4.2M monthly searches), 'btc' (3.3M), and even 'xrp' (801K)—but their secret weapon is owning 'kalshi' (1.5M searches). This shows they're not just covering crypto; they're capturing adjacent prediction markets and gambling culture. It's a brilliant expansion play that traditional finance media completely misses.
- Revenue model: Primarily advertising and sponsored content (no paywalls)
- Tech stack: Modern PWA built with Vite, Tailwind, and Bootstrap for speed
- Content strategy: 5 verticals (AI, Bitcoin, Culture, Gaming, Crypto) that cross-pollinate
- Distribution: Multi-platform presence with 10M+ backlinks creating SEO moat
The Unspoken Advantage
Decrypt's $11M revenue at 88 employees suggests ~$129K revenue per employee—exceptional for digital media. They've proven crypto news can be profitable without selling out to exchanges or becoming a data vendor.
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Decrypt: AI, Bitcoin, Culture, Gaming, and Crypto News - Decrypt
The next-generation media outlet navigating the intersection of culture and technology.
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About decrypt.co
The next-generation media outlet navigating the intersection of culture and technology.
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Technology Stack
decrypt.co uses 24 technologies across their website including Font Awesome, Adobe Fonts, HSTS, WordPress, and more.
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Font Awesome, Adobe Fonts
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WordPress
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Varnish
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Traffic & Audience
decrypt.co receives approximately 1.1M monthly visitors and ranks #62,593 globally. The website has a bounce rate of 62% with visitors viewing an average of 1.6 pages per visit. Users spend an average of 0:44 on the site.
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