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SmartNews: The Unbundled News Giant
How a Japanese startup cracked the $100M revenue code by decoupling news from ideology
In a world where news apps are either partisan echo chambers or sterile aggregators, SmartNews found a third path: treating news as a utility, not an ideology. With 2.3M monthly visits and a $104.6M revenue run-rate, they've built a news app that feels more like a personalized TV guide than a newspaper.
"SmartNews doesn't sell news—it sells attention management in a world of information overload."
The Unbundling Strategy
SmartNews' genius lies in what it *doesn't* do. While competitors like Flipboard chase curation and Apple News doubles down on premium subscriptions, SmartNews operates as a pure aggregator. Their 3,000 media sources aren't partners—they're feed sources. This creates a massive defensive moat: no single publisher can threaten their model because they're not dependent on any exclusive relationship.
The Japanese Foundation
The 71.5% traffic from 'undefined' (likely Japan) reveals their secret weapon: they built a news product for a non-Western market first. Japanese users consume news differently—less ideological, more practical. This shaped their algorithm to prioritize utility over engagement bait. The result? A 55% direct traffic rate that Western apps would kill for, showing users come back by habit, not by notification spam.
The tech stack tells another story. Built on Next.js with Tailwind CSS and heavy use of Lazy Loading, SmartNews prioritizes performance over visual flair. They're not trying to win design awards—they're trying to load news faster than the competition. The 2.2M backlinks are a testament to their SEO moat: they rank for everything from 'smartnews' to 'クロスワード' (crossword), capturing both branded and generic search intent.
- Revenue model: Primarily ad-based with some premium features, not subscription-dependent
- Traffic composition: 55% direct, 25% organic—this is the holy grail of retention
- Global footprint: Despite Japanese dominance, they've built a US presence with dedicated growth leadership
- Product focus: Weather, virus info, and entertainment alongside hard news—meeting users where they are
The News Utility Play
SmartNews is building the OS for news consumption, not just another news app. Their $410M funding validates that aggregation, not creation, wins at scale.
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スマートニュース（SmartNews）
SmartNews（スマートニュース）は、政治や経済、エンタメ、天気、ウイルス情報のニュースはもちろん、あなたの知りたいジャンルのニュースまで3,000メディアの圧倒的情報量の中から最新情報をお届けする、無料ニュースアプリです。
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About smartnews.com
SmartNews（スマートニュース）は、政治や経済、エンタメ、天気、ウイルス情報のニュースはもちろん、あなたの知りたいジャンルのニュースまで3,000メディアの圧倒的情報量の中から最新情報をお届けする、無料ニュースアプリです。
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Technology Stack
smartnews.com uses 11 technologies across their website including Google Fonts, Sentry, DoubleClick Floodlight, and more.
Fonts
Google Fonts
Error Tracking
Sentry
Advertising
DoubleClick Floodlight
Analytics & Marketing
Google Tag Manager, Google Analytics
Performance
Lazy Loading, Priority Hints
Web Standards
Twitter Cards
Traffic & Audience
smartnews.com receives approximately 2.3M monthly visitors and ranks #29,457 globally. The website has a bounce rate of 75% with visitors viewing an average of 2.0 pages per visit. Users spend an average of 1:42 on the site.
The majority of smartnews.com's traffic comes from undefined, undefined, .
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