A new Q2 2025 data brief from Outset PR reveals a growing disconnect between audience scale and engagement among Latin America’s leading crypto media outlets. While top-tier publishers such as CriptoNoticias and Cointelegraph Brasil attract the largest share of regional traffic, they underperform on core engagement metrics including session duration, pages per visit, and bounce rate.
The data brief, powered by the agency’s proprietary intelligence Outset Data Pulse, evaluates eight crypto-native outlets representing 74% of regional crypto traffic, using Similarweb data (desktop + mobile) to standardize visit quality metrics. These include CriptoNoticias, Cointelegraph Brasil, Bitfinanzas, Livecoins, DiarioBitcoin, Foxbit, CriptoFacil, and Portal do Bitcoin.
The report introduces a normalized Engagement Index to benchmark session quality across outlets, factoring in visit duration, content depth, and bounce rates.
Engagement Index Identifies Outliers Like Foxbit
CriptoNoticias averaged 448 000 monthly visits in Q2 — the only outlet in the top-tier bracket — yet recorded just 54 seconds per session and a bounce rate of around 56%. Cointelegraph Brasil, with roughly 397,000 monthly visits, showed even weaker retention: 42 seconds per session and a 67.5% bounce rate.
In contrast, Foxbit, one of the smallest outlets in the cohort by reach, ranked highest on the Engagement Index. With just shy above 174,000 monthly visits, it posted a session duration of around 6 minutes, 6.5 pages per visit, and a bounce rate of 33.1%. The data suggests that Foxbit’s audience is more task‑oriented and brand‑loyal, with a traffic mix skewing toward desktop, direct navigation, and branded search.
Source: Outset Data Pulse Reporting
AI and Aggregators Drive Discovery, Not Loyalty
The report notes that most outlets now rely heavily on AI discovery (e.g., ChatGPT, Perplexity) and aggregators like CryptoPanic and Meltwater. This traffic is typically non‑branded and mobile‑heavy, producing sessions under 90 seconds and high bounce rates.
For example:
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Bitfinanzas saw 99% non‑branded search and 60% organic traffic but recorded only 1:24 minutes per visit with a 59.6% bounce.
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DiarioBitcoin, with 93% mobile traffic and heavy reliance on Direct access, posted the lowest session depth in the cohort: just 17 seconds and 1.3 pages per visit.
These patterns suggest that AI and aggregator traffic often leads to quick‑exit behavior, with users satisfying a specific intent before leaving the site. While such discovery channels increase visibility, they do little to build long‑term relationships or foster brand loyalty.
Mid‑Tier and Utility‑Driven Outlets Outperform in Depth
While high‑traffic outlets dominate impressions, mid‑tier platforms like Livecoins and Foxbit appear to outperform on engagement:
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Livecoins, despite shorter sessions (39 seconds), recorded the lowest bounce rate (35.3%) in the cohort — suggesting accurate intent matching.
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Foxbit’s high repeat usage and page depth indicate that utility‑focused content and brand affinity drive stickier sessions.
Implications for Media, PR, and Advertising
The findings from Outset Data Pulse reinforce a growing need for audience quality benchmarking in Web3 media planning. As publishers and marketers compete for attention in a discovery ecosystem increasingly shaped by AI summaries and feed‑based aggregation, volume is no longer a reliable proxy for impact.
For:
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Media buyers: The Engagement Index offers a method to prioritize platforms with actual audience retention.
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PR professionals: Story placement strategies should differentiate between reach‑driven and engagement‑driven outlets.
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Publishers: Building loyalty may require rethinking homepage formats and investing in utility‑driven experiences.
Outset Data Pulse – The Pulse of Global Crypto Coverage
Outset Data Pulse is a unique intelligence reporting system developed by Outset PR. It provides consistent benchmarking of media outlets across regions, actionable intelligence for PR and marketing teams, and predictive insights into adoption waves.
Outset Data Pulse reveals how media dynamics interact with adoption trends, algorithm changes, and user behavior, uncovering hidden patterns that shape legitimacy, discovery, and global narratives. This makes it a strategic barometer for the crypto industry—on par with on‑chain data, regulatory shifts, and institutional activity tracked by firms like Chainalysis, Messari, and Dune Analytics.
For the crypto community, it acts as an early‑warning system for when narratives are breaking down. For the PR industry, it delivers scalable tools to act on those signals at speed. At its core, Outset Data Pulse adds clarity and performance tracking to the crypto media layer.
Conclusion: Visibility ≠ Stickiness in LATAM Crypto Media
Outset PR’s Q2 2025 engagement analysis highlights a structural reality for crypto communications in Latin America: high traffic is easy to measure, but hard to trust. As AI and aggregators shape how users find content, retaining that attention has become the new benchmark for media value.
The Engagement Index introduced in Outset Data Pulse series offers a framework for interpreting that value, tracking it over time, and aligning media strategy with the audience behavior.
Disclaimer: This article is provided for informational purposes only. It is not offered or intended to be used as legal, tax, investment, financial, or other advice.