Exclusive

The Death March of Yahoo’s Core Products

Yahoo CEO Marissa Mayer. Photo by Bloomberg.
Yahoo CEO Marissa Mayer. Photo by Bloomberg.

The number of people visiting Yahoo’s three most important products—Yahoo Mail, the Yahoo.com home page and Yahoo Search—on a daily basis declined meaningfully over the past year, according to confidential internal data. It’s a reminder of the deep challenges any potential buyer of Yahoo would face.

Daily active users going to Yahoo’s home page fell 16.5% between the first week of December 2014 and the same period in 2015, the data show, while those going to Yahoo Mail dropped by 11.5%. The same metric for Yahoo Search fell 8.8%. In each case, time spent by users dropped by an even greater proportion, suggesting Yahoo is losing some of its more-engaged users.

In contrast, Tumblr has been doing relatively well, while Yahoo Sports is a mixed bag, according to the data. (Data on Yahoo Finance, which has held steady, can be found here.)

No subscription? You’re missing out.
Join the high-powered community of tech and business leaders who rely on The Information’s original news and in-depth reporting.
Subscribe to read the remaining 1227 words of this article.
What’s included in a subscription?
Read The Information’s original, in-depth reporting and analysis
Receive as-they-happen articles via email
Talk with award-winning reporters in subscriber-only conference calls
Join the conversation on our subscriber-only Slack channel
Attend intimate, high-powered events with leaders in tech and business
Subscribe to The Information

Yahoo Sports and the separate Fantasy Sports site, which isn’t included in this data, could conceivably be sold separately from the rest of Yahoo, though Yahoo Sports still gets significant traffic from the Yahoo home page. Together, Yahoo Sports and Fantasy have more than 10 million daily active users on mobile. Traffic on the Fantasy site, however, is cyclical by nature because popular leagues like the NFL are only active for part of the year.


7 total comments
Amir Efrati, Shaunak Khire and 5 others commented on this article.
Read comments from top tech and industry leaders
Evan Spiegel
Evan Spiegel
CEO, Snapchat
Chamath Palihapitiya
Chamath Palihapitiya
Founder & Managing Partner, SocialCapital
Marc Andreessen
Marc Andreessen
Co-Founder, Andreessen Horowitz
Jonah Peretti
Jonah Peretti
CEO, Buzzfeed
Adam D'Angelo
Adam D'Angelo
CEO, Quora
Brit Morin
Brit Morin
Founder & CEO, Brit + CO
Dustin Moskovitz
Dustin Moskovitz
Co-Founder, Asana
Christina Miller
Christina Miller
President & General Manager, Turner
Max Levchin
Max Levchin
CEO, Affirm
Adam Mosseri
Adam Mosseri
Director of Product, Facebook
Alex Mather
Alex Mather
The Atheltic
Martha Josephson
Martha Josephson
Partner, Egon Zehnder
James Murdoch
James Murdoch
Co-Chief Operating Officer, 21st Century Fox
Andrew Kortina
Andrew Kortina
Founder, Venmo
Ben Chestnut
Ben Chestnut
Co-Founder & CEO, Mailchimp
Ruchi Sanghvi
Ruchi Sanghvi
VP Operations, Dropbox
Login or Subscribe to follow the discussions happening here and real-time in our   Slack Community.
Yahoo’s transition from PCs to mobile is far from complete, and it’s painful one.

RECENT ARTICLES