New Zealand's trusted news source
Stuff (stuff.co.nz) scores 92 out of 100 on Brand Analyzer, placing it in the Iconic tier among Media & Entertainment brands, in the 99th percentile of 32544 Media & Entertainment brands.
Stuff (stuff.co.nz) is a New Zealand digital news and information platform that delivers timely, relevant news to New Zealanders. It covers national and regional news, sport, and lifestyle content, positioning itself as a leading digital news and information hub for New Zealand audiences. Stuff focuses on locally-focused coverage tailored to the interests and needs of New Zealand residents.
| Brand Name | Stuff |
|---|---|
| Domain | stuff.co.nz |
| Industry | Media & Entertainment |
| Main Competitors | NZ Herald (91/100), Radio New Zealand (RNZ) (93/100), TVNZ 1News (88/100), Newshub (82/100) |
Moz Domain Authority 92/100 vs category average 51 / leader 100 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #3,741 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
Stuff has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "To deliver timely, relevant news and information that matters to New Zealanders." (No meta description) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Breadcrumb/Website schema, canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt mentions GPTBot, ChatGPT-User, ClaudeBot, Google-Extended, PerplexityBot - all allowed - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Social footprint: verified profiles on Instagram, YouTube, X (Twitter), Facebook, GitHub; no detected presence on LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Stuff?", Claude could identify the brand as of October 2026. Stuff is one of New Zealand's largest news and media websites, publishing national and local news, sports, business, and entertainment content. It was formerly owned by Fairfax Media and is associated with a network of regional newspapers across New Zealand, including titles like Best known for Being one of New Zealand's leading online news publishers.
When asked "Best brands similar to Stuff?", Claude would recommend Stuff as of October 2026. It's a major and widely used news source in New Zealand, so it would naturally come up when discussing top media outlets in that market.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Stuff's main competitors in Media & Entertainment: NZ Herald (91/100), Radio New Zealand (RNZ) (93/100), TVNZ 1News (88/100), Newshub (82/100).
Sources: Brand Analyzer scan
Stuff has moderate AI-search visibility, scoring 65/100 on Brand Analyzer's AI visibility composite (visibility 70, trust 55, recommendation 67). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Stuff official site
Stuff scores 67/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Media & Entertainment options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Stuff official site
Stuff can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Stuff official site
Stuff offers digital news coverage including national and regional news, sports updates, and lifestyle content, all tailored to New Zealand audiences through its website stuff.co.nz.
Sources: Stuff official site
Stuff is a New Zealand-based digital news and information platform that provides national and regional news, sports, and lifestyle content to New Zealand audiences.
Sources: Stuff official site
Stuff delivers timely, relevant news and information to New Zealanders, covering national and regional stories, sport, and lifestyle topics through its digital platform at stuff.co.nz.
Sources: Stuff official site
Stuff is used by New Zealand residents seeking local and national news, sports updates, and lifestyle content relevant to their communities and country.
Sources: Stuff official site
Stuff scores 65/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Stuff has a moderate AI-visibility profile at 65/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (70/100) and its weakest is trust (55/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #3,741 (Tranco). The main gaps holding it back: thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Stuff from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Stuff: StubHub (92/100), Steemit (92/100), SXSW (92/100), tagesschau (92/100), Steam Community (92/100), Tagged (92/100).
Category leader: Change.org (97/100).
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