Data shows visits to the world's top million websites declined from an earlier peak, visits going to sites outside the top 100 barely changed.

Visits to the world’s top million websites were lower in the third quarter of 2026 than at their early 2022 peak (a decline of 12.2%), based on the data from Similarweb shared by SparkToro. The proportion of visits that go to websites that are not among the top 100 stayed relatively consistent over this time. That means while the total number of visits was down, that proportion still added up to less traffic for non-top-100 sites.

Rand Fishkin, SparkToro’s co-founder and CEO, wrote that the project began with his theory that the biggest sites, largely Big Tech properties, were taking more of the web’s traffic.

The post also reports a 29.2% drop in visits per internet user. This calculation uses user estimates that were revised partway through the period.

Fishkin asked Similarweb for total visits to the top million sites from its worldwide desktop and mobile web panel, along with a breakdown by site rank.

In the post’s figures, total visits peaked in Q1 2022 at 2.243 trillion. At the low point in Q1 2026, the total was 1.914 trillion, down 14.7% from the peak. The latest quarter, Q3 2026, came in at 1.970 trillion, 12.2% below the peak.

The totals on the post’s chart stay roughly level through 2023, then dip in early 2024 and fall again in the first half of 2025.

Similarweb categorized the top million websites from the number 1-10 to the 100,001st to 1 millionth website by five levels of ranking.

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