Digital 100: Global and Political Events Shape Online Choices

The world feels more uncertain than ever.

Headlines in 2024 were dominated by natural disasters, rising social unrest, and ongoing conflicts — and there’s evidence it is changing our digital habits.

It’s clear that many people are seeking security, preparedness, and values-driven purchases to gain a sense of control in uncertain times. This behavioral shift was a key takeaway from the 2025 Digital 100, our annual ranking of the fastest-growing websites across industries.

We’ll look at what’s driving these changes and highlight some of the brands experiencing rapid growth.

Here’s a sneak peek of the insights report:

The shift toward preparedness and security

Last year brought a wave of turmoil, especially in the US and UK. Social unrest intensified, natural disasters broke records, and global conflicts deepened. The events of 2024 drove US and UK consumers to seek out products offering peace of mind and self-reliance.

Here’s how we saw this play out:

Home security on the rise

• Visits to ring.com’s subscription pages surged 35% year-over-year (YoY) as Americans sought remote monitoring and real-time alerts
• Demand for smart home devices like surveillance cameras, motion detectors, and smart locks increased significantly, reflecting growing concerns about personal safety

Preparedness beyond the home

When uncertainty looms, consumers gravitate toward products that offer control over their environment and reduce vulnerability.

The US faced costs of over $1 billion in climate disasters, including Hurricanes Helene and Milton, causing $40 billion in damages. Wildfires, floods, and droughts added to the devastation. While Europe also endured severe flooding, exposing vulnerabilities in infrastructure and disaster preparedness.

• The US saw a 111% YoY growth in portable power solutions, including solar energy products and power stations
• These tools provided a sense of self-reliance for those in hurricane and wildfire-prone areas

How political polarization reshaped news consumption

In 2024, political polarization profoundly changed how people consumed news.

The fastest-growing platforms were partisan, catering to narrow, ideologically aligned audiences and signaling a shift away from traditional media. The 2024 election intensified these trends, as polarized media thrived on political alignment.

Echo chambers dominate news and media growth

Partisan news sites have created fragmented media ecosystems. These principally limit exposure to diverse perspectives and provide news that is aligned with an individual’s worldview.

In terms of growth, the Digital 100 showed right-wing sites were the main benefit of this trend. A good example of it is the rise of media sites like:

• GBnews.com — a massive 402% growth (in the US) from 2023. It is a free-to-air news channel that UK regulators have investigated over the breaking of impartiality rules.
• Tuckercarlson.com — saw a 200% rise. It serves as a hub for conservative pundit Carlson’s post-Fox News media ventures

Independent voices gain momentum

Platforms like Substack.com soared in popularity, offering audiences direct access to independent creators with strong, unfiltered opinions.

Substack experienced significant growth in 2024, with a 37% increase in website traffic and a 139% increase in app usage. Creators include:

• Matt Taibbi: A journalist and author, Taibbi has written extensively on finance, politics, and media. He is known for his critical coverage of Wall Street
• Andrew Sullivan: A writer and blogger, Sullivan is known for his conservative views on social and political issues

A rare counter-trend

Digital outlets like Ground News bucked the trend by helping users identify bias in media coverage. This small but significant demand for balanced perspectives indicates there’s still an appetite for a neutral viewpoint.

But the overall result? A fractured media landscape where trust and alignment are key to engagement.

Conclusion: security, alignment, and opportunity

In a world of uncertainty and division, consumer priorities shift toward control, personalization, and alignment with values.

Whether it’s investing in smart home security or consuming partisan news, people are making choices that reflect their need for safety and relevance in an unpredictable environment. For brands, these shifts present an opportunity.

Companies emphasizing transparency, purpose, and tailored solutions are well-positioned to thrive in this landscape.

For a deeper analysis of these trends and a look at the fastest-growing digital brands, download the 2025 Digital 100 Insights Report.

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Methodology

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by James Quilter

Team Manager, Content Marketing

James is an former journalist & content strategist in B2B tech, who has previously created content for companies like EDF and X (Twitter). He also has a journalism post-grad from LCC.