We spend nearly seven hours every day looking at screens – with around half this time on the internet in some capacity.¹ As such, it is little wonder that investors turn to web traffic data to indicate consumer activity and business performance. With web traffic (or, clickstream) remaining one of the best-adopted alternative data types, we revisit the ecosystem in 2025.

We have discussed the clickstream landscape before, including its potential utility for investors and the impacts of past alternative data disruptions. If you are less familiar with clickstream, we recommend this article for a brief summary. However, since 2023 the clickstream market has changed (and in some ways, not changed), we focus on the state of play below.

IN SHORT

To keep things short and sweet, we cover:

1. Who’s winning?
2. What’s new?
3. Low latency options