Digg is shifting more toward news content and less toward entertainment, according to new analysis released today.
The number crunching, by research firm Hitwise, found 20.67 percent of Digg’s outbound traffic went to a news/media site in June — barely less than the 21.34 percent that went to an entertainment site.
Here’s why it’s significant: The news/media numbers are up 16 percent from this time last year, while entertainment is down 20 percent. And the gap between the two is closing rapidly.
Interestingly, too, the news sites receiving the most of Digg’s traffic are print media web sites. They took in 9 percent of all outbound clicking — a figure up nearly 50 percent from last June.
Could it be a sign that Digg is inching closer to a merger with some major newspaper company? Hard to say for sure — but with all the rumors out there, these numbers sure do make you wonder.