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March 31, 2026
Any business development initiative or marketing campaign starts with audience analysis. So analyzing the crossover between the websites of companies of interest will help you estimate the market saturation and toughness of competition, identify the key players and influencers in your niche of interest and find opportunities for growth.
As the SEMrush team continues to perfect the Traffic Analytics tool and hone it for the needs of the most inquisitive marketers and business development managers, we gladly announce the arrival of the Audience Overlap report, which lets you compare the audiences of up to 5 websites in a few clicks.
As the SEMrush team continues to perfect the Traffic Analytics tool and hone it for the needs of the most inquisitive marketers and business development managers, we gladly announce the arrival of the Audience Overlap report, which lets you compare the audiences of up to 5 websites in a few clicks.
Let’s say we’d like to compare the world’s leading sportswear manufacturer, Adidas, and its competitors.
- Type the website domain of interest (adidas.com) into the Traffic Analytics search bar.
- Use the “Add 4 competitors” button to add up to four other websites. In our case, let’s use, for example, puma.com, nike.com, fila.com, and asics.com.
- Press the “Compare” button.
The Audience Overlap chart will appear below, in the middle of the Traffic Overview report page. Here you can see the audience overlap for the above-listed websites for the chosen period. You can specify the period in the top menu as well as switch between desktop and mobile traffic.
In our example, we can see that the audiences of adidas.com and nike.com have much more in common: 30.75 percent of Adidas fans are also interested in Nike products. However, if we filter out the desktop traffic, the situation will change a bit. Nike is less popular among people who browse both nike.com and adidas.com from their mobiles, so the audience overlap is just 23 percent.
Adidas and Fila and Adidas and Asics target very different people: their audiences overlap 0.98 percent and 1.7 percent accordingly.
The charts also tell us that the audience of nike.com is much bigger than that of adidas.com (38.9m vs 13.1m unique visitors) and puma.com is less again.
To change the comparison base and compare all websites against puma.com or another website just switch to the relevant tab.
Adidas and Fila and Adidas and Asics target very different people: their audiences overlap 0.98 percent and 1.7 percent accordingly.
The charts also tell us that the audience of nike.com is much bigger than that of adidas.com (38.9m vs 13.1m unique visitors) and puma.com is less again.
To change the comparison base and compare all websites against puma.com or another website just switch to the relevant tab.
To dig deeper into a website’s traffic, its audience engagement, behavior, traffic sources and GEO Distribution, you can use other Traffic Analytics reports.
If you have any suggestion on how to make this report more helpful, please email us at traffic-analytics-feedback@semrush.com.
If you have any suggestion on how to make this report more helpful, please email us at traffic-analytics-feedback@semrush.com.
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About Semrush
Semrush is a leading online visibility management SaaS platform that enables businesses globally to run search engine optimization, pay-per-click, content, social media and competitive research campaigns and get measurable results from online marketing. Semrush offers insights and solutions for companies to build, manage, and measure campaigns across various marketing channels. Semrush, with over 91,000 paying customers, is headquartered in Boston and has offices in Philadelphia, Trevose, Austin, Dallas, Amsterdam, Barcelona, Belgrade, Berlin, Limassol, Prague, Warsaw, and Yerevan.
