The formula
A content site is valued as average monthly net profit multiplied by a multiple. Use the last 12 months of profit, after all costs including writers, hosting and tools, so seasonal swings even out. A site netting $2,000 a month at a 35x multiple is worth about $70,000. Some buyers state the same thing as an annual figure: 35 times monthly profit is roughly 2.9 times annual profit.
What multiples buyers pay
Published ranges for content sites in 2026 cluster around the same band, stated either monthly or annually.
| Source | Range quoted |
|---|---|
| Newor Media (2026) | 28x–60x monthly profit |
| Affiliate sites (our affiliate valuation guide) | 32x–42x monthly profit typical |
| ProLogicStack | 2.5x–4.5x annual SDE |
| Dragonflip (affiliate) | 24x–36x monthly profit |
The low end is small, single-source or declining sites. The high end is established, diversified sites with clean, growing numbers. See website sale multiples for other site types.
What pushes the multiple up
At least two to three years of history. Traffic spread across many pages and more than one source, ideally including email. Revenue from several affiliate programs or ad networks rather than one. Steady or rising traffic across recent Google core updates. Low owner involvement, with writers and processes a buyer can take over.
What pushes it down
A recent traffic drop, especially one tied to a core update. Heavy dependence on one affiliate program, one ad network or a few pages. Thin or AI-generated content that a buyer expects to lose rankings. Revenue that depends on the current owner's personal brand or relationships.
The 2026 factor: AI search
Buyers now discount content sites that answer simple informational questions, because AI overviews and chat assistants answer those directly and send fewer clicks. Sites built on buying-stage searches, original data, tools or a loyal audience hold value better. Expect a buyer to ask how much traffic comes from queries that now show an AI overview. Our guide on <a href="https://siteappraiser.com/blog/how-to-value-a-website-that-lost-traffic-to-ai/">valuing a site after AI traffic loss</a> covers how they adjust.
What buyers will check
Expect read access requests for Google Analytics, Search Console and every revenue account, plus a content audit, a backlink review and a check that traffic is real. Have 12 to 24 months of profit and loss ready, with expenses itemised. The cleaner the records, the closer you get to the top of the range. Our <a href="https://siteappraiser.com/tool">free website appraisal</a> gives you a range to start from.
- Value = average monthly net profit × multiple.
- Content sites commonly sell for roughly 28x–60x monthly profit in 2026.
- History, traffic diversity, revenue diversity and low owner involvement raise the multiple.
- Buyers now discount sites exposed to AI answers on informational queries.