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Tom's Guide

Tom’s Guide is an American and British technology news website that primarily reviews and reports on consumer technology, produces buying guides, and publishes how-to articles. It operates out of three main offices, one in Manhattan, New York City, one in London, United Kingdom, and the other in Bath, United Kingdom. Having launched as its own site in 2007, Tom's Guide is owned by UK-based Future plc.

Tom's Guide
Type of site
Technology journalism, entertainment journalism, lifestyle journalism
Founded2007
Headquarters
New York City
,
United States
Country of originUnited States
OwnerFuture plc
EditorMark Spoonauer[1]
CEOKevin Li-Ying[2]
IndustryConsumer technology journalism
ParentFuture plc
URLTomsGuide.com
CommercialYes
Current statusActive

Editorial content

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Tom's Guide reviews consumer technology products, grading on a five-star scale, with 1 being "very poor and among the worst products we've tested," and 5 being "best of the best and close to perfect."[3]

In addition to reviews, the site publishes buying guides, covering products its staffers have reviewed.

A 2021 Digiday article reported that "a mattress buying guide on Tom’s Guide sells eight mattresses a day."[4] The site also publishes news articles, "how to watch" articles," and e-commerce articles focused on personal electronics.

Editorial independence

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The site stresses its editorial independence: "No outside party determines what products we review or the content of our reviews." Tom's Guide is a member of the UK-based Independent Press Standards Organisation.

Criticism

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In 2014, Adweek questioned the strategy of Tom's Guide's then-owner, Purch, to allow brands to buy ad pages that also included editorial reviews. This allowed companies to sponsor pages that contain editorial reviews of the company's own products.[5]

Video game reviews

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On the OpenCritic hub for Tom's Guide, the publication had a 76.3 average score and 80 median score after reviewing nearly 300 video games. It recommended 82.4% of video games as of January 2025.[6]

Readership fluctuations and article output growth

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Since spinning off from Tom's Hardware in 2007, Tom's Guide has regularly surpassed its former home site in audience and readership.

According to a profile of the publication in Niche Pursuits, Tom's Guide received 25 million visitors a month in June 2022: "Although Tom's Guide came after [Tom's Hardware], the site's broader focus on all things consumer electronics has helped it take off to become one of the most successful affiliate sites on the planet."[7]

According to SEMRush, in October 2025, Tom's Guide received 28.92 million global visits[8] and Tom's Hardware received 21.15 million global visits.[9]

Readership decline

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Site traffic to Tom's Guide decreased by 30% between February 2023 (when the site received 41.7 million visits[10]) and October 2025, when it received nearly 29 million monthly visits.

Article volume increases

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The site has ramped up its article production in recent years:

  • In November 2025, Tom's Guide published more than 1,800 articles, according to its archive.[11]
  • In November 2020, the site published 388 articles.[12]
  • In November 2015, the site published 85 articles.[13]

History and ownership

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Tom’s Guide was launched in September 2007, a rebrand of Gear Digest and spinoff of Tom’s Hardware, as a more generalist guide to consumer technology.[14] Bestofmedia Group acquired TG Publishing in April 2007[15], which owned and operated Tom's Hardware, Gear Digest, and several other online media brands.[4]

In July 2013, Bestofmedia Group was acquired by TechMediaNetwork, Inc., which changed its name to Purch in April 2014. In 2015, Tom's Guide's then-owner, Purch, was profiled in Digiday for its strategy of making commerce a key part of its business. In 2014, approximately $55 million of Purch's $100 million in revenue came from e-commerce purchases, according to the Digiday.[16]

Future plc purchased Purch, which owned Tom’s Guide, for $132 million in July 2018.[17] The publication is named after Thomas Pabst, who also founded Tom's Hardware in 1996.[18] Tom’s Guide's initial focus was primarily as a "comprehensive buyer’s guide for consumer electronics and technology," according to a statement released at its launch.[14]

In years since its founding, Tom's Guide has since expanded to cover fitness, home appliances, smart home technology, streaming services, and AI, among other subjects. In December 2024, Tom's Guide owner Future plc partnered with OpenAI to give ChatGPT users access to news and lifestyle content.[19]

Tom's Guide uses an AI tool called Advisor, which leverages OpenAI's LLM, to analyze articles to suggest more articles to readers, according to Digiday report on the tool.[20]

Editorial leadership and media appearances

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Tom's Guide editors have appeared regularly on cable news and local news stations over the years to speak about consumer technology products and issues.

Mark Spoonauer is the global editor-in-chief for Tom's Guide,[21] having led the publication since 2013. Prior that role he had been editor-in-chief at Laptop Magazine since 2003.[22]

Spoonauer frequently appears as a technology expert on television, having been featured on CNN,[23] FOX 5 New York,[24] CNBC,[25] Fox Business,[26] and NBC's The Today Show.[27]

Mike Prospero is the U.S. editor-in-chief, overseeing the homes, smart home, and fitness/wearables categories.[28] He has been an expert source for Fox 5 New York on smart home technology[29] and for Microsoft Windows 10 for CNBC.[30] He also reviews fitness equipment for the Tom's Guide YouTube channel[31].

Prospero has appeared on ABC World News This Morning while employed by Fast Company.[32]

Other notable staff members

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Jeff Parsons is the UK editor-in-chief, and Kate Kozuch is managing editor for social media and video. Kozuch is a frequent guest on Cheddar to discuss CES,[33] and Apple AirPods and Apple Intelligence.[34] Jane McGuire, Tom's Guide's fitness editor, was previously an editor at Runner's World.[35] John Velasco, senior channel editor for phones, is a frequent guest expert on News 12 New Jersey.[36]

Masthead

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The Tom's Guide masthead lists 51 staff members and four contributing writers.[37]

Social media

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As of December 2025, Tom's Guide has more than 406,000 followers[38] on TikTok and 115,000 subscribers[39] on YouTube.

Tom's Guide was an early participant in Snapchat's Dynamic Stories software, which automatically created Snapchat content based on information in a publisher's RSS feed.[40]

Awards

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The Webby Awards recognized Tom's Guide with a 2025 Honoree award for its video review of the Apple Vision Pro.[41]

Tom’s Guide Awards program

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Tom’s Guide has held the annual Tom’s Guide Awards every July since 2020[42], in which it picks the best products in a range of categories, from phones to home appliances to computing to streaming. The winners are selected by the Tom’s Guide editorial staff. The awards have been cited in earnings reports from Roku.[43]

In addition, Tom’s Guide also hands out its own Best of CES awards every year at the CES trade show in Las Vegas.[44] The Best of CES awards have been cited in earnings reports from Vizio.[45]

References

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  1. ^ "About Tom's Guide". Tom's Guide. 28 July 2022. Archived from the original on 23 January 2025. Retrieved 11 February 2025.
  2. ^ "Kevin Li Ying Appointed Chief Executive Officer". Future. Future plc. 30 January 2025. Retrieved 11 February 2025.
  3. ^ "How we test, review, and rate products on Tom's Guide". Tom's Guide. 18 May 2022. Retrieved 11 February 2025.
  4. ^ a b "TG Publishing: About Us". TG Publishing. 11 February 2025. Archived from the original on 23 September 2007. Retrieved 11 February 2025.
  5. ^ Castillo, Michelle (13 August 2014). "Purch Mixes Editorial Reviews Into its Native Ads". Adweek. Archived from the original on 10 December 2025. Retrieved 10 December 2025.
  6. ^ "Tom's Guide Reviews - OpenCritic". OpenCritic. 1 January 2025. Archived from the original on 1 January 2025. Retrieved 3 July 2025.
  7. ^ James, Will (21 June 2022). ""How Tom's Guide Attracts & Profits From Over 25 Million Visitors a Month"". Niche Pursuits. Archived from the original on 25 April 2025. Retrieved 3 July 2025.
  8. ^ "tomsguide.com October 2025 Traffic Stats". Semrush. Archived from the original on 10 December 2025. Retrieved 10 December 2025.
  9. ^ "tomshardware.com October 2025 Traffic Stats". Semrush. Archived from the original on 10 December 2025. Retrieved 10 December 2025.
  10. ^ "tomsguide.com February 2023 traffic stats". Semrush. Archived from the original on 13 March 2023. Retrieved 10 December 2025.
  11. ^ "All content archive, November 2025". Tom's Guide. Retrieved 10 December 2025.{{cite web}}: CS1 maint: url-status (link)
  12. ^ "All content archive, November 2020". Tom's Guide. Retrieved 10 December 2025.{{cite web}}: CS1 maint: url-status (link)
  13. ^ "All content archive, November 2015". Tom's Guide. Retrieved 10 December 2025.{{cite web}}: CS1 maint: url-status (link)
  14. ^ a b "TG Publishing LLC, a Bestofmedia Group company, Rebrands Gear Digest to Tom's Guide, www.tomsguide.com, the Definitive Online Resource for Unbiased Reviews on Consumer Electronics and Technology". Bestofmedia LLC. 18 September 2007. Archived from the original on 12 October 2007. Retrieved 11 February 2025.
  15. ^ "TG Publishing and Bestofmedia Group Merger Creates Tech Publishing Powerhouse". Bestofmedia LLC. 16 April 2007. Archived from the original on 15 October 2007. Retrieved 11 February 2025.
  16. ^ Bilton, Ricardo (3 June 2015). "How commerce and content made Purch a $100m business". Digiday. Retrieved 10 December 2025.{{cite news}}: CS1 maint: url-status (link)
  17. ^ Southern, Lucinda (18 July 2018). "Future buys Purch to boost US revenue". Digiday. Retrieved 12 February 2025.
  18. ^ "Wired 9.05 Must Read". Wired. Archived from the original on 25 October 2012. Retrieved 11 February 2025.
  19. ^ Roth, Emma (5 December 2024). "OpenAI strikes content deal with Tom's Guide owner Future". The Verge. Retrieved 12 February 2025.
  20. ^ Guaglione, Sara (2 July 2025). "How Future is using its own AI engine to turn deeper engagement into ad dollars". Digiday. Archived from the original on 3 July 2025. Retrieved 3 July 2025.
  21. ^ "Mark Spoonauer". Tom's Guide. Archived from the original on 10 February 2025. Retrieved 11 February 2025.
  22. ^ "Mark Spoonauer author page". Laptop Magazine. 7 April 2022. Retrieved 11 February 2025.
  23. ^ "CNN Saturday Morning News". CNN. 16 March 2013. Retrieved 11 February 2025.
  24. ^ "Back to school technology with Mark Spoonauer". Fox 5 New York. 21 August 2025. Retrieved 10 December 2025.
  25. ^ "Amazon Files Lawsuit Against Fake Reviews | Tech Bet | CNBC". YouTube. 19 October 2015. Retrieved 10 December 2025.{{cite web}}: CS1 maint: url-status (link)
  26. ^ "Samsung 'goes right after Apple' with new Galaxy S22 phone". Fox Business. 10 February 2022. Retrieved 10 December 2025.{{cite web}}: CS1 maint: url-status (link)
  27. ^ "Back-to-school gadgets for every age | Consumer Confidential". NBC. 10 August 2022. Retrieved 11 February 2025.
  28. ^ "Articles by Mike Prospero, U.S. Editor-in-Chief, Tom's Guide". Tom's Guide. Retrieved 16 February 2025.
  29. ^ "Police seek Amazon Echo data in murder case". Fox 5 New York. 27 December 2016. Retrieved 16 February 2025.
  30. ^ "Microsoft Drops Bit Coin From Windows 10 | Tech Bet | CNBC". Youtube. 14 March 2016. Retrieved 18 February 2025.
  31. ^ "Peloton Tread+ | Buy or Skip?!". Youtube. 25 April 2024. Retrieved 16 February 2025.
  32. ^ Row, Heath (6 September 2005). "Fast Company... on the Air!". Fast Company. Archived from the original on 19 October 2021. Retrieved 18 February 2025.
  33. ^ "Will This Electric Spoon Improve Your Diet? CES Unveils New Health Tech". Cheddar (TV channel). Retrieved 18 February 2025.
  34. ^ "Find Out What One Expert Claims 'Is My Favorite Thing Apple Has Released This Year'". Cheddar (TV channel). 29 October 2024. Archived from the original on 10 November 2024. Retrieved 10 November 2024.
  35. ^ "Jane McGuire". Runner's World. 18 February 2025. Retrieved 18 February 2025.
  36. ^ "Tech Check: Exploring some new items every college student should try". News 12 New Jersey. 3 November 2025. Retrieved 10 December 2025.{{cite web}}: CS1 maint: url-status (link)
  37. ^ "About Us". Tom's Guide. 28 July 2022. Archived from the original on 6 February 2025. Retrieved 11 February 2025.
  38. ^ "Tom's Guide on TikTok". TikTok. Retrieved 10 December 2025.
  39. ^ "Tom's Guide on YouTube". YouTube. Retrieved 10 December 2025.
  40. ^ Cohen, David (12 April 2022). "Snapchat Adds Dynamic Stories for Discover Premium Content Platform". Adweek. Retrieved 10 December 2025.{{cite news}}: CS1 maint: url-status (link)
  41. ^ "Apple Vision Pro Review: Pros and Cons". The Webby Awards. 22 April 2025. Archived from the original on 17 May 2025. Retrieved 3 July 2025.
  42. ^ Andronico, Michael (26 July 2020). "Tom's Guide Awards 2020: The very best products you can buy". Tom's Guide. Retrieved 11 February 2025.
  43. ^ "Roku Q2 2023 key results". U.S. Securities and Exchange Commission. 27 July 2023. Retrieved 12 February 2025.
  44. ^ Tom's Guide Staff (10 January 2025). "Best of CES 2025: The top 25 new gadgets". Tom's Guide. Retrieved 11 February 2025.
  45. ^ "AMENDMENT NO. 1 TO FORM S-1 REGISTRATION STATEMENT". U.S. Securities and Exchange Commission. 16 March 2021. Retrieved 12 February 2025.
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