Referrals from ChatGPT to information publishers are rising, however not sufficient to counter the decline in clicks ensuing from customers increasingly getting their news directly from AI or AI-powered search results, in response to a report from digital market intelligence firm Similarweb.
For the reason that launch of Google’s AI Overviews in Might 2024, the agency discovered that the variety of information searches on the net that lead to no click-throughs to information web sites has grown from 56% to just about 69% as of Might 2025.
Not surprisingly, natural site visitors has additionally declined, dropping from over 2.3 billion visits at its peak in mid-2024 to now below 1.7 billion.
In the meantime, news-related prompts in ChatGPT grew by 212% from January 2024 by way of Might 2025.
For information publishers, the fast adoption of AI is altering the sport. Visibility in Google Search outcomes and good search engine optimisation practices might now not ship the worth they did previously, as search rank isn’t translating into as a lot web site site visitors as earlier than, the agency identified.
On the similar time, ChatGPT referrals to information publishers are rising.
From January by way of Might 2024, ChatGPT referrals to information websites had been just below 1 million, Similarweb says, however have grown to greater than 25 million in 2025 — a 25x improve.
After all, when the business is going through even huge declines in natural search site visitors, this improve is hardly sufficient to make up for publishers’ losses.
The report additionally famous that some web sites are faring higher than others in relation to AI referrals.
Websites seeing probably the most will increase in ChatGPT referral site visitors embrace Reuters (up 8.9% year-over-year), NY Submit (up 7.1%), and Enterprise Insider (up 6.5%). In the meantime, The New York Occasions, which is suing OpenAI over allegedly scraping its works with out permission, is seeing far fewer ChatGPT referrals. Although nonetheless within the high 10 websites receiving ChatGPT referral site visitors, it’s solely seen a 3.1% improve.
Subjects like shares, finance, and sports activities are at present accounting for almost all of those ChatGPT news-related prompts, however Similarweb’s report notes different matters are seeing development, too, like politics, the economic system, climate, and others.
This, the agency theorizes, might sign a transfer away from extra “reactive info” and towards deeper “issue-driven engagement” through AI.
Alongside the AI referrals development, ChatGPT’s web site and app customers have additionally seen larger adoption.
Over the past six months, app customers have greater than doubled, whereas web site guests had been up 52%, Similarweb mentioned.
The agency is now offering a service for manufacturers and companies that enables them to trace how and the place their model exhibits up in gen AI instruments like ChatGPT, and the way that compares to their competitors.
Options to the information publishers’ disaster are few and much between.
Below stress from information publishers as AI kills their site visitors, Google lately launched a service known as Offerwall that enables publishers utilizing Google Advert Supervisor to experiment with different technique of monetization past extra traffic-dependent choices, like adverts. With Offerwall, publishers can as a substitute strive issues like micropayments or asking customers to enroll in newsletters to entry their web site’s content material, for instance. They will additionally customise the Offerwall screens with choices of their very own, Google mentioned.
Different websites are experimenting with paywalls or different technique of monetization. Many have since conducted mass layoffs and even shut down their operations.
In a current interview with The NYT’s Exhausting Fork podcast, OpenAI CEO Sam Altman responded to a query about AI’s impression on the job market by saying, “I do suppose there will likely be areas the place some jobs go away, or perhaps there will likely be some complete classes of jobs that go away. And any job that goes away, even when it’s good for society and the economic system as an entire, may be very painful — extraordinarily painful — in that second … there may be going to be actual ache right here in lots of circumstances.”