New data from digital market intelligence firm Similarweb indicates a significant shift in how users access news online, with referrals from ChatGPT to news publishers experiencing substantial growth. However, this increase is proving insufficient to counterbalance the ongoing decline in click-throughs from traditional search results, as more users opt to receive their news directly from AI or AI-powered search interfaces.
The report highlights a concerning trend for news publishers. Since the introduction of Google’s AI Overviews in May 2024, the proportion of news searches on the web that conclude without a click-through to a news website has dramatically escalated. This figure surged from 56% to nearly 69% by May 2025. Concurrently, organic traffic to news websites has witnessed a sharp decline, plummeting from a peak of over 2.3 billion visits in mid-2024 to less than 1.7 billion currently. This suggests a fundamental change in user behavior, where information is being consumed at the search interface rather than by navigating to original source websites.
In stark contrast to the dwindling search traffic, news-related prompts within ChatGPT have seen an astonishing increase of 212% between January 2024 and May 2025. This surge underscores the growing reliance of users on AI chatbots for news consumption. For news publishers, this paradigm shift means that traditional strategies, such as strong visibility in Google Search results and robust SEO practices, are losing their efficacy. The report emphasizes that search rank no longer translates into the same volume of website traffic as it once did, forcing publishers to re-evaluate their digital strategies.
Despite the broader challenges, ChatGPT referrals to news publishers are indeed expanding at an impressive rate. Similarweb data reveals that from January through May 2024, ChatGPT directed just under 1 million referrals to news sites. However, this figure skyrocketed to over 25 million in 2025 – a staggering 25-fold increase. While this growth is significant in isolation, it pales in comparison to the massive declines experienced in organic search traffic, making it an insufficient offset for the financial losses faced by publishers.
The report further elaborates that not all news websites are experiencing the same level of success in attracting AI referrals. Certain outlets are performing better, with Reuters observing an 8.9% year-over-year increase in ChatGPT referral traffic, followed by the NY Post at 7.1%, and Business Insider at 6.5%. Conversely, The New York Times, which is embroiled in a lawsuit against OpenAI alleging unauthorized scraping of its content, has seen considerably fewer ChatGPT referrals. Despite remaining among the top 10 sites receiving such traffic, its increase was a more modest 3.1%.
Currently, the majority of news-related prompts within ChatGPT are centered around topics such as stocks, finance, and sports. However, Similarweb’s report notes a burgeoning interest in other categories, including politics, the economy, and weather. This diversification suggests a potential evolution in AI-driven news consumption, moving from a focus on “reactive information” to a more profound “issue-driven engagement” via AI platforms.
The growth in ChatGPT referrals is mirrored by a broader increase in the platform’s user base. Over the past six months, ChatGPT app users have more than doubled, while website visitors have increased by 52%. Recognizing this trend, Similarweb is now offering a service to brands and businesses, enabling them to track their brand’s presence within generative AI tools like ChatGPT and benchmark it against competitors.
In response to the mounting pressure from news publishers grappling with declining traffic due to AI, Google recently launched “Offerwall.” This service, available to publishers using Google Ad Manager, provides alternative monetization avenues beyond traditional advertising. Offerwall allows publishers to experiment with strategies such as micropayments or encouraging users to subscribe to newsletters to access content, offering customizable options to suit individual needs. Other news organizations are also exploring various monetization models, including paywalls. The industry has already witnessed considerable fallout, with numerous mass layoffs and even the complete cessation of operations for some outlets.
