New data from digital market intelligence firm Similarweb reveals a significant shift in how users access news online, with ChatGPT referrals to news publishers growing substantially, yet failing to offset declining click-throughs from traditional search results.
The report highlights a concerning trend for news publishers. Since Google’s AI Overviews introduction in May 2024, the proportion of news searches concluding without a click-through to a news website has escalated dramatically, surging from 56% to nearly 69% by May 2025. Concurrently, organic traffic to news websites has witnessed a sharp decline, plummeting from 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 consumed at the search interface rather than by navigating to original source websites.
In stark contrast to dwindling search traffic, news-related prompts within ChatGPT have seen an astonishing 212% increase between January 2024 and May 2025, underscoring the growing reliance of users on AI chatbots for news consumption. For news publishers, this paradigm shift means traditional strategies, such as strong visibility in Google Search results and robust SEO practices, are losing 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 broader challenges, ChatGPT referrals to news publishers are expanding at an impressive rate. Similarweb data reveals that from January through May 2024, ChatGPT directed just under 1 million referrals to news sites, skyrocketing to over 25 million in 2025 – a 25-fold increase. While significant, this growth pales in comparison to massive declines in organic search traffic, making it an insufficient offset for 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, embroiled in a lawsuit against OpenAI alleging unauthorized scraping of its content, has seen considerably fewer ChatGPT referrals, with a more modest 3.1% increase.
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, suggesting a potential evolution in AI-driven news consumption from “reactive information” to “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 track brand presence within generative AI tools like ChatGPT and benchmark it against competitors.
In response to mounting pressure from news publishers grappling with declining traffic due to AI, Google recently launched “Offerwall,” providing 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. Other news organizations are exploring various monetization models, including paywalls, as the industry witnesses considerable fallout, with mass layoffs and even complete cessation of operations for some outlets.
