News

AI's Dual Impact: ChatGPT Referrals vs. Search Declines for News

Cansin Cengiz

02 Jul 2025 — 4 min read

AI's Dual Impact: ChatGPT Referrals vs. Search Declines for News Publishers

The rise of Artificial Intelligence (AI) is fundamentally reshaping the landscape for news publishers, presenting a paradox: while referrals from platforms like ChatGPT are growing, they are still insufficient to counteract the significant decline in traffic originating from traditional search engines. This shift, largely driven by AI-powered search results, is forcing news organizations to rethink their strategies for visibility and monetization.

The Erosion of Search Traffic

A recent report by digital market intelligence company Similarweb highlights a stark reality for news publishers. Since the introduction of Google's AI Overviews in May 2024, the percentage of news searches on the web that result in no click-throughs to news websites has surged from 56% to nearly 69% by May 2025. This "no-click" phenomenon directly impacts organic traffic, which has consequently dropped from a peak of over 2.3 billion visits in mid-2024 to under 1.7 billion currently. For publishers, this means that even strong search rankings no longer guarantee the same level of website traffic they once did.

Chart showing decline in organic search traffic to news sites

ChatGPT: A Growing, Yet Insufficient, Lifeline

Concurrent with the decline in search traffic, news-related prompts in ChatGPT saw a remarkable 212% growth from January 2024 through May 2025. This surge in engagement has translated into a significant increase in referrals from ChatGPT to news publishers. Similarweb reports that these referrals skyrocketed from just under 1 million between January and May 2024 to over 25 million in the same period in 2025 – a staggering 25-fold increase.

Chart showing growth in ChatGPT news prompts and referrals

However, despite this impressive growth, the volume of ChatGPT referrals is currently nowhere near enough to compensate for the massive declines experienced in organic search traffic, leaving publishers in a precarious position.

Varying Fortunes and Content Trends

The impact of AI referrals isn't uniform across all news outlets. Some publishers are adapting better than others:

Reuters: Up 8.9% year-over-year in ChatGPT referral traffic.
NY Post: Up 7.1%.
Business Insider: Up 6.5%.

Conversely, The New York Times, embroiled in a lawsuit against OpenAI for alleged unauthorized use of its content, has seen significantly fewer ChatGPT referrals, with only a 3.1% increase, despite remaining among the top 10 sites receiving such traffic.

Chart showing top news sites by ChatGPT referral traffic growth

Currently, topics like stocks, finance, and sports dominate news-related prompts in ChatGPT. However, Similarweb's report indicates growing interest in other areas such as politics, the economy, and weather. This trend suggests a potential shift from "reactive information" consumption towards deeper, "issue-driven engagement" via AI platforms.

Chart showing popular news categories in ChatGPT prompts

Broader AI Adoption and Publisher Solutions

The increased interaction with news content on ChatGPT aligns with the platform's overall user growth. Over the last six months, ChatGPT app users have more than doubled, and website visitors have increased by 52%. Recognizing this evolving digital landscape, Similarweb has even launched a service for brands to track their visibility within generative AI tools like ChatGPT.

Chart showing ChatGPT website and app user growth

In response to the crisis, news publishers and tech giants are exploring new monetization models. Google recently introduced Offerwall, a service for publishers using Google Ad Manager, allowing them to experiment with alternatives to ad-dependent revenue, such as micropayments or newsletter sign-ups. Many publishers are also implementing paywalls, while others have been forced to conduct mass layoffs or even cease operations entirely.

The broader societal impact of AI on employment was addressed by OpenAI CEO Sam Altman, who acknowledged the potential for "real pain" as AI may cause certain job categories to diminish or disappear, even if beneficial for society as a whole.

Conclusion

The current trajectory suggests a challenging future for news publishers. While AI offers new avenues for content distribution and engagement, the fundamental shift in how users access information through AI-powered tools demands innovative and adaptive strategies to ensure the sustainability of quality journalism in the digital age.