ChatGPT referrals to news sites are growing, but not enough to offset search declines

Referrals from ChatGPT to news outlets are on the rise, yet this growth is insufficient to counteract the significant decline in clicks as users increasingly turn to AI-generated news or AI-enhanced search results. A report from digital market intelligence firm Similarweb reveals that since the introduction of Google's AI Overviews in May 2024, the percentage of news searches resulting in no click-throughs to news sites has surged from 56% to nearly 69% by May 2025. This shift has led to a notable drop in organic traffic for news publishers, plummeting from over 2.3 billion visits at its peak in mid-2024 to below 1.7 billion currently. Despite this trend, news-related interactions on ChatGPT have skyrocketed by 212% from January 2024 to May 2025. This rapid integration of AI into news consumption is transforming the landscape for publishers, as traditional visibility in Google Search and established SEO practices are yielding diminishing returns. From January to May 2024, ChatGPT referrals to news websites were just under 1 million, but this number has exploded to more than 25 million in 2025, marking a staggering 25-fold increase. However, given the sharp decline in organic search traffic, this rise in ChatGPT referrals does little to alleviate the financial pressures faced by publishers. The report highlights that not all websites are experiencing the same level of growth in AI referral traffic. Notably, Reuters has seen an 8.9% year-over-year increase, while the NY Post and Business Insider report increases of 7.1% and 6.5%, respectively. Meanwhile, The New York Times, which has initiated legal action against OpenAI for allegedly unauthorized use of its content, has reported a mere 3.1% increase in ChatGPT referrals despite still being among the top sites for this traffic. Topics such as finance, stocks, and sports currently dominate ChatGPT's news-related queries, though Similarweb notes a growing interest in politics, the economy, and weather, suggesting a shift towards more engaged, issue-driven content consumption. In conjunction with the surge in AI referrals, ChatGPT's user base has also expanded considerably, with app users doubling over the past six months and website visitors increasing by 52%. To assist brands in navigating this evolving landscape, Similarweb now offers a service that allows businesses to monitor their presence in generative AI tools like ChatGPT compared to competitors. In response to the challenges faced by news publishers, Google has introduced a new feature called Offerwall. This allows publishers using Google Ad Manager to explore alternative monetization strategies beyond traditional ad revenue, such as micropayments or newsletter subscriptions. Other news organizations are experimenting with paywalls and various monetization approaches, leading some to resort to layoffs or even closure. In a recent podcast interview, OpenAI CEO Sam Altman addressed the implications of AI on employment, acknowledging that while some job categories may disappear, the transition will be challenging and painful for many individuals.