ChatGPT Referrals to News Sites: A Growing Trend, But Not a Search Replacement

The Shifting Landscape of News Consumption: AI's Impact

The number of referrals originating from ChatGPT to news publications is experiencing growth. However, this increase is currently insufficient to compensate for the reduction in clicks stemming from users increasingly obtaining news directly through AI platforms or AI-enhanced search results, as detailed in a report by digital market intelligence firm Similarweb.

Decline in Traditional Web Traffic

Following the introduction of Google’s AI Overviews in May 2024, Similarweb observed a rise in news searches conducted on the web that do not lead to click-throughs to news websites. This figure has increased from 56% to almost 69% as of May 2025.

Consequently, organic traffic has also diminished, decreasing from a peak of over 2.3 billion visits in mid-2024 to under 1.7 billion currently.

Growth of ChatGPT News Prompts

Simultaneously, news-related inquiries submitted to ChatGPT have grown by 212% between January 2024 and May 2025.

Challenges for News Publishers

The widespread adoption of AI is fundamentally altering the dynamics for news publishers. Traditional strategies centered around visibility in Google Search results and strong SEO practices may no longer yield the same returns, as higher search rankings are not translating into comparable website traffic.

Despite this, referrals from ChatGPT to news publishers are demonstrably increasing.

From January to May 2024, ChatGPT directed just under 1 million visitors to news sites. This number has surged to over 25 million in 2025 – a 25-fold increase.

However, even this substantial growth is not enough to offset the significant declines in organic search traffic experienced by the industry.

Variations in AI Referral Performance

The report highlights that certain websites are performing better than others in terms of AI-driven referrals.

Websites experiencing the most significant increases in ChatGPT referral traffic include Reuters (up 8.9% year-over-year), NY Post (up 7.1%), and Business Insider (up 6.5%).

Conversely, The New York Times, currently involved in legal action against OpenAI alleging unauthorized scraping of its content, is receiving comparatively fewer ChatGPT referrals. While still ranking among the top 10 sites for ChatGPT referrals, its increase is limited to 3.1%.

Evolving News Topics

Currently, topics such as stocks, finance, and sports dominate ChatGPT news-related prompts. However, Similarweb’s report indicates growth in other areas, including politics, the economy, and weather.

This trend potentially suggests a shift from seeking immediate, “reactive information” towards more in-depth, “issue-driven engagement” facilitated by AI.

Growth in ChatGPT User Base

Alongside the rise in AI referrals, ChatGPT’s user base has also expanded. App users have more than doubled over the past six months, while website visitors have increased by 52%, according to Similarweb.

The firm now provides a service enabling brands and businesses to monitor their presence in GenAI tools like ChatGPT and benchmark their performance against competitors.

Potential Solutions and Industry Impact

Solutions to the challenges facing news publishers remain limited.

In response to pressure from news publishers regarding AI’s impact on traffic, Google recently launched Offerwall. This service allows publishers utilizing Google Ad Manager to explore alternative monetization strategies beyond traditional traffic-dependent options, such as advertising.

Offerwall enables publishers to experiment with micropayments or subscription models for content access, and offers customization options, as stated by Google.

Many publishers are also exploring paywalls or other monetization methods. Numerous organizations have implemented mass layoffs or ceased operations altogether.

OpenAI CEO Sam Altman, in a recent interview, acknowledged the potential for job displacement due to AI, stating that while beneficial for society overall, such changes can be “extremely painful” for those affected.