Media companies anticipate a significant reduction in web traffic from online searches over the next three years, citing changes in consumer internet usage driven by AI summaries and chatbots. A report from the Reuters Institute for the Study of Journalism, based on views from 280 media leaders across 51 countries, indicates that executives expect search engine referrals to decrease by 43% within this period.
Search traffic to news websites has already experienced a global decline of one-third in the past year, according to data from Chartbeat, which analyzed over 2,500 news sites. This reduction is attributed to the expansion of AI overviews, chatbots, and modifications to search algorithms. Content categories such as lifestyle, celebrity, and travel have been more significantly impacted than current affairs and news outlets.
Google's AI Overviews are reportedly present in approximately 10% of US search results and are being rolled out internationally. Referrals to media sites from platforms like ChatGPT are increasing but currently represent a minor portion of overall traffic. Nic Newman, a senior research associate at the institute, suggested that the "traffic era" for online publishers is concluding. He noted that publishers are concerned that AI chatbots could diminish the role of news brands and journalists, though he also emphasized the enduring importance of reliable news, expert analysis, and human storytelling.
In response to these trends, more media companies have shifted towards subscription models to establish direct relationships with their audiences, moving away from a primary focus on web traffic. The Reuters Institute report also highlighted a strong interest among media companies in investing in digital platforms like YouTube and TikTok. Three-quarters of surveyed media managers plan to encourage their staff to adopt content creator behaviors by 2026, with half intending to collaborate with creators for content distribution.
Governments are also utilizing social media platforms. For example, Downing Street is using these channels to reach younger demographics and bypass traditional media, with influencers being granted access to senior ministers.