Traditional press, in the midst of transformation, is experiencing a staggering reduction in its traffic sourced from Google. The alarming figures illustrating a significant decline in organic traffic raise crucial questions about its future. Search engines, once a refuge for information, are becoming fallen platforms, leaving a deep void in the digital media landscape.
In the face of this turmoil, a hope emerges: ChatGPT disrupts the paradigms of access to information. By fostering a new news channel, this artificial intelligence model is experiencing a meteoric rise, redirecting user attention. Indeed, the traffic generated by ChatGPT is growing rapidly, thus offering media a saving breath on which to rely.
These unprecedented transformations are reconfiguring the relationship between audiences and sources of information. In this context, it appears essential to reassess the dynamics of the press in light of the emergence of these new technologies.
Impact of Artificial Intelligence on News Site Traffic
The rise of artificial intelligence has triggered a shockwave within the media ecosystem. Several news site publishers are expressing growing concerns over the increasing influence of these technologies on organic traffic. A striking example is the 36% drop in traffic for the New York Times, attributed to Google’s “AI Mode” feature. This shift of human visitors towards artificial intelligences raises many questions.
The Alarming Figures of the Press
Recent figures from Similarweb reveal a worrying degradation of organic traffic. In 2024, this traffic was evaluated at 2.3 billion visits, but it dropped to 1.7 billion, reflecting a notable decrease for many media outlets. This trend is accompanied by an increase in the rate of news searches that do not result in any clicks, now reaching 69%, compared to 56% in May 2024.
A New Traffic Source: ChatGPT
Despite this concerning situation, a glimmer of hope is emerging. The Similarweb report highlights the rise of traffic generated by ChatGPT. The number of news article consultations via ChatGPT has exploded, rising from one million in 2024 to 25 million in 2025. This evolution could signal the emergence of a new dynamic for news sites.
The Winners of the ChatGPT Trend
The report also reveals some winners in this new media landscape. Reuters has distinguished itself with an 8.9% increase in traffic from ChatGPT, thereby consolidating its market position. The New York Times, although impacted by Google’s AI feature, also records a slight gain of 3.1% thanks to this new source.
An Evolution of the Press’s Economic Model
The shift towards AI-driven news consumption calls into question the traditional economic models of the press. In the face of a significant decline in organic traffic and the shift of visitors towards AI tools, media outlets are compelled to adapt their strategies to ensure their sustainability.
Technological Context and Prospective
The rapidity of technological changes in the field of AI suggests that media must constantly anticipate and adjust. Future developments may include collaborations between publishers and technology companies to optimize the use of artificial intelligences while preserving the integrity of information. To keep up with this evolving dynamic, media players must remain vigilant.
Questions and Answers on Media and AI: the Collapse of Google Traffic and the New Hope with ChatGPT
What impact does artificial intelligence have on the traffic of news sites?
Artificial intelligence, particularly through features like Google’s “AI Mode,” is causing a significant decline in organic traffic on news sites, leading to a redirection of user clicks towards artificial intelligences.
How has organic traffic for news sites evolved recently?
According to a report from Similarweb, organic traffic for news sites dropped from 2.3 billion visits in 2024 to just 1.7 billion, reflecting a concerning trend for many media outlets.
Why do 69% of news searches result in no clicks?
This phenomenon indicates that the results provided by search engines may not capture users’ attention, further complicating the situation for news sites.
What are the new sources of traffic for news sites?
The traffic coming from tools like ChatGPT has significantly increased, with 25 million news pages viewed in 2025, offering new hope to content publishers.
Which media outlets have benefited from the increase in traffic through ChatGPT?
According to data from Similarweb, Reuters experienced an 8.9% increase in its traffic thanks to ChatGPT, while the New York Times also recorded a 3.1% rise.
How is ChatGPT changing online news consumption?
ChatGPT is altering the way users access information, facilitating direct reading of news articles without going through search engines, which could shape the future of online journalism.
What challenges must press publishers overcome in the face of these changes?
Publishers must adapt to the decline in organic traffic, reassess their distribution strategies, and find ways to effectively integrate new technologies like AI into their economic model.
What strategies can media adopt to capitalize on traffic generated by AI?
Media can develop partnerships with AI platforms, optimize their content for formats suitable for automated processing tools, and use analytical data to better target their audience.
