Media companies expect web traffic to their sites from online searches to decline over the next three years, as AI summaries and chatbots change the way consumers use the Internet.
The overwhelming majority plan to encourage their journalists to behave like YouTube and TikTok content creators this year, as short-form video and audio content continues to boom.
These findings come from a new report by the Reuters Institute for the Study of Journalism, which included the views of 280 media leaders from 51 countries. It found that media executives around the world fear that search engine referrals will decline by 43% in three years.
Search traffic to news sites globally has already fallen by a third in a year due to the rise of AI overviews and chatbots, as well as changes to the search algorithms that have been the lifeblood of some media companies since the rise of the Internet.
Google searches have declined 33% globally, according to new data from more than 2,500 news sites obtained by Chartbeat. This figure is even higher for America.
Lifestyle, celebrity and travel content is influencing current affairs and news outlets more than ever before. Publications doing live reporting and current affairs are safer than AI summaries.
According to the report, Google’s AI overview already appears at the top of about 10% of search results in the US, and is catching up elsewhere too. Referrals from ChatGPT to media sites are increasing, but the report still describes these referrals as “little more than rounding error”.
Nick Newman, senior research associate at the institute, said that the “traffic era” for online publishers, which has lasted since the advent of the Internet, is ending.
“It’s not clear what will happen next,” he said. “Publishers fear that AI chatbots are creating a convenient new way to access information that could land news brands and journalists in trouble.
“But tech platforms don’t hold all the cards. Trustworthy news, expert analysis and viewpoints are important to both individuals and society, especially in uncertain times. Great storytelling – and a human touch – is going to be hard for AI to replicate.”
Trying to get a big hit through web traffic has already led to a change – fewer people click on links in a story. Instead, more companies have moved toward a subscription model that gives them a direct connection with their audience.
The Reuters Institute report also revealed that there is a race among media companies to invest in digital platforms like YouTube and TikTok as the use of short-form videos continues to grow. Many want to encourage their journalists to embrace the content creator culture that the platforms have popularized.
Three-quarters of media managers surveyed said they will try to treat their employees like creators in 2026. Half plan to partner with creators to help distribute their content.
Downing Street is also trying to use social media as Keir Starmer attempts to find ways to reach Gen Z and bypass traditional media.
Campaigner Anna Whitehouse, known as Mother Pukka, and personal finance influencer cameron smith And abi foster All have been granted access to senior ministers in recent months.
