In June 2025, AI platforms generated over 1.13 billion referrals to the top 1,000 websites, representing a 357% growth compared to June 2024. Google Search continues to dominate traffic with 191 billion referrals. The news media sector is experiencing traffic declines, leading to concerns about a potential scenario termed 'Google Zero,’ with publishers noticing shifts in user engagement. A Pew Research Center study showed that AI Overviews significantly decrease click-through rates compared to traditional links. Yahoo led AI referrals in news media, showcasing a competitive dynamic influenced by AI traffic sources.
In June 2025, AI platforms generated over 1.13 billion referrals to the top 1,000 websites, increasing 357% since June 2024. In contrast, Google Search accounted for 191 billion referrals during the same period, maintaining the majority share.
Online publishers are preparing for a potential scenario termed 'Google Zero', where Google ceases to provide traffic to websites. This concern stems from observed declines in traffic, particularly with the rising use and accessibility of AI-generated content.
A Pew Research Center study indicated that, when AI Overviews are present, only 8% of users click on links compared to 15% when no AI summary is provided, showing a significant impact on user engagement and click-through rates.
Yahoo led with 2.3 million AI referrals in June 2025 in the news media category, with other notable sites like Yahoo Japan, Reuters, and The Guardian following, highlighting the competitive landscape for attracting traffic from AI platforms.
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