A new report from the Reuters Institute examines the influence of AI overviews and Google Discover, which have changed how people access information.
Additionally, the report finds publishers relying more on video and social platforms like YouTube and TikTok to reach audiences.
These trends suggest the need to refine strategies and embrace new technologies to remain competitive.
Here are all the need-to-know highlights from the report.
AI Disruption & Zero-Click Search
A major threat to publishers is AI-driven search.
Platforms like Google and OpenAI provide direct answers to user questions, often making it unnecessary for users to click on links. This creates a “zero-click” search environment.
74% of publishers are concerned about losing traffic, prompting many to seek new strategies.
Larger publishers have made licensing deals with AI aggregators like ChatGPT or Perplexity, while smaller ones are still finding ways to gain visibility.
Building audience relationships through newsletters, subscriptions, or apps can help publishers withstand disruption from AI search.
Google Discover Traffic Grows
As social media referral traffic from platforms like Facebook and X continues to decline—67% and 50% drops over the past two years—publishers are increasingly turning to Google Discover.
The Reuters Institute notes that Discover grew by 12% year over year, and many publishers now rely on it as their primary referral source.
Its personalized recommendations have made it a focus for publishers looking to replace lost traffic from other platforms.
For SEOs, technical optimizations like structured data and engaging visuals are key to maximizing Discover’s potential.