As AI search summaries and chatbots become increasingly popular, the traffic model that traditional media has relied on is facing a devastating blow. A recent report from the Reuters Institute for the Study of Journalism shows that the search referral traffic to global news websites has dropped by one-third in just one year. Industry executives generally predict that, due to AI technology changing how users access information, web traffic will continue to decline by about 43% over the next three years.

This change is forcing publishers to rethink their survival strategies. A report by Reuters surveyed 280 media leaders from 51 countries and found that as many as three-quarters of media managers plan to push their journalists toward "content creators" by 2026. This means that journalists will no longer be mere recorders of text but will need to imitate the style of TikTok or YouTube, directly connecting with audiences through short videos, audio, and other more personalized formats.

Although tools like ChatGPT generate minimal direct traffic, AI Overviews introduced by search giants like Google have already covered about 10% of search results in some regions, rapidly cutting off the path for users to click through to original websites. Experts point out that the "era of traffic," which has lasted for decades, may have come to an end. Media companies must now seek new opportunities in areas where AI cannot easily replace human expertise and touch, such as expert analysis and in-depth content operations.

Key Points:

  • 📉 Massive Drop in Traffic: Affected by AI summaries, global news website search traffic shrank by 33% within a year, and publishers are worried this marks the end of the "traffic dividend era."

  • 🤳 Everyone Becomes a Creator: More than 75% of media organizations plan to require journalists to transition, adopting the style of short video creators to attract younger audiences and enhance brand loyalty.

  • 🛡️ The Value of Human Touch: Faced with the impact of AI-generated automation, publishers are turning to rely on expert analysis, exclusive on-site reporting, and subscription models to strengthen their core competitiveness.