According to The Guardian, media companies are concerned about a sharp decline in traffic from online searches over the next three years. As AI summaries and chatbots change how consumers use the internet, most media executives expect their websites' search traffic to drop by 43% in the next three years. A new report from the Reuters Institute for Journalism shows that this trend is reflected in the views of 280 global media leaders. According to the report, search traffic on global news websites has already fallen by a third in the past year, with a more significant decline in the United States.
The widespread adoption of AI technology has led to AI summaries occupying the top 10% of Google search results, which is a serious challenge for media companies that rely on search engines. Although traffic recommended through tools like ChatGPT has increased, it is still described as negligible. Lifestyle, celebrity, and travel content have been particularly affected, while publications focused on real-time reporting and current affairs are relatively protected.
Nick Newman, a senior researcher at Reuters, said the "era of traffic" for online publishers is coming to an end, but the future remains unclear. While AI chatbots provide convenient access to information, reliable news and expert analysis remain essential content for society and individuals. He pointed out that high-quality storytelling and a human touch are difficult for AI to replicate.
To address this change, many media companies are actively investing in digital platforms such as YouTube and TikTok to cater to the growing trend of short videos and audio content. The survey shows that 75% of media managers plan to encourage employees to work like content creators by 2026, and 50% of companies plan to collaborate with creators to help distribute content. In addition, the UK government is also seeking to reach younger generations through social media to bypass traditional media.
Key Points:
📉 Media companies expect search traffic to drop by 43% over the next three years, with greater impact on lifestyle and entertainment content.
🤖 AI summaries and chatbots have already started to occupy the top positions in search results, posing challenges for traditional media.
🎥 The media industry is shifting toward short videos and content creation, encouraging journalists to collaborate with creators to adapt to new trends in communication.
