The world we live in is constantly evolving, and the way we consume news is no exception. With the advancement of technology, more and more information is available at our fingertips. However, recent data from Similarweb (via The Economist) has shown a concerning trend – global search traffic has fallen by 15 percent year-on-year as of June 2025.
This decline in search traffic may come as a surprise to many, especially in a time where it seems like everyone is online. But the truth is, this decrease in search traffic is a reflection of a larger shift in the way we consume news.
Older data also show that the no-click-through rate to news websites has increased significantly from 56 percent in May 2024 (which was when AI Overviews was launched), to almost 69 percent in May 2025. This means that more and more people are getting their news without actually clicking through to the source website.
At first glance, this may seem like a concerning trend for news websites. After all, if people are not clicking through to their articles, then how are they supposed to generate revenue? But upon deeper analysis, it is clear that this change in behavior is actually a positive thing for the news industry.
The rise of AI Overviews, a tool that summarizes news articles and presents the main points in a brief and concise format, has revolutionized the way we consume news. With busy schedules and information overload, people are turning to this tool to quickly get the gist of a news story without having to spend time clicking through to different websites and reading lengthy articles.
This shift towards AI Overviews also highlights the importance of accurate and reliable news sources. With the rise of fake news and misinformation, people are now looking for trustworthy sources that provide them with factual and unbiased information. And AI Overviews, being an automated tool, eliminates the possibility of human bias in news reporting.
Furthermore, this decline in search traffic has also sparked a new era of innovation in the news industry. News websites are now focusing on creating engaging and captivating content that will drive people to click through and read the full article. This has led to the rise of interactive and multimedia elements such as videos, infographics, and podcasts, which not only provide a more engaging experience for readers but also generate more revenue for news websites.
Moreover, this trend has also encouraged news websites to strengthen their social media presence. With more people getting their news through social media platforms, news websites are now utilizing these platforms to share their content and reach a wider audience. This not only helps in increasing their website traffic but also allows them to connect with their readers and receive instant feedback.
The decline in search traffic may be perceived as a challenge for news websites, but it has actually brought about positive changes in the industry. It has encouraged innovation and highlighted the importance of reliable and accurate news sources. It has also created new opportunities for news websites to engage with their audience and deliver high-quality content.
In conclusion, the decrease in global search traffic and the rise in no-click-through rate to news websites may seem alarming, but it is a reflection of a larger shift in the way we consume news. With the rise of AI Overviews, news websites have been forced to adapt and evolve, resulting in a more engaging and reliable news experience for readers. So let us embrace this change and look forward to what the future holds for the world of news.
