The numbers are in, and they’re bad. A new analysis of web traffic to 10 major tech and media outlets finds that Google search referrals have collapsed since the company rolled out AI Overviews — the summaries that now appear above traditional search results and answer user queries without requiring a click.
Key Takeaways
- Growtika: US Google traffic for 10 outlets fell from 112M to 50M monthly.
- Some publishers lost more than 90% of their Google clicks.
- Clearest evidence yet that AI Overviews are an extinction-level event for SEO.
SEO firm Growtika tracked Ahrefs data from early 2024 to January 2026. At their peak, the ten outlets combined received 112 million monthly visits from US Google users. By January of this year, that number had fallen to just under 50 million — a drop of more than 55 percent industry-wide.
For some outlets, the decline is nothing short of catastrophic.
Digital Trends went from 8.5 million clicks per month in March 2024 to 264,861 in January 2026 — a 97 percent collapse. The Verge, HowToGeek, and ZDNet each lost more than 85 percent of their Google-referred traffic over the same period. Wired lost 62 percent. Even Mashable, the analysis’s best performer, shed 30 percent of its traffic.
Growtika’s analysis notes that the four worst-hit publications now receive less combined monthly web traffic than the r/ChatGPT subreddit.
What’s driving it
The firm identifies three compounding factors: the rollout of Google AI Overviews beginning in mid-2024; algorithm changes that boosted Reddit in search rankings; and the growing number of users who skip Google entirely in favor of AI chatbots like ChatGPT and Perplexity.
The steepest declines came in mid-2025, when Google significantly expanded the range of queries that trigger an automatic AI summary. By July of last year, roughly 25 percent of all Google searches generated an AI Overview — meaning a quarter of all searches were being answered without a click.
Google pushed back on the analysis in a statement to Futurism, calling it “fundamentally flawed” for examining too small a sample and failing to account for seasonal traffic variation. The company also cited shifting audience preferences toward podcasts and forums. That defense will ring hollow for publishers whose traffic data tells a different story.
What it means for newsrooms
For journalists and editors focused on AI’s impact on journalism, the traffic story is often framed as a future threat. This data suggests it is a present reality.
Publishers built audience development strategies around search-optimized evergreen content — explainers, how-tos, reference pieces — that now trigger AI Overviews instead of clicks. That content, which represented a reliable traffic baseline for many outlets, has been effectively nationalized by Google’s summary layer.
The outlets hit hardest are tech-focused publications — the same ones most likely to have invested heavily in SEO-optimized evergreen content. News organizations with strong breaking news operations may have more protection, since real-time journalism still generates “Top Stories” placement that AI summaries can’t fully replicate.
But the broader lesson is stark: the deal that sustained digital media for a decade — produce content, get traffic from Google, sell ads against that traffic — is deteriorating faster than most newsroom business models have adapted to account for it.
