Study shows Google's AI Overview feature leads to over 85% search traffic decline for tech publications. Learn how AI summaries impact media sites and the market.
© B. Naumkin
Western tech publications have seen a sharp decline in search traffic, with some cases showing drops exceeding 85%. According to a study by SEO company Growtika, the cause may be Google's AI Overview feature, which automatically generates brief news summaries directly in search results, allowing users to get information without visiting websites.
An analysis of Ahrefs data from early 2024 to early 2026 revealed that the total monthly traffic for ten major tech media outlets from Google search results decreased from around 112 million visits to less than 50 million. For individual publications, the drop was dramatic: HowToGeek, The Verge, and ZDNet lost over 85% of search traffic, while Digital Trends saw up to 97%. The decline was relatively milder for Mashable (about 30%) and Wired (62%).
Researchers note that the turning point came in mid-2025, when Google expanded the reach of AI Overview, and by July, the feature appeared in roughly a quarter of all search queries. Growtika emphasizes that the issue might not be solely due to AI summaries; algorithm changes promoting Reddit to the top and the growing popularity of chatbots, which users increasingly turn to instead of traditional search, have also played a role.
Google has disagreed with the study's findings. A company representative stated that the sample is too limited and does not account for seasonal fluctuations or shifts in consumer habits—audiences are more often choosing podcasts and forums. Nevertheless, the trend points to a significant transformation in the media market: AI isn't directly replacing journalists but is increasingly "intercepting" their audience.