AI-driven traffic is growing fast, but still lags far behind Google Search dominance. New data from Similarweb reveals a massive 357% year-over-year increase in AI referrals, totaling over 1.13 billion in June 2025. However, Google Search remains king, driving 191 billion referrals in the same month. AI-driven traffic is growing fast, but still lags far behind Google Search dominance. 357% year-over-year increase in AI referrals 1.13 billion 191 billion referrals AI Is Changing How People Find Websites AI Is Changing How People Find Websites AI platforms like ChatGPT, Gemini, Claude, and Perplexity are now significant sources of web traffic. In June 2024, AI referrals were a fraction of today’s numbers.
By June 2025, AI referrals reached 1.13 billion to the top 1,000 websites globally.
ChatGPT alone accounted for over 80% of these referrals. In June 2024, AI referrals were a fraction of today’s numbers. By June 2025, AI referrals reached 1.13 billion to the top 1,000 websites globally. AI referrals reached 1.13 billion ChatGPT alone accounted for over 80% of these referrals. ChatGPT alone accounted for over 80% This reflects a massive shift in how users discover information online. While Google still dominates, AI tools are steadily gaining ground. AI tools are steadily gaining ground News and Media Sites Are Feeling the Shift News and Media Sites Are Feeling the Shift One of the biggest impacts has been on the news and media industry. With declining Google traffic, publishers worry about a future they call “Google Zero” — a day when Google stops referring readers to their sites altogether. news and media Google Zero Key stats: Key stats: AI referrals to news and media sites jumped 770% since June 2024.
Some publishers are losing traffic because of AI summaries (called “Overviews”) that reduce clicks. AI referrals to news and media sites jumped 770% since June 2024. AI referrals to news and media sites jumped 770% Some publishers are losing traffic because of AI summaries (called “Overviews”) that reduce clicks. For example: A recent Pew Research study found that when AI Overviews appeared in Google results, users clicked on links just 8% of the time.
Without AI summaries, click-through rates nearly doubled to 15%. A recent Pew Research study found that when AI Overviews appeared in Google results, users clicked on links just 8% of the time. Pew Research study users clicked on links just 8% of the time Without AI summaries, click-through rates nearly doubled to 15%. doubled to 15% Not all news sites benefit equally. The New York Times, for instance, blocks AI platforms due to its legal battle with OpenAI over content usage. The New York Times Top News Sites by AI Referrals in June 2025 Top News Sites by AI Referrals in June 2025 According to Similarweb, the following publishers led AI-driven traffic last month: Yahoo – 2.3 million referrals
Yahoo Japan – 1.9 million
Reuters – 1.8 million
The Guardian – 1.7 million
India Times – 1.2 million
Business Insider – 1.0 million Yahoo – 2.3 million referrals Yahoo Yahoo Japan – 1.9 million Yahoo Japan Reuters – 1.8 million Reuters The Guardian – 1.7 million The Guardian India Times – 1.2 million India Times Business Insider – 1.0 million Business Insider These publishers are reaping the benefits of being AI-friendly — either by optimizing content or allowing AI access. Beyond News: AI Referrals Across Other Sectors Beyond News: AI Referrals Across Other Sectors AI is not just reshaping media. It’s also sending traffic to e-commerce, tech, science, and business platforms. e-commerce, tech, science business E-commerce Leaders: E-commerce Leaders: Amazon – 4.5 million referrals
Etsy – 2.0 million
eBay – 1.8 million Amazon – 4.5 million referrals Amazon Etsy – 2.0 million Etsy eBay – 1.8 million eBay Tech and Social Media Leaders: Tech and Social Media Leaders: Google – 53.1 million
Reddit – 11.1 million
Facebook – 11.0 million
GitHub – 7.4 million
Microsoft – 5.1 million
Canva – 5.0 million
Instagram – 4.7 million
LinkedIn – 4.4 million
Bing – 3.1 million
Pinterest – 2.5 million Google – 53.1 million Google Reddit – 11.1 million Reddit Facebook – 11.0 million Facebook GitHub – 7.4 million GitHub Microsoft – 5.1 million Microsoft Canva – 5.0 million Canva Instagram – 4.7 million Instagram LinkedIn – 4.4 million LinkedIn Bing – 3.1 million Bing Pinterest – 2.5 million Pinterest Note: OpenAI.com was excluded from the study because most of its traffic was from ChatGPT itself. Note: OpenAI.com was excluded from the study because most of its traffic was from ChatGPT itself. AI Referral Leaders by Category AI Referral Leaders by Category Here’s a snapshot of which sites topped AI referrals in their specific fields: Category

Top Site

AI Referrals in June



Video & Streaming

YouTube

31.2M



Science & Research

ResearchGate

3.6M



Government

Europa.eu

992.9K



Real Estate

Zillow

776.2K



Knowledge Sharing

Wikipedia

10.8M



Health

NIH.gov

5.2M



Finance

Investing.com

1.2M



Retail

Home Depot

1.2M



Travel

Kayak

456.5K



Fashion

Zara

325.6K Category

Top Site

AI Referrals in June



Video & Streaming

YouTube

31.2M



Science & Research

ResearchGate

3.6M



Government

Europa.eu

992.9K



Real Estate

Zillow

776.2K



Knowledge Sharing

Wikipedia

10.8M



Health

NIH.gov

5.2M



Finance

Investing.com

1.2M



Retail

Home Depot

1.2M



Travel

Kayak

456.5K



Fashion

Zara

325.6K Category

Top Site

AI Referrals in June Category Category Category Top Site Top Site Top Site AI Referrals in June AI Referrals in June AI Referrals in June Video & Streaming

YouTube

31.2M Video & Streaming Video & Streaming YouTube YouTube 31.2M 31.2M Science & Research

ResearchGate

3.6M Science & Research Science & Research ResearchGate ResearchGate 3.6M 3.6M Government

Europa.eu

992.9K Government Government Europa.eu Europa.eu 992.9K 992.9K Real Estate

Zillow

776.2K Real Estate Real Estate Zillow Zillow 776.2K 776.2K Knowledge Sharing

Wikipedia

10.8M Knowledge Sharing Knowledge Sharing Wikipedia Wikipedia 10.8M 10.8M Health

NIH.gov

5.2M Health Health NIH.gov NIH.gov 5.2M 5.2M Finance

Investing.com

1.2M Finance Finance Investing.com Investing.com 1.2M 1.2M Retail

Home Depot

1.2M Retail Retail Home Depot Home Depot 1.2M 1.2M Travel

Kayak

456.5K Travel Travel Kayak Kayak 456.5K 456.5K Fashion

Zara

325.6K Fashion Fashion Zara Zara 325.6K 325.6K What Counts as an “AI Referral”? What Counts as an “AI Referral”? AI referrals include traffic from platforms like: AI referrals ChatGPT
Google Gemini
Anthropic Claude
Perplexity AI
X Grok
DeepSeek
Liner ChatGPT ChatGPT Google Gemini Google Gemini Anthropic Claude Anthropic Claude Perplexity AI Perplexity AI X Grok X Gro DeepSeek DeepSeek Liner Liner These tools often provide direct links to websites after summarizing or answering a user’s query. Why This Matters Why This Matters AI is reshaping the internet’s traffic flow. While it’s still behind Google in raw numbers, its growth rate is explosive. For businesses and publishers, ignoring AI means missing out on a rapidly expanding channel. growth rate is explosive ignoring AI means missing out This change is especially crucial for: Online publishers trying to stay visible
E-commerce brands competing for clicks
Educational and research institutions aiming to share knowledge
Social platforms adapting to evolving discovery behaviors Online publishers trying to stay visible Online publishers E-commerce brands competing for clicks E-commerce brands Educational and research institutions aiming to share knowledge Educational and research institutions Social platforms adapting to evolving discovery behaviors Social platforms Key Takeaways Key Takeaways AI referrals to websites hit 1.13B in June 2025 — up 357% year-over-year.
Google still leads with 191 billion referrals in the same period.
News and media sites saw the highest AI referral growth — up 770%.
ChatGPT drives 80%+ of all AI referrals to the top 1,000 sites.
Amazon, YouTube, Reddit, and Wikipedia are top performers across different sectors.
Publishers not allowing AI access (like NYT) may be missing out. AI referrals to websites hit 1.13B in June 2025 — up 357% year-over-year. AI referrals to websites hit 1.13B Google still leads with 191 billion referrals in the same period. Google still leads News and media sites saw the highest AI referral growth — up 770%. News and media ChatGPT drives 80%+ of all AI referrals to the top 1,000 sites. ChatGPT drives 80%+ Amazon, YouTube, Reddit, and Wikipedia are top performers across different sectors. Amazon, YouTube, Reddit, and Wikipedia Publishers not allowing AI access (like NYT) may be missing out. Publishers not allowing AI access

Amazon

Canva

eBay

Etsy

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