A new report from the Reuters Institute examines the impact of AI overviews and Google Discover, which have changed the way people access information.
Additionally, the report finds that publishers are relying more on video and social platforms such as YouTube and TikTok to reach their audiences.
These trends suggest the need to refine strategies and leverage new technologies to remain competitive.
Here you will find all the important highlights from the report.
AI disruption and zero-click search
A major threat to publishers is AI-driven search.
Platforms like Google and OpenAI provide direct answers to user questions, often eliminating the need for users to click on links. This creates a “zero-click” search environment.
74% of publishers fear losing traffic, leading many to look for new strategies.
Larger publishers have signed licensing deals with AI aggregators like ChatGPT or Perplexity, while smaller ones are still looking for ways to gain visibility.
Building audience relationships through newsletters, subscriptions, or apps can help publishers weather AI search disruptions.
Google Discover traffic is growing
As social media referral traffic from platforms like Facebook and X continues to decline –67% And 50% Declines in the last two years – Publishers are increasingly turning to Google Discover.
The Reuters Institute notes that Discover has grown 12% year after year, and many publishers now rely on it as their primary referral source.
Its personalized recommendations have made it a focus for publishers looking to replace lost traffic from other platforms.
For SEOs, technical optimizations like structured data and engaging visuals are key to maximizing Discover’s potential.
However, due to the algorithmic nature of the feed, results may be unpredictable and require constant monitoring.
Video and social media
Video platforms like YouTube, TikTok and Instagram are essential for publishers looking to appeal to younger audiences.
The Reuters Institute reports that publishers plan to invest more in these platforms, with YouTube (+52%), TikTok (+48%) and Instagram (+43%) with the greatest increases in focus.
Short videos are effective for engagement, but they also come with challenges. Creating high-quality videos requires resources and it is difficult to make money on platforms like TikTok.
For publishers, this means developing strategies that are optimized for each platform’s algorithm while driving traffic back to your websites or apps.
Cross-team collaboration
The Reuters Institute emphasizes the need for cross-team collaboration. As newsrooms adopt more and more AI tools, teams must work together to optimize content creation.
For example, AI tools like automated headlines and fact-checking can improve workflows. However, they rely on editorial support, which is a challenge for many publishers.
Fostering good relationships between different departments is necessary for continued success.
Wider context
The Reuters Institute results match those of the NewzDash 2025 News SEO Survey. Both cite AI disruption, Google Discover and a lack of resources as major challenges.
Taken together, these reports reveal an industry facing rapid change.
The key takeaways for publishers and SEO experts are: Leverage AI-driven search, get the most out of Google Discover, and focus on video and social media platforms.
Featured Image: In the creative house/Shutterstock
