AI referrals to top websites were up 357% year-over-year in June, reaching 1.13B
However, Google Search still accounts for the majority of traffic to these sites, accounting for 191 billion referrals during the same period of June 2025.
One particular category of interest these days is news and media. Online publishers are seeing traffic declines and are preparing for a day they're calling 'Google Zero,' when Google stops sending traffic to websites.
For instance, The Wall Street Journal recently reported on data that showed how AI overviews were killing traffic to news sites. Plus, a Pew Research Center study out this week found that in a survey of 900 U.S. Google users, 18% of some 69,000 searches showed AI Overviews, which led to users clicking links 8% of the time. When there was no AI summary, users clicked links nearly twice as much, or 15% of the time.
Similarweb found that June's AI referrals to news and media websites were up 770% since June 2024. Some sites will naturally rank higher than others that are blocking access to AI platforms, as The New York Times does, as a result of its lawsuit with OpenAI over the use of its articles to train its models.
In the news media category, Yahoo led with 2.3 million AI referrals in June 2025, followed by Yahoo Japan (1.9M), Reuters (1.8M), The Guardian (1.7M), India Times (1.2M), and Business Insider (1.0M).
In terms of methodology, Similarweb counts AI referrals as web referrals to a domain from an AI platform like ChatGPT, Gemini, DeepSeek, Grok, Perplexity, Claude, and Liner. ChatGPT dominates here, accounting for more than 80% of the AI referrals to the top 1,000 domains.
The company's analysis also looked at other categories beyond news, like e-commerce, science and education, tech/search/social media, arts and entertainment, business, and others.
Screenshot
In e-commerce, Amazon was followed by Etsy and eBay when it came to those sites seeing the most referrals, at 4.5M, 2.0M, and 1.8M, respectively, during June.
Among the top tech and social sites, Google, not surprisingly, was at the top of the list, with 53.1 million referrals in June, followed by Reddit (11.1M), Facebook (11.0M), Github (7.4M), Microsoft (5.1M), Canva (5.0M), Instagram (4.7M), LinkedIn (4.4M), Bing (3.1M), and Pinterest (2.5M).
The analysis excluded the OpenAI website because so many of its referrals were from ChatGPT, pointing to its services.
Across all other domains, the No. 1 site by AI referrals for each category included YouTube (31.2M), Research Gate (3.6M), Zillow (776.2K), Europa.eu (992.9K), Wikipedia (10.8M), NIH.gov (5.2M), Investing.com (1.2M), Home Depot (1.2M), Kayak (456.5K), and Zara (325.6K).
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