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AI referrals to websites are rapidly increasing, according to new data from Similarweb. In June, AI platforms generated over 1.13 billion referrals to the top 1,000 websites globally, marking a substantial 357% increase compared to June 2024.
Google Search Dominance
Despite the growth in AI referrals, Google Search still remains the primary source of traffic for these websites, with 191 billion referrals during the same period in June 2025.
Impact on News and Media
News and media websites are particularly affected by AI referrals, with a 770% increase since June 2024. Some sites, such as The New York Times, have taken measures to block access to AI platforms, resulting from legal disputes like the one with OpenAI.
Top Players in AI Referrals
In June 2025, Yahoo led in AI referrals for news and media websites, followed by Yahoo Japan, Reuters, The Guardian, India Times, and Business Insider. ChatGPT dominates as the primary AI platform, representing over 80% of AI referrals to the top domains.
The analysis by Similarweb also examined other categories such as e-commerce, tech, social media, arts, and entertainment, among others. Amazon, Etsy, eBay, Google, Reddit, Facebook, and other major platforms saw significant AI referrals during June.
Overall, AI referrals are reshaping the digital landscape and influencing website traffic patterns, signaling a shift in how users access online content.
