ChatGPT referral traffic to publishers’ sites has nearly doubled this year

ChatGPT is sending more of its traffic to publishers’ sites. 

Of the traffic OpenAI’s generative AI platforms send to external websites, 83% went to news and media sites in April, up from 64% in January, according to Similarweb data shared with Digiday. 

Referral traffic from ChatGPT also continues to grow this year. ChatGPT sent 243.8 million visits to 250 news and media websites in April 2025, up 98% from 123.2 million visits this January, according to David Carr, senior insights manager at data analytics company Similarweb.

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