Navigating the New Traffic Landscape

Search is down 34%, but the overall traffic picture is holding steady. So where are pageviews coming from in this new landscape?

While recent headlines suggest that AI is siphoning traffic from publishers, our data tells a more nuanced story. Drawing on billions of pageviews across 4,000+ sites in 70 countries, this report investigates what's really happening with search, dark social, and AI — and what publishers should do next.

Here’s What You’ll Learn

• Why overall traffic has not experienced the catastrophic drop you might expect
• Which publishers are being hit hardest by the search decline
• Which traffic sources are quietly filling the search gap and what to do about it