Top News Sites' Social Media Traffic Plummets

According to Similarweb data, traffic referrals to the top worldwide news sites from Meta’s Facebook and X, formerly Twitter, have plummeted in the last year.

Why it matters: Website business strategies that rely on social media clicks are no longer viable.

What’s happening: Regulatory pressure and worries about free speech have forced tech titans to forsake attempts to improve information quality, leaving the public more vulnerable to misinformation ahead of the 2024 election.

Meanwhile, news organizations are searching for business solutions while also trying to defend their work in the AI era.

The broad picture: While the journalism business has anticipated this day, many are still unprepared.

This year saw a record amount of media job cutbacks due to a sluggish ad market and less consistent visitors.

Attempts to reach voters with trustworthy information are growing increasingly challenging as tech platforms focus on viral trends rather than quality journalism.
However, disruption is frequently a motivator for change.

Because of their dependency on social media traffic, news publishers have been unable to focus on developing stronger consumer products of their own.

Publishers are now better prepared to safeguard their intellectual property in the AI era, having learnt from their previous mistakes of relying too heavily on third parties for survival.

Top News Sites’ Social Media Traffic Plummets

According to Similarweb data, traffic referrals to the top worldwide news sites from Meta’s Facebook and X, formerly Twitter, have plummeted in the last year.

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