If you can’t beat ‘em, join ‘em — or sue ‘em. Or better yet, do both. With more users relying on AI chatbots for search and often finding what they need without visiting the original source, media outlets find themselves caught between two choices: Fight these AI companies in court or accept their licensing checks and hope for the best.

Traffic light turns red: Publishers that once depended on GoogleGOOG

for traffic and ad revenue are watching both collapse as users turn to AI summaries and chatbots for answers. Digital Content Next’s recent survey of 19 member organizations — including heavyweights like The New York TimesNYT

and Condé Nast — revealed a sobering reality that contradicts Google’s rosier public statements about maintaining quality traffic.

• The median year-over-year decline in Google Search referral traffic hit 10%, with non-news brands suffering even steeper 14% drops during an eight-week period in May and June 2025.
• The Professional Publishers Association noted some lifestyle and auto sites saw traffic drop 25% despite stable search rankings — with one seeing click-through rates plummet from 5.1% to 0.6%.

License or Litigation, Ball’s in The Publisher’s Court

Publishers face a tough choice — accept what some call paltry licensing fees (reports suggest deals between $1M and $16M per year), or risk becoming completely irrelevant. While many have chosen to sue, others are taking a different approach. The New York Times, despite its ongoing legal battle with OpenAI, surprised the industry by inking a deal with AmazonAMZN

, allowing Alexa devices to use NYT content summaries and excerpts to train Amazon’s proprietary AI models. And other tech giants are following suit:

• Google is reportedly preparing a pilot project with ~20 national news outlets to license their content for the company’s AI tools, following similar strategies by OpenAI, which has secured deals with Condé Nast, Vox Media, and The Atlantic.
• MetaMETA
  has entered into licensing conversations with Axel Springer, Fox CorpFOX
  , and News CorpNWS
  about using their articles in AI-powered products after years of pulling away from news content deals.

Some have it better: For platforms like RedditRDDT

, which boast valuable user-generated content, licensing agreements with Google and OpenAI have provided a major revenue boost, helping send shares up nearly 70% this year. Still, Reddit believes it’s leaving money on the table and has begun discussions to expand its partnership and move into a dynamic pricing model with deeper integration across Google products. As for traditional publishers watching their traffic crater, the future looks increasingly binary: adapt through partnerships or die fighting in court.