As social media referral traffic from platforms like Facebook and X continues to decline—67% and 50%drops over the past two years—publishers are increasingly turning to Google Discover. The Reuters Institute notes that Discover grew by 12% year over year, and many publishers now rely on it as their primary referral source. Its personalized recommendations have made it a focus for publishers looking to replace lost traffic from other platforms.
Source: Reuters Institute: Publishers Pivot To Video Amid Search Disruption