Publishers are already adapting to a distribution environment in which search and AI increasingly mediate how audiences find information. Reuters Institute’s 2026 report found that publishers expect search referrals to fall 43% over the next three years, while Google organic search traffic to more than 2,500 news sites fell 33% globally between November 2024 and November 2025. That pressure is making licensing more relevant.
Source: Can SME licensing deals be bigger for publishers than AI?