Before AI Overviews launched in May 2024, Define Media Group’s portfolio of major U.S. publishers averaged 1.7 billion organic search clicks per quarter. Steady. Predictable. The kind of number you build a business model on and then stop thinking about, because why would you?
After the launch, traffic dropped 16% and never recovered. When Google expanded AI Overviews in May 2025, the decline accelerated. By Q4 2025, organic search traffic across that portfolio was down 42% from the pre-AIO baseline.
Nearly half the organic traffic, gone, from a…

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