Bier stated, 'It became abundantly clear: flooding the timeline with 100 stolen reposts and clickbait everyday crowded-out real creators and hurt new author growth.' He emphasized that X will not compensate for manipulation of the program or its users.
The firm's analysis of traffic metrics from 2,756 news sites around the world, 797 in the US, shows a painfully steep drop in Google search traffic over the last year: 33% worldwide and 38% in the US. Much of that drop, especially outside the US, happened after Google began rolling out AI Overview search results that provide a software-generated, multi-paragraph answer, in which you often have to click additional times to see links to the sources Google drew on for that reply.
Rather than undercutting prices to chase growth, many are leaning into higher-value positioning and introductory offers designed to convert (and keep) paying readers. Digiday's third annual Subscription Index found that publishers increased subscription prices by 5 percent year over year in 2025, based on a cohort of 14 publishers. (Bloomberg increased its annual subscription pricing by an eye-opening 33 percent year over year, up from $299 annually in 2024 to $399 in 2025).
This text-first preference aligns with how young adults consume content overall. Gen Z spends 58% of their video time on social media rather than streaming services, according to Deloitte, favoring short-form, scrollable formats over lean-back viewing. Young consumers also bring a research-driven mindset to information gathering. Nearly 90% cross-check results across multiple platforms before making decisions, according to Yext, suggesting they're comfortable synthesizing text from multiple sources rather than relying on a single video explainer.