Is the open web really dying?

Google says it is, but the reality is more complicated than that…

Google has made headlines – and raised eyebrows – by claiming in a US court filing that the ‘open web is already in rapid decline.’ The statement comes as the tech giant faces major antitrust battles in both search and advertising, and it’s reignited questions about how we use the internet – and what kind of future still exists for the publishers who rely on it.

But is the open web truly dying? Or just evolving into something else?

Google says the open web is dying – here’s what that really means

Back in April, during a US legal case on ad tech, Google’s lawyers argued that if the company were forced to sell off parts of its advertising business, it would only speed up the decline of the open web. They claimed that publishers who depend on traditional web ads would be hit the hardest.

That’s a bold admission – especially considering that, publicly, Google execs have spent the past year saying almost the exact opposite.

Nick Fox, one of the company’s senior vice presidents, recently told reporters that “the web is thriving.” Sundar Pichai, Google’s CEO, went even further, insisting that features like AI Overviews are driving more traffic to a wider range of websites.

So, which is it? If even Google’s top brass can’t agree on whether the web is thriving or fading, what hope is there for everyone else trying to navigate it?

The zero-click reality

Part of the answer lies in how people now use Google.

For years, the search engine was a gateway to the wider web. You’d type in a query, scroll through the results, and click on a link to visit a site. But today, more and more users never leave the search page at all.

Research from Similarweb shows that around 60 per cent of Google searches now end without a single click. And when AI Overviews appear, that number jumps to nearly 80 per cent. In other words, the vast majority of users are getting the answers they need directly from Google – without ever visiting a publisher’s site.

This shift has hit some media outlets hard. Organic traffic to news websites has dropped from more than 2.3 billion visits in mid-2024 to under 1.7 billion by May 2025. That’s a drop of nearly one-third in less than a year.

Discover, and the age of the push feed

Still, it’s not all doom and gloom. While search traffic may be drying up, another Google tool has quietly become a lifeline for many publishers: Google Discover.

If you’ve ever opened the Google app or a new tab in Chrome, you’ve likely seen Discover in action – a personalised feed of articles, guides, tips and news based on your interests. Unlike traditional search, it doesn’t wait for you to type anything. It pushes content to you.

And for some sectors – like lifestyle, travel and local news – Discover isn’t just a back-up. It’s now driving as much, or more, traffic than search.

This marks a wider shift. We’re moving from a ‘pull’ model – where users search for what they want – to a ‘push’ model, where content is fed to us through platforms like Discover, Google News, Apple News, TikTok, Instagram, Facebook and YouTube Shorts.

It’s where younger audiences spend their time. And it’s where publishers need to be, if they want to stay relevant.

Tracking financial flows

Then there’s the money. For years, the open web was funded by display ads – those banners that sit next to articles. But today, advertisers are taking their money elsewhere.

Retail media – ads shown inside apps like Amazon or online supermarkets – is now the fastest-growing ad sector. Digital video and connected TV are booming too. In fact, ad spend on these platforms is expected to hit $72 billion in the US alone by 2025, making up more than half of all video advertising.

Meanwhile, open web display ads are quickly losing ground. In 2019, they made up around 40 per cent of all online ad impressions. Today? Just 11 per cent.

The result? Publishers are feeling the pinch – squeezed between declining traffic and shrinking ad budgets.

Regulators step in – but only just

Governments have noticed. In September 2025, a US court ruled that Google had abused its dominance in search distribution. It ordered the company to stop signing exclusive deals with browser makers and phone manufacturers, and to share search data with rivals.

But the court stopped short of more drastic measures. Google wasn’t forced to sell off Android or Chrome.

Earlier in the year, a different court found Google had also violated competition law in the advertising market. But again, no sweeping reforms – no breakup, no major restructuring.

Critics say these rulings are little more than a slap on the wrist. Supporters argue they’re realistic, especially at a time when AI is already reshaping the entire industry.

What this means for publishers

So, where does all this leave publishers?

It’s a tough climate – but not a hopeless one. Here’s what’s clear:

• Search traffic is no longer a guarantee. Publishers can’t rely on Google clicks like they used to. They need to see it as a bonus, not a baseline.
• Feeds are the new front door. Discover, Google News, TikTok and YouTube are where people are actually spending time. Publishers need to understand – and master – these platforms.
• Evergreen content wins. Explainers, how-to guides and lists have longer shelf lives in algorithmic feeds than breaking news.
• Diversifying revenue is essential. Ads alone won’t cut it anymore. Publishers need to explore subscriptions, memberships, events, sponsorships – and anything else that helps them stay afloat.
• Owning the audience matters. Newsletters, podcasts and community channels help build loyal readerships outside the control of tech giants.

What this means for readers

And for the rest of us – everyday internet users – the changes are a bit of a mixed bag.

On the plus side, getting answers is easier than ever. You no longer have to dig through endless links just to find a recipe or the weather. Google often gives you what you need in seconds.

But there’s a flip side: less choice, and less context. If you’re only seeing AI summaries or curated headlines in a feed, you might miss out on the deeper story – the nuance, the source, the human reporting behind the words.

That’s why now, more than ever, it’s worth supporting the outlets you trust. Whether it’s subscribing to a newsletter, downloading their app, or simply bookmarking their homepage – these small actions help ensure the kind of journalism you value can survive.

Understanding the bigger picture

So, is the open web dying?

Not exactly. But it’s definitely changing. The old model – built on blue links, banner ads and millions of competing websites – is being replaced by:

• AI-generated answers that often end the journey before it begins.
• Closed ecosystems like Amazon, Netflix and TikTok soaking up time and attention.
• Push-first feeds like Discover and Shorts that deliver stories before you even ask for them.

For publishers, it’s both a challenge and an opportunity. For readers, it offers more convenience – but also a bigger responsibility to look deeper.

As one analyst put it: “The open web isn’t dying. It’s being rewired.”
And how we respond to that rewiring – as publishers, advertisers, or simply as users – will shape the future of the internet as we know it.

Stay tuned with Euro Weekly News for more news about Technology