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Change in referrals of selected publisher websites worldwide in November 2025 compared to November 2024

© ÌÇÐÄÆƽâ°æ 2026
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Release date

January 2026

Region

Worldwide

Survey time period

November 2025

Supplementary notes

Based on the analysis of 2,576 sites worldwide, including 797 U.S. sites and 1,031 sites across Europe. 

The Google Search category does not include referrals from Google News.

Citation formats

Change in referral traffic worldwide 2024-2025, by selected publisher website

Published by Thuy D., Jan 20, 2026

The global referral traffic from Google Search and Google Discover was ** percent and ** percent lower in November 2025 than in November 2024, respectively, as AI platforms increasingly create competition. At the same time, global referrals from the social media platforms X, formerly known as Twitter, and Facebook saw an increase between November 2024 and November 2025. Overall, the number of referrals declined worldwide, in the U.S., and in Europe during that period.

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