Google Discover Dominates News Site Traffic, But Growth Raises Concerns
Google Discover is a personalized feed that appears on mobile devices and desktops, showcasing articles, videos, and posts based on users' interests. It's designed to anticipate interest rather than answer specific queries.
The feed selects content from the open web using Google's ranking systems, with a personal interest model built from account data, including search and browsing history. Users must have Web & App Activity switched on for the feed to personalize.
Each unit in the feed is a card carrying a headline, source name, and image. The image carries significant weight, with Google recommending pictures at least 1,200 pixels wide, above 300,000 total pixels, and in a 16:9 ratio. Filtering is stricter than search results, removing material that might be seen as shocking or unsuitable.
Discover has become the largest source of Google referrals to news sites, with two-thirds of traffic accounted for by August 2025, according to Chartbeat data. However, this growth coincides with a decline in absolute traffic, with page views falling 15% between December 2024 and 2025.