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EMARKETER

YouTube wins the AI chatbot referral game

Article by Arielle Feger  |  Jul 28, 2025
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YouTube wins the AI chatbot referral game
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Topics
Artificial Intelligence (AI)
Social Media Users
Top Sites
United States
YouTube Dominates as Top Recipient of AI Chatbot Referral Traffic, (millions in referral traffic driven by AI chatbot prompts worldwide, by site, May 2025)
E-Mail ChartDownload

Key stat: YouTube is the top recipient of AI chatbot referral traffic, receiving over three times as much traffic than Facebook or Wikipedia, according to May 2025 data from Similarweb.

Beyond the chart:

  • 41% of US adults use AI tools like ChatGPT for deeper, clearer answers to their searches, according to a May 2025 survey from Resolve conducted by Pollfish.
  • However, 57.8% of US consumers who use AI chatbots or AI search prefer Google search over AI platforms when they need a factual answer, according to December 2024 data from Pearl and Censuswide.

Use this chart: Marketers should prioritize YouTube SEO and video content strategy to capture AI-driven traffic, while publishers should expect chatbots to boost evergreen educational content and optimize for quick, authoritative answers. Social media teams can cross-post and experiment with AI-friendly formats to tap into rising chatbot referrals.

Related EMARKETER reports:

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