A new industry report has revealed that artificial intelligence is significantly reshaping how Nigerians access news online, leading to a notable drop in traffic to media websites.
According to the findings, overall visits to Nigerian digital news platforms fell by about 26% as AI-powered search tools and chat systems increasingly provide direct answers to users without requiring them to open news sites.
The report explains that many audiences now get summaries and instant responses from AI platforms, reducing the need to click through to original publishers. This shift is changing how news consumption is measured, with less focus on page visits and more attention on visibility and authority.
Media analysts say the trend does not necessarily mean audiences are losing interest in news, but rather that the method of access is evolving. Instead of browsing multiple websites, users are relying on automated tools that compile and summarise information quickly.
Experts also note that while traffic is declining, news outlets remain important because AI systems still depend on their reporting as source material.
The report concludes that media organisations may need to adapt by focusing more on credibility, content quality, and visibility within AI-driven platforms rather than relying solely on website clicks.
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