YouTube Wins Top Destination for AI Chatbot Referrals

As AI becomes more embedded in the digital discovery journey, new data reveals a striking shift in where web traffic is going. According to May 2025 data from Similarweb, YouTube is now the top destination for referrals from AI chatbot prompts, drawing over 379 million referral visits. This is more than 3x the amount received by Facebook (10.9M) or Wikipedia (10.1M).

AI-Powered Discovery is on the Rise

The rise of AI tools has redefined how users search for and engage with information. Instead of simply browsing search engine results, more people are asking AI chatbots to find answers and recommendations for them. When those answers point to content, especially visual or explanatory content, YouTube is now the platform of choice for that content.

And this isn’t an isolated trend. According to a May 2025 survey by Resolve and Pollfish, 41% of U.S. adults are using AI tools for deeper and clearer answers to their queries. These tools are increasingly shaping which websites receive traffic — and YouTube is benefiting the most.

Blended Search Behavior

Despite the rising influence of AI chatbots, traditional search still plays a vital role. The same report highlights that 57.8% of consumers still prefer Google Search when they need factual answers, based on data from December 2024 (Pearl and Censuswide). This suggests that AI tools are often used to complement, not replace, conventional search behaviors, particularly for exploratory or educational content.

What This Means for Marketers and Content Creators

This data underscores a few key implications for digital marketers and creators:

• YouTube SEO Is More Important Than Ever
  With AI referrals increasingly pointing users to YouTube, optimizing content for discoverability on the platform has become essential.
  
• Educational & Evergreen Content Remains Key
  Chatbots tend to refer to content that provides quick, authoritative answers. This means that videos that are informative, clear, and relevant over time are more likely to be surfaced.
  
• Cross-Platform Experimentation Can Help
  Platforms like Reddit, GitHub, Canva, and even the National Institutes of Health also make the top ten list, suggesting that chatbot referrals don’t favor just one type of content or domain. Marketers may benefit from diversifying their content strategies.
  

Final Takeaway

AI chatbots are no longer a fringe tool — they are shaping the future of web traffic. And for now, YouTube has emerged as the clear winner in this evolving referral ecosystem. Brands, publishers, and content creators who want to stay competitive would do well to align their strategies with this growing trend.