Generative AI tools are beginning to change how readers find crypto news in Eastern Europe, according to Outset PR’s Q2 2025 report.
The study shows that platforms such as ChatGPT are now driving measurable traffic to both crypto-native and general news outlets.
Outset PR noted that while AI-driven traffic is still small, it is growing quickly. In Q2, crypto-native outlets recorded 20.89 million visits, with 135,180 of those (0.65%) coming from AI referrals. Generalist outlets with crypto coverage saw 894.48 million visits, of which 566,596 (0.06%) came from AI tools.
“Readers are increasingly getting headlines and answers directly from AI summaries or chatbots, cutting publishers out of the equation,” the report said.
Market Concentration in Eastern Europe
The study also highlighted the concentration of crypto media audiences in the region. Russia and Poland accounted for about 80% of all Q2 traffic, with Russia at 8.44 million visits (42.89%) and Poland at 7.63 million (38.76%). Adding Romania, Belarus, and Ukraine brings the total share for the top five countries to roughly 95%.
Just 17 leading sites captured over 80% of readership, while many smaller outlets registered little traffic. This imbalance mirrors findings from Outset PR’s earlier reports in Western Europe and Latin America.
Opportunities and Risks
Outset PR pointed out that AI referrals are not yet reliable for most publishers. Editors surveyed described fewer click-throughs when AI provides instant answers, as well as occasional traffic spikes when articles are cited.
Even so, some publishers see opportunities. AI favors structured, high-quality content, meaning outlets that adapt their articles to be more “AI-friendly” could appear more often in chatbot answers. Clear headlines, concise summaries, and structured data can increase visibility.
At the same time, reliance on AI carries risks. Industry analysts warn that the shift from search engines to AI summaries could make it harder for smaller outlets to compete, as users often read answers directly without visiting the source.
Direct Traffic Still Dominates
Despite the rise of AI, direct traffic remains the largest source for crypto outlets in Eastern Europe. In Q2, 45% of traffic came directly from readers entering a URL or using a bookmark. Search engines provided 42%, while referrals from aggregators, forums, and AI accounted for 6.6%. Social media contributed around 5%.
Outset PR noted that YouTube drove the biggest share of social traffic (16.16%), followed by X (6.13%), Facebook (5.29%), and WhatsApp (3.68%).
Looking Ahead
Outset PR concludes that AI referrals represent “a new layer on top of an already shifting landscape.” While still small, these referrals are expected to grow as users increasingly turn to chatbots for information.
“Those who adapt to the AI landscape… may capture some of this emerging traffic stream,” the report observed. For Eastern European publishers, the challenge will be balancing AI-era optimization with strong reporting, local insights, and exclusive coverage that keep readers coming back.
Find out more details in the full Q2 2025 media report from Outset PR.
