Generative tools begin to change how readers find news about cryptocurrencies in Eastern Europe, according to the Outset PR report from T2 2025. The study shows that platforms such as Chatgpt bring measurable traffic to both cryptocurrency and general publications. Outset PR mentioned that although the traffic generated by AI is still small, it grows rapidly. In T2, the dedicated publications registered 20.89 million visits, of which 135,180 (0.65%) came from AI recommendations. The generalist publications with crypto coverage had 894.48 million visits, of which 566,596 (0.06%) came from AI instruments.
«Readers are getting more and more titles and responses directly from summaries or chatbots, excluding editors in the equation,» the report is said.
The concentration of market in Eastern Europe
The study also highlighted the concentration of the media crypto public in the region. Russia and Poland represented about 80%of all T2 traffic, with Russia at 8.44 million visits (42.89%) and Poland in 7.63 million (38.76%). The addition of Romania, Belarus and Ukraine brings the total weight for the first five countries to about 95%. Only 17 top sites captured over 80% of readers, while many smaller publications have registered little traffic. This imbalance reflects the discoveries from the previous Parent reports in Western Europe and Latin America.
Opportunities and risks
Outset PR stressed that the recommendations AI are not yet reliable for most publishers. The interviewed publishers described less clicks when you offer instant answers, but also occasional traffic increases when the articles are cited. Even so, some publishers see opportunities. You favor the structured and quality content, which means that publications that adapt their articles to be more «friendly to AI» could appear more often in Chatbots' responses. Clear titles, concise summaries and structured data can increase visibility. At the same time, addiction to AI involves risks. Industry analysts warn that the transition from search engines to AI could make the competition more difficult for smaller publications, because users frequently read the answers directly without visiting the source.
Direct traffic remains dominant
Despite the growth, direct traffic remains the biggest source for crypto publications in Eastern Europe. In T2, 45% of traffic came directly from readers who introduced a URL or used a bookmark. Search engines provided 42%, while the recommendations from aggregators, forums and have represented 6.6%. Social networks contributed about 5%. Outset PR noted that YouTube generated most of the social traffic (16.16%), followed by X (6.13%), Facebook (5.29%) and WhatsApp (3.68%).
Looking forward
Outset PR concludes that the recommendations have «a new layer above a changing landscape.» Although they are still small, these recommendations are expected to grow as users are increasingly resorting to Chatbots for information. «Those who adapt to the landscape have … could capture part of this emerging traffic flow,» the report noted. For publishers in Eastern Europe, the challenge will be to balance the optimization for AI with solid reporting, local prospects and exclusive coverage that retain loyal readers. Learn more details in the full media report in T2 2025 from Outset PR. Join the 33,000+ subscribers. No spam, only useful info.