FehrAdvice Responds to Google News Removal Test: Study Reveals the Strategic Importance of Journalism as a Trust Asset, Not Just a Cost
In a recent test conducted by Google, the removal of journalistic content from its platforms resulted in minimal short-term revenue loss. However, an independent study conducted by Swiss research firm FehrAdvice highlights a more significant strategic risk: the erosion of user trust when news content is no longer provided by the platform.
Google’s experiment was carried out in eight European countries (Spain, Italy, Poland, Denmark, Netherlands, Belgium, Greece and Croatia) and showed an immediate decline in engagement after removing news content:
- Daily active users (DAUs) for search decreased by 0.77%
- DAUs for Discover dropped by 5.47%
While Google focused on analyzing direct behavioral and revenue shifts in the short term, it failed to address a crucial question: why do users disengage when journalism disappears?
FehrAdvice’s Behavioral Study Provides Insight
„The removal of journalistic content not only deprives users of information but also undermines trust,“ says FehrAdvice’s research team.
„Users perceive Google as less credible, less trustworthy and less comprehensive without news coverage. This leads to lower satisfaction levels and reduces their likelihood of returning.“
The study reveals that news content serves not only as information but also as a critical indicator of platform quality—a key factor influencing user trust, long-term engagement and brand strength.
Key Findings from FehrAdvice’s Behavioral Research:
- The removal of news content led to decreased credibility scores
- User perception regarding trustworthiness and completeness declined
- This shift significantly reduced user satisfaction levels
- News functions as an indicator of reliability rather than just being consumed passively
Short-Term Revenue Stability ≠ Long-Term Platform Resilience
FehrAdvice warns that interpreting minimal revenue loss after removing journalistic content is misleading. The short-term stability relies on temporary factors such as user habits,
ad system flexibility,
keyword targeting,
and market dominance.
However,
these factors mask deeper vulnerabilities.
„Trust doesn’t disappear overnight; it erodes gradually,“ emphasizes the study.
„When cracks start showing up—such as during political or global crises where trust is crucial or with increased usage
of alternative platforms like ChatGPT,
TikTok or Bing with Copilot—absence
of news becomes a strategic liability.“
Quantifying Journalism’s Value: Up to Ꞓ1.17 Billion at Stake
FehrAdvice developed a transparent model to estimate journalism’s indirect revenue contribution to Google across the eight EU countries included in their study—Spain,
Italy,
Poland,
Denmark,
Netherlands.
Belgium.
Greece.
and Croatia:
Google earns approximately Ꞓ6.22 billion through paid search revenue within these markets
70% prefer journalistic sources for informational searches
A fair publisher share would range between Ꞓ766 million and Ꞓ1.17 billion annually
FehrAdvice’s Call-to-Action: Don’t Mistake Short-Term Revenue for Long-Term Stability
FehrAdvice urges policymakers,
media stakeholders,
and tech platforms
to recognize that journalism holds value beyond direct monetization.
„The indirect—but measurable—contribution journalism makes towards digital platform integrity must be considered when making effective economic and policy decisions,“ concludes the report.
For Further Information:
Contact Fehradvice & Partners AG Zurich at info@fehradvice.com or visit https://fehradvice.com/valueofmedia/
Download Fehradvice: Value Of News Study here