Understanding the Impact of an 82% Media Meltdown on Web3 Projects in Europe
A recent report by Outset PR has uncovered a concerning trend affecting the visibility and reach of Web3 projects in Europe. The report reveals that 82% of crypto-native media outlets in Western Europe experienced a significant decline in traffic during the first quarter of 2025.
The Reality of the Situation
Outset PR’s analysis, which tracked traffic using tools like SimilarWeb and Ahrefs, highlighted the extent of the issue. Italian media outlets saw over a 70% decrease in visibility despite high regional interest. Dutch-language media experienced a 76% drop in search traffic following Google’s algorithm update in March. Additionally, nearly 40% of German-speaking websites faced challenges in retaining their audiences. Even UK platforms, though not directly impacted by MiCA regulations, were affected by the FCA’s stricter financial promotions guidelines.
Out of 133 media outlets analyzed by Outset PR, 87 were crypto-focused, and the majority of them witnessed traffic losses. Furthermore, 58 outlets struggled to attract even 100,000 visits each, underscoring the fragility of the crypto media landscape.
Success Stories Amidst the Crisis
Despite the overall decline, a few outliers like Bit2Me News in Spain and CoinJournal DE in Germany managed to buck the trend. These platforms saw notable growth, attributed to factors such as offering multilingual content, staying abreast of regulatory changes, and maintaining strong technical SEO practices.
The Role of Google Discover
In addition to traditional search rankings, Google Discover has emerged as a crucial distribution channel for crypto media. Outset PR’s findings indicate that only a minority of crypto-native media outlets in Western Europe maintained a consistent presence on Google Discover in Q1 2025, further complicating the visibility challenges faced by Web3 projects.
For Web3 founders looking to scale their projects in Europe, understanding the dynamics of the crypto media landscape and optimizing for platforms like Google Discover have become essential strategies to navigate the current environment.
According to Sam Boolman, ChainIntel’s lead analyst, “The decline in media visibility for crypto projects in Europe underscores the importance of a diversified marketing approach. Platforms need to focus on content quality, regulatory compliance, and SEO best practices to weather such storms effectively.”
