Google Discover: Fewer US Sites Showing

Early data is beginning to reveal how Google’s February 2026 Discover core update is reshaping the type of content users see in their feeds across the United States. A new analysis from NewzDash suggests that while the update has expanded the range of topics shown to users, it has also reduced the number of publishers receiving that visibility in some markets.

NewzDash examined Discover performance before and after the update using panel data collected from millions of US users through its DiscoverPulse monitoring tool. The study compared two time periods — late January and mid-February — and reviewed the top 1,000 domains and top 1,000 articles appearing in Discover feeds. Results were analysed at national level and within two large states, California and New York, to understand how regional feeds may now differ from the national experience.

Google has previously said that the February Discover update was designed to prioritise more locally relevant content, reduce sensational or click-driven material, and surface more in-depth and timely reporting from publishers with clear subject expertise. The NewzDash data offers one of the first independent insights into how these aims are translating into real-world visibility.

Stronger focus on local content

One of the most notable findings was the emergence of clearer local content layers in state-level Discover feeds. Although there was still a large overlap between the national feed and those in California and New York, each state also showed stories that did not appear elsewhere.

New York-based domains appeared far more frequently in the New York feed than in California’s, and the same pattern was seen in reverse. This indicates that Discover is placing greater weight on geographical relevance when selecting content for users.

In California, for example, the number of local stories appearing in the top 100 Discover placements rose from 10 before the update to 16 afterwards. These included articles from publishers such as SFGate and the LA Times, which did not appear in the national top 100 during the same period. This suggests that regional publishers may benefit more strongly if their content is clearly tied to local audiences and issues.

Broader topics, fewer publishers

While the update appears to have widened the range of topics covered, the number of unique publishers receiving exposure has declined. In the US feed, the number of distinct domains fell from 172 to 158 after the update. California showed a similar drop, from 187 to 177 domains.

This combination — more content categories but fewer publishers — points to Discover becoming more selective. Rather than spreading visibility evenly across many sites, Google seems to be concentrating traffic among a narrower group of sources with stronger topical authority.

This pattern mirrors earlier trends seen in core algorithm updates, where specialist websites gained ground over generalist publishers. The Discover update appears to reinforce that direction, rewarding depth and relevance over volume and breadth.

Possible decline in clickbait-style content

Measuring the reduction of clickbait is more complex. NewzDash noted that headline structure alone cannot confirm whether sensational content is being demoted. However, it observed a decline in what it described as “templated curiosity-gap” headlines — a style often associated with click-driven publishing.

One example was Yahoo, whose presence in the US top 1,000 Discover articles dropped from 11 to six after the update. It did not place any content in the top 100 during the post-update window. While this does not prove a deliberate penalty, it does suggest that certain headline and content formats may now be less favoured.

Growth of social platform content

Another striking change was the growing presence of content from X within Discover. Posts from institutional and media-linked accounts increased significantly after the update. In the US top 100 placements, X posts rose from three to thirteen, while New York’s top 100 saw a similar jump.

NewzDash said it has tracked this upward trend since late 2025, but the February update appeared to accelerate it. Most of the high-performing posts came from established media brands rather than individual creators.

However, this raises questions about how traffic flows to publishers. Routing users through social platforms instead of directly to owned websites could introduce friction and potentially reduce click-through rates. NewzDash described its findings as an early directional signal rather than definitive proof of long-term impact.

What this means for publishers

The early data suggests that regional relevance and subject expertise are becoming increasingly important factors in Discover visibility. Publishers with a clear topical focus and strong local connections may be better positioned to benefit from the update.

At the same time, the reduction in the number of domains receiving exposure means competition is likely to intensify. Sites without a strong identity or those relying on broad, generic coverage may find it harder to maintain consistent Discover traffic.

This could also affect content strategies. Publishers may need to prioritise originality, depth and usefulness over high-volume output, particularly in markets where Discover is becoming more selective.

Important context and limitations

It is important to note that the analysis covers an early phase of the rollout. The post-update period overlapped with major global events such as the Super Bowl and international sports tournaments, which may have influenced category visibility, particularly for news and sports content.

In addition, Google has said the Discover core update will be expanded beyond English-language users in the US over the coming months. Patterns seen in American feeds may not immediately apply to other countries, but they provide a useful indication of the direction Discover may take globally.

Looking ahead

Overall, the early signs point to a Discover feed that is more diverse in subject matter but more selective in who benefits from that visibility. Local relevance, topical authority and in-depth reporting appear to be gaining importance, while distribution is being concentrated among fewer publishers in some regions.

As the rollout continues, publishers will need to watch how their Discover performance changes and adjust strategies accordingly. For now, the message from the data is clear: being locally meaningful and genuinely useful to readers may matter more than ever in securing a place in Google Discover.