Key stat: 70.5% of US traditional search ad spend will go to Google in 2026, according to our March 2024 forecast.
Beyond the chart:
Traditional search continues to be dominated by Google. This year, Google’s search ad revenues will reach $62.87 billion, per our forecast. By 2026, its search ad business will be more than 10 times the size of Microsoft’s.
Some 71% of adults worldwide think generative AI will have a very or somewhat large impact on search engine companies, per data from YouGov and Reuters Institute for the Study of Journalism at the University of Oxford.
Google’s AI Overviews and the Meta AI Chatbot—now embedded on Meta platform search bars—are easing users into adopting generative AI search. Some 61% of Gen Zers are using AI tools instead of search engines, according to December 2023 data from Vox Media and The Circus.
Use this chart:
Showcase how Google is strengthening its search dominance.
Determine where to spend search ad budget.
Illustrate how generative AI may impact the future of traditional search.