Google’s core business is under siege

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Google’s search monopoly is at risk. By 2025, Google’s share of the U.S. search advertising market is expected to fall below 50% for the first time in decades.

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This shift is primarily due to users bypassing Google to start their search elsewhere. More users are beginning their search for goods on Amazon, which has seen ad revenue surge from $1.7B in fiscal 2015 to $14.3B in the company’s most recent fiscal quarter.

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TikTok, which has less than 4% of U.S. digital ad revenue, also has significant potential to expand its share of the pie. They reported that 23% of users searched for something within 30 seconds of opening the app, and its global search volume was 3 billion a day.

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Google’s core business is under siege, and other competitive forces like the rise of AI could make it unravel even faster.