search engine optimization and advertising are pushed by the alternatives that you just make, and people decisions needs to be guided by clear, reliable knowledge.
Having a spread of sources that you just observe frequently lets you keep knowledgeable and to talk with authority in conferences with C-suite and purchasers.
Allow your methods with real-world insights and reply questions akin to, Ought to paid search budgets go up or down? Which worldwide markets are value increasing into? And the way is visitors shifting in direction of social platforms or retail media networks?
The next is an inventory of some well-known and a few lesser-known studies that you need to get yourself up to speed with to all the time have certified solutions to your decisions.
Monetary & Markets Information
These high-level studies present the map of the digital economic system. They present the place promoting {dollars} are flowing, the place they’re pooling, and the place they could circulation subsequent.
They provide the “huge image” context in your personal finances choices, permitting you to talk the language of finance and justify your technique with market-wide knowledge.
IAB/PwC Web Promoting Income Report
Cadence: Annual
Typical launch: April
Entry: Free, no registration required
Hyperlink
Why It Issues:
This report solutions the query: Is the digital advert market nonetheless rising? For over 25 years, the IAB has been the definitive supply for U.S. web promoting income. Its historic knowledge charted the shifts from dial-up to broadband, after which from desktop to cell. Right now, it’s charting the following nice reallocation of capital. When your CFO desires authoritative numbers on the trade’s well being, that is the gold commonplace.
The report surveys firms representing over 86% of U.S. web advert income, which means its figures are primarily based on precise, verified spending. The format breakdowns present how a lot capital is flowing from established channels like conventional search into high-growth areas like social video, related TV, and retail media.
Methodology & Limitations:
U.S.-only knowledge; displays reported income from collaborating firms, which can be delayed by one quarter in comparison with precise spending; excludes worldwide markets and smaller advert networks under the survey threshold.
MAGNA International Advert Forecast
Cadence: Biannual
Typical launch: June & December
Entry: Free abstract; full datasets for IPG Mediabrands purchasers
Hyperlink
Why It Issues:
If the IAB report is {a photograph} of final 12 months, MAGNA’s forecast is an in depth blueprint of the following 18 months. It helps you anticipate whether or not paid search prices (CPCs) are more likely to spike primarily based on an inflow of advertiser demand. Their evaluation is international, permitting you to see which areas are heating up and that are cooling down.
Their retail media breakouts are helpful for making the case to put money into product feed optimization and market search engine optimization. For instance, if MAGNA forecasts a 20% surge in retail media whereas projecting solely 5% development in search, it’s a sign that business intent is migrating.
The twice-yearly cadence is its secret weapon. The December replace provides you recent knowledge for annual planning, whereas the June replace permits for mid-year course corrections, making your technique extra agile.
Methodology & Limitations:
The forecast mannequin depends on historic patterns, financial indicators, and advertiser surveys. It’s topic to revision on account of macroeconomic modifications. Protection varies globally, with probably the most sturdy knowledge in North America and Europe, whereas forecasts for the China market carry greater uncertainty.
International Leisure & Media Outlook (PwC)
Cadence: Annual
Typical launch: July
Entry: Paid subscription; free overview and highlights
Hyperlink
Why It Issues:
That is your five-year planning information, the last word software for long-term strategic pondering.
Whereas different studies concentrate on the following 12 months, PwC initiatives income and consumer development throughout 53 international locations and 15+ media segments 5 years forward. This macro view might help construct a enterprise case for big, multi-year investments.
Are you contemplating a significant push into podcasting or creating a streaming video channel? This report’s audio and video forecasts might help you measurement the market and mission a practical timeline for ROI. Its search promoting forecasts by area might help you de-risk worldwide enlargement by prioritizing international locations with high-growth projections.
The methodology takes into consideration regulatory modifications, know-how adoption curves, and demographic shifts. It may make it easier to construct methods which can be resilient to short-term fluctuations as a result of they’re aligned with long-term traits.
Methodology & Limitations:
Full entry is paid and limits how broadly data will be shared. Have in mind, forecasts in regards to the subsequent 5 years are naturally unsure and get up to date yearly. Additionally, these projections assume that regulatory environments keep steady, however modifications can all the time occur.
Firm Earnings Reviews
Whereas market studies supply an summary of the economic system, the quarterly earnings from key firms reveal the fact of the platforms which can be integral to the trade.
Monetary knowledge exposes the strategic priorities and weaknesses of search platforms, which may supply insights into the place they could make important modifications.
Alphabet Quarterly Earnings
Cadence: Quarterly (fiscal 12 months ends December 31)
Typical launch: Q1 (late Apr), Q2 (late Jul), Q3 (late Oct), This fall (late Jan/early Feb)
Entry: Free
Hyperlink
Why It Issues:
That is the only most vital quarterly report for anybody in search.
The important thing metric is income for the “Google Search & different” section; its development charge tells you if the core enterprise is wholesome, plateauing, or declining. Examine this to the expansion charge of “YouTube advertisements” to see the place consumer consideration and advert {dollars} are shifting.
A secondary indicator to look at is “Google Cloud” income. Because it grows, anticipate extra integrations between Google’s enterprise instruments and its core search merchandise.
Pay shut consideration to Visitors Acquisition Prices (TAC), which incorporates the billions Google pays companions like Apple and Samsung to be the default search engine. If TAC is rising quicker than Search income, it’s a significant purple flag that Google is paying extra for visitors that’s turning into much less worthwhile.
Within the present setting, probably the most crucial a part of the report is the administration commentary and the analyst Q&A. Search for particular language about AI Overviews’ affect on question quantity, consumer satisfaction, and any trace of income cannibalization.
Methodology & Limitations:
The “Google Search & different” bundles search with Maps, Gmail, and different properties, which prevents remoted evaluation of search income. AI Overviews metrics are disclosed selectively and never on a complete quarterly foundation. Geographic income breakdowns are restricted to broad areas.
Microsoft Quarterly Earnings
Cadence: Quarterly (fiscal 12 months ends June 30)
Typical launch: Q1 (Oct), Q2 (Jan), Q3 (Apr), This fall (Jul)
Entry: Free
Hyperlink
Why It Issues:
Microsoft’s report offers a direct scorecard for Bing’s efficiency by way of its “search and information promoting income” figures. This tells you whether or not the search engine is gaining or dropping floor. Their integration of OpenAI’s fashions into Bing has made this a quantity to look at.
Nonetheless, the larger story usually lies of their Clever Cloud and Productiveness segments. Take note of commentary on the expansion of Microsoft 365 Copilot and enterprise search options inside Groups and SharePoint. This reveals how tens of millions of execs are discovering data and getting solutions with out opening a conventional net browser.
Methodology & Limitations:
Search income is just reported as a proportion development, not in precise greenback quantities, which makes market share calculations extra complicated. Particulars about enterprise search utilization metrics are not often shared overtly. Geographic breakdowns are additionally restricted. To estimate Bing’s market share, we have to infer from income development in comparison with visitors knowledge.
Amazon Quarterly Outcomes
Cadence: Quarterly
Typical launch: Q1 (late Apr), Q2 (late Jul), Q3 (late Oct), This fall (late Jan/early Feb)
Entry: Free
Hyperlink
Why It Issues:
This report tells you the way a lot business search is shifting from Google to Amazon.
For years, Amazon’s promoting enterprise has grown quicker than its famend AWS cloud unit. That’s an indicator of the place manufacturers are investing to seize prospects on the level of buy. The year-over-year advert income development charge might help with justifying funding in Amazon search engine optimization and enhanced content material.
Look past the advert income to their commentary on logistics. After they focus on the enlargement of their same-day supply community, they’re speaking about widening their aggressive moat towards all different ecommerce and search gamers. A Prime member who can get a product in 4 hours has little incentive to start out their product search on Google.
Additionally, search for the proportion of models bought by third-party sellers (usually 60-62%) to quantify the size of the chance for manufacturers on their market.
Methodology & Limitations:
Promoting income shouldn’t be separated by format (akin to sponsored merchandise, show, or video), and there’s no disclosure of income by product class. Worldwide promoting income breakdowns are restricted, and supply community metrics are offered solely selectively.
Apple Quarterly Outcomes
Cadence: Quarterly
Typical launch: Q1 (late Jan/early Feb), Q2 (late Apr/early Could), Q3 (late Jul/early Aug), This fall (late Oct/early Nov)
Entry: Free
Hyperlink
Why It Issues:
Apple’s report is a barometer for the well being of the cell ecosystem and the affect of privateness. The important thing quantity is “Providers” income, which incorporates the App Retailer, Apple Pay, and their burgeoning promoting enterprise. When this quantity accelerates, anticipate extra aggressive App Retailer options and search advertisements that may siphon visitors and clicks away from the cell net.
Apple’s administration commentary on privateness can have significant penalties for the digital advertising trade. Search for any hints about upcoming privateness options that would additional restrict monitoring and attribution in search. Prior bulletins round options like App Monitoring Transparency on earnings calls gave entrepreneurs a number of months to organize for the attribution shifts.
Snap Quarterly Outcomes
Cadence: Quarterly
Typical launch: Q1 (late Apr), Q2 (late Jul), Q3 (late Oct), This fall (late Jan/early Feb)
Entry: Free
Hyperlink
Why It Issues:
Snap’s each day energetic consumer development and engagement patterns let you know the place Gen Z discovers data. When DAU development accelerates in markets the place your natural search visitors is flat, youthful audiences might not be utilizing conventional search in these areas.
Snap studies particular metrics on AR lens utilization. These metrics present you the way customers work together with visible and augmented actuality content material, previewing how visible search would possibly evolve.
Methodology & Limitations:
Geographic breakdowns are restricted to broad areas. Engagement metrics emphasize time spent somewhat than search or discovery conduct particularly. Income per consumer varies considerably by area, making it tough to attract international conclusions. The info primarily displays Gen Z conduct, not wider demographics.
Pinterest Quarterly Outcomes
Cadence: Quarterly
Typical launch: Q1 (late Apr/early Could), Q2 (late Jul/early Aug), Q3 (late Oct/early Nov), This fall (late Jan/early Feb)
Entry: Free
Hyperlink
Why It Issues:
Pinterest’s month-to-month energetic consumer (MAU) development exhibits you which of them markets embrace visible discovery. Their MAU development charges by area reveal geographic patterns in visible search adoption, usually previewing traits that affect how individuals search in all places.
Their common income per consumer by area signifies the place visible commerce drives income in comparison with simply looking, serving to you determine whether or not Pinterest optimization deserves sources for what you are promoting.
Methodology & Limitations:
MAU counts solely authenticated customers, excluding logged-out visitors. ARPU consists of all income varieties, not simply search or discovery-related revenue. There’s restricted disclosure concerning search question quantity or conversion conduct.
Web Utilization & Infrastructure
Whereas earnings studies reveal the monetary outcomes, they’re lagging indicators of a extra elementary useful resource: human consideration.
The next studies measure the underlying consumer conduct that drives these monetary outcomes, providing perception into viewers consideration and interplay.
Digital 2025 – International Overview (We Are Social & Meltwater)
Cadence: Annual
Typical launch: February
Entry: Free with registration
Hyperlink
Why It Issues:
This report settles inner debates about platform utilization with definitive, international knowledge. It offers country-by-country breakdowns of every part from social media penetration and time spent on platforms to the most-visited web sites and most-used search queries. It’s a actuality examine towards media hype.
The platform adoption curves reveal which social networks are gaining momentum and that are stagnating. The info on time spent in social apps versus time on the “open net” is value watching, because it offers some clarification for why web site engagement metrics could also be declining.
Methodology & Limitations:
Information is compiled from a wide range of sources that use completely different strategies. Some international locations have smaller pattern sizes, and sure metrics come from self-reported surveys. Usually, developed markets take pleasure in greater knowledge high quality in comparison with rising markets. Moreover, how platform utilization is outlined can differ relying on the supply.
Measuring Digital Growth (ITU)
Cadence: Annual
Typical launch: November
Entry: Free
Hyperlink
Why It Issues:
The ITU, a specialised company of the United Nations, offers the information for sizing whole addressable markets for worldwide search engine optimization.
Its connectivity metrics present which international locations have the infrastructure to assist video-heavy or interactive content material methods, versus rising markets the place mobile-first, light-weight content material continues to be important.
Essentially the most actionable metric for recognizing future development is “broadband affordability.” Historical past exhibits that when the price of a primary web plan in a creating nation drops under the two% threshold of its common month-to-month revenue, that market is poised for development.
Methodology & Limitations:
Authorities-reported knowledge high quality differs throughout international locations, with some nations offering rare or incomplete studies. Affordability calculations depend on nationwide averages which may not account for regional variations. Moreover, infrastructure metrics usually lag behind precise deployment by one to 2 years.
International Web Phenomena
Cadence: Annual
Typical launch: March-April
Entry: Free with registration
Hyperlink
Why It Issues:
This report helps you perceive what persons are really doing on-line by monitoring which purposes eat probably the most web bandwidth. Its findings are sometimes staggering. In practically each market analyzed, video streaming is the primary client of bandwidth, usually accounting for over 50-60% of all visitors.
This offers proof that optimizing for video is not a distinct segment technique; it’s the primary means individuals eat data and leisure. The applying rankings present whether or not YouTube or TikTok is the dominant pressure in your goal markets, revealing which platform deserves the lion’s share of your video optimization precedence.
This knowledge offers the “why” behind different traits, such because the explosive development of YouTube’s advert income seen in Alphabet’s earnings.
Methodology & Limitations:
Primarily based on ISP-level visitors knowledge from Sandvine’s companion networks, protection varies by area, with the strongest knowledge in North America and Europe. Cellular and glued broadband breakdowns should not all the time comparable. The info excludes encrypted visitors that may’t be categorized. Sampling consists of massive ISPs however doesn’t cowl the complete market.
Privateness & Coverage
Figuring out the place your viewers is working is just a part of the problem; understanding the foundations of engagement is equally vital. As privateness rules and insurance policies evolve, they set new tips for digital advertising, basically altering how we goal and measure audiences.
Information Privateness Benchmark Research (Cisco)
Cadence: Annual
Typical launch: January
Entry: Free with registration
Hyperlink
Why It Issues:
This report helps flip the concept of privateness into enterprise outcomes that everybody can perceive. It highlights how good privateness practices can positively affect gross sales, buyer loyalty, and model status.
Everytime you’re making a case for investing in accountable knowledge dealing with or privacy-focused applied sciences, this report affords beneficial ROI insights. It reveals what number of customers would possibly flip away from a model if privateness isn’t clear, providing you with robust assist to advertise user-friendly insurance policies that additionally increase earnings.
Methodology & Limitations:
The survey methodology depends on self-reported knowledge. Respondents primarily come from massive enterprises. The geographic focus is on developed markets. ROI figures are primarily based on correlation somewhat than establishing causation. Privateness maturity ranges are self-assessed by respondents somewhat than independently verified.
Adverts Security Report (Google)
Cadence: Annual
Typical launch: March
Entry: Free
Hyperlink
Why It Issues:
Google’s enforcement knowledge offers a glimpse into what could quickly affect natural search outcomes. Usually, insurance policies first seem in Google Adverts earlier than making their means into search high quality tips. Violations by publishers present which sorts of websites would possibly get banned from AdSense, typically appearing as a warning signal for future guide actions in natural search.
When enforcement turns into extra energetic in fields like crypto, healthcare, or monetary providers, it normally signifies that stricter E-E-A-T requirements are on their means for natural outcomes. Google’s actions to dam advertisements on account of misrepresentation or coordinated misleading conduct are typically adopted by related points in natural outcomes.
Methodology & Limitations:
Google-reported knowledge exhibits enforcement priorities, not trade violation charges. Detection strategies, thresholds, and insurance policies lack transparency and should not absolutely disclosed. Enforcement patterns are unclear, with no impartial verification of metrics.
Media Use & Belief
Digital Information Report (Reuters Institute)
Cadence: Annual
Typical launch: June
Entry: Free
Hyperlink
Why It Issues:
The Reuters Institute report explores how content material discovery differs throughout international locations and demographics. The evaluation of over 40 nations particulars the methods individuals discover data, whether or not instantly, by search, social media, or aggregators.
A key perception is the idea of “side-door” visitors, referring to guests who arrive by way of social feeds, cell alerts, or aggregator apps, somewhat than visiting a homepage or utilizing conventional search. In most developed nations, such a visitors now makes up the bulk, even for main publishers.
This highlights the necessity for a distributed content material technique, emphasizing that your model and experience needs to be discoverable in lots of channels past Google.
Methodology & Limitations:
Survey-based methodology with ~2,000 on-line respondents per nation, excluding offline or low-connectivity customers, and overrepresents developed markets. Self-reported information habits could differ from precise behaviors, and the definition of “information” varies by tradition and individual.
Edelman Belief Barometer
Cadence: Annual
Typical launch: January
Entry: Free
Hyperlink
Why It Issues:
In at the moment’s world of AI-generated content material and widespread misinformation, belief is extra vital than ever. Edelman has been monitoring public belief in 4 key establishments – Enterprise, Authorities, Media, and NGOs – for over 20 years. Their findings supply a useful information for establishing your content material’s authority.
When the information exhibits that “Enterprise” is trusted greater than “Media” in a specific nation, it means that thought management out of your firm’s personal certified specialists will be extra plausible and relatable than simply quoting conventional information retailers.
The variations throughout generations and areas are particularly helpful to grasp. They reveal which sorts of authority indicators and credentials matter most for various audiences, providing you with a transparent, data-driven strategy to construct E-E-A-T.
Methodology & Limitations:
Survey pattern favors educated, high-income populations in most international locations, with 1,000-1,500 respondents per nation. Belief is a self-reported notion, not behavioral; nation alternative focuses on bigger economies. Belief in establishments could not replicate belief in manufacturers or sources.
Digital Media Traits (Deloitte Insights)
Cadence: Annual
Typical launch: April
Entry: Free government abstract
Hyperlink
Why It Issues:
Deloitte displays streaming service adoption, content material consumption traits, and a spotlight fragmentation, all of which affect your content material technique. Their analysis on subscription utilization and churn charges exhibits how customers distribute their leisure budgets.
Their insights into ad-supported versus subscription preferences point out which enterprise fashions resonate with completely different demographics and content material varieties. Information on cord-cutting and cord-never behaviors illustrate how varied generations eat media.
Their evaluation of social media patterns reveals declining platform reputation, offering early indicators to diversify channels.
Methodology & Limitations:
This U.S.-focused research primarily includes higher-income digital adopters, with streaming conduct centered on leisure, which can not replicate total data habits. The pattern measurement of two,000-3,000 limits detailed demographics, and traits could lag six to 12 months behind mainstream adoption.
How To Use These Reviews
Use this set of studies to attach market traits and indicators along with your search and content material choices.
Begin with quarterly earnings and advert forecasts to calibrate budgets after core updates or seasonal swings. When planning campaigns, examine platform adoption and discovery traits to determine the place your viewers is shifting and the way they’re discovering data.
For content material format decisions, examine consideration and artistic research with what’s working in Search, YouTube, and short-form video to information what you produce subsequent.
Evaluation earnings and forecasts every quarter whenever you set targets. Scan broader panorama research whenever you refresh your annual plan. When one thing modifications quick, cross-check a minimum of two impartial sources earlier than you progress sources. Search for consistency in your knowledge and don’t act on one-off spikes.
Trying Forward
The very best search engine optimization and advertising methods are constructed on greater than intuition; they’re grounded in knowledge that stands as much as scrutiny. By making these studies a part of your common studying cycle, you will have a foundation to make stable choices which you can justify.
Every dataset affords a unique lens that means that you can see each the macro traits shaping the trade and the micro indicators to information your subsequent transfer.
The entrepreneurs who know the place to search out the suitable knowledge and knowledge are those who will be strategic and never reactionary.
Extra Assets:
Featured Picture: Roman Samborskyi/Shutterstock
