Remember when a big deal was made about Gen Z using Instagram and TikTok to search for places to eat? Well…

Gen Z consumers are starting their purchase journeys more often on Google…

But this isn’t a Google Search comeback story:

properties, including YouTube and Gemini

While Gen Z shoppers have moved away from Google Search as their primary method of discovery, those losses have been more than offset by YouTube’s growing importance as a channel for product discovery and research

The former search company is quickly becoming the YouTube company.

via EMARKETER