Is Google Dead? Study Finds Consumers are Choosing TikTok as a Search Engine

Search behaviour is changing fast. A new Adobe report has revealed that nearly half of US consumers (49%) now use TikTok as a search engine. 

The shift highlights how short-form video, creator recommendations, and storytelling are reshaping how people discover information, products, and brands online.

The study surveyed more than 800 consumers and 200 small business owners in the US to understand how emerging platforms like TikTok and AI tools are redefining search and discovery. It points to a major shift we’ve been seeing all year in the creator economy: influencer recommendations are becoming as popular as a Google search. 

While it’s true Google may still dominate traditional search, video-first platforms are rapidly catching up. The research found that 49% of consumers now use TikTok as a search engine in 2026, up from 41% in 2024, which is a nearly 20% increase in adoption in just two years.