Google's dominance in the $300 billion search advertising market is increasingly threatened by emerging competitors such as TikTok and AI startups like Perplexity.

Projections indicate that for the first time in decades, Google will not hold a majority share of the U.S. search market, with its market share expected to fall below 50% next year.

A recent report suggests that Google's share of the $88.8 billion U.S. search advertising market is set to drop to its lowest level in over a decade, while Amazon's market share is expected to rise significantly.

Amazon is increasingly impacting Google's search ad revenue, as many consumers now prefer to start their product searches on the e-commerce platform.

TikTok has introduced features that allow brands to target ads based on users' search queries, directly competing with Google's core revenue streams.

Competitors like TikTok and Perplexity AI are providing alternative search experiences that are attracting consumers away from Google.

In response to these challenges, Google is developing AI technologies, including its Gemini product, to adapt to changing consumer behavior.

To combat competition, Google is incorporating ads into its AI-powered search summaries, enhancing the interaction between search and advertising.

Despite these challenges, Google remains the most popular search engine globally, holding at least 90% of the overall search market.

Even with a decline in market share, Google is still the fourth-most valuable public company globally, with a market value of $2.1 trillion.

GOOGL stock has a Strong Buy consensus rating from Wall Street, indicating investor confidence despite the competitive pressures.

As TikTok continues to attract advertisers with its engaged user base and innovative ad formats, Google's traditional business model faces significant disruption.