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In this week’s edition, we unpack the reality of Google’s search dominance, the booming $44 billion creator ad market, and the critical supply chain shock hitting consumer electronics.

Now, let’s dive into the insights.

— Insights Team, Rwazi

The global search engine market share in 2025 shows a stark truth: despite the deafening noise around artificial intelligence and alternative discovery tools, Google dominates global search.

Accounting for nearly 90% of all queries worldwide, Google remains the default operating system for the digital consumer's curiosity. Its massive scale, habit-forming familiarity, and deep integration across devices have created a moat that even the most advanced AI has yet to cross.

Microsoft’s Bing stands in second place but remains a distant runner-up with just over 4% of the global market. The remaining players are fighting for scraps; Yandex holds a modest 2.18% share driven by regional loyalty, while privacy-focused DuckDuckGo captures less than 1% of the market.

The Creator Economy has officially graduated from an experimental budget line item to a primary media channel. Advertising spend in this sector is projected to reach $37.10 billion in 2025, continuing an upward trajectory from just $13.90 billion in 2021.

The market saw its largest jump in 2024 with a growth rate of 34%, and while the pace is normalising, the outlook for 2026 points to a further rise to $43.90 billion.

However, as spending scales, advertisers are demanding clearer measurement, stronger standards, and better discovery tools. The double-digit growth we are seeing, projected at 26% this year and 18% in 2026, is based on the ecosystem solving issues around credibility and audience fit.

In the consumer goods world, size matters. Procter & Gamble stands alone at the top with a market cap of $374.5 billion, outpacing nearest rivals Coca-Cola ($292.5B) and L’Oréal ($251.5B).

This gap highlights a "valuation premium" on scale. P&G’s sprawling portfolio, spanning beauty, home care, and health, gives it a defensive resilience that focused competitors cannot match.

While mid-sized players like Estée Lauder ($32.1B) offer growth potential, investors are clearly favouring the giants who can lock in recurring cash flow regardless of the economy.

The insatiable demand for AI is creating a supply shock for everyone else. Chipmakers like Samsung and SK Hynix are prioritising high-end chips for AI data centres over the standard chips used in laptops and phones.

The result is a massive bottleneck for consumer devices. Prices for standard DRAM memory chips are expected to jump 90–95% in the first quarter alone. This forces electronics makers into a difficult corner: absorb the costs or charge you more.

We forecast that global smartphone shipments will fall by 2.1% in 2026 as low-cost models become unsustainable and are pulled from the market.

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