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We have to talk about this data. Starting with the number of searches performed by US desktop searchers on YouTube, Reddit, and Pinterest. Compare April, May, June of last year to this year: Pinterest has doubled the number of searches per searcher. YouTube has nearly tripled them. ChatGPT, Perplexity, Gemini, and Claude have grown by 30-50%. This is an absolutely massive amount of search growth happening on these content platforms. YouTube is visited by three-quarters of all American desktop browsers. That's more than twice as much as the AI tools. If Google is losing searches per searcher (and it looked like they were down a little in Q2), you might theorize that YouTube, Reddit, and Pinterest are actually taking that share. Probably TikTok too, though that's mostly mobile so it's not in this desktop report. If you're thinking about AIO, LLM optimization, whatever, you should probably also be doing Reddit, YouTube, and Pinterest optimization. Search happens everywhere.