Updated Mar 17, 2026 by Sensor Tower
India was the only major global market to record positive overall digital marketing growth in Q4 2025, while other leading economies experienced stagnation or decline.
Generative AI referrals surged by 133% year-over-year in the US, UK, and France, signaling their emergence as significant discovery engines despite currently accounting for less than 1% of total traffic.
US retail-media impressions grew 13% quarter-over-quarter to 123 billion, with Amazon capturing the entire volume and delivering six times the impressions of Walmart.
Traditional organic search was the only major acquisition channel to decline in Q4 2025, falling 4% year-over-year.
Digital marketing strategies are shifting toward paid advertising and AI-augmented pathways as legacy search channels lose market share in mature economies.
India was the only major global market to record positive overall digital marketing growth in Q4 2025, while other leading economies experienced stagnation or decline.
Generative AI referrals surged by 133% year-over-year in the US, UK, and France, signaling their emergence as significant discovery engines despite currently accounting for less than 1% of total traffic.
US retail-media impressions grew 13% quarter-over-quarter to 123 billion, with Amazon capturing the entire volume and delivering six times the impressions of Walmart.
Traditional organic search was the only major acquisition channel to decline in Q4 2025, falling 4% year-over-year.
Digital marketing strategies are shifting toward paid advertising and AI-augmented pathways as legacy search channels lose market share in mature economies.