Search advertising, one of the largest digital ad categories, is experiencing a slowdown as social media and video gains faster. The annual report by PwC revealed that digital advertising revenue reached $294 billion in 2025, a 13% increase from the previous year. Search, including AI search, generated $114 billion, making it one of these largest segments in the report. However, search saw an 11% growth year-over-year, slower than the 15% in 2024. Social media experienced stronger growth, with ad revenue totalling $117 billion, a 32% increase or $29 billion increase. Digital video grew by 25%, reaching $78 billion, faster than the 19% growth in the preceding year, indicating increased ad spending attracted by video. The report also noted that creator advertising reached $37 billion in 2021, with projections of $419 billion in 2022.