The Year in Search 2025 Reveals What the World Really Cared About
Here’s what Google’s trending topics show and what it means for 2026
Every year, Google releases its Year in Search review, highlighting the terms and topics that spiked most in interest compared with the previous year. It’s a snapshot of global curiosity, anxiety, entertainment, and cultural behaviour that tells us what people actually wanted to know, not just what they happened to search most overall.
For 2025, a few clear themes emerged: artificial intelligence, global sport rivalries, political events, major tech launches, and cross-border connections. Australians showed similarly diverse interests — from natural disasters to pop culture and everyday “how to” questions.
Below we break down the top global and Australian Google search trends of 2025, explore why they mattered, and look ahead to what these patterns might mean for creatives and businesses in 2026.
1. AI Curiosity Took Centre Stage
One of the biggest global trends was Gemini, Google’s flagship AI model, topping the list of trending searches worldwide. This signals just how central AI has become to everyday life. People aren’t just experimenting with generative tools, they’re actively trying to understand what AI is, how it works, and how it affects their world.
It wasn’t just the term “Gemini.” AI appeared in other trending searches like Deepseek, reflecting a broader fascination with how generative technology can answer questions, find information, and even entertain.
For creatives, this is a massive cultural indicator. As AI continues to shape search behaviour and creative workflows, 2026 will be the year where understanding AI becomes inseparable from creating with AI. Tools will evolve, but the human ability to frame questions, refine prompts, and interpret context will be the real competitive advantage.
2. Sport Rivalries Dominated Global Attention
Sporting rivalries made a huge impact in how people used search in 2025. Terms like India vs England, India vs Australia, Club World Cup and Asia Cup all trended globally as fans followed major events and world sport narratives.
For creative and digital professionals, this trend reinforces the power of real-time content and social engagement. Events that ignite emotion and national pride drive huge spikes in attention and user behaviour.
In 2026, expect:
- More demand for content tied to live events, campaigns and social activations
- Brands leaning into dynamic storytelling and real-time engagement
3. Politics and World Affairs Stayed Top of Mind
Searches for Charlie Kirk and Iran ranked high internationally, showing how geopolitical events shape global curiosity.
This mirrors what we saw in Australia, where events like Cyclone Alfred and the Australian federal election 2025 dominated searches — not just out of concern but out of a desire for understanding, context, and practical guidance.
For creatives, this context matters because audience attention is shaped by world events. In 2026, the ability to create work that feels informed, empathetic, and culturally aware will be more valuable than ever.
4. Tech Trends Still Captured Our Imagination
Amid global sports, politics, and AI interest, technology continued to drive curiosity. The iPhone 17 emerged as one of the top gadgets Australians searched for in 2025, showing how product launches can dominate attention even against bigger news stories.
Creatives should take note: tech-driven narratives remain a fertile ground for content, campaigns, and community engagement. Whether through product launches, unboxing videos, or UX story content, there’s still strong appetite for tech-related creative work.
5. Everyday “How To” Queries Revealed Curiosity and Creativity
Another major theme from 2025’s search trends was people asking how to do things — from practical life skills to quirky experiments. Searches like “how to prepare for a cyclone,” “how to talk to women,” and “how to make a lava lamp” indicated a world eager to learn, explore, and experiment.
This shift reflects broader user behaviour: audiences aren’t just passive consumers. They want instructional, relatable content and creators who can deliver clear, engaging answers.
In 2026, educational, explanatory and guidance-driven content will continue to be huge — particularly for brands and creatives who can blend utility with entertainment.
6. Pop Culture and Nostalgia Had Its Moment
Across global and Australian searches, pop culture figures, films and stories repeatedly appeared in trending search lists. From sports stars and public figures to references like Belle Gibson and others, these results show that pop culture shapes what people look up and engage with online.
For creatives, this highlights how relevance and cultural resonance matter. Whether producing branded content, social posts, or digital storytelling pieces, aligning with familiar cultural moments can boost visibility and engagement.
7. Quirky and Unexpected Searches Show Human Curiosity
One of the most interesting parts of Google’s 2025 data is how users engaged with bizarre, amusing, or unexpected topics. Questions like “what does 6 7 mean,” searches for collectible figures like Labubu, and other niche terms highlight the unpredictable nature of human curiosity in search.
This is where creativity thrives. When audiences explore the weird, the wonderful, and the whimsical, opportunities open up for creative professionals to tap into community-driven trends, memes, and emergent cultural language.
Predictions for 2026 Based on Google’s Year in Search
AI Will Be Even More Integrated With Search
Google’s AI-driven capabilities, including Gemini and conversational search, show no sign of slowing down. In 2026, expect search engines to become even more conversational and multimodal, blending text, voice, and visual queries in unified experiences.
Live and Real-Time Content Will Win Attention
Search spikes around sporting events, elections, breaking news and product launches suggest that real-time relevance is gold. Creatives who can produce timely content will have an edge.
Educational and How-To Content Will Expand
People aren’t just asking what something is. They’re asking how to do it and why it matters. Expect creators to lean into educational storytelling that also entertains.
Culture and Curiosity Drive Engagement
Search terms tied to pop culture, viral phenomena, and odd trends remind us that audiences are playful and inquisitive. Creatives who embrace quirk, narrative depth, and unexpected concepts will stand out.
What These Trends Mean for Creative Businesses and Freelancers
Google’s Year in Search numbers are more than a snapshot of curiosity. They show what people want right now, which is invaluable for creative strategy.
For agencies and business owners:
- Follow what people actively search for, not just what you think they care about
- Use search patterns to inform content calendars, campaigns and briefs
- Build creative work that answers questions, meets needs, and sparks curiosity
For freelancers and job seekers:
- Learn the formats people look for, from how-to content to AI explorations
- Showcase work that taps into cultural and curiosity trends
- Use these insights to strengthen pitches, portfolios and client conversations
Search isn’t just about traffic. It’s about human attention and in 2026, the creatives who match it will be the ones driving cultural conversation and business value.
