A report showing advertisers moving spend from Google to Reddit, TikTok and Pinterest raises a parallel question for Christian media about where audiences actually discover content.
A new half-year report from marketing data firm Billy Grace finds Google Search’s share of average media strategies fell to 57 per cent in the first half of 2026, down eight percentage points, while spending on Reddit, TikTok, Pinterest, Bing and YouTube grew sharply. The report frames this as a shift from traffic generation towards demand generation, with advertisers using newer platforms to learn how audiences frame their own questions. For Christian media organisations, many of which still concentrate outreach on Google and Meta, the trend raises a parallel question about where audiences actually discover content and form interest before they search. The report also notes European publishers encouraging advertisers to diversify away from a few large platforms, a concern that applies equally to Christian publishers weighing dependence on a small number of distribution channels.
ECMS 2026 found that 51 per cent of respondents (n=3,308) discover Christian content via social media, a pattern broadly consistent with the report’s picture of demand shifting beyond traditional search.
Source: ECMS 2026