A new report shows advertisers shifting spend from Google towards Reddit, TikTok and Pinterest, a trend with bearing on how Christian audiences discover content.
A Dutch marketing data firm reports that Google Search’s share of the average media strategy fell to 57 per cent in the first half of 2026, down eight percentage points, while spend 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 understand audiences rather than simply reach them. For Christian media organisations, many of which still concentrate outreach on Google and Meta, the trend points to a broader set of channels where audiences form opinions and habits before they ever search. Reddit’s advertising growth of almost 650 per cent stands out as a sign of how quickly attention can move to less familiar platforms.
ECMS 2026 found that 51 per cent of respondents discover Christian content via social media, a figure that sits alongside this report’s picture of advertisers moving spend beyond Google towards platforms like Reddit and TikTok.
Source: ECMS 2026