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For the foreseeable future, the battle lines are drawn: Google wants to organize the world’s entertainment, but TikTok and YouTube have become the world’s entertainment. And in that gap—between what is good and what is popular—the future of search is being rewritten, one trending query at a time.

We have moved from a model of searching for answers to searching for experiences . And because experiences are fleeting and social, the trending category will always cannibalize the entertainment category. What is entertaining today is defined by what is trending right now . Searching for- cum4k 19 07 02 in-All Categories...

In the early days of the internet, search was a utilitarian act. You typed a question, hit enter, and hoped for a relevant document. Today, search has evolved into a dynamic, predictive, and highly visual ecosystem. Nowhere is this shift more apparent than in the intersection of two massive search categories: Entertainment and Trending Content . For the foreseeable future, the battle lines are