The internet is no longer what it once was. According to market data, the web began to decline in 2014, and one of the main reasons was the dominance of Google, Facebook, and Amazon over mobile traffic. The power structure of the internet has shifted dramatically, with these three tech giants now controlling the core of online activity.
Before 2014, people used Google, Facebook, and Amazon extensively. Even today, millions still rely on these platforms. However, the way the internet operates has changed significantly. These companies are not just popular—they are shaping the very foundation of the web. Their influence has grown so strong that they are essentially redefining the internet’s future, often at the expense of diversity and openness.
Despite this shift, internet activity hasn’t slowed down. More users and more websites exist than ever before. But the key change lies in how traffic is distributed. Google and Facebook now account for over 70% of global web traffic. Mobile internet has become the dominant form of access, and in regions like Latin America, Google and Facebook services made up 60% of mobile traffic in 2015, rising to 70% by 2016. The rest of the mobile internet is spread across countless other apps and sites, but most of the action happens within the ecosystems of these two giants.
Media outlets have also seen a major shift in how they attract visitors. In the past, search engine optimization (SEO) was crucial, as Google drove about 35% of traffic. But by 2014, Facebook’s influence had grown rapidly. By 2016, Facebook traffic had surged by 45%, surpassing traditional search traffic. By 2017, many media sites were entirely dependent on Google and Facebook for their audience, as those platforms became the primary channels for online traffic.
This centralization raises concerns about the future of an open and diverse internet. With so much traffic concentrated in the hands of a few companies, the original vision of the internet as a free and decentralized space is being challenged. The question remains: will the internet survive as we know it, or will it be shaped entirely by a handful of powerful players?
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