Vendor reportSemrush, 2 Jul 2026

Games and Sports categories both saw their share of US transactional SERPs with AI Overviews drop by more than half

Channel validation

Relative Change in Share of Commercial SERPs With AI Overviews by Category (Nov 2025-Apr 2026)

Relative Change in Share of Commercial SERPs With AI Overviews by Category (Nov 2025-Apr 2026)
Category	Share change (%)
Finance	231.25%
Computer & electronics	107.62%
Games	76.66%
Internet & telecom	59.12%
Hobbies & leisure	52.73%
Food & drink	50.82%
Sports	41.89%
Travel	38.64%
Jobs & education	32.45%
News	16.36%

Reader Note:: Measured as percentage change in share over the six months to April 2026, against an average fall of 5% across the ten industries — so these two sit at the far end of that spread rather than typifying it. The report gives their change without the shares behind it, so how many points either category actually lost cannot be recovered from the figure.
Evidence:: Observed behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Analysis of more than 600,000 keywords from the Semrush U.S. desktop database, segmented by industry, search intent, and CPC, covering November 2025 to April 2026.

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Getting a rough orientation, and deciding what to check yourself.

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Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
This result turned up while the researchers were searching the data. It has not been tested a second time.

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How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Games and Sports categories both saw their share of US transactional SERPs with AI Overviews drop by more than half

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