Kathrine Frich
Every December, search data offers a window into what people are trying to understand.
In 2025, those questions reflected grief, fascination and political unease.
Google’s annual Year in Search report, released on December 28, traced how Americans reacted to moments that dominated conversation, both planned and unforeseen.
A nation reacts
According to Google, the most searched name in the United States was conservative activist Charlie Kirk after his assassination in September.
The killing drove a surge of queries as users looked for news, context and responses to the attack.
Entertainment also shaped search behavior.
The second most searched term was “KPop Demon Hunters,” a Netflix animated film that follows a K-pop girl group battling supernatural enemies.
The movie emerged as an unexpected hit, particularly among younger viewers.
Another surprise was the popularity of Labubu toys. Created by Chinese retailer POP MART with Hong Kong artist Kasing Lung, the collectible figures spread rapidly online.
Fans queued for releases, resale prices climbed, and the toys’ strange design sparked rumors that they were cursed.
Politics and culture
Political and policy questions ranked closely behind pop culture. Google reported strong interest in Apple’s iPhone 17 and President Donald Trump’s “One Big Beautiful Bill” legislation.
The massive budget package passed earlier this year drew attention for its tax provisions and reductions to social programs.
Analysts say it could add trillions to U.S. debt over the next decade.
Searches tied to death were another recurring theme. Beyond Kirk,
Americans looked up information on Gene Hackman, Ozzy Osbourne, Anne Burrell and Val Kilmer, reflecting the impact of high-profile losses across film, music and television.
In entertainment, Taylor Swift again dominated music-related searches, alongside Bad Bunny.
Television interest was led by “The Hunting Wives,” with “The White Lotus” close behind, according to Google’s data.
What people searched
Google’s report also outlined the most common U.S. queries of the year.
Top news searches included the One Big Beautiful Bill Act, a government shutdown, the Charlie Kirk assassination, tariffs, the No Kings protest, Los Angeles fires, the election of a new pope, Epstein files, the U.S. presidential inauguration and Hurricane Melissa.
Top people searches ranged from Zohran Mamdani and Tyler Robinson to Pope Leo XIV, Karoline Leavitt and Jimmy Kimmel, highlighting the mix of politics, entertainment and social media figures shaping attention in 2025.
