What's happening:
Recent antitrust trials involving companies like Google and Meta have been making headlines and prompting more consumers to consider the role big tech plays in shaping the market. Many are starting to question how much influence a handful of companies have, especially when it comes to data privacy, content visibility, and competition. Some, particularly younger consumers, even say they’d be more likely to use certain platforms if they were spun off, suggesting that more independence between platforms might actually make them more appealing.
What we found:
- 59% are at least moderately concerned about the size and influence of large tech companies.
- Out of a list of several large tech companies, Meta (48%), Google (44%), and Amazon (40%) are the ones people feel have too much control over their industries.
- Consumers believe big tech has the most impact in the areas of privacy/data use (51%) and in shaping what information people see (47%).
- If certain services were to be spun off as their own businesses, such as YouTube from Google or Instagram from Meta, younger generations would be inclined to use them more (39% of Gen Z and 41% of Millennials) compared to the more indifferent older generations.
Why it matters:
It’s becoming clear that consumers are thinking more about who holds influence and how it affects their everyday experiences, and many are starting to wonder if things could work a little differently. This isn’t just about the Googles and Metas of the world; it’s part of a broader shift in what people expect from the brands they interact with every day. They’re looking for companies that feel fair, transparent, and aligned with their values. That mindset shift opens the door for brands to think differently, too. It’s not just about where you show up, but how you contribute to a more open, flexible digital experience. The companies that will resonate most aren’t necessarily the biggest or loudest, but they’re the ones that feel like part of a healthier, more balanced system.
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