TIKTOK has overtaken Google and Amazon to become the most scratching website worldwide and underlines how the boom in artificial intelligence changes demand for online data.
According to Decodo’s second annually scratched website report, the video first platform recorded an increase of 321 percent in scratch traffic and last year rose outside the top 10 to claim position number one in 2025.
The results indicate a profound change in the data economy, since companies move from traditional, text-related sources in the direction of multimodal platforms that are rich in video, audio and social interactions. Video and social media now make up 38 percent of all scratch activities in front of search engines (24 percent) and e-commerce platforms (22 percent). YouTube, Coupang and Sciencedirect were one of the top 10 at six new entries and marked the sharpest change compared to the previous year since Decodo with the pursuit of the sector.
Industry experts say that the trend is driven by escalating demand for diverse, high-quality data records for the training of next generation AI models. “Data may have been the new oil in 2006, but in 2025 it is fuel that leads artificial intelligence,” said Gabrielė Verbickaitė, Senior Product Marketing Manager at Decodo. “AI systems have an appetite for fresh, diverse training data at an unprecedented level.”
If companies compete for an advantage in the AI, access to rich external data sources quickly becomes a decisive competitive advantage. The analysis of Decodo suggests that organizations that prioritize various content entries are better positioned in order to be innovative at a time when multimodal AI is not only technological but also entire industries.
