Saad Ullah
⬤ Google's NotebookLM pulled impressive traffic numbers throughout 2025, with Similarweb tracking a sharp climb in website visits as the tool got woven into Gemini's web platform. The integration lets users plug notebooks directly into Gemini conversations as active data sources, marking a smart expansion of how NotebookLM fits into Google's AI toolkit—especially for anyone working with documents.
⬤ The numbers tell a clear story: visits started around 30 million in January and climbed past 110 million by November. Traffic built steadily through spring, then hit a predictable summer slump when schools went quiet. That seasonal dip is pretty standard for education-focused tools, and NotebookLM recovered quickly once fall kicked in.
⬤ The comeback was strong, with visits pushing to new peaks in the closing months of the year. While the data shows overall engagement rather than breaking out Gemini-specific traffic, the timing lines up with broader availability and deeper integration across Google's ecosystem.
⬤ The growth pattern reflects real appetite for AI research tools that blend smoothly into conversational workflows. For GOOGL, NotebookLM's trajectory shows how strategic feature rollouts can drive sustained user engagement. The seasonal swings also highlight how much academic users shape demand for these products, underscoring the value of timing and targeting the right use cases in the competitive AI productivity space.
Saad Ullah
