Executive Summary.
Digital transformation can power the next stage of Türkiye’s economic development, and the growth of a knowledge based economy. In the last few years, Türkiye has become a regional leader in areas including e-commerce, fintech, digital government and mobile gaming. AI is set to further amplify this success, boosting productivity and the pace of acceleration.
This report, commissioned by Google and conducted by independent consultancy Public First, aims to quantify the impact of Google’s products and services on Türkiye’s digital transformation. The methodology involved new economic modeling, consumer and business polling, and desktop research to analyze how these services contribute to economic growth.
Unlocking Türkiye’s digital potential
Economic activity
Google provided ₺340 billion (US $10 billion) of economic activity in 2024.
Google Search & Ads
₺210 billion
Google Maps
₺55 billion
Google Play
₺31 billion
Google Cloud
₺11 billion
YouTube
₺27 billion
Google AdSense,
Google AdMob
& Google Ad Manager
₺3.3 billion
Productivity
Google Search and Google Workspace, could be producing a ₺530 billion (US $16 billion) improvement in productivity each year.
Jobs
The economic activity created by Google is equivalent to supporting 260 thousand direct jobs.
Savings
Businesses have saved ₺23 billion (US $700 million) in costs, time savings and gained greater efficiency by transitioning to Google Cloud.
Empowering consumers with Google
Consumer surplus
Google’s services create a consumer surplus worth ₺2500 a month (US $75), or ₺30,000 (US $900) a year.
Equivalent to ₺1.6 trillion (US $50 billion) in additional consumer welfare benefits.
Savings
Google Maps saves users on average 20 min per week equal to ₺19 billion (US $580 million) time savings.
Google Maps saves drivers an average of 290 kms annually, ₺17 billion (US $520 million) fuel savings total.
Every hour, over a million people in Türkiye use Google Search to find a local business – and every year, over eight million young people in Türkiye use it to look for a new job.
Connecting businesses with customers
Exports
Google Search, Ads and AdSense are supporting ₺27 billion (US $820 million) in exports in Türkiye.
YouTube
The top ten Turkish creators alone have generated over 100 billion views between them. Just under half (48%) of young adults said they had considered becoming a YouTube Creator themselves.
Local search
of people in Türkiye regularly use Google Maps to find a local business.
Android & Google Play wider impact
Wider mobile economy supported by the Play and Android ecosystem has generated ₺750 billion (US $23 billion) in economic activity.
Unlocking Türkiye’s digital potential
Google’s tools, services and investments are playing a key role in unlocking Türkiye’s digital potential. From helping find local restaurants to making it possible to export to the world, Google’s free and paid advertising tools are a key catalyst for Türkiye’s economy – also playing a significant role in the recent rapid growth in e-commerce. Since 2020, the economic activity driven by Google Search and Ads has more than doubled.
At the same time, platforms and productivity tools like Google Cloud, Workspace and Gemini are enabling businesses to adopt new digitally native workflows: saving time, increasing efficiency and accelerating innovation. This is not just enabling existing enterprises to increase productivity, but supporting a new generation of start-ups.
Key facts:
In 2024 alone, Google’s products, services and investments directly provided ₺340 billion (US $10 billion) of economic activity for businesses, nonprofits, publishers, creators and developers.
The economic activity is equivalent to supporting 260k direct jobs.
Based on the time saved for the average worker by Google Search and Google Workspace, we estimate that in a given year Google services could be producing a ₺530 billion (US $16 billion) improvement in productivity for the economy of Türkiye.
Empowering consumers with Google
Every day, millions of people in Türkiye actively choose to use Google’s services to help them learn, find a local business, stay connected or be entertained. In our research, we saw how people valued how Google’s services make everyday life easier, pointing to the innovations pioneered by Google as some of the most important in recent decades.
Over the last year, we have seen particularly rapid growth in the use of AI tools such as Google Gemini, with early adopters exploring a range of use cases including translation, research and coding.
Key facts:
Every hour over a million people in Türkiye use Google Search to find a local business – and every year over eight million young people in Türkiye to look for a new job.
In 2024, Google’s services (Google Search, Shopping, Gemini, Maps, Play, YouTube) created a consumer surplus worth ₺2500 a month (US $75) per consumer, or ₺30,000 (US $900) a year.
Every driver that uses Google Maps saves an average of 290 kilometres per year, with fuel savings worth approximately ₺17 billion (US $520 million) across the whole economy in 2024.
Connecting businesses with customers
Google’s platforms in Maps, Advertising, Video and Apps make it possible for businesses of all sizes to reach customers across the world.
Within Türkiye, Google’s Android platform is particularly important: sitting at the heart of a growing mobile economy that supports network providers, retailers, e-commerce, the app economy and digital media companies. Within that, the Play Store has helped support rapid growth in Türkiye’s mobile gaming industry, and the success of the country’s new unicorn firms.
Key facts:
In total, we estimate that the wider mobile economy supported by the Android ecosystem has generated ₺750 billion (US $23 billion) in economic activity.
In 2024, Google Maps and Business Profile provided ₺55 billion (US $1.7 billion) of economic activity.
In total, we estimate that Google Search, Ads and AdSense supported ₺27 billion (US $820 million) in exports in Türkiye during 2024.