South Africans have made it clear who dominated their curiosity in 2025: Scotts Maphuma. According to Google’s 2025 Year in Search report for South Africa, the singer and social media personality emerged as the country’s most searched artist, capturing attention with a series of viral moments and public incidents that kept him in the spotlight.
The report tracks the fastest-rising searches, revealing what South Africans tried to understand, follow, and debate throughout the year. Scotts Maphuma’s surge in search interest reflects both his entertaining presence online and the public’s fascination with his behaviour and career developments.
“Scotts Maphuma’s rise in search interest demonstrates how fans and followers are engaging with content beyond just music,” said Kabelo Makwane, Country Director for Google South Africa. “People want to understand the story behind the headlines, the viral moments, and the cultural impact of prominent figures like him.”
Other notable trends from the report highlight the breadth of South Africans’ interests in 2025:
- Politics & Current Affairs: General Nhlanhla Mkhwanazi captured attention with his media briefings and corruption allegations, driving spikes in searches mid-year.
- Technology & AI: Searches like “Google Gemini” illustrate the country’s rapid adoption of AI tools and curiosity about emerging technologies.
- Entertainment & Media: Big Brother dominated online queries, with “How to vote on Big Brother” topping the ‘How to’ searches, while actor Aaron Pierre became a viral sensation.
- Food & Culture: Pickled fish was the year’s most searched recipe, blending tradition with modern culinary trends.
- Sports: The passing of footballer Diogo Jota drove search interest, while the Rugby Championship and women’s sports gained prominence.
Within this dynamic mix, Scotts Maphuma stood out, joining other top-searched artists like Winnie Khumalo, Naledi Aphiwe, and Emtee. His presence in search trends signals not just popularity but the power of virality in shaping cultural conversations in South Africa.
The full top 10 artist searches in South Africa for 2025:
- Scotts Maphuma
- Winnie Khumalo
- Naledi Aphiwe
- Emtee
- Nkeshemba
- Kharishma
- Shandesh
- Travis Scott
- Robbie Williams
- Ariana Grande
As Google notes, “Year in Search continues to highlight what matters most to South Africans—from celebrating our icons to navigating everyday life.” For 2025, Scotts Maphuma was unmistakably at the centre of the nation’s cultural conversation.
