The next big story: what's rising before the news
42 searches have risen for months, confirmed by the Next Big Pulse, while the news has barely written about them; for 14 more, the press has just started to follow.
Searches rising for months on the Next Big Pulse. Data as of .
Ahead of the headlines
Searches risen for months, confirmed by the Next Big Pulse, while the English news has barely named them. Our projection first where it passed its test.
| Search | Category | A year | News coverage | Projection |
|---|---|---|---|---|
| how to read nutrition labels | Food & Beverage | +125% | quiet | likely to keep rising strongly (+406%, 12 months) |
| how to read a balance sheet | Finance | +233% | quiet | likely to keep rising (+30%, 12 months) |
| remote control lawn mower | Home & Garden | +420% | quiet | likely to keep rising (+28%, 12 months) |
| la roche posay toleriane cleanser | Beauty | +41% | quiet | likely to keep rising (+25%, 12 months) |
| red light panel | Wellness | +49% | quiet | likely to keep rising (+23%, 12 months) |
| smart ring for women | Wellness | +128% | quiet | likely to keep rising (+17%, 12 months) |
| red light therapy hat | Health | +225% | quiet | likely to keep rising (+16%, 12 months) |
| split pay | Finance | +368% | quiet | likely to keep rising (+15%, 12 months) |
| wearable breast pump | Parenting & Family | +65% | quiet | likely to keep rising (+12%, 12 months) |
| psyllium husk powder | Wellness | +59% | quiet | likely to keep rising (+12%, 12 months) |
| service scheduling software | Software | +203% | quiet | likely to keep rising (+10%, 12 months) |
| mold remediation near me | Home & Garden | +142% | quiet | likely to level off (+9%, 12 months) |
| barrier repair cream | Beauty | +94% | quiet | likely to level off (+8%, 12 months) |
| kitten heels | Fashion | +44% | quiet | likely to level off (+8%, 12 months) |
| magnesium glycinate supplement | Wellness | +43% | quiet | likely to level off (+8%, 12 months) |
| cockroach gel bait | Home & Garden | +179% | quiet | likely to level off (+7%, 12 months) |
| mini handbag | Fashion | +145% | quiet | likely to level off (+7%, 12 months) |
| note taker app | Software | +94% | quiet | likely to level off (+7%, 12 months) |
| craft club | Lifestyle & Social | +40% | quiet | likely to level off (+7%, 12 months) |
| roach gel bait | Home & Garden | +229% | quiet | likely to level off (+6%, 12 months) |
| open evidence | AI | +114% | quiet | likely to level off (+6%, 12 months) |
| red light therapy pad | Health | +86% | quiet | likely to level off (+5%, 12 months) |
| xtool laser | Technology | +39% | quiet | likely to level off (+5%, 12 months) |
| nitric oxide booster | Wellness | +55% | quiet | likely to level off (+4%, 12 months) |
| best long distance moving companies | Home & Garden | +119% | quiet | likely to level off (+3%, 12 months) |
| eufy breast pump | Parenting & Family | +76% | quiet | likely to level off (+3%, 12 months) |
| bloom energy drink | Food & Beverage | +67% | quiet | likely to level off (+3%, 12 months) |
| washing soda | Home & Garden | +41% | quiet | likely to level off (+3%, 12 months) |
| polybuzz | AI | +34% | quiet | likely to level off (+2%, 12 months) |
| free AI chat | AI | +31% | quiet | likely to level off (+1%, 12 months) |
| 4 person sauna | Wellness | +148% | quiet | likely to level off (0%, 12 months) |
| landscaping contractor | Home & Garden | +103% | quiet | about flat |
| kindroid | AI | +68% | quiet | about flat |
| led red light therapy mask | Beauty | +65% | quiet | about flat |
| joi AI | AI | +59% | quiet | likely to level off (0%, 12 months) |
| hair gloss | Beauty | +41% | quiet | likely to level off (-3%, 12 months) |
| portable nebulizer | Health | +31% | quiet | likely to level off (-5%, 12 months) |
| la roche posay moisturizer | Beauty | +28% | quiet | likely to level off (-5%, 12 months) |
| AI dropshipping | E-commerce | +97% | quiet | likely to level off (-6%, 12 months) |
| faire wholesale | E-commerce | +56% | quiet | likely to level off (-6%, 12 months) |
| mock neck sweatshirt | Fashion | +25% | quiet | likely to level off (-6%, 12 months) |
| retro handheld console | Gaming | +28% | quiet | likely to level off (-7%, 12 months) |
The press caught up
Searches the news was quiet about a year ago, whose coverage has since grown 50% or more behind their rise. The biggest growth in coverage first.
| Search | Category | A year | News coverage | Projection |
|---|---|---|---|---|
| bookkeeping services | Business | +54% | up from almost none | likely to keep rising (+31%, 12 months) |
| cold plunge tub | Wellness | +99% | up from almost none | likely to level off (+5%, 12 months) |
| loaded tea | Food & Beverage | +1,113% | up from almost none | about flat |
| squishy toy | Parenting & Family | +300% | up from almost none | likely to level off (+1%, 12 months) |
| zcode | AI | +219% | up from almost none | likely to keep rising (+10%, 12 months) |
| squishy | Parenting & Family | +304% | +441% | likely to level off (+8%, 12 months) |
| license plate reader camera | Technology | +894% | +432% | likely to ease off (-16%, 12 months) |
| reta | Health | +234% | +349% | likely to level off (+8%, 12 months) |
| AI agent | AI | +222% | +332% | likely to level off (+5%, 12 months) |
| codex | AI | +120% | +332% | likely to level off (+2%, 12 months) |
| plaud | Technology | +65% | +184% | likely to level off (+3%, 12 months) |
| workflow automation | Software | +106% | +173% | likely to keep rising (+17%, 12 months) |
| smart glasses | Technology | +52% | +128% | likely to level off (+6%, 12 months) |
| GLM | AI | +400% | +69% | likely to keep rising (+14%, 12 months) |
The next big story on each beat
Each category's search most ahead of its headlines, and its page with every trend in it.
| Beat | Next big story | A year | News coverage |
|---|---|---|---|
| Beauty trends | la roche posay toleriane cleanser | +41% | quiet |
| Home & Garden trends | remote control lawn mower | +420% | quiet |
| AI trends | open evidence | +114% | quiet |
| Wellness trends | red light panel | +49% | quiet |
| Technology trends | xtool laser | +39% | quiet |
| Health trends | red light therapy hat | +225% | quiet |
| Parenting & Family trends | wearable breast pump | +65% | quiet |
| Food & Beverage trends | how to read nutrition labels | +125% | quiet |
| E-commerce trends | AI dropshipping | +97% | quiet |
| Lifestyle & Social trends | craft club | +40% | quiet |
| Software trends | service scheduling software | +203% | quiet |
| Fashion trends | kitten heels | +44% | quiet |
Questions
What will be the next big story?
By Next Big's data, how to read nutrition labels (+125% in a year, coverage quiet), how to read a balance sheet (+233% in a year, coverage quiet), remote control lawn mower (+420% in a year, coverage quiet). Each has risen for months, confirmed by the Next Big Pulse, while news coverage stayed quiet.
How does Next Big see a story before the press?
Every night Next Big reads what people search, and counts the English news headlines that name each search in GDELT's public record of the world's news. A search that keeps rising while its headlines stay quiet is a story the press hasn't written yet.
Which stories has the press just caught up with?
bookkeeping services (+54% in a year, coverage up from almost none), cold plunge tub (+99% in a year, coverage up from almost none), loaded tea (+1,113% in a year, coverage up from almost none): each was quiet in the news a year ago, and its coverage is now growing behind its searches.
Is a search the news ignores a sure story?
No. Some searches rise for years without a headline because they're everyday needs, not news. The list shows where people's interest is ahead of the coverage; whether that's a story is the reporter's call.
The next big story, first
The app tracks every rising search, with where each is heading, the ideas it opens and the markets behind it. Next Big is invite only: get an invite and we'll email it when a place opens.