This dissociation between price increases and popular interest measured online represents a significant break from previous cycles.
Several elements help clarify this disconnection:
◽The absence of novelty effect: in 2017 and then in 2021, bitcoin represented a still-young technological revolution. In 2025, it is perceived as a more mature, almost institutionalized asset.
◽Media saturation: bitcoin is no longer a surprise or a discovery. It is part of the financial landscape, and its rise no longer provokes the shock effect of the first times.
◽Better-informed investors: long-term BTC holders do not necessarily consult Google for information, but use much more technical specialized channels.
◽A growing indirect exposure: many savers now own bitcoin unknowingly through ETFs or diversified allocation wallets, which mechanically reduces 'active' searches on the subject.
◽A discreet increase driven by institutions: the current rally is mainly fueled by professional flows, little sensitive to viral dynamics or social fever.
This context gives the current rise of bitcoin a radically different tone than previous ones: more technical, quieter, but no less powerful.
This low visibility is not necessarily a sign of disinterest, but rather a reflection of a change in the profile of investors. The current market drivers seem to be much less influenced by popular search trends than before.
In other words, the dominant players in this bull cycle are institutional, asset managers, speculative funds, and ETF holders, whose decisions are not influenced by social media or Google searches.
These players operate behind the scenes, often discreetly, but with massive volumes. The explosion of spot Bitcoin ETFs in the United States and the rise of regulated trading platforms have restructured investment circuits, relegating the general public to a secondary role.
Many individuals still marked by the losses suffered during the previous bear market remain on the sidelines. Spontaneous enthusiasm is replaced by palpable distrust. Furthermore, regulatory waves, anti-crypto campaigns in some countries, and the complexity of the tax environment in Europe and the United States contribute to this retreat of popular attention. Paradoxically, this absence of euphoria could even be perceived as a sign of market maturity.
This evolution raises questions about the future role of individual investors. Far from signaling their definitive withdrawal, this silence could precede a potential return in force if the bullish trend is confirmed. The history of bull runs shows that the public never arrives first. If bitcoin continues to rise, and mainstream media adopt it again, an uptick in attention could emerge.
