As of March 2025, Google represented 79.1 percent of the global online search engine market on desktop devices. Despite being much ahead of its competitors, this represents the lowest share ever recorded by the search engine in these devices for over two decades. Meanwhile, its long-time competitor Bing accounted for 12.21 percent, as tools like Yahoo and Yandex held shares of over 2.9 percent each. Google and the global search market Ever since the introduction of Google Search in 1997, the company has dominated the search engine market, while the shares of all other tools has been rather lopsided. The majority of Google revenues are generated through advertising. Its parent corporation, Alphabet, was one of the biggest internet companies worldwide as of 2024, with a market capitalization of 2.02 trillion U.S. dollars. The company has also expanded its services to mail, productivity tools, enterprise products, mobile devices, and other ventures. As a result, Google earned one of the highest tech company revenues in 2024 with roughly 348.16 billion U.S. dollars. Search engine usage in different countries Google is the most frequently used search engine worldwide. But in some countries, its alternatives are leading or competing with it to some extent. As of the last quarter of 2023, more than 63 percent of internet users in Russia used Yandex, whereas Google users represented little over 33 percent. Meanwhile, Baidu was the most used search engine in China, despite a strong decrease in the percentage of internet users in the country accessing it. In other countries, like Japan and Mexico, people tend to use Yahoo along with Google. By the end of 2024, nearly half of the respondents in Japan said that they had used Yahoo in the past four weeks. In the same year, over 21 percent of users in Mexico said they used Yahoo.

As of March 2025, Google continued to dominate the global search engine industry by far, with an 89.62 percent market share. However, this stronghold may be showing signs of erosion, with its share across all devices dipping to its lowest point in over two decades. Bing, Google's closest competitor, currently holds a market share of 4.01 percent across, while Russia-based Yandex hikes to the third place with a share of around 2.51 percent. Competitive landscape and regional variations While Google's overall dominance persists, other search engines carve out niches in various markets and platforms. Bing holds a 12.21 percent market share across desktop devices worldwide, as Yandex and Baidu have found success inside and outside of their home markets. Yandex is used by over 63 percent of Russian internet users, but Baidu has seen its market share significantly in China As regional variations highlight the importance of local players in challenging Google's global supremacy, the company is likely to face more challenges with the AI-powered online search trend and increasing regulatory scrutiny. Search behavior and antitrust concerns Despite facing more competition, Google remains deeply ingrained in users' online habits. In 2024, "Google" itself was the most popular search query on its own platform, followed by "YouTube" - another Google-owned property. This self-reinforcing ecosystem has drawn scrutiny from regulators, with the European Commission imposing millionaire antitrust fines on the company. As its influence extends beyond search into various online services, the company's market position continues to be a subject of debate among industry watchdogs and authorities worldwide.

In February 2025, Microsoft Sites handled **** percent of all search queries in the United States. During the same period, Verizon Media (formerly known as Yahoo and Oath) had a search market share of little less than ** percent. Market leader Google generated **** percent of all core search queries in the United States.

Israel Internet Usage: Search Engine Market Share: Desktop: Sogou data was reported at 0.010 % in 27 Sep 2024. This stayed constant from the previous number of 0.010 % for 26 Sep 2024. Israel Internet Usage: Search Engine Market Share: Desktop: Sogou data is updated daily, averaging 0.010 % from Sep 2024 (Median) to 27 Sep 2024, with 24 observations. The data reached an all-time high of 0.030 % in 07 Sep 2024 and a record low of 0.000 % in 20 Sep 2024. Israel Internet Usage: Search Engine Market Share: Desktop: Sogou data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Israel – Table IL.SC.IU: Internet Usage: Search Engine Market Share.

Germany Internet Usage: Search Engine Market Share: All Platforms: Sogou data was reported at 0.000 % in 04 Oct 2024. This stayed constant from the previous number of 0.000 % for 03 Oct 2024. Germany Internet Usage: Search Engine Market Share: All Platforms: Sogou data is updated daily, averaging 0.020 % from Sep 2024 (Median) to 04 Oct 2024, with 31 observations. The data reached an all-time high of 0.030 % in 28 Sep 2024 and a record low of 0.000 % in 04 Oct 2024. Germany Internet Usage: Search Engine Market Share: All Platforms: Sogou data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Germany – Table DE.SC.IU: Internet Usage: Search Engine Market Share.

Search engines, which collect, organize and display knowledge of the internet, are the backbone of the information age and have helped popularize the ad-supported attention economy that prevails throughout the internet. From 2019 to 2024, spending on internet advertising has maintained strong momentum as consumer demand for internet access continued to surge, driven by the adoption of LTE, 5G and unlimited mobile data plans. Despite COVID-19 depressing total advertising expenditure, digital advertising continued to grow as consumers practically lived online while stay-at-home orders were in place. As a result, search engine revenue from advertising is slated to mount at a CAGR of 10.4% to $287.5 billion, including an anticipated hike of 8.4% in 2024, with profit at 18.7%. The search engine industry is fundamentally differentiated from the rest of the economy by its advertising sales framework, market aggregation and high interconnection with other industries. While search is a consumer product, search revenue comes from a platform's desirability to advertisers, not users. Search platforms must balance providing the best search experience while integrating as many advertisements as possible. This difficult balance is challenging to achieve because advertising dollars tend to scale best on the leading search platform, increasing aggregation forces for search providers. The market leaders in search, Google and Microsoft, have met this balance by using advertising revenue to grow a suite of services designed to collect extensive behavior information on and off the search website. This data then targets ads to hyper-specific markets, funding the search business model. As the number of hours spent on the internet continues to mount, search engine revenue is poised to climb at a CAGR of 7.1% to $404.9 billion through the end of 2029. Advertisers will rely increasingly on search engine marketing due to its cost-effectiveness and efficiency advantages over traditional media. With proper analytics software installed, marketers can track which terms, advertisements and websites are the most effective, enabling incremental real-time tweaks and improvements in advertising campaigns. Artificial intelligence has promised to change the purpose of search from navigation to finding answers, which will change the structure of the internet, just as search engine providers have done many times before.

Malawi Internet Usage: Search Engine Market Share: Desktop: Shenma data was reported at 0.000 % in 27 Jan 2025. This stayed constant from the previous number of 0.000 % for 26 Jan 2025. Malawi Internet Usage: Search Engine Market Share: Desktop: Shenma data is updated daily, averaging 0.000 % from Jan 2025 (Median) to 27 Jan 2025, with 5 observations. The data reached an all-time high of 0.060 % in 23 Jan 2025 and a record low of 0.000 % in 27 Jan 2025. Malawi Internet Usage: Search Engine Market Share: Desktop: Shenma data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Malawi – Table MW.SC.IU: Internet Usage: Search Engine Market Share.

Google is not only popular in its home country, but is also the dominant internet search provider in many major online markets, frequently generating between ** and ** percent of desktop search traffic. The search engine giant has a market share of over ** percent in India and accounted for the majority of the global search engine market, way ahead of other competitors such as Yahoo, Bing, Yandex, and Baidu. Google’s online dominance All roads lead to Rome, or if you are browsing the internet, all roads lead to Google. It is hard to imagine an online experience without the online behemoth, as the company offers a wide range of online products and services that all seamlessly integrate with each other. Google search and advertising are the core products of the company, accounting for the vast majority of the company revenues. When adding this up with the Chrome browser, Gmail, Google Maps, YouTube, Google’s ownership of the Android mobile operating system, and various other consumer and enterprise services, Google is basically a one-stop shop for online needs. Google anti-trust rulings However, Google’s dominance of the search market is not always welcome and is keenly watched by authorities and industry watchdogs – since 2017, the EU commission has fined Google over ***** billion euros in antitrust fines for abusing its monopoly in online advertising. In March 2019, European Commission found that Google violated antitrust regulations by imposing contractual restrictions on third-party websites in order to make them less competitive and fined the company *** billion euros.

Internet Usage: Search Engine Market Share: All Platforms: Qwant data was reported at 0.110 % in 16 May 2025. This records an increase from the previous number of 0.090 % for 15 May 2025. Internet Usage: Search Engine Market Share: All Platforms: Qwant data is updated daily, averaging 0.030 % from Mar 2024 (Median) to 16 May 2025, with 421 observations. The data reached an all-time high of 0.110 % in 16 May 2025 and a record low of 0.000 % in 26 May 2024. Internet Usage: Search Engine Market Share: All Platforms: Qwant data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Greece – Table GR.SC.IU: Internet Usage: Search Engine Market Share.

Jordan Internet Usage: Search Engine Market Share: Mobile: Qwant data was reported at 0.000 % in 06 Mar 2025. This stayed constant from the previous number of 0.000 % for 05 Mar 2025. Jordan Internet Usage: Search Engine Market Share: Mobile: Qwant data is updated daily, averaging 0.000 % from Feb 2025 (Median) to 06 Mar 2025, with 9 observations. The data reached an all-time high of 0.060 % in 02 Mar 2025 and a record low of 0.000 % in 06 Mar 2025. Jordan Internet Usage: Search Engine Market Share: Mobile: Qwant data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Jordan – Table JO.SC.IU: Internet Usage: Search Engine Market Share.

Global Internet Search Portals market size is expected to reach $552.3 billion by 2029 at 12.8%, rising mobile internet utilization drives for growth in the internet search portals market

The Report Covers Next Generation Search Engines Market Share & Analysis and It is Segmented by Distribution Channel (Online, Offline), End-User Vertical (Personal, Commercial), and Geography (North America, Europe, Asia Pacific, Latin America, and Middle East and Africa). The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

The Search Engine industry is highly concentrated, with three companies controlling almost the entire industry; the largest company, Alphabet Inc., has a market share greater than 96%. Search engines provide web portals that generate and maintain extensive databases of internet addresses. Industry companies generate most, if not all, of their revenue from advertising. Technological growth has resulted in more households being connected to the Internet, and a boom in e-commerce has made the industry increasingly innovative. Over the past decade, a climb in the percentage of households with internet access has supported revenue growth, while increasing technological integration with daily life has increased demand for industry services. A greater proportion of transactions being carried out online has driven innovation in targeted digital advertising, with declines in rival advertising formats like print media and television increasing the focus on digital marketing as a core strategy. Industry revenue is expected to increase at a compound annual rate of 4.7%, to reach £5.1 billion over the five years through 2024-25. Revenue is forecast to climb by 4.7% in 2024-25. Industry profit has remained high, expanding to 34.2% in 2024-25. The rise of the mobile advertising market and the proliferation of mobile devices mean there are plenty of opportunities for search engines, which are expected to capitalise on these trends further moving forward. Smartphones could disrupt the industry's status quo, as the rising popularity of devices that do not use Google as the default engine benefits other search providers. Technological advancements that incorporate user data are anticipated to make it easier to tailor advertisements and develop new ways of using consumer data. Industry revenue is forecast to jump at a compound annual rate of 6% over the five years through 2029-30, to reach £6.8 billion.

Much like the alternatives to mainstream social media platforms, China has pioneered the production of search engines that provide an alternative to Google and Bing. Some of the most prominent Chinese search engines are ***** and ************************, with a combined market share of ** percent. Baidu – China’s internet giant Since its founding in 2000, Baidu’s revenue surged swiftly and totaled about ****** billion yuan in 2024. A majority of the revenue was generated through online marketing services. However, the operating profit bounced back after having contracted in 2019 and 2021. Baidu used to control about ** to ** percent of China’s online search market, a new contender Haosou emerged and is expected to close the gap shortly. Other search engines in China In a country with around *** million online search users, there are multiple local options besides Baidu. In a 2023 consumer survey in China, Shenma and Quark Search were rated the best in user experience whereas Haosou or 360 Search led the pack in search response speed and the diversity in search results.

Internet Usage: Search Engine Market Share: All Platforms: Coc Coc data was reported at 0.000 % in 01 Jun 2024. This stayed constant from the previous number of 0.000 % for 31 May 2024. Internet Usage: Search Engine Market Share: All Platforms: Coc Coc data is updated daily, averaging 0.000 % from Jan 2024 (Median) to 01 Jun 2024, with 18 observations. The data reached an all-time high of 0.490 % in 28 May 2024 and a record low of 0.000 % in 01 Jun 2024. Internet Usage: Search Engine Market Share: All Platforms: Coc Coc data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Virgin Islands (British) – Table VG.SC.IU: Internet Usage: Search Engine Market Share.

Serbia Internet Usage: Search Engine Market Share: Mobile: Qwant data was reported at 0.010 % in 23 Feb 2025. This stayed constant from the previous number of 0.010 % for 22 Feb 2025. Serbia Internet Usage: Search Engine Market Share: Mobile: Qwant data is updated daily, averaging 0.010 % from Nov 2024 (Median) to 23 Feb 2025, with 21 observations. The data reached an all-time high of 0.020 % in 21 Feb 2025 and a record low of 0.000 % in 18 Feb 2025. Serbia Internet Usage: Search Engine Market Share: Mobile: Qwant data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Serbia – Table RS.SC.IU: Internet Usage: Search Engine Market Share.

As of August 2024, the Google Chrome browser accounted for over ** percent of the global market for internet browsers. Apple’s Safari browser was the second most popular internet browser around the world, accounting for about **** percent of market share. Apart from these two, no other browser controlled more than **** percent of the overall market share. Internet use With billions of people around the world having some form of access to the technology, around half of the world’s population can be classified as internet users. In countries like Japan, the United Kingdom, and Germany, a big majority of citizens access the internet on a daily basis, whether it be for work or personal entertainment. In the United States, the average adult spends hours per day online, once again showing the large importance of internet in peoples’ daily lives. Web browsers Web browsers serve as the platform through which users from across the globe access the contents of the internet. With the help of a web browser, users can access a huge variety of content including entertainment sites, social media, and online shopping retailers. In recent years, social media sites such as Facebook have become some of the most popular sites, with users determined to keep up-to-date with the digital presence of their friends, families, and favorite celebrities.

In April 2025, Google accounted for ***** percent of the search market in the United States across all devices. Bing followed as the second leading search provider in the United States during the last examined month, with a share of around *** percent, among the engine's highest quotas registered in the country to date.

Indonesia Internet Usage: Search Engine Market Share: Tablet: Metacrawler data was reported at 0.000 % in 12 Apr 2025. This stayed constant from the previous number of 0.000 % for 11 Apr 2025. Indonesia Internet Usage: Search Engine Market Share: Tablet: Metacrawler data is updated daily, averaging 0.000 % from Jun 2024 (Median) to 12 Apr 2025, with 32 observations. The data reached an all-time high of 0.150 % in 08 Apr 2025 and a record low of 0.000 % in 12 Apr 2025. Indonesia Internet Usage: Search Engine Market Share: Tablet: Metacrawler data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Indonesia – Table ID.SC.IU: Internet Usage: Search Engine Market Share.

Internet Usage: Search Engine Market Share: Mobile: Sogou data was reported at 0.000 % in 05 May 2025. This stayed constant from the previous number of 0.000 % for 04 May 2025. Internet Usage: Search Engine Market Share: Mobile: Sogou data is updated daily, averaging 0.000 % from Mar 2024 (Median) to 05 May 2025, with 239 observations. The data reached an all-time high of 0.190 % in 18 Sep 2024 and a record low of 0.000 % in 05 May 2025. Internet Usage: Search Engine Market Share: Mobile: Sogou data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Ukraine – Table UA.SC.IU: Internet Usage: Search Engine Market Share.