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.

Internet Usage: Search Engine Market Share: Desktop: Naver data was reported at 0.020 % in 01 Feb 2025. This records an increase from the previous number of 0.010 % for 31 Jan 2025. Internet Usage: Search Engine Market Share: Desktop: Naver data is updated daily, averaging 0.010 % from Jan 2025 (Median) to 01 Feb 2025, with 5 observations. The data reached an all-time high of 0.020 % in 01 Feb 2025 and a record low of 0.000 % in 29 Jan 2025. Internet Usage: Search Engine Market Share: Desktop: Naver 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: 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.

Guyana Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data was reported at 0.000 % in 29 Jul 2024. This stayed constant from the previous number of 0.000 % for 28 Jul 2024. Guyana Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data is updated daily, averaging 0.000 % from Jul 2024 (Median) to 29 Jul 2024, with 18 observations. The data reached an all-time high of 0.210 % in 25 Jul 2024 and a record low of 0.000 % in 29 Jul 2024. Guyana Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Guyana – Table GY.SC.IU: Internet Usage: Search Engine Market Share.

In April 2023, search giant Google accounted for more than 92 percent of the search engine market in Canada. Bing was ranked a distant second with a 4.72 percent share, while Yahoo! represented 1.46 percent of the country's online search 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.

Search Engine Market Report is Segmented by Search Type (Crawler-Based Engines, Meta-Search Engines and More), Platform (Desktop, Mobile and More), by Application (Personal, Commercial and More), Revenue Model (Advertising-Based, Subscription and More), End-Use Industry (BFSI, Travel & Hospitality and More) and Geography. The Market Forecasts are Provided in Terms of Value (USD).

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.

Afghanistan Internet Usage: Search Engine Market Share: All Platforms: t-online data was reported at 0.000 % in 24 Feb 2025. This stayed constant from the previous number of 0.000 % for 23 Feb 2025. Afghanistan Internet Usage: Search Engine Market Share: All Platforms: t-online data is updated daily, averaging 0.000 % from Apr 2024 (Median) to 24 Feb 2025, with 23 observations. The data reached an all-time high of 0.120 % in 19 Jun 2024 and a record low of 0.000 % in 24 Feb 2025. Afghanistan Internet Usage: Search Engine Market Share: All Platforms: t-online data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Afghanistan – Table AF.SC.IU: Internet Usage: Search Engine Market Share.

In April 2025, Google accounted for over ** percent of the mobile search market in the United States. With approximately ** percent reach among mobile audiences, Google Search is also one of the most popular mobile apps in the United States. DuckDuckGo and Yahoo! followed as the leading mobile search providers in the United States during the last examined month, with shares of around *** percent each.

Internet Usage: Search Engine Market Share: All Platforms: Naver data was reported at 0.000 % in 17 Apr 2025. This stayed constant from the previous number of 0.000 % for 16 Apr 2025. Internet Usage: Search Engine Market Share: All Platforms: Naver data is updated daily, averaging 0.000 % from Jan 2025 (Median) to 17 Apr 2025, with 12 observations. The data reached an all-time high of 0.030 % in 15 Apr 2025 and a record low of 0.000 % in 17 Apr 2025. Internet Usage: Search Engine Market Share: All Platforms: Naver data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s El Salvador – Table SV.SC.IU: Internet Usage: Search Engine Market Share.

Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data was reported at 0.000 % in 15 May 2025. This records a decrease from the previous number of 0.020 % for 14 May 2025. Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data is updated daily, averaging 0.000 % from Mar 2024 (Median) to 15 May 2025, with 413 observations. The data reached an all-time high of 0.170 % in 31 Dec 2024 and a record low of 0.000 % in 15 May 2025. Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Dominican Republic – Table DO.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.

In 2024, Google held around **** percent of South Korea's search engine market share. Following Google was the domestic web portal Naver with a market share of roughtly **** percent. Other search engines were lagging far behind.

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

Sierra Leone Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data was reported at 0.000 % in 28 Feb 2025. This stayed constant from the previous number of 0.000 % for 27 Feb 2025. Sierra Leone Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data is updated daily, averaging 0.000 % from May 2024 (Median) to 28 Feb 2025, with 117 observations. The data reached an all-time high of 0.640 % in 11 Sep 2024 and a record low of 0.000 % in 28 Feb 2025. Sierra Leone Internet Usage: Search Engine Market Share: Desktop: PrivacyWall data remains active status in CEIC and is reported by Statcounter Global Stats. The data is categorized under Global Database’s Sierra Leone – Table SL.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.

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.