University of Kwazulu-Natal

Search Engine Market Share 2025 Who S Leading The Market

Bonisiwe Shabane
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search engine market share 2025 who s leading the market

The search engine landscape is evolving rapidly. Google is still the top player in the world and in the U.S. However, its market share is slowly going down. AI-powered options are growing. There are also privacy-focused platforms. Additionally, regional competitors like Yandex and Baidu are emerging.

For digital marketers, understanding these shifts is crucial to stay ahead with a strong, adaptive SEO strategy. Global Search Engine Market Share (March 2025) According to Statcounter Global Stats, the current global market shares are: <img decoding="async" class="alignnone wp-image-12568 size-full" src="https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025.webp" alt="search engine share 2025" width="512" height="512" srcset="https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025-66x66.webp 66w, https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025-150x150.webp 150w, https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025-200x200.webp 200w, https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025-300x300.webp 300w, https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025-400x400.webp 400w, https://www.proceedinnovative.com/wp-content/uploads/2025/05/search-engine-share-2025.webp 512w" sizes="(max-width: 512px) 100vw, 512px" /> Google has tending below the 90% mark for the first time in over a decade, indicating increased competition and extension of user preferences. Want to learn more about search engine market share?

I’ve got you covered. In this post, I’ll reveal the market share of each of the world’s leading search engines this year globally, by region, and by device. Plus, I’ll also show you how that market share has changed over time, so you can see which search engines are still growing and which are losing ground. Note: We’ve used StatCounter’s dataset for this post. Market share estimates are based on search engine referrals. Billions of page clicks referred by search engines were recorded via a tracking code installed on 1.5 million websites and used to estimate market share.

Let’s start by looking at the top 10 search engines by market share globally, across all devices (as of 2024). We respect your privacy and will never share your email address with any third party. See why over 1,500,000 bloggers, web designers, marketing and SEO professionals and small business owners use Statcounter to grow their business. © StatCounter 1999-2025. All rights reserved. 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. 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... 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. Show sources information Show publisher information Use Ask Statista Research Service includes all devices; data is based on StatCounter tracking environment; wider industry metrics may vary and regional data should be approached with caution In the digital age, search engines are essential to how we access information, browse the internet, and find what we need.

While Google remains the global leader, there are several other notable search engines that have carved out niches in specific regions or by offering unique features. From Yandex in Russia to DuckDuckGo for privacy-conscious users, each search engine has its own appeal and story. In this article, we will take a closer look at the top 10 search engines by market share in 2025, exploring their history, market dominance, and interesting facts. Google continues to dominate the search engine market, holding a commanding 89.54% share globally. Launched in 1998 by Larry Page and Sergey Brin, Google revolutionized the way people search for information online. Its rapid rise to the top is attributed to its innovative search algorithm, which provides highly relevant results in record time.

Over the years, Google has expanded its offerings to include services like Gmail, Google Maps, and YouTube, cementing its position as a global tech giant. Google’s market share remains unparalleled, thanks to its continuous advancements in artificial intelligence (AI), machine learning, and search personalization. Interestingly, Google’s dominance in search has enabled it to expand into other markets, including advertising, cloud computing, and even autonomous vehicles. Bing, developed by Microsoft, is the second-largest search engine globally, with a market share of approximately 3.95%. Launched in 2009 as a successor to MSN Search, Bing has carved out a strong presence in the U.S. and beyond.

While it cannot rival Google’s market share, it has a dedicated user base, especially in countries like the United States and China. In China, Bing holds a more significant market share, making it one of the more popular search engines in the country. Bing also powers the search functionality for Yahoo! and provides search results for Microsoft’s digital assistant, Cortana. Bing’s standout features include integration with Windows, a beautiful daily homepage image, and its focus on local search results. A fun fact about Bing is that it rewards users with Microsoft Rewards for conducting searches, which can be redeemed for gift cards and other rewards.

Yandex, with a market share of 2.45%, is the dominant search engine in Russia, where it holds over 60% of the search engine market. Founded in 1997 by Arkady Volozh, Yandex is often referred to as the “Google of Russia” due to its widespread use and array of services tailored to Russian-speaking users. Yandex’s search engine is known for its efficiency in processing the Russian language, which makes it an essential tool for users in Russia and neighboring countries. Besides search, Yandex offers various services such as email, cloud storage, maps, and even a taxi service. The company’s success is attributed to its deep understanding of local needs, regulatory environment, and language nuances. Despite the dominance of Google in other regions, Yandex remains a favorite in Russia and parts of Eastern Europe, continuing to innovate in AI and machine learning technologies.

Yahoo!, once the dominant player in the search engine market, still holds a market share of 1.37%. Founded in 1994 by Jerry Yang and David Filo, Yahoo! began as a directory of websites and quickly evolved into one of the most visited websites globally. At its peak in the late 1990s and early 2000s, Yahoo! was a leader in both search and online content. Today, Yahoo!’s search engine is powered by Bing, but it continues to provide its other services, including Yahoo!

Mail, Yahoo! News, and Yahoo! Finance. Despite its decline in search engine market share, Yahoo! remains a popular site for users seeking news, entertainment, and email services. Yahoo!

was also one of the pioneers in offering free email accounts, which contributed to its widespread adoption. Home » Statistics & Examples » Top 10 Most Used Search Engines in 2025 (With Market Share) Search behavior in 2025 is more dynamic than ever. With the rise of AI-powered assistants, privacy-focused browsing, and visual discovery platforms, the way users interact with search engines has fundamentally shifted. But even with new players emerging, a few giants still dominate global internet queries. In this article, we explore the top 10 most used search engines in 2025, backed by the latest market share data, regional trends, and real user insights.

Whether you’re an SEO strategist, marketer, or just curious about the evolving web, this list will help you understand where the majority of global search traffic flows today. 📊 Data Sources: StatCounter Global Stats, Similarweb, DataReportal, Ahrefs, and internal industry tracking. Note: Market share percentages are based on data from April 2025 and may vary slightly depending on the source. *Disclaimer: Major Players sorted in no particular order Image © Mordor Intelligence. Reuse requires attribution under CC BY 4.0.

The search engine market size is valued at USD 252.5 billion in 2025 and is forecast to expand at an 11.8% CAGR to reach USD 440.6 billion by 2030. Strong growth reflects the shift from keyword retrieval to AI-native, conversational engines that require far greater compute resources, especially for multimodal queries that combine text, voice and visuals. Enterprise demand for vertical search APIs, the rise of multimodal monetization, and ongoing privacy regulation shape competitive strategies as providers balance innovation with compliance costs. APAC, boosted by 5G rollouts and mobile-first user bases, remains the largest regional contributor, while Africa records the fastest growth as broadband coverage accelerates. Crawler-based engines still dominate revenues, yet specialist vertical engines now set the pace for expansion thanks to enterprise demand for domain-aware results. Subscription and SaaS payment models, attractive to corporate customers seeking predictable costs, outpace pure advertising growth as compute-heavy AI search needs sustainable funding.

Voice interfaces permeate smartphones, vehicles and smart speakers as hardware vendors embed AI search directly into devices. Samsung’s investment in Perplexity AI will preload conversational capabilities on future handsets, while Bixby integrates object-recognition to let users query physical items through augmented-reality overlays. Enterprise scenarios gain from voice APIs that support hands-free retrieval in manufacturing, clinical and logistics settings. Patent activity shows suppliers refining voice-to-visual interaction, a foundation for monetizing ambient, context-aware search moments. As users embrace conversational queries, search providers enrich data signals, enhance ad targeting and diversify revenue beyond text ads. Rising Demand for AI-Powered Content Intelligence

Keeping an eye on market share is essential, especially if you want to rank well on certain devices or in a specific country. These leading search engines receive significant traffic, but their popularity may not be as apparent as Google’s. Let’s take a closer look at the market share of search engines and how it varies by region, country, and device globally. Discover the current state of the search engine market, including the dominant players and emerging competitors shaping online search. Google is the dominant player in the global market share of search engines, with no other search engine coming close. As of early 2025, Google dominates the global search engine market with approximately 89.6% to 89.7% market share, maintaining its position as the clear leader worldwide.

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