Search Engine Market Share For 2025 Who Is Winning

Bonisiwe Shabane

-Nov 4, 2025, 2:35 AM

search engine market share for 2025 who is winning

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). 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. Earlier this year, things looked dire for Google. AI search was rapidly eroding the company’s market share, as people turned to ChatGPT and dedicated generative apps like Perplexity to search for information. In January, reports showed that the company’s search market share had dropped below 90% for the first time in almost a decade. And as the year continued, it seemed like it would keep plummeting. Now new data from search analytics company BrightEdge shows that the bleeding appears to be over.

Google’s market share has stabilized, and has even begun to tick up. Why? Google is fighting back against the onslaught of AI search. And it’s winning. 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.

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. Bing holds the second position with around 4.0% to 4.6% market share, showing growth partly due to AI integration and Microsoft product synergy. Other notable players include Yandex (~2.5%), Yahoo! (~1.3%), DuckDuckGo (~0.8%), and Baidu (~0.6%). The overall trend shows Google’s share slightly declining from above 90% in previous years, while Bing and privacy-focused or AI-powered search engines are gaining modest traction. Key trends and forecasts for 2025 include:

This evolving landscape suggests that while Google remains the primary search engine, competition is increasing due to AI innovations and privacy concerns, which could further diversify market shares by 2025 and beyond. In summary, the forecast for 2025 indicates continued Google dominance with slight erosion of market share, growth in Bing and AI-driven search platforms, and a gradual shift in user behavior toward alternative and privacy-conscious... 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. A list of the 15 nations with the largest nominal GDPs in the world (as of 2025) was compiled. StatCounter was then used to calculate the search engine market penetration percentage within those nations.

The resulting percentages were rounded to the nearest tenth, and the top 5-6 search engines were reported. StatCounter’s web analytics service has tracking codes installed on more than 2 million sites globally. “These sites cover various activities and geographic locations. Every month, we record billions of page views to these sites. For each page view, we analyze the browser/operating system/screen resolution used, and we establish if the page view is from a mobile device. For our search engine stats, we analyze every page view referred to by a search engine.

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