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.

Key takeaways

  • Google is the market leader with a global market share of over 90%
  • Bing is the runner-up with a global market share of around 3.7%
  • Google’s market share has been steady for the last decade (rarely fluctuating more than 2 percentage points)
  • Yandex is the fastest-growing search engine and has quadrupled its market share over the 5 years
  • Yahoo! is fastest-falling search engine and has lost around two-thirds of its market share over the last decade
  • Google underperforms in North America and on desktop devices—in both cases its market share is under 90%.

Top search engines by market share (overall)

Let’s start by looking at the top 10 search engines by market share globally, across all devices (as of 2024).

Search engineMarket share (worldwide, all devices)
Google90.8%
Bing3.7%
Yandex1.8%
Yahoo!1.2%
Baidu0.9%
DuckDuckGo0.6%
Naver0.3%
CocCoc0.2%
Haosou0.1%
Sogou<0.1%

Google is the runaway winner with over 90% of the web search engine market share. That’s 9x more than every other search engine combined. Google’s dominance is largely due to its unparalleled ability to match search queries with relevant search results

Its closest competitor is Microsoft Bing, which only accounts for around 3.7% of the market. Not nearly enough to threaten Google’s monopoly, but enough to make it the second most popular search engine worldwide.

Bing is followed by Yandex, a regional search engine. While its global market share is a modest 1.8%, it dominates in select regions. Namely, the Russian Federation, where it’s 3x more popular than Google.

Yahoo! comes next with 1.2% of the global market share. As we’ll see later, though, Yahoo!’s market share has been falling consistently over the last decade. If that trend continues, it may eventually fall off this list.

All other search engines have less than a 1% share of the market. They mainly consist of regional search engines that are only popular in particular regions or search engines with a unique/specific USP.

How search engine market share has changed over time

The search engine market is in a constant state of change as rival companies grapple for influence. 

Here’s a breakdown of how the market share of each of the top 5 search engines has changed over the last 10 years…

Google

YearGoogle market share
201590.61
201692.01
201792.09
201891.4
201992.63
202092.08
202192.01
202292.07
202392.38
202490.83

Google’s market share has been relatively stable over the last decade. It’s fluctuated within a couple of percentage points but never dropped below 90%. 

It seems based on this that Google has firmly secured its position in the market and, without a significant paradigm shift, may well never lose its monopoly.

Bing

YearBing market share
20153.02
20162.79
20172.76
20182.82
20192.44
20202.7
20212.58
20223.19
20232.97
20243.7

Bing’s market share fluctuated within a percentage point from 2015 to 2023. However, in 2024, it’s jumped up to 3.7%—it’s highest market share to date.

That increase in market share may have been driven by the launch of Microsoft Copilot (formerly Bing Chat), which made waves last year. With its release, Bing became the first search engine to implement generative AI for search. 

Since then, Google has also adopted AI into its search engine and released its own chatbot, Gemini. But Bing retains its first-mover advantage.

Yandex

YearYandex market share
20150.39
20160.34
20170.39
20180.28
20190.39
20200.6
20210.88
20221.07
20231.35
20241.83

Russian search engine Yandex has increased its search market share 4-fold over the last decade. 

In 2019, its market share stood at just 0.39%. Since then, it’s consistently increased year-over-year until reaching 1.83% in 2024 (it’s best year to date).

Yahoo!

YearYahoo! market share
20153.4
20162.62
20172.12
20182.15
20191.83
20201.63
20211.49
20221.36
20231.16
20241.2

Yahoo! started out strong and was, at one point, the second most used search engine globally. In 2015, it had a market share of 3.4%, which is more even than Bing and made it second only to Google.

Unfortunately, its market share has been declining steadily since then. It’s fallen almost every year with a couple of exceptions, and now stands at just 1.2%.

Baidu

YearBaidu market share
20150.96
20161.02
20171.34
20181.45
20191
20201.16
20211.46
20220.94
20230.76
20240.88

Baidu is the leading Chinese search engine. Its global market share has fluctuated over the last decade but has never exceedded 1.5% or fallen below 0.75%. 

Its best year was 2021 when it reached 1.46%, while its worst year was last year when it fell to just 0.76%. Its current market share is slightly lower than it was a decade ago (0.88% to 0.96%).

Top search engines by market share (by device)

Search engine market share also varies depending on the device used (mobile, desktop, tablet, or console). 

Part of the reason for this is that certain devices (particularly mobile and console) come with specific search engines installed by default. 

Here’s an overview of the top search engines by global market share on each device type (as of 2024).

On desktop

Search engineMarket share (desktop)
Google80.75
Bing11.21
Yahoo!2.9
Yandex2.39
DuckDuckGo0.79
Baidu0.61
Haosou0.36
Naver0.3
Ecosia0.15
CocCoc0.15

Google still dominates on desktop, but its market share is 10 percentage points lower than the average across all devices. Meanwhile, Bing’s market share is almost 3x higher on desktop than across all devices.

The reason for this may be partly due to the fact that Microsoft Edge is the default browser on Windows PCs, and Bing is the default search engine of Microsoft Edge. In contrast, Google is more often the default search engine for mobile users.

On tablet

Search engineMarket share (tablet)
Google90.75
Bing5.06
Yandex1.64
Yahoo!0.91
DuckDuckGo0.74
Baidu0.47
Naver0.16
CocCoc0.08
Ecosia0.07
Seznam0.04

The market share on tablet looks more similar to the average across devices, with Google comfortably in the lead (90%+) and Bing in a strong runner-up position (5%+)

On mobile

Search engineMarket share (mobile)
Google94.86
Yandex1.61
Baidu1
Bing0.66
Yahoo!0.54
DuckDuckGo0.52
Naver0.35
CocCoc0.15
Ecosia0.08
Sogou0.06

Google’s dominance is even more apparent on mobile, where it has its highest market share of any device at almost 95%. 

Meanwhile, Bing underperforms significantly on mobile with a market share of just 0.66%, dropping it down to fourth place.

On console

Search engineMarket share (console)
Bing53.06
Google43.99
Yandex2.26
DuckDuckGo0.46
Yahoo!0.17
Qwant0.01
Other0.04

Interestingly, console is the only device type where Google doesn’t dominate. Instead, Bing is the top search engine on console with 53.06% of the market, and Google ranks second place with a share of 43.99%.

Top search engines by market share (by region)

So far, we’ve looked at global statistics. But search engine market share can vary substantially between countries and geographical regions.

With that in mind, let’s look at all the major search engines by market share in select regions around the world.

North America

Search engineNorth America market share
Google88.58%
Bing7.07%
Yahoo!2.23%
DuckDuckGo1.71%
Yandex0.18%

Google is the market leader in every continent, but its lead is smallest in North America. This is the only continent where Google currently has less than 90% of the market share.

Notably, DuckDuckGo’s market share in North America (1.71%) is substantially higher than any other continent, and far exceeds its global market share (0.6%). 

This suggests North Americans may be more concerned about internet privacy than other regions, as this is DuckDuckGo’s primary USP.

South America

Search engineSouth America market share
Google94.78%
Bing3.64%
Yahoo!1.28%
Yandex0.12%
DuckDuckGo0.11%

The search engine landscape in South America is more polarized, with Google overperforming compared to its global market share. 

The top 5 search engine ranking order remains mostly the same as North America, with the exception of DuckDuckGo, which drops to last place.

Europe

Search engineEurope market share
Google91.06%
Bing3.79%
Yandex2.99%
Yahoo!0.92%
DuckDuckGo0.57%

The top 5 search engines remain the same in Europe as in the Americas. However, Yandex’ market share is much higher in Europe as the continent includes many of the countries where Yandex is used (Russia, Ukraine, Belarus, Turkey, etc.)

Asia

Search engineAsia market share
Google90.3%
Bing2.41%
Yandex2.38%
Baidu1.92%
Yahoo!1.07%

Google and Bing continue to dominate in Asia. However, one difference here is that Asia is the only continent where Baidu appears in the top 5 most popular search engines, with a market share of 1.92%. 

Baidu’s larger market share in this region is mostly driven by China, where Google is outright banned and Baidu is the market leader with a share of 52.86%.

Africa

Search engineAfrica market share
Google96.92%
Bing2.55%
Yahoo!0.24%
Petal Search0.08%
Yandex0.07%

Google’s lead is greater in Africa than any other continent, where it has a market share of almost 97%. Africa is also the only continent where Petal Search ranks amongst the top 5 most popular search engines, albeit with just 0.08% of the market.

Oceania

Search engineOceania market share
Google93.11%
Bing5.18%
Yahoo!0.79%
DuckDuckGo0.6%
Ecosia0.12%

Google and Bing again dominate in Oceania. Interestingly though, this is the only continent where environmentally-friendly search engine Ecosia ranks amongst the top 5 most popular search engines, with a market share of 0.12%. This suggests internet users in this region may be more eco-conscious than other regions.

Final thoughts

As we’ve seen, the search engine market continues to be dominated by a few key players—primarily Google, which accounts for over 90% of all search engine referrals.

However, it is facing increasing competition from rivals like Bing and DuckDuckGo, particularly in North America and on desktop devices.

Want to learn how to optimize your content for search engines like these? Check out our guide on how to run a successful SEO campaign. You might also want to check out these key SEO principles that beginners need to know.

Source: StatCounter