Google’s search dominance is cracking: what marketers should watch
As Google’s search market share dips, here’s what marketers need to know about the shifting landscape
Google’s global search market share has slipped below the 90% threshold for six of the last seven months, according to new data from Statcounter¹. That’s a milestone the company hasn’t hit since 2015—and it signals that cracks are forming in Google’s long-held dominance.
This article explores what’s behind the dip, the rising pressure from AI-native competitors, and what it all means for marketers who still rely heavily on the search giant to drive discovery and traffic.
Short on time?
Here’s a table of contents for quick access:
- What’s happening to Google’s market share?
- Who’s taking a slice—and why now?
- What marketers should know
Patrecia Meliana
What's happening to Google's market share?
Google’s global market share in search fell below 90% in late 2024 and has hovered in the high 89% range for most of 2025—except for February, where it slightly rebounded to 90.15%.
On its face, a sub-1% dip may seem negligible. But in the context of digital dominance, even small shifts can signal meaningful change—especially when consistent over time.
Statcounter’s April 2025 data shows Microsoft’s Bing now accounts for 4% of global search, Yandex holds 2.49%, Yahoo takes 1.33%, and DuckDuckGo captures 0.79%. While still small compared to Google, these players collectively illustrate rising diversification in user habits.
Source: StatCounter Global Stats - Search Engine Market Share
Who's taking a slice—and why now?
Industry watchers suggest younger users may be accelerating the shift, as they explore alternative or AI-powered search experiences. While platforms like Perplexity and OpenAI’s ChatGPT Search haven’t yet registered on Statcounter’s radar, they’re drawing attention—especially among digital-native demographics.
Bing’s integration with OpenAI’s large language model has given Microsoft a fresh edge, helping it secure a 4% share in Q1 2025. Meanwhile, AI-native challengers like Perplexity and ChatGPT are quickly changing what users expect from search—blending conversational AI with quick, curated results.
“This drop may feel like a small percentage, but given the consistency of months it is clearly a trend,” said Noam Dorros, Director Analyst at Gartner. “While we can’t directly pinpoint the market share shifts due to AI-powered search engines like Perplexity or SearchGPT, this could be a sign of younger demographics making up a larger portion of the search space and leaning on alternative search engines.”
Add in the ongoing antitrust pressure from the US Department of Justice, and it’s clear Google’s long-standing moat is eroding from multiple fronts.
What marketers should know
Marketers and brand leaders should consider these strategic implications as the search landscape continues to evolve:
1. Diversify your search strategy—don’t bet everything on Google
While Google still processes a staggering 5 trillion searches annually, relying solely on one search platform could introduce risk. With AI search interfaces gaining traction, it's time to consider SEO implications beyond traditional SERPs—including how your content shows up in tools like Perplexity and ChatGPT.
Atikah Amalia
2. Monitor how AI overviews impact click throughs
Google’s own AI-powered “AI Overview” feature may be undercutting publishers' visibility. Though early data suggests only minimal CTR reductions (varying by category), marketers should keep a close eye on how their organic traffic behaves—especially for high-volume commercial queries.
3. Prepare for changing audience behavior
If younger audiences are gravitating toward AI-native search, your content strategy should follow. Think beyond blue links. Consider how to optimize for AI summary engines, experiment with conversational answers, and track emerging distribution patterns across alternative platforms.
Atikah Amalia
4. Pay attention to publisher dynamics
Unlike newer players like Perplexity and OpenAI, which have initiated publisher revenue-sharing deals, Google has yet to follow suit. This tension may affect publisher relations, influence link authority ecosystems, and open new opportunities for ad-spend reallocation—especially for performance marketers.
Google is still the king of search—but the crown is starting to wobble. From AI-driven competitors to shifting demographics and regulatory heat, marketers now need to rethink a search strategy that once felt unshakable.
Staying agile, tracking user behavior across platforms, and re-evaluating how your content appears in AI-enhanced environments could be the difference between stagnation and sustainable visibility in the new search age.
Sources
- StatCounter. (2025, March). Search Engine Market Share Worldwide Mar 2024 - Mar 2025. https://gs.statcounter.com/search-engine-market-share
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