Google still handles the large majority of the world's searches, and search ads are still the single biggest line in Alphabet's accounts. But its share of US search ad spending is slipping as Amazon and others take a bigger slice. This roundup gathers the latest sourced figures on Google's search engine market share, its Q3 2026 search revenue, and where search ad budgets are heading, with a link to every source.

91.05%Google's share of worldwide search engine page views in October 2026 (StatCounter)
$63.35BGoogle Search & other revenue in Q3 2026, up 12% year over year (Alphabet)
48.5%Google's forecast share of US search ad spending in 2026, below half for the first time in over 20 years (eMarketer)
85.45%Google's share of US search engine page views in October 2026, with Bing at 9.78% (StatCounter)

Key Takeaways

  • Google holds about 91% of worldwide search traffic and about 85% in the US, by StatCounter's page-view measure.
  • Its lead is far larger on mobile (95.68% worldwide) than on desktop (78.12%), where Bing takes 14.62%.
  • Search & other brought in $63.35 billion in Q3 2026, up 12%, and Alphabet says search query growth is at a five-year high.
  • Even so, eMarketer expects Google to take only 48.5% of US search ad spending in 2026, with Amazon taking the biggest share of the ground it loses.
  • Microsoft's search and advertising revenue, excluding traffic acquisition costs, grew 12% in its most recent quarter.
How we compiled these statistics. Every figure on this page comes from a published report or platform disclosure. Each number links to its original source in the text, and the full list sits under Sources and Further Reading. Page last updated .

Google Search Engine Market Share

StatCounter measures the share of search engine referrals across more than 3 billion page views a month. These figures describe search traffic, not ad spend.

  • Worldwide in October 2026, Google had 91.05% of search engine page views, followed by Bing at 4.8%, Yahoo at 1.18%, Yandex at 1.14%, DuckDuckGo at 0.64% and Baidu at 0.42% (StatCounter).
  • In the United States, Google's share was 85.45% in October 2026. Bing had 9.78%, Yahoo 2.54% and DuckDuckGo 1.74% (StatCounter).

Search engine share in the US, October 2026

Google
85.45%
Bing
9.78%
Yahoo
2.54%
DuckDuckGo
1.74%
Source: StatCounter Global Stats, all platforms, share of search engine page views.

Mobile vs Desktop Search

Google's lead depends heavily on the device. That matters for advertisers, because Microsoft Advertising reaches a much bigger slice of desktop searchers than mobile ones.

  • On mobile, Google had 95.68% of worldwide search page views in September 2026; Bing had just 0.69% (StatCounter).
  • On desktop, Google's share was 78.12% and Bing's 14.62% in September 2026 (StatCounter).
  • Across all web traffic, mobile devices accounted for 59.9% of page views worldwide in October 2026, desktop 38.51% and tablet 1.59% (StatCounter).
Platform (worldwide)GoogleBingMonth
All platforms91.05%4.8%Oct 2026
Mobile95.68%0.69%Sep 2026
Desktop78.12%14.62%Sep 2026

Source: StatCounter Global Stats (all, mobile, desktop). Latest month shown on each page.

What This Means

If your buyers research on work computers, desktop search still has meaningful non-Google volume worth testing. For mobile-heavy consumer audiences, Google is close to the whole market. AI features are also changing what those searches look like; see our AI Overviews and paid search statistics.

Google Search Revenue: Q3 2026

Alphabet reported its third quarter (July to September 2026) on October 28, 2026.

Revenue lineQ3 2025Q3 2026YoY
Google Search & other$56.57B$63.35B+12%
YouTube ads$10.26B$11.21B+9%
Google Network$7.35B$7.46B+1%
Total Google advertising$74.18B$82.01B+11%
Alphabet total revenue$102.35B$127.58B+25%

Source: Alphabet Q3 2026 earnings release. Growth rates calculated from the reported figures and rounded.

  • Search & other made up about 77% of Google's $82.01 billion advertising revenue in Q3 2026, and roughly half of all Alphabet revenue (calculated from Alphabet).
  • Alphabet said its year-over-year search query growth rate was the highest in five years, and CEO Sundar Pichai credited AI investments with driving query growth, "including commercial queries" (Alphabet).
  • Google Cloud grew 103% to $30.7 billion, the fastest-growing part of the business by a wide margin (Alphabet).

Year-over-year revenue growth, Q3 2026

Search & other
+12%
YouTube ads
+9%
Google Network
+1%
Source: Alphabet Q3 2026 earnings release.

Search Ad Spend and Google's Share

  • eMarketer forecasts Google will earn 48.5% of US search ad spending in 2026, the first time in more than 20 years its share falls below half. Amazon is taking the largest part of that lost ground (eMarketer).
  • Worldwide, eMarketer expects Google's net ad revenue (all properties) to reach $239.54 billion in 2026, up 11.9%, behind Meta at $243.46 billion, the first time Meta would lead (eMarketer).
  • The same forecast puts Amazon's worldwide ad revenue at $82.07 billion in 2026, rising to $97.07 billion in 2027 (eMarketer).
  • Google, Meta and Amazon together are expected to take 62.3% of worldwide digital ad spend in 2026 (eMarketer).
  • Microsoft reported that search and advertising revenue excluding traffic acquisition costs rose 12% in its fiscal 2027 first quarter (Search Engine Roundtable).

Forecast worldwide ad revenue, 2026 (US$ billions)

Meta
$243.46B
Google
$239.54B
Amazon
$82.07B
Source: eMarketer (April 2026). Net ad revenues across all of each company's properties.

For click costs and benchmark data behind these totals, see our Google Ads CPC statistics and the broader Google Ads statistics roundup.

What These Numbers Mean for Advertisers

01

Google is still the default

With roughly 85% of US search traffic, Google Ads remains the first place to capture people actively looking for what you sell.

02

Search is spreading out

Google's share of search ad dollars is falling below half as product searches move to Amazon. Ecommerce brands should plan search budgets across both.

03

More queries, more competition

Rising query volume and steady ad growth mean more advertisers in more auctions. Tight targeting and clean tracking matter more, a theme in why Google Ads cost per lead is so high.

Sources

  1. StatCounter Global Stats, Search Engine Market Share Worldwide (October 2026)
  2. StatCounter Global Stats, Search Engine Market Share United States (October 2026)
  3. StatCounter Global Stats, Mobile Search Engine Market Share Worldwide (September 2026)
  4. StatCounter Global Stats, Desktop Search Engine Market Share Worldwide (September 2026)
  5. StatCounter Global Stats, Desktop vs Mobile vs Tablet Market Share Worldwide (October 2026)
  6. Alphabet, Alphabet Announces Third Quarter 2026 Results (October 28, 2026)
  7. eMarketer, US Search Advertising Forecast 2026
  8. eMarketer, Meta to Surpass Google in Digital Ad Revenues for First Time Ever (April 13, 2026)
  9. Search Engine Roundtable, Bing Ads Revenue Up 12% With Overall Revenue Up 19% (October 28, 2026)

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