TLDR: Microsoft Bing has seen a notable increase in its search engine market share, particularly on desktop, while Google has experienced a slight decline. This shift is largely attributed to Bing’s integration of AI-powered features like Microsoft Copilot, which leverages ChatGPT and other OpenAI technologies to enhance the search experience. Microsoft has reported significant growth in its search and news advertising revenue, driven by increased search volume.
Microsoft’s Bing search engine is making measurable strides in the competitive search market, demonstrating notable gains in market share, especially on desktop platforms, at the expense of long-time leader Google. This strategic shift comes two years after Microsoft CEO Satya Nadella articulated his ambition to challenge Google’s dominance with an AI-powered overhaul of Bing.
Recent data underscores Bing’s upward trajectory. According to Comscore, Bing now commands 29% of the US desktop search market, marking a 2.1 percentage point increase since the introduction of Bing Chat in February 2023. While Google remains the dominant force with approximately 60% of the US desktop market, Bing’s growth signifies a tangible shift. Globally, StatCounter data indicates Bing’s search share has reached 11.6%, a 3.4 percentage point increase over the past two years. During the same period, Google has seen a decline of 6.1 percentage points in worldwide market share and 1.2 percentage points in the US, as reported by both Comscore and StatCounter.
Microsoft attributes much of this success to its investment in artificial intelligence. The integration of AI chat features, such as Microsoft Copilot (powered by ChatGPT and other OpenAI technologies), has enhanced Bing’s ability to provide quick and helpful answers, attracting new users. Microsoft’s FY25 Q3 earnings report highlighted a 22% year-over-year growth in Bing’s engagement rates. The company also reported a substantial increase in its search and news advertising revenue, which grew by US$1.6 billion, marking a 13% increase over the past fiscal year. Excluding traffic acquisition costs, this revenue surge was even more pronounced at 20%, driven by consistent increases in search volume and higher revenue per search.
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Jordi Ribas, Microsoft’s head of search, shared on X (formerly Twitter) that the increased search traffic has directly translated into market share gains, noting that this marks the fourth consecutive year Bing and Edge have gained market share. While Google still holds a commanding position, with StatCounter reporting its global usage share falling just below 90% (currently 89.9%), Bing’s consistent growth, particularly on desktop, indicates a growing openness among users to explore alternative search methods. The decline in Google’s market share may also be influenced by various factors, including increasing user concerns over monopolistic practices and ongoing antitrust scrutiny.
