Industry Statistics and Trends
Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 10.4 % over the past five years, to reach an estimated $287.5bn in 2024.
Trends and Insights
Google's dominance is emblematic of search engines integral role in internet navigation
- Google's dominance in the search engine market has set the standard for people accessing and interacting with information online. Holding over 90% of the global search engine market share, Google's ubiquity significantly influences user behavior and expectations.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2025-2030)
Market size is projected to grow over the next five years.
Trends and Insights
Social media advertiser networks rise
- Search engines are not alone in their efforts to use their knowledge of users to deliver targeted advertisements: Facebook, TikTok, Twitter and other social networking sites use user information to advertise to specific demographics.
Biggest companies in the Search Engines in the US
| Company | Market Share (%)
2024 | Revenue ($m)
2024 | Profit ($m)
2024 | Profit Margin (%)
2024 |
|---|---|---|---|---|
Alphabet Inc. | 57,155.5 | 16,300.3 | 28.5 | |
Microsoft Corporation | 3,897.0 | 1,276.5 | 32.8 | |
Verizon Communications Inc. | 2,736.2 | 696.9 | 25.5 |
To view the market share and analysis for all 5 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Paid placement: banner ads, Paid placement: video ads and Paid placement: other ads. Paid placement: banner ads is the largest segment of the Search Engines in the US.
Trends and Insights
Paid placement dominates space on search pages and sidebars
- Paid placement ads account for the majority of industry revenue and consist of advertisers that seek to get their ads displayed at the top, side or bottom of a page's search results. These ads are marked as advertisements or sponsored results and are usually paid for under the pay-per-click model, in which the search engine is only paid for hosting ads when a user clicks them.
- More insights available in the full report
Table of Contents
About this industry
Industry definition
This industry includes enterprises that operate search engines and other types of search-based websites that display advertisements. These search engines typically provide search services for free and earn income when a user clicks on an advertising link, known as a paid click. Websites may attract users to their search engines by offering a range of additional free services, such as email, news, social networking, entertainment and other information.
What's included in this industry?
Banner AdvertisementsVideo AdvertisementsPaid SearchText AdvertisementsCompanies
Alphabet Inc.Microsoft CorporationVerizon Communications Inc.Purchase this report to view all 5 major companies in this industry.
Related Terms
KEYWORD QUERIESCOST PER CLICKCLICK-THROUGH RATEVERTICAL SEARCHCLICK FRAUDIndustry Code
NAICS 519130 - Search Engines in the US
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Search engine advertising is booming. Businesses funnel more marketing dollars into targeted ads thanks to high ROI and precise audience segmentation.
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Paid placement ads are a signifier of the overall growth in digital advertising. They are the main revenue drivers for search engines, ensuring ads appear prominently and are...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2024
- Product innovation level
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Silicon Valley's tech ecosystem fuels search engine success. With a wealth of talent, venture capital and innovative startups, California's Silicon Valley remains a hotspot f...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each state
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each state in 2024
- Number and share of revenue each state accounts for in 2024
- Number and share of wages each state accounts for in 2024
- Number and share of employees in each state in 2024
Detailed analysis
- Geographic spread of the industry across North America, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Google dominates the search engine market. Google controls more than 50% of industry revenue and 87% of search volume in 2023. This makes it the unrivaled leader, with smalle...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Google crushes the rest of the search industry, representing 87.0% of all searches. The company’s ad suite is also the largest by far, with ads displaying on Search, YouTube ...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Alphabet Inc.'s performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Microsoft Corporation's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Verizon Communications Inc.'s performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for 2 additional companies
Detailed analysis
- Description and key data for Alphabet Inc., and factors influencing its performance in the industry
- Description and key data for Microsoft Corporation, and factors influencing its performance in the industry
- Description and key data for Verizon Communications Inc., and factors influencing its performance in the industry
- Description, key data and performance trends for 2 additional companies
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
E-commerce is boosting search engine demand. With more people shopping online, businesses are increasing their spending on targeted ads, driving higher traffic and revenue fo...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2014-2029)
- Assistance historical data and forecast (2014-2029)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Search engines are heavily investing in patents and AI technologies. Companies like Google’s parent, Alphabet and tech giants Microsoft and Apple have spent billions acquirin...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2024
- Investment vs. share of economy
Data tables
- Industry Multiples (2017-2022)
- Industry Tax Structure (2017-2022)
- Income Statement (2017-2022)
- Balance Sheet (2017-2022)
- Liquidity Ratios (2017-2022)
- Coverage Ratios (2017-2022)
- Leverage Ratios (2017-2022)
- Operating Ratios (2017-2022)
- Cash Flow & Debt Service Ratios (2014-2029)
- Revenue per Employee (2014-2029)
- Revenue per Enterprise (2014-2029)
- Employees per Establishment (2014-2029)
- Employees per Enterprise (2014-2029)
- Average Wage (2014-2029)
- Wages/Revenue (2014-2029)
- Establishments per Enterprise (2014-2029)
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Search Engines in the US industry in United States in 2025?
The market size of the Search Engines in the US industry in United States is $287.5bn in 2025.
How many businesses are there in the Search Engines in the US industry in 2024?
There are 6,768 businesses in the Search Engines in the US industry in United States, which has grown at a CAGR of 7.4 % between 2019 and 2024.
Has the Search Engines in the US industry in United States grown or declined over the past 5 years?
The market size of the Search Engines in the US industry in United States has been growing at a CAGR of 10.4 % between 2019 and 2024.
What is the forecast growth of the Search Engines in the US industry in United States over the next 5 years?
Over the next five years, the Search Engines in the US industry in United States is expected to grow.
What are the biggest companies in the Search Engines in the US market in United States?
The biggest companies operating in the Search Engines market in United States are Alphabet Inc., Microsoft Corporation and Verizon Communications Inc.
What does the Search Engines in the US in United States include?
Banner Advertisements and Video Advertisements are part of the Search Engines in the US industry.
Which companies have the highest market share in the Search Engines in the US in United States?
The company holding the most market share in United States is Alphabet Inc..
How competitive is the Search Engines in the US industry in United States?
The level of competition is high and increasing in the Search Engines in the US industry in United States.
Related Industries
Widen your competitive advantage with related industries
Competitors
Complementors
View all industries in United States
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in the US include:
- US Census Bureau
- US Bureau of Labor Statistics
- US International Trade Commission
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
