For more than two decades, Google has been the near-undisputed gatekeeper of the internet, guiding how billions access information. But a noticeable shift is now underway — one that could mark the beginning of a new era in digital search.
Google’s global search market share has fallen below 90% for the first time since 2015, underlining a growing disenchantment with its dominance, a mounting legal siege from regulators, and a wave of new challengers powered by artificial intelligence.
In March 2025, Google’s share of global search traffic dropped to 89.71%, according to figures from Statcounter — a continuation of a downward trend that began in October 2024. While that number might still seem unassailable, it represents a symbolic and significant threshold. Google has not dipped below 90% in almost a decade. And what’s emerging now isn’t a statistical anomaly, but a signal of a sustained shift.
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On desktop devices, historically one of Google’s strongholds, the decline is sharper. From 87.65% in May 2023, its share has plummeted to 79.1%. In Europe, where regulatory scrutiny of Big Tech has long been fierce, Google’s desktop search market share fell even further to 77.78% as of March 2025.
At The Back of DOJ’s Antitrust Case
The numbers land at a precarious moment for Google. In the U.S., the Department of Justice is intensifying its efforts to dismantle what it calls an illegal monopoly. As part of its sweeping antitrust lawsuit, the DOJ is reportedly pushing for Google to sell major parts of its ecosystem, particularly its Chrome browser, arguing that its bundling with Google Search gives the company an unfair advantage by making it the default experience for millions.
Regulators allege that Chrome, Android, and exclusive agreements with Apple and other device manufacturers create a “self-reinforcing cycle” that locks users into Google products and blocks competition. If the courts agree, Google may be forced to sell or separate Chrome from its advertising and search business — a structural remedy that could radically alter the internet’s balance of power.
That legal threat coincides with real-world user behavior now beginning to reflect the cracks in that ecosystem. As users start turning off Google as their default, the company’s dominance is no longer assumed, and challengers are beginning to capitalize.
The AI Search Disruption
One of the most potent disruptions comes not from traditional competitors like Bing, but from the explosion of generative AI tools. OpenAI, in particular, has emerged as an unexpected rival in the search space — not through a search engine per se, but by fundamentally changing how users seek information.
With the launch of ChatGPT plugins and integration with Microsoft’s Bing, OpenAI has turned conversational AI into a de facto search layer. Millions now turn to AI tools to answer queries, summarize news, generate explanations, and even compare products — tasks that would have otherwise started with a Google search.
More recently, OpenAI began experimenting with its own web-browsing capabilities built into ChatGPT, directly challenging Google’s core function. Users increasingly rely on AI-generated responses instead of combing through links or ad-heavy search results. For many, it’s faster, cleaner, and less intrusive.
This AI-fueled behavioral shift is already reshaping search expectations. Google’s efforts to keep pace, including the rollout of AI-powered Search Generative Experience (SGE), have been met with mixed responses. Critics argue that Google’s results now feel cluttered, biased toward sponsored content, and overly engineered.
While AI is pulling users away from traditional search, the decline in Google’s market share is also being driven by a groundswell of privacy concerns, ad fatigue, and growing distrust of monopolistic platforms. European search engines like Ecosia and Qwant are experiencing surging user numbers. Ecosia, which donates profits to environmental causes and does not track users, reports a 250% jump in traffic since late 2024.
Microsoft’s Bing, despite years in Google’s shadow, is also regaining relevance — thanks largely to its integration with AI. Bing is now baked into Windows 11, Edge, and ChatGPT, creating new channels of discovery.
Even Apple long speculated to be building its own search engine, has intensified its efforts to reduce reliance on Google — especially as it faces heat over accepting billions annually to make Google the iPhone’s default search engine.
A Systemic Erosion, Not a Sudden Collapse
Some observers may dismiss a 1% dip as inconsequential. But when applied to the scale of the internet, where over 5 billion people use search engines, that shift represents more than 50 million users no longer defaulting to Google. And that number appears to be growing each month.
Many believe that the erosion of Google’s monopoly may not come from a single blow but from the cumulative effect of public fatigue, regulatory intervention, and evolving technology. However, the search giant is far from surrendering its crown. With nearly 90% of the global market, vast cash reserves, and technical muscle, the company remains a titan. But its grip is loosening — and that matters.