Google may no longer remain the top search engine for desktop in the coming years. According to recent reports, Microsoft has confirmed that its Bing search and news advertising revenue, excluding traffic acquisition costs (TAC), rose 21% year over year, thanks to its continued push into artificial intelligence.
Bing market share nears 30% of U.S desktop search
Microsoft’s Corporate Vice President, Joaquim Ribas, shared that this marks the fourth straight year of market share gains for Bing. He shared recent figures from Comscore (U.S.) and StatCounter (global): Bing now commands approximately 29% of the U.S. desktop search market, while its global desktop footprint stands around 11.6%.
Many experts suggest that the recent gains in their search market share are due to Copilot (Microsoft’s AI assistant). Bing was one of the first search engines to introduce AI-driven conversational capabilities to the search experience, which has helped Bing gain improved engagement. As well as this, it boosted user retention and helped attract more advertiser demand.
Furthermore, Microsoft has also integrated search into Microsoft Edge and the Windows platform, bringing in more users to its search engine. Through this, Microsoft has also managed to increase both volume and ad yield without proportionate increases in costs, yielding a significant uplift in net advertising revenue.
Reports further suggest that Bing’s global market share rose from 2.97% in 2023 to 3.96%, while its desktop market share globally jumped from 8.58% to 11.8%. On the other hand, Google, which is the biggest search engine in the world, saw a decline in desktop market share, attributed partly to complacency and quality issues in an AI-heavy environment.
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