Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Sports category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 14.1370843849 |
| 85.8629156151 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 17 |
| 83 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the last month.
| Domain | Share of clicks |
|---|---|
| stubhub.com | 25.76 |
| seatgeek.com | 19.3 |
| mlb.com | 16.18 |
| ticketmaster.com | 8.72 |
| gotickets.com | 6.8 |
| vividseats.com | 6 |
| tickpick.com | 3.03 |
| tickets-center.com | 2.81 |
| nba.com | 2.63 |
| usopen.com | 2.07 |
| others | 6.7 |
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In the competitive landscape of Google PPC, StubHub leads with a 25.76% click share, followed by SeatGeek at 19.3%. MLB.com captures 16.18%, while Ticketmaster holds 8.72%. Others collectively account for 6.7%.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.
| Date | stubhub.com | seatgeek.com | ticketmaster.com | mlb.com | gotickets.com | vividseats.com | viagogo.com | tickets-center.com | tickpick.com | gametime.co |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/07/01 | 30.34% | 15.69% | 9.64% | 7.87% | 7.47% | 8.63% | 3.15% | 4.32% | 4.85% | 2.19% |
| 2026/07/02 | 30.31% | 15.62% | 10.36% | 7.75% | 7.29% | 9.8% | 4.22% | 2.47% | 5.25% | 1.86% |
| 2026/07/03 | 29.3% | 15.91% | 9.4% | 12.49% | 6.73% | 10.32% | 2.7% | 2.71% | 3.82% | 1.25% |
| 2026/07/04 | 28.36% | 16.29% | 11.32% | 12.3% | 6.32% | 8.85% | 2.38% | 3.78% | 3.33% | 2.03% |
| 2026/07/05 | 32.38% | 15.26% | 10.95% | 7.64% | 5.17% | 9.7% | 3.15% | 4.37% | 4.19% | 2.27% |
| 2026/07/06 | 28.35% | 15.15% | 10.69% | 10.1% | 4.07% | 6.12% | 4.41% | 5.23% | 5.1% | 2.51% |
| 2026/07/07 | 27.85% | 15.36% | 9.84% | 14.37% | 6.31% | 6.21% | 3.24% | 3.51% | 4.63% | 1.73% |
| 2026/07/08 | 31.61% | 15.93% | 10.52% | 7.45% | 5.58% | 9.18% | 5.78% | 3.21% | 3.72% | 1.71% |
| 2026/07/09 | 29.22% | 15.4% | 13.94% | 9.89% | 6.4% | 8.27% | 4.15% | 3.21% | 2.75% | 1.25% |
| 2026/07/10 | 30.77% | 16.34% | 12.66% | 10.56% | 5.57% | 6.66% | 2.27% | 3.77% | 3.79% | 1.98% |
| 2026/07/11 | 27.88% | 19.21% | 12.38% | 7.97% | 5.71% | 6.68% | 3.04% | 3.93% | 3.73% | 1.55% |
| 2026/07/12 | 27.57% | 17.92% | 13.95% | 9.35% | 5.6% | 6.02% | 3.07% | 4.14% | 3.85% | 1.74% |
| 2026/07/13 | 30.41% | 20.39% | 12.44% | 7% | 5.41% | 5.95% | 3.72% | 5.55% | 2.91% | 1.44% |
| 2026/07/14 | 28.8% | 17.83% | 12.7% | 9.52% | 7.28% | 6.72% | 2.6% | 5.33% | 3.88% | 1.44% |
| 2026/07/15 | 29.92% | 18.06% | 12.63% | 11.67% | 7.43% | 5.43% | 1.7% | 3.71% | 5.24% | 0.96% |
| 2026/07/16 | 27.34% | 16.01% | 11.39% | 14.31% | 10.14% | 7.07% | 1.69% | 1.53% | 3.75% | 1.62% |
| 2026/07/17 | 31.14% | 15.59% | 9.94% | 8.75% | 11.35% | 7.74% | 1.15% | 4.09% | 4.43% | 1.57% |
| 2026/07/18 | 32% | 16.13% | 9.13% | 10.47% | 9.47% | 8.98% | 3.19% | 2.46% | 2.89% | 1.06% |
| 2026/07/19 | 35.94% | 14.14% | 7.39% | 10.15% | 9.69% | 8.5% | 1.09% | 2.51% | 4.87% | 1.68% |
| 2026/07/20 | 33.35% | 16.66% | 8.51% | 8.7% | 8.17% | 5.94% | 2.24% | 3.63% | 6.24% | 1.69% |
| 2026/07/21 | 28.79% | 17.84% | 12.7% | 9.52% | 7.28% | 6.72% | 2.6% | 5.33% | 3.88% | 1.43% |
| 2026/07/22 | 31.39% | 16.96% | 9.89% | 8.27% | 7.37% | 7.67% | 3.47% | 4.19% | 3.52% | 1.7% |
| 2026/07/23 | 32.95% | 18.35% | 11.08% | 8.28% | 7.34% | 7.03% | 2.55% | 2.95% | 3.51% | 1.82% |
| 2026/07/24 | 33.7% | 15.84% | 8.26% | 8.07% | 6.67% | 4.95% | 2.95% | 3.17% | 3% | 0.7% |
| 2026/07/25 | 30.55% | 20.25% | 11.2% | 7.7% | 8.01% | 5.83% | 2.96% | 3.15% | 3.97% | 1.89% |
| 2026/07/26 | 31.79% | 17.16% | 11.27% | 9.37% | 7.14% | 5.89% | 2.66% | 3.15% | 3.64% | 1.32% |
| 2026/07/27 | 30.08% | 15.45% | 12.18% | 9.3% | 7.85% | 6.5% | 1.36% | 4.72% | 4.96% | 1.87% |
| 2026/07/28 | 30.84% | 18.64% | 11.01% | 10.07% | 7.41% | 5.43% | 2.35% | 3.19% | 3.07% | 2.9% |
| 2026/07/29 | 33.04% | 16.8% | 13.18% | 10.72% | 5.24% | 4.87% | 1.48% | 3.14% | 4.97% | 1.85% |
| 2026/07/30 | 30.44% | 17.81% | 10.08% | 11.9% | 6.69% | 5.46% | 1.25% | 4.29% | 3.8% | 1.82% |
| 2026/07/31 | 29.74% | 17.91% | 12.95% | 10.57% | 7.04% | 6.9% | 3.72% | 3.27% | 1.81% | 1.62% |
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StubHub led July with fluctuating spend, peaking at 35.94% on the 19th. SeatGeek saw a mid-month surge, reaching 20.39% on the 13th. Ticketmaster’s spend dipped mid-month but ended strong at 12.95%. MLB’s spend was steady, peaking at 14.37% on the 7th. GoTickets and VividSeats had modest fluctuations, while Viagogo and Tickets-Center maintained lower shares. TickPick and Gametime had minimal impact, with Gametime’s highest at 2.9% on the 28th.
Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.
| Date | Competitor Count |
|---|---|
| 2026/07/01 | 57 |
| 2026/07/02 | 60 |
| 2026/07/03 | 66 |
| 2026/07/04 | 78 |
| 2026/07/05 | 58 |
| 2026/07/06 | 64 |
| 2026/07/07 | 61 |
| 2026/07/08 | 60 |
| 2026/07/09 | 66 |
| 2026/07/10 | 71 |
| 2026/07/11 | 67 |
| 2026/07/12 | 77 |
| 2026/07/13 | 68 |
| 2026/07/14 | 62 |
| 2026/07/15 | 64 |
| 2026/07/16 | 63 |
| 2026/07/17 | 62 |
| 2026/07/18 | 63 |
| 2026/07/19 | 60 |
| 2026/07/20 | 58 |
| 2026/07/21 | 62 |
| 2026/07/22 | 78 |
| 2026/07/23 | 77 |
| 2026/07/24 | 73 |
| 2026/07/25 | 80 |
| 2026/07/26 | 84 |
| 2026/07/27 | 77 |
| 2026/07/28 | 87 |
| 2026/07/29 | 72 |
| 2026/07/30 | 67 |
| 2026/07/31 | 66 |
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July saw a dynamic shift in advertisers, starting at 57 and peaking at 87. Mid-month fluctuations stabilized, ending at 66.
Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.
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StubHub surged with a 2.42% click share increase, while MLB.com faced a 2.19% decline.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | stubhub.com | seatgeek.com | ticketmaster.com | gotickets.com | mlb.com | vividseats.com | tickets-center.com | viagogo.com | gametime.co | tickpick.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026/07/01 | 31.94% | 14.21% | 8.67% | 8.79% | 5.83% | 8.88% | 4.75% | 3.34% | 2.7% | 4.37% |
| 2026/07/02 | 31.89% | 14.82% | 8.98% | 9.15% | 5.99% | 9.32% | 2.98% | 4.2% | 2.52% | 4.22% |
| 2026/07/03 | 30.8% | 15.72% | 9.21% | 8.65% | 7.68% | 11.04% | 3.15% | 2.68% | 1.77% | 3.21% |
| 2026/07/04 | 29.5% | 15.68% | 10.3% | 8.01% | 9.75% | 9.19% | 4.14% | 2.23% | 2.38% | 2.87% |
| 2026/07/05 | 33.93% | 14.23% | 10.39% | 6.62% | 6.12% | 9.85% | 4.55% | 2.95% | 2.6% | 3.79% |
| 2026/07/06 | 29.56% | 14.92% | 9.68% | 5.45% | 8.26% | 6.34% | 5.3% | 4.24% | 2.59% | 4.66% |
| 2026/07/07 | 29.64% | 14.77% | 9% | 7.33% | 11.09% | 6.34% | 3.52% | 2.96% | 1.65% | 4.38% |
| 2026/07/08 | 33.21% | 14.85% | 9.83% | 7.4% | 5.46% | 9.8% | 3.49% | 5.57% | 1.9% | 3.18% |
| 2026/07/09 | 30.36% | 15.32% | 12.6% | 8.19% | 8.42% | 8.44% | 3.06% | 3.87% | 1.51% | 2.41% |
| 2026/07/10 | 30.25% | 16.4% | 12.6% | 6.94% | 8.6% | 7.09% | 4.27% | 2.07% | 2.01% | 3.48% |
| 2026/07/11 | 29.39% | 19.07% | 11.78% | 6.93% | 6.52% | 6.89% | 4.4% | 2.87% | 1.54% | 3.11% |
| 2026/07/12 | 28.75% | 17.33% | 13.61% | 6.75% | 8.07% | 6.09% | 4.22% | 2.98% | 1.85% | 3.1% |
| 2026/07/13 | 31.04% | 20.04% | 11.34% | 6% | 6.15% | 6.23% | 6.59% | 3.61% | 1.64% | 2.63% |
| 2026/07/14 | 29.57% | 17.13% | 12.37% | 8.51% | 7.41% | 7.29% | 6.1% | 2.45% | 1.53% | 3.36% |
| 2026/07/15 | 31.01% | 17.62% | 11.96% | 9.15% | 8.64% | 5.93% | 3.7% | 1.66% | 1.16% | 3.97% |
| 2026/07/16 | 28.73% | 16.47% | 9.85% | 11.47% | 11.71% | 7.54% | 1.84% | 1.79% | 2.1% | 3.27% |
| 2026/07/17 | 31.38% | 15.44% | 7.71% | 13.28% | 7.68% | 7.63% | 4.24% | 1.17% | 2.1% | 4.22% |
| 2026/07/18 | 33.45% | 15.89% | 7.9% | 11.45% | 8.53% | 9.14% | 2.78% | 2.79% | 1.13% | 2.41% |
| 2026/07/19 | 36.47% | 13.46% | 5.85% | 11.48% | 7.71% | 9.18% | 2.57% | 1% | 2.09% | 4.61% |
| 2026/07/20 | 35.05% | 15.87% | 6.44% | 9.62% | 6.01% | 6.5% | 3.96% | 2.36% | 1.59% | 5.29% |
| 2026/07/21 | 29.57% | 17.13% | 12.37% | 8.51% | 7.41% | 7.29% | 6.1% | 2.45% | 1.53% | 3.36% |
| 2026/07/22 | 32.18% | 16.83% | 8.68% | 8.57% | 7.22% | 7.71% | 4.07% | 3.14% | 1.83% | 3.1% |
| 2026/07/23 | 33.44% | 18.14% | 10.14% | 8.59% | 6.31% | 7.14% | 3.25% | 2.33% | 2% | 3.21% |
| 2026/07/24 | 35.46% | 16.21% | 7.96% | 8.52% | 6.39% | 5.36% | 4.1% | 3.13% | 0.96% | 2.5% |
| 2026/07/25 | 32.21% | 19.25% | 9.02% | 9.14% | 5.85% | 6.41% | 3.05% | 3.02% | 2.42% | 3.3% |
| 2026/07/26 | 35.16% | 15.79% | 9.41% | 9.23% | 6.83% | 6.73% | 3.26% | 2.45% | 1.41% | 3.19% |
| 2026/07/27 | 32.91% | 14.42% | 10.02% | 9.27% | 6.22% | 6.75% | 4.66% | 1.31% | 2.31% | 4.49% |
| 2026/07/28 | 31.88% | 17.61% | 10.26% | 8.76% | 8.18% | 6.15% | 3.35% | 2.11% | 3.33% | 3.14% |
| 2026/07/29 | 33.56% | 17.18% | 11.55% | 6.96% | 8.23% | 5.64% | 3.34% | 1.4% | 2.56% | 4.43% |
| 2026/07/30 | 33.59% | 18.6% | 8.6% | 7.78% | 9.26% | 5.41% | 4.33% | 1.14% | 2.54% | 2.99% |
| 2026/07/31 | 30.24% | 17.61% | 11.67% | 8% | 7.48% | 6.58% | 3.64% | 2.9% | 1.59% | 1.4% |
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In July 2026, StubHub led with fluctuating impressions, peaking mid-month. SeatGeek and Ticketmaster showed steady growth, while GoTickets and MLB had varied trends. VividSeats and others maintained lower shares. The month ended with StubHub dominant.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
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In the competitive world of sports, MLB.com captivates with exclusive content, while NBA Store entices fans with affordable gear. SeatGeek and StubHub offer guaranteed tickets, emphasizing security and immediacy. Tickets-Center highlights future MLB schedules, ensuring fans plan ahead.
Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.
Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.
How to use the US Media & Entertainment Sports July 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
Data within the US Media & Entertainment Sports July 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.
On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.
We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
The US Media & Entertainment Sports July 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.
Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.
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Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.
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Yes. The US Media & Entertainment Sports July 2026 Report aggregates data from across both device types and Google Shopping.
The US Media & Entertainment Sports July 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
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With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.
The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.
Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.