Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Language Learning 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 | 44.0844598369 |
| 55.9155401631 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 21 |
| 79 |
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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 |
|---|---|
| preply.com | 28.27 |
| babbel.com | 17.94 |
| rosettastone.com | 5.8 |
| lingopie.com | 4.97 |
| wordnik.com | 4.45 |
| mytutor.co.uk | 3.3 |
| italki.com | 3.22 |
| oxfordinternationalenglish.com | 2.9 |
| jumpspeak.com | 2.52 |
| busuu.com | 2.37 |
| others | 24.26 |
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Preply.com leads with 28.27% click share, followed by Babbel.com at 17.94%. Others collectively hold 24.26%, showcasing diverse competition.
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 | preply.com | babbel.com | lingopie.com | wordnik.com | rosettastone.com | italki.com | oxfordinternationalenglish.com | busuu.com | jumpspeak.com | mytutor.co.uk |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025/10/01 | 26.96% | 22.76% | 4.4% | 0% | 7.41% | 4.26% | 2.55% | 1.97% | 3.12% | 3.74% |
| 2025/10/02 | 28.28% | 16.38% | 3.53% | 6.4% | 7.15% | 3.72% | 2.48% | 1.97% | 3.41% | 3.67% |
| 2025/10/03 | 25.85% | 22.23% | 3.25% | 5.87% | 4.67% | 2.97% | 1.91% | 1.79% | 3.73% | 3.09% |
| 2025/10/04 | 29.45% | 18.99% | 3.83% | 0% | 5.06% | 3.89% | 3.69% | 2.67% | 2.46% | 3.79% |
| 2025/10/05 | 27.18% | 23.15% | 5.28% | 5.17% | 2.81% | 2.25% | 3.25% | 2.57% | 2.06% | 3.66% |
| 2025/10/06 | 27.66% | 22.06% | 3.36% | 5.14% | 5.19% | 3.17% | 2.58% | 2.43% | 2.71% | 3.07% |
| 2025/10/07 | 29.77% | 14.31% | 5.23% | 0% | 7.47% | 3.43% | 3.41% | 2.43% | 2.04% | 4.38% |
| 2025/10/08 | 27.97% | 12.29% | 5.56% | 10.36% | 4.7% | 2.03% | 2.43% | 2.13% | 1.72% | 3.34% |
| 2025/10/09 | 28.36% | 17.59% | 4.25% | 5.37% | 5.92% | 3.17% | 2.74% | 1.86% | 2.37% | 4.43% |
| 2025/10/10 | 27.92% | 21.57% | 4.59% | 0% | 5.02% | 3.39% | 3.38% | 2.42% | 2.65% | 3.35% |
| 2025/10/11 | 32.94% | 17.72% | 6.89% | 0% | 5.33% | 3.67% | 3.24% | 2.31% | 2.55% | 3.24% |
| 2025/10/12 | 29.71% | 16.48% | 6.07% | 0% | 8.27% | 3.73% | 2.65% | 1.85% | 1.68% | 3.62% |
| 2025/10/13 | 28.68% | 19.54% | 5.5% | 4.93% | 7.61% | 2.13% | 3.04% | 1.93% | 0.82% | 3.15% |
| 2025/10/14 | 32.44% | 15.01% | 5.48% | 0% | 7.85% | 3.09% | 2.89% | 2.5% | 2.02% | 3.51% |
| 2025/10/15 | 29.79% | 15.57% | 3.82% | 8.58% | 7.97% | 3.14% | 3% | 1.64% | 2.53% | 2.78% |
| 2025/10/16 | 26.02% | 26.22% | 3.69% | 8.52% | 4.66% | 2.38% | 2.18% | 2.31% | 2.59% | 2.63% |
| 2025/10/17 | 32.03% | 14.97% | 5.82% | 0% | 5.61% | 2.8% | 3.13% | 2.69% | 2.87% | 3.12% |
| 2025/10/18 | 29.42% | 16.55% | 5.15% | 0% | 5.95% | 3.88% | 4.32% | 2.42% | 2.64% | 3.71% |
| 2025/10/19 | 28.1% | 15.94% | 6.11% | 3.68% | 6.16% | 3.41% | 4.03% | 1.93% | 2.57% | 3.22% |
| 2025/10/20 | 28.92% | 14.35% | 6.89% | 7.54% | 7.42% | 3.55% | 3.31% | 1.85% | 2.53% | 2.4% |
| 2025/10/21 | 31.3% | 15.31% | 5.74% | 0% | 6.49% | 3.54% | 2.39% | 2.73% | 3.17% | 3.4% |
| 2025/10/22 | 25.12% | 15.48% | 4.8% | 18.3% | 5.24% | 3.42% | 1.6% | 1.87% | 2.83% | 2.75% |
| 2025/10/23 | 30.38% | 17.57% | 4.3% | 4.16% | 5.43% | 3.23% | 2.45% | 2.51% | 1.7% | 2.95% |
| 2025/10/24 | 31.86% | 17.2% | 5.87% | 0% | 4.35% | 3.8% | 3.26% | 1.94% | 2.67% | 3.31% |
| 2025/10/25 | 29.99% | 17.74% | 4.26% | 0% | 4.87% | 2.03% | 3.31% | 2.92% | 3.72% | 3.47% |
| 2025/10/26 | 23.52% | 16.28% | 5.13% | 8.69% | 6.92% | 2.87% | 2.72% | 2.71% | 3.09% | 2.73% |
| 2025/10/27 | 27.14% | 17.02% | 5.64% | 4.78% | 5.21% | 2.52% | 2.98% | 2.27% | 2.59% | 3.17% |
| 2025/10/28 | 26.95% | 17.05% | 5.77% | 9.02% | 5.1% | 1.44% | 1.94% | 2.69% | 2.38% | 2.4% |
| 2025/10/29 | 30.56% | 18.1% | 5.61% | 0% | 4.39% | 2.31% | 1.91% | 2.58% | 2.7% | 2.51% |
| 2025/10/30 | 28.65% | 17.97% | 5.15% | 4.16% | 5.63% | 2.99% | 2.4% | 2.61% | 2.71% | 2.44% |
| 2025/10/31 | 29.02% | 18.14% | 4.7% | 4.52% | 3.27% | 3.16% | 3.14% | 3.05% | 2.35% | 1.57% |
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Preply.com led October with fluctuating spend shares, peaking at 32.94% on the 11th. Babbel.com saw a mid-month dip, while Lingopie.com maintained steady growth. Wordnik.com spiked on the 22nd, and Rosetta Stone showed consistent performance. The month concluded with Preply.com dominating the spend share landscape.
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 |
|---|---|
| 2025/10/01 | 74 |
| 2025/10/02 | 75 |
| 2025/10/03 | 84 |
| 2025/10/04 | 76 |
| 2025/10/05 | 83 |
| 2025/10/06 | 76 |
| 2025/10/07 | 84 |
| 2025/10/08 | 85 |
| 2025/10/09 | 86 |
| 2025/10/10 | 79 |
| 2025/10/11 | 79 |
| 2025/10/12 | 69 |
| 2025/10/13 | 73 |
| 2025/10/14 | 78 |
| 2025/10/15 | 76 |
| 2025/10/16 | 68 |
| 2025/10/17 | 67 |
| 2025/10/18 | 72 |
| 2025/10/19 | 75 |
| 2025/10/20 | 80 |
| 2025/10/21 | 81 |
| 2025/10/22 | 80 |
| 2025/10/23 | 82 |
| 2025/10/24 | 76 |
| 2025/10/25 | 79 |
| 2025/10/26 | 82 |
| 2025/10/27 | 79 |
| 2025/10/28 | 77 |
| 2025/10/29 | 71 |
| 2025/10/30 | 76 |
| 2025/10/31 | 74 |
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October saw fluctuating advertiser numbers, peaking at 86 on the 9th, then declining to 67 by the 17th. The month concluded with 74 advertisers, reflecting a dynamic landscape.
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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Wordnik.com leads with a 2.13% click share increase, while Babbel.com drops by 2.47%. Audible.co.uk and Lingoda.com also rise, contrasting Talkpal.ai’s decline.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | preply.com | babbel.com | wordnik.com | lingopie.com | italki.com | rosettastone.com | busuu.com | oxfordinternationalenglish.com | jumpspeak.com | mytutor.co.uk |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025/10/01 | 25.76% | 24.92% | 0% | 4.48% | 4.75% | 8.84% | 1.97% | 1.99% | 3.23% | 3.17% |
| 2025/10/02 | 28.11% | 17.02% | 5.14% | 3.84% | 4.33% | 9.15% | 2.18% | 1.89% | 3.94% | 3.13% |
| 2025/10/03 | 24.47% | 23.56% | 8.31% | 3.28% | 3.34% | 5.56% | 1.79% | 1.33% | 4.07% | 2.48% |
| 2025/10/04 | 28.87% | 20.15% | 0% | 4.27% | 4.38% | 6.49% | 2.71% | 2.95% | 2.74% | 3.19% |
| 2025/10/05 | 25.97% | 28.36% | 4.13% | 5.58% | 2.73% | 3.38% | 2.58% | 2.31% | 2.22% | 2.91% |
| 2025/10/06 | 27.94% | 23.53% | 4.39% | 3.52% | 3.99% | 6.3% | 2.53% | 2.01% | 2.97% | 2.68% |
| 2025/10/07 | 29.41% | 14.87% | 0% | 5.66% | 4.31% | 9.51% | 2.6% | 2.87% | 2.3% | 3.68% |
| 2025/10/08 | 28.96% | 13.14% | 9.2% | 6.02% | 2.42% | 5.76% | 2.27% | 1.85% | 1.95% | 2.92% |
| 2025/10/09 | 28.83% | 18.99% | 4.83% | 4.52% | 4.29% | 7.16% | 2.08% | 2.05% | 2.64% | 4.07% |
| 2025/10/10 | 27.98% | 23.04% | 0% | 4.98% | 4.47% | 5.9% | 2.73% | 2.6% | 2.94% | 2.81% |
| 2025/10/11 | 33.02% | 18.11% | 0% | 7.33% | 4.93% | 6.62% | 2.54% | 2.47% | 2.79% | 2.75% |
| 2025/10/12 | 29.77% | 16.87% | 0% | 6.35% | 5.28% | 9.66% | 2.11% | 2.01% | 1.74% | 2.96% |
| 2025/10/13 | 29.05% | 20.44% | 4.96% | 6.03% | 3.07% | 8.59% | 2.23% | 2.31% | 0.76% | 2.45% |
| 2025/10/14 | 33.19% | 15.55% | 0% | 5.98% | 4.57% | 8.71% | 2.78% | 2.26% | 2.14% | 2.81% |
| 2025/10/15 | 29.66% | 16.06% | 8.96% | 4.07% | 4.36% | 8.82% | 1.86% | 2.34% | 2.66% | 2.13% |
| 2025/10/16 | 26.21% | 27.18% | 9.01% | 4.06% | 3.29% | 5.09% | 2.51% | 1.58% | 2.66% | 2.08% |
| 2025/10/17 | 32.7% | 15.46% | 0% | 6.32% | 4.02% | 6.41% | 3.05% | 2.36% | 2.83% | 2.36% |
| 2025/10/18 | 29.86% | 17.3% | 0% | 5.68% | 5.52% | 6.69% | 2.75% | 3.31% | 2.5% | 2.93% |
| 2025/10/19 | 28.45% | 16.63% | 4.96% | 6.52% | 4.63% | 7.04% | 2.18% | 3.15% | 2.56% | 2.54% |
| 2025/10/20 | 28.72% | 14.38% | 9.39% | 7.15% | 4.62% | 8.17% | 2.04% | 2.55% | 2.52% | 1.8% |
| 2025/10/21 | 31.99% | 15.75% | 0% | 6.21% | 4.72% | 7.36% | 3.08% | 1.75% | 3.22% | 2.73% |
| 2025/10/22 | 24.83% | 15.3% | 21.42% | 4.95% | 4.4% | 5.73% | 2.04% | 1.12% | 2.66% | 2.23% |
| 2025/10/23 | 30.69% | 17.77% | 5.1% | 4.43% | 4.05% | 6.02% | 2.82% | 1.92% | 1.59% | 2.52% |
| 2025/10/24 | 32.35% | 17.45% | 0% | 6.33% | 4.95% | 4.85% | 2.13% | 2.71% | 2.71% | 2.83% |
| 2025/10/25 | 30.51% | 18.01% | 0% | 4.53% | 2.62% | 5.44% | 3.17% | 2.86% | 3.81% | 3.07% |
| 2025/10/26 | 23.7% | 16.44% | 8.83% | 5.54% | 3.78% | 7.69% | 2.95% | 2.22% | 3.11% | 2.29% |
| 2025/10/27 | 27.49% | 17.11% | 4.74% | 6.18% | 3.28% | 6.01% | 2.39% | 2.56% | 2.63% | 2.79% |
| 2025/10/28 | 27.33% | 16.72% | 9.18% | 6.28% | 1.9% | 5.85% | 2.83% | 1.7% | 2.38% | 2.11% |
| 2025/10/29 | 30.98% | 17.98% | 0% | 5.79% | 3.09% | 4.97% | 2.64% | 1.69% | 2.74% | 2.16% |
| 2025/10/30 | 28.51% | 17.67% | 4.43% | 5.54% | 3.86% | 6.17% | 2.61% | 2.05% | 2.65% | 2.15% |
| 2025/10/31 | 29.53% | 18.12% | 4.82% | 4.59% | 4.06% | 3.85% | 3.11% | 2.7% | 2.29% | 1.33% |
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Preply.com led October with fluctuating impressions, peaking mid-month. Babbel.com saw a decline, while Wordnik.com spiked on October 22. Lingopie.com and Italki.com maintained steady trends. Rosettastone.com showed varied performance, ending lower.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
UK's favourite language app — Speak a new language confidently and connect with native speakers. Start learning today. Discover a...
Our General English ESOL programmes cover the full range of the Common European Framework of Reference for Languages (CEFR)’s six reference levels.
Preply Invests in Your Language Progress. Find Your Perfect Tutor and Learn from the Best. Your...
Save £250 on Rosetta Stone Lifetime Membership when you buy today. 25 languages included. Our best sale of the year is on now! Get over 60% off the #1 language learning program. Live Coaching.
Over 20,000 Students Have Studied An English Course With Us. British Council Accredited.
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In the competitive world of language learning, Babbel stands out as the UK’s favorite, promising confident communication. LCPS offers comprehensive ESOL programs, while Preply personalizes learning with 1:1 tutors. Rosetta Stone tempts with a massive sale, and Speak Up London boasts British Council accreditation.
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 UK Education & Training Language Learning November 2025 Report
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