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UK Education & Training Language Learning - PPC Market Share Analysis May 2025

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.

Market Exposure

Share of Clicks for top 10 UK Education & Training Language Learning brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain Share of clicks
babbel.com 25.63
preply.com 15.99
rosettastone.com 13.99
italki.com 12.75
busuu.com 8.24
lingoda.com 2.94
oxfordinternationalenglish.com 2.33
lingopie.com 1.96
jumpspeak.com 1.65
mondly.com 1.44
others 13.08

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In the language learning PPC landscape, Babbel leads with 25.63% click share, followed by Preply at 15.99%. Rosetta Stone captures 13.99%, while ‘others’ collectively hold 13.08%.

Market Exposure

Share of Spend for the top 10 UK Education & Training Language Learning brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

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Share of Spend - Last Month
Date preply.com babbel.com rosettastone.com italki.com lingoda.com jumpspeak.com oxfordinternationalenglish.com lingopie.com busuu.com mondly.com
2025/05/01 18.88% 14.32% 25.66% 14.35% 0.69% 0.11% 4.58% 0.02% 0% 0%
2025/05/02 20.73% 11.81% 21.62% 18.68% 5.16% 0.1% 7.01% 2.45% 0% 0%
2025/05/03 12.96% 9.33% 19.1% 14.83% 2.46% 0.07% 4.49% 1.07% 0% 0%
2025/05/04 18.26% 10.85% 26.07% 16.32% 0.52% 0.06% 9.01% 0% 0% 0%
2025/05/05 15.15% 10.14% 22.16% 22.06% 1.69% 0.18% 5.08% 0.16% 0.33% 0%
2025/05/06 16.19% 16.95% 24.92% 18.01% 1.05% 0.04% 5.3% 0% 1.58% 1.14%
2025/05/07 23.12% 18.85% 14.15% 4.96% 5.29% 0.94% 3.44% 4.38% 2.55% 2.75%
2025/05/08 22.12% 20.88% 11.76% 8.65% 5.69% 0.02% 4.14% 3.27% 2.3% 2.55%
2025/05/09 19.9% 20.73% 13.46% 10.46% 6.97% 0.99% 3.83% 2.23% 1.33% 2.7%
2025/05/10 24.28% 22.22% 9.38% 7.28% 6.63% 0.89% 3.75% 1.62% 1.89% 4.19%
2025/05/11 22.29% 18.97% 13.96% 6.68% 5.77% 3.08% 4.76% 0.97% 1.93% 3.13%
2025/05/12 23.52% 22.98% 12.47% 7.87% 2.96% 1.05% 2.5% 1.42% 1.94% 3.89%
2025/05/13 23.42% 20.08% 11.89% 8.14% 4.28% 1.79% 2.97% 1.61% 2.07% 2.79%
2025/05/14 23.98% 21.64% 12.73% 7.26% 6.09% 0.99% 1.95% 1.74% 1.7% 3.23%
2025/05/15 27.19% 16.92% 8.7% 10.23% 6.96% 3.63% 2.18% 4.03% 1.26% 2.37%
2025/05/16 29.13% 16.12% 8.71% 4.03% 4.97% 5.21% 3.19% 3.5% 2.94% 1.51%
2025/05/17 28.72% 17.09% 8.61% 5.01% 7.11% 3.94% 3.68% 5.11% 2.76% 1.9%
2025/05/18 29.3% 16.53% 8.6% 7.6% 7.59% 3.49% 3.1% 3.96% 2.14% 1.53%
2025/05/19 30.31% 15.93% 9.91% 7.61% 7.23% 3.94% 3.39% 3.32% 2.13% 1.99%
2025/05/20 32.02% 12.7% 8.49% 8.88% 8.84% 3.22% 2.41% 3.33% 3.5% 1.41%
2025/05/21 31.95% 15.45% 10.72% 1.8% 7.97% 4.13% 3.08% 3.98% 2.9% 1.91%
2025/05/22 31.37% 14.06% 11.1% 6.13% 5.45% 2.12% 2% 3.17% 3.78% 1.93%
2025/05/23 32.77% 10.98% 10.07% 6.6% 7.75% 2.46% 3.71% 4.28% 1.19% 2.31%
2025/05/24 30.15% 13.35% 7.75% 6.54% 6.76% 2.14% 3.69% 6.25% 2.44% 1.18%
2025/05/25 28.52% 13.57% 8.86% 8.5% 7.39% 4.71% 4.06% 3.64% 2.22% 1.86%
2025/05/26 26.52% 17.76% 7.14% 8.73% 4.05% 4.62% 3.35% 4.06% 2.78% 2.23%
2025/05/27 30.01% 15.61% 10.4% 7.12% 6.71% 1.39% 3.67% 2.9% 2.25% 1.58%
2025/05/28 28.62% 15.53% 10.06% 6.42% 6.56% 2.43% 3.15% 3.66% 2.55% 1.53%
2025/05/29 29.28% 14.29% 9.14% 6.44% 5.71% 2.83% 3.51% 4.9% 2.8% 1.36%
2025/05/30 28.4% 16.3% 10.07% 9.25% 3.41% 3.09% 2.93% 5.54% 2.41% 2.02%
2025/05/31 29.61% 14.75% 8.26% 5.98% 4.5% 3.87% 3.46% 3.01% 2.7% 1.8%

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Preply.com dominated May, peaking at 32.77% on the 23rd. Babbel.com fluctuated, starting strong but declining mid-month. Rosettastone.com saw a sharp drop after early highs. Italki.com and Lingoda.com had modest gains, while Jumpspeak.com and Lingopie.com showed minor fluctuations. Busuu.com and Mondly.com maintained steady, low shares.

Market Exposure

Competitor Count for UK Education & Training Language Learning

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. 

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Competitor Count - Last month
Date Competitor Count
2025/05/01 35
2025/05/02 40
2025/05/03 46
2025/05/04 39
2025/05/05 48
2025/05/06 43
2025/05/07 70
2025/05/08 67
2025/05/09 66
2025/05/10 56
2025/05/11 71
2025/05/12 67
2025/05/13 62
2025/05/14 62
2025/05/15 66
2025/05/16 67
2025/05/17 56
2025/05/18 58
2025/05/19 47
2025/05/20 57
2025/05/21 60
2025/05/22 55
2025/05/23 46
2025/05/24 69
2025/05/25 56
2025/05/26 60
2025/05/27 52
2025/05/28 64
2025/05/29 62
2025/05/30 59
2025/05/31 57

Copyright © Adthena. All rights reserved.

May saw a dynamic shift in distinct advertisers, starting at 35 and peaking at 71 mid-month. The month concluded with a stable 57, reflecting a vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Education & Training Language Learning

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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Market Loss & Market Gains - Last month
Name Market Trend
busuu.com 5.35%
preply.com 4.61%
lingopie.com 1.03%
jumpspeak.com 0.99%
speakuplondon.com 0.81%
elatt.org.uk -0.62%
flashacademy.com -0.69%
italki.com -1.75%
rosettastone.com -3.63%
babbel.com -5.47%

Copyright © Adthena. All rights reserved.

Preply.com and Busuu.com surged in click share, gaining 4.61% and 5.35% respectively. Meanwhile, Babbel.com and RosettaStone.com faced declines, dropping by 5.47% and 3.63%.

Campaign Efficiency

UK Education & Training Language Learning Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date preply.com babbel.com rosettastone.com jumpspeak.com lingopie.com oxfordinternationalenglish.com lingoda.com italki.com busuu.com mondly.com
2025/05/01 23.58% 14.86% 26.9% 0.19% 0.03% 5.53% 1.34% 7.33% 0% 0%
2025/05/02 22.32% 12.77% 20.38% 0.17% 4.65% 8.51% 4.95% 8.65% 0% 0%
2025/05/03 17.24% 8.96% 16.83% 0.12% 1.46% 5.3% 3.14% 7.33% 0% 0%
2025/05/04 24.75% 10.14% 21.78% 0.11% 0% 10.42% 0.62% 8.05% 0% 0%
2025/05/05 21.95% 9.83% 19.24% 0.71% 0.64% 5.7% 1.92% 10.95% 1.28% 0%
2025/05/06 21.9% 17.58% 21.29% 0.08% 0% 6.06% 1.35% 9.4% 1.52% 1.52%
2025/05/07 24.65% 15.73% 11.94% 0.95% 5.09% 3.83% 3.25% 2.45% 2.57% 3.72%
2025/05/08 24.26% 18.61% 10.14% 0.35% 4.28% 4.5% 4.01% 3.98% 2.94% 3.04%
2025/05/09 22.36% 19.23% 12.17% 1.09% 2.73% 4.58% 5.44% 5.11% 1.89% 3.51%
2025/05/10 27.59% 19.79% 8.47% 1.28% 2.19% 4.37% 4.55% 3.74% 1.9% 5.21%
2025/05/11 23.62% 17.43% 12.6% 3.27% 1.12% 5.37% 4.79% 3.27% 2.53% 3.8%
2025/05/12 24.68% 21.03% 11.05% 1.45% 1.99% 2.71% 2.26% 3.58% 2.34% 4.82%
2025/05/13 26.2% 17.85% 10.06% 1.79% 1.85% 3.21% 3.57% 3.94% 2.52% 3.31%
2025/05/14 26.92% 19.04% 10.98% 1.36% 1.99% 2.12% 4.65% 3.51% 2.27% 4.13%
2025/05/15 30.88% 14.49% 7.57% 4.11% 4.6% 2.34% 6.7% 5.31% 1.45% 2.88%
2025/05/16 33.01% 13.68% 7.48% 5.36% 4.11% 3.42% 3.71% 2.04% 3.26% 1.92%
2025/05/17 32.23% 14.34% 7.32% 4.18% 5.91% 3.82% 6.1% 2.6% 2.97% 2.33%
2025/05/18 34.36% 14.34% 7.4% 4.01% 4.88% 3.36% 6.32% 3.6% 2.19% 1.87%
2025/05/19 35.17% 14.41% 8.58% 4.25% 3.92% 3.63% 5.58% 3.47% 2.58% 2.35%
2025/05/20 36.97% 11.74% 7.14% 3.61% 3.89% 2.61% 7.48% 4.17% 4% 1.78%
2025/05/21 35.8% 13.6% 8.83% 4.39% 4.39% 3.22% 5.91% 0.82% 3.46% 2.37%
2025/05/22 36.44% 12.86% 9.7% 2.15% 3.73% 2.13% 3.26% 3.13% 4.05% 2.29%
2025/05/23 36.83% 10.39% 8.98% 2.8% 5.5% 3.83% 6.07% 3.36% 1.71% 2.69%
2025/05/24 34.47% 11.4% 6.73% 2.27% 7.39% 3.75% 5.61% 3.17% 2.47% 1.49%
2025/05/25 33.71% 12.33% 7.56% 4.83% 4.16% 4.43% 5.24% 4.06% 2.53% 2.43%
2025/05/26 31.1% 15.5% 6.08% 4.9% 4.54% 3.64% 3.51% 4.11% 3.42% 2.79%
2025/05/27 33.36% 14.61% 8.25% 2.24% 4.76% 3.72% 5.81% 3.16% 2.97% 1.81%
2025/05/28 33.34% 13.99% 8.82% 2.77% 4.29% 3.48% 4.82% 3.17% 2.9% 1.76%
2025/05/29 33.02% 12.89% 7.69% 2.92% 6.18% 3.83% 3.94% 2.92% 3.16% 1.5%
2025/05/30 33.21% 14.04% 8.56% 3.37% 7.01% 3.27% 2.38% 4.43% 3.13% 2.37%
2025/05/31 32.13% 13.08% 7.18% 4.86% 3.82% 3.79% 3.51% 3.05% 2.98% 2.1%

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Preply.com dominated May 2025, peaking at 36.97% on the 20th. Babbel.com fluctuated, ending at 13.08%. Rosettastone.com saw a decline, finishing at 7.18%. Jumpspeak.com and Lingopie.com showed growth, closing at 4.86% and 3.82%, respectively.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Language Learning

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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  1. 1
    The UK's No.1 language app - Learn a new language - babbel.com https://go.babbel.com

    Speak a new language confidently and connect with native speakers. Start learning today. Discover a...

  2. 2
    Free ESOL English Course https://www.elatt.org.uk

    Free Online ESOL English Class — We Help You With Speaking, Listening, Reading & Writing Skills. Apply Now Online. 250+ Students Enrolled Last Year, 83% Achieved A Qualification...

  3. 3
    King's College London - Evening English lessons https://www.kcl.ac.uk › language › centre

    Advance your career with our professional English courses based in London. Enrol today. Master...

  4. 4
    Private Language Tutor https://www.preply.com › tutor › language

    Find Your Tutor — Unlock Your Language Potential with the Best Tutor for You. Book Your Lesson from $5. Invest in Your Future with Life-Changing Language Classes that Work. Book Yours Now.

  5. 5
    10 Best Language-Learning-Apps | Reviews 2025 in Comparison https://uk.trusted.net › best-language › learning-apps

    Test-Winner Language Learning Apps 2025. Start now: Language-Apps At a Top-Price!

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In the competitive landscape of language learning, Babbel stands out as the UK’s top app, emphasizing confidence and connection. ELATT offers free ESOL courses, highlighting accessibility and success. King’s College London focuses on career advancement through evening classes. Preply personalizes learning with affordable private tutors. Trusted.net provides comparative reviews, guiding users to the best apps.

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