UK Education & Training Language Learning - PPC Market Share Analysis October 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.

Language Learning – UK

Google AI Overview visibility for Education & Training Language Learning UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 40.9000260123
59.0999739877
40%

Complex Query Frequency

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
17%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 6%
Transactional 0%
Navigational 6%
Seasonal 0%
Local 0%
Problem Solving 8%

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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.

Share of Clicks - Last month
Share of Clicks - 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
  • 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.

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. 

Share of Spend - Last Month
Share of Spend - 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%
  • preply.com
  • babbel.com
  • lingopie.com
  • wordnik.com
  • rosettastone.com
  • italki.com
  • oxfordinternationalenglish.com
  • busuu.com
  • jumpspeak.com
  • mytutor.co.uk

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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.

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. 

Competitor Count - Last month
Competitor Count - 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.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
wordnik.com 2.13%
audible.co.uk 1.67%
lingoda.com 0.95%
speakuplondon.com 0.72%
lingopie.com 0.53%
pimsleur.com -0.42%
mytutor.co.uk -0.67%
rosettastone.com -0.94%
talkpal.ai -1.28%
babbel.com -2.47%

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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.

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.

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%
  • preply.com
  • babbel.com
  • wordnik.com
  • lingopie.com
  • italki.com
  • rosettastone.com
  • busuu.com
  • oxfordinternationalenglish.com
  • jumpspeak.com
  • mytutor.co.uk

Copyright © Adthena. All rights reserved.

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.

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.

Google Text Ad Copy Insights & Creative Trends for UK Education & Training Language Learning - Last month
  1. 1
    The UK's No.1 language app https://go.babbel.com

    UK's favourite language app — Speak a new language confidently and connect with native speakers. Start learning today. Discover a range of learning activities incl. lessons, podcasts...

  2. 2
    ESOL (English for Speakers of Other Languages) at LCPS https://www.lcps.org.uk

    Our General English ESOL programmes cover the full range of the Common European Framework of Reference for Languages (CEFR)’s six reference levels.

  3. 3
    Private Language Tutor - Book Your Language Lesson https://www.preply.com › tutor › language

    Unlock Your Language Potential with the Best Tutor for You. Book Your Lesson from $5

  4. 4
    London English Courses | Prices From £199 Per Week https://www.speakuplondon.com

    Over 20,000 Students Have Studied An English Course With Us. British Council Accredited.

  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!. Learn Languages for Beginners and Advanced Learners ...

Copyright © Adthena. All rights reserved.

In the competitive landscape of language learning, Babbel stands out as the UK’s favorite, promising confident communication and diverse learning activities. LCPS offers comprehensive ESOL programs aligned with CEFR standards. Preply connects learners with affordable private tutors, while Speak Up London boasts British Council accreditation. Trusted.net provides a comparative review of top language apps, guiding learners to the best choices.

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