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UK Education & Training Language Learning - PPC Market Share Analysis June 2026

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.

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AIO Frequency

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

Frequency Percentage
Frequency 46.1035212623
53.8964787377
46%

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 26
74
26%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 5%
Transactional 0%
Navigational 6%
Seasonal 0%
Local 3%
Problem Solving 9%

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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.

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Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
babbel.com 24.44
rosettastone.com 17.39
italki.com 15.98
preply.com 13.53
busuu.com 6.92
wordnik.com 4.62
audible.co.uk 2.88
lingopie.com 1.45
mondly.com 1.18
jumpspeak.com 0.97
others 10.64
  • babbel.com - 24.44%
  • rosettastone.com - 17.39%
  • italki.com - 15.98%
  • preply.com - 13.53%
  • busuu.com - 6.92%
  • wordnik.com - 4.62%
  • audible.co.uk - 2.88%
  • lingopie.com - 1.45%
  • mondly.com - 1.18%
  • jumpspeak.com - 0.97%
  • others - 10.64%

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In the language learning PPC landscape, Babbel leads with 24.44% click share, followed by Rosetta Stone at 17.39%. Others collectively hold 10.64%, highlighting 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. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date babbel.com preply.com rosettastone.com italki.com audible.co.uk busuu.com mondly.com lingopie.com jumpspeak.com wordnik.com
2026/05/01 22.23% 28.41% 18.96% 7.14% 1.09% 2.66% 0.41% 2.79% 2.52% 4.45%
2026/05/02 15.1% 19.41% 12.93% 2.23% 0.76% 1.34% 0.77% 4.1% 2.41% 34.09%
2026/05/03 23.49% 30.99% 10.26% 3.48% 1.06% 1.67% 1.18% 5.18% 3.57% 7.28%
2026/05/04 17.55% 26.05% 10.31% 7.83% 1.71% 2.11% 0.16% 2.87% 0.96% 21.01%
2026/05/05 16.73% 26.82% 15.04% 6.4% 0.31% 1.45% 1.04% 2.32% 2.19% 19.46%
2026/05/06 18.9% 32.89% 14.8% 7.76% 2.52% 2.11% 0.84% 3.84% 2.48% 2.94%
2026/05/07 17.13% 26.72% 13.96% 6.12% 2.17% 2.34% 0.66% 3.3% 0.52% 17.3%
2026/05/08 14.81% 27.26% 16.33% 5.19% 1.62% 1.83% 0.23% 2.6% 1.53% 17.42%
2026/05/09 19.14% 32.38% 18.35% 6.05% 2.45% 2.21% 0.41% 2.98% 3.24% 0%
2026/05/10 14.26% 32.19% 17.9% 7.25% 1.93% 1.48% 0.32% 4.34% 4.53% 3.05%
2026/05/11 12.1% 22.94% 12.07% 7.43% 2.35% 1.59% 0.64% 2.7% 2.59% 27.63%
2026/05/12 18.79% 25.25% 19.79% 6.27% 4.01% 2.04% 2.63% 4.13% 1.76% 0%
2026/05/13 16.29% 19.01% 17.95% 6.69% 4.55% 1.47% 2.16% 1.78% 0.87% 19.27%
2026/05/14 10.44% 15.55% 12.71% 5.02% 4.37% 0.62% 1.46% 0.77% 0.5% 40.33%
2026/05/15 14.78% 27.21% 16.3% 5.18% 1.61% 1.83% 0.34% 2.59% 1.53% 17.38%
2026/05/16 18.83% 26.88% 18.76% 7.29% 5.21% 1.78% 2.48% 3.36% 0.77% 0%
2026/05/17 18.79% 26.93% 16.65% 6.25% 5.35% 1.76% 2.66% 3.3% 0.44% 0%
2026/05/18 16.09% 25.28% 12.5% 6.54% 3.81% 0.85% 2.62% 2.17% 0.38% 15.65%
2026/05/19 16.05% 22.57% 18.52% 4.89% 5.03% 1.22% 1.82% 1.62% 0.72% 17.85%
2026/05/20 14.37% 18% 15.63% 7.81% 3.68% 1.09% 2.68% 0.8% 0.64% 27.74%
2026/05/21 17.98% 21.47% 10.39% 8.12% 5.7% 1.4% 2.63% 2.32% 0.9% 15.46%
2026/05/22 16.13% 13.11% 11.79% 8.47% 5.71% 1.72% 1.95% 2.1% 1.62% 25.75%
2026/05/23 16.85% 18.43% 13.09% 8.08% 5.74% 1.82% 1.91% 2.31% 1.43% 12.82%
2026/05/24 14.98% 13.61% 13.44% 6.76% 6.07% 1.37% 1.35% 1.85% 1.44% 23.6%
2026/05/25 18.44% 13.6% 17.24% 8.05% 4.93% 1.55% 1.41% 1.14% 1.44% 14.78%
2026/05/26 21.61% 13.1% 22.28% 10.37% 5.37% 2.02% 2.14% 0.82% 1.11% 0%
2026/05/27 16.6% 9.45% 13.08% 5.23% 4.71% 1.38% 1.51% 0.43% 1.55% 30.23%
2026/05/28 23.04% 14.75% 19.9% 7.98% 6.62% 1.44% 2.11% 0.3% 0.73% 2.64%
2026/05/29 23.84% 15.74% 18.06% 8.42% 7.03% 2.71% 1.62% 0.21% 1.47% 0%
2026/05/30 22.95% 19.38% 14.56% 11.15% 5.4% 4.33% 2.22% 0.3% 1.79% 0%
2026/05/31 24.11% 18.85% 18.66% 9.09% 3.85% 2.86% 1.78% 0.93% 0.79% 0%
  • babbel.com
  • preply.com
  • rosettastone.com
  • italki.com
  • audible.co.uk
  • busuu.com
  • mondly.com
  • lingopie.com
  • jumpspeak.com
  • wordnik.com

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In May 2026, Babbel’s PPC spend fluctuated, peaking at 24.11% on the 31st. Preply led early but declined, finishing at 18.85%. Rosetta Stone saw a mid-month surge, closing at 18.66%. Italki’s spend rose steadily, ending at 9.09%. Audible’s spend peaked mid-month, closing at 3.85%. Busuu and Mondly maintained low, stable spends. Wordnik’s spend spiked on the 14th, then dropped. Lingopie and Jumpspeak had minimal fluctuations, ending at 0.93% and 0.79%, respectively.

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
Competitor Count - Last month
Date Competitor Count
2026/05/01 48
2026/05/02 51
2026/05/03 49
2026/05/04 50
2026/05/05 48
2026/05/06 52
2026/05/07 45
2026/05/08 49
2026/05/09 50
2026/05/10 53
2026/05/11 51
2026/05/12 62
2026/05/13 52
2026/05/14 55
2026/05/15 49
2026/05/16 54
2026/05/17 58
2026/05/18 61
2026/05/19 58
2026/05/20 51
2026/05/21 56
2026/05/22 57
2026/05/23 65
2026/05/24 66
2026/05/25 62
2026/05/26 62
2026/05/27 61
2026/05/28 62
2026/05/29 60
2026/05/30 70
2026/05/31 62

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May saw a dynamic shift in advertisers, starting at 48 and peaking at 70. The month concluded with a stable 62, reflecting a vibrant competitive 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
Market Loss & Market Gains - Last month
Name Market Trend
italki.com 3.93%
babbel.com 2.21%
top5languages.co.uk 1.43%
audible.co.uk 1.28%
trusted.net 0.76%
rosettastone.com -0.58%
busuu.com -0.8%
lingopie.com -1%
wordnik.com -1.79%
preply.com -6.41%

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In the past month, italki.com surged by 3.93%, while preply.com dropped by 6.41%. Babbel.com gained 2.21%, contrasting with wordnik.com’s 1.79% 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.

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Date babbel.com preply.com rosettastone.com italki.com audible.co.uk busuu.com mondly.com lingopie.com chatgpt.com wordnik.com
2026/05/01 19.88% 29.08% 9.22% 4.99% 1.38% 3.86% 0.54% 2.81% 0% 13.97%
2026/05/02 16.88% 25.71% 8.73% 1.8% 1.38% 2.34% 1.2% 4.96% 0% 23.32%
2026/05/03 19.5% 30% 3.35% 2.22% 0.98% 2.19% 1.23% 4.66% 0% 21.78%
2026/05/04 17.01% 29.81% 5.96% 5.41% 1.91% 3.48% 0.27% 2.88% 0% 20.81%
2026/05/05 16.82% 30.88% 8.36% 4.47% 0.52% 2.17% 1.27% 2.64% 0% 20.25%
2026/05/06 17.28% 36.61% 7.42% 5.24% 2.69% 2.98% 0.97% 3.7% 0% 9.54%
2026/05/07 18.27% 31.73% 9.32% 4.9% 2.6% 4.1% 0.98% 3.56% 0% 11.3%
2026/05/08 13.89% 36.71% 8.13% 3.72% 1.78% 2.76% 0.7% 2.65% 0% 16.98%
2026/05/09 19.03% 37.69% 10.07% 4.44% 2.9% 3.38% 1.02% 3.48% 0% 0%
2026/05/10 6.32% 22.65% 5.45% 2.36% 1.18% 0.96% 0.22% 2.8% 42.71% 4.78%
2026/05/11 11.36% 31.88% 6.79% 5.45% 2.37% 2.34% 0.75% 2.86% 0% 22.33%
2026/05/12 19.32% 28.31% 12.69% 4.64% 5.31% 3.11% 2.73% 3.69% 0% 0%
2026/05/13 15.15% 21.25% 11.53% 4.66% 4.03% 2.08% 2.35% 1.94% 0% 24.66%
2026/05/14 12.27% 22.58% 9.66% 4.43% 5.47% 1.14% 1.88% 0.97% 0% 28.58%
2026/05/15 13.89% 36.71% 8.13% 3.72% 1.78% 2.76% 0.7% 2.65% 0% 16.98%
2026/05/16 18.07% 29.09% 11.31% 5.78% 6.06% 2.53% 3.33% 4.01% 0% 0%
2026/05/17 19.07% 31.53% 8.2% 5.06% 5.69% 2.71% 2.81% 3.14% 0% 0%
2026/05/18 16.49% 29.63% 8.49% 5.27% 4.33% 1.41% 3.3% 2.43% 0% 9.88%
2026/05/19 18.87% 27.63% 10.91% 4.28% 6.01% 2.09% 2.55% 1.9% 0% 12.44%
2026/05/20 16.22% 24.71% 9.95% 6.92% 4.46% 2.05% 3.69% 1.33% 0% 19.13%
2026/05/21 19.24% 25.96% 6.41% 6.76% 5.81% 2.33% 3.21% 2.34% 0% 10.11%
2026/05/22 18.88% 16.05% 7.81% 7.37% 6.34% 2.97% 2.35% 2.61% 0% 17.41%
2026/05/23 17.09% 23.53% 6.15% 6.39% 6.11% 2.95% 2.27% 2.26% 0% 7.95%
2026/05/24 16.77% 17.73% 8.78% 5.73% 6.81% 2.49% 1.72% 1.9% 0% 15.77%
2026/05/25 18.94% 17.89% 11.11% 6.48% 5% 2.24% 1.76% 1.13% 0% 9.49%
2026/05/26 21.98% 15.76% 13.87% 8.18% 5.17% 3.15% 2.65% 1.1% 0% 0%
2026/05/27 18.8% 12.05% 8.22% 4.7% 5.56% 2.61% 2.11% 0.55% 0% 21.31%
2026/05/28 22.02% 17.46% 10.05% 6% 5.85% 1.91% 2.33% 0.5% 0% 9.02%
2026/05/29 24.2% 20.84% 8.75% 6.6% 6.92% 3.68% 1.88% 0.28% 0% 0%
2026/05/30 22.67% 23.27% 7.89% 8.61% 5.6% 5.75% 2.65% 0.34% 0% 0%
2026/05/31 23.88% 23.08% 9.45% 7.14% 4.5% 4.07% 2.1% 1.13% 0% 0%
  • babbel.com
  • preply.com
  • rosettastone.com
  • italki.com
  • audible.co.uk
  • busuu.com
  • mondly.com
  • lingopie.com
  • chatgpt.com
  • wordnik.com

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In May 2026, ChatGPT.com led with a 42.71% share on May 10. Babbel.com fluctuated, peaking at 24.2% on May 29. Preply.com saw highs early, then declined. RosettaStone.com and Wordnik.com showed varied trends. The month ended with Babbel.com at 23.88%.

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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Google Text Ad Copy Insights & Creative Trends for UK Education & Training Language Learning - Last month
  1. 1
    Babbel® Official Site https://uk.babbel.com

    Language learning made easy — Practice speaking, writing, and listening so you can use a new language with confidence. Learning...

  2. 2
    Translate Without Waiting - ChatGPT Translate https://www.chatgpt.com

    Fast translations for text, voice, or files. Start using ChatGPT Translate. Translate across 40+ languages in seconds with ChatGPT. Try it today. ChatGPT fits your needs. Join millions of users. ChatGPT: AI you can trust. Your shopping guide by AI.

  3. 3
    Language Learning Online Courses | Coursera https://www.coursera.org

    Choose from hundreds of free Language Learning courses or pay to earn a Course or Specialization Certificate. In language courses and Specializations, you’ll learn to speak, write, and listen effectively in major...

  4. 4
    Speak Languages Better https://www.preply.com › language › tutors

    Intensive Language Lessons — Preply Invests in Your Language Progress. Find Your Perfect Tutor and Learn from the Best.

  5. 5
    10 Best Language-Apps 2026 - See Who We Ranked #1 in 2026 https://uk.trusted.net › best-language › learning-apps

    Award-Winning Language Apps 2026. Act Now: Start Learning a Language at the Best Price!

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In the competitive world of language learning, Babbel emphasizes ease and confidence, while ChatGPT highlights speed and trust. Coursera offers diverse courses, Preply focuses on personalized tutoring, and Trusted.net ranks top apps, showcasing varied approaches to mastering languages.

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See this data specific to your brand performance

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.

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