US Education & Training Language Learning - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US 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 US 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	20.26
rosettastone.com	16.79
preply.com	16.63
pimsleur.com	4.29
mondly.com	2.83
busuu.com	2.83
top5languages.com	2.68
italki.com	2.21
forbes.com	2.13
lingoda.com	1.97
others	27.38

In the education | language learning PPC landscape, Babbel leads with 20.26% click share, closely followed by Rosetta Stone at 16.79%. Preply captures 16.63%, while ‘others’ collectively hold 27.38%.

Market Exposure

Share of Spend for the top 10 US 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	top5languages.com	forbes.com	pimsleur.com	varsitytutors.com	busuu.com	lingoda.com	jumpspeak.com
2025/04/01	23.19%	12.32%	9.09%	4.82%	3.92%	5.31%	3.69%	1.78%	3.48%	1.53%
2025/04/02	23.98%	14.51%	10.16%	4.08%	3.88%	6.25%	4.63%	1.78%	3.19%	1.3%
2025/04/03	22.42%	14.36%	7.74%	5.51%	4.07%	6.81%	4.17%	1.61%	3.59%	2.25%
2025/04/04	19.51%	21.93%	6.3%	4.13%	4.16%	4.48%	3.09%	1.64%	3.96%	1.1%
2025/04/05	21.24%	13.51%	8.55%	4.36%	4.22%	4.56%	3.37%	2.02%	4.5%	0.95%
2025/04/06	23.12%	17.36%	7.69%	4.11%	3.63%	4.62%	6.7%	1.7%	3.31%	1.14%
2025/04/07	23.75%	15.14%	9.09%	3.79%	4.79%	5.26%	3.05%	1.67%	4.29%	1.17%
2025/04/08	22.69%	15.81%	8.74%	3.12%	4.8%	6.02%	2.93%	2.4%	3.95%	1.14%
2025/04/09	24.93%	14.46%	7.49%	2.56%	3.47%	6.32%	3.4%	2.37%	4.42%	1%
2025/04/10	24.62%	14.98%	8.01%	2.82%	4.21%	4.79%	3.63%	2.26%	4.89%	0.95%
2025/04/11	24.99%	15.57%	8.86%	4.39%	5%	5.93%	2.75%	2.56%	1.85%	0.97%
2025/04/12	29.12%	15.34%	7.47%	3.63%	4.77%	4.86%	3.02%	2.64%	3.46%	0.5%
2025/04/13	32.12%	14.13%	6.77%	3.2%	3.83%	4.88%	2.42%	2.28%	2.66%	1.09%
2025/04/14	23.99%	17.37%	6.52%	2.82%	5.26%	5.5%	2.91%	4%	3.12%	1.41%
2025/04/15	23.34%	18.58%	8.8%	3.1%	4.74%	6.21%	3.16%	3.33%	2.38%	1.35%
2025/04/16	25.49%	16.98%	8.36%	2.92%	2.69%	6.37%	2.51%	3.95%	3.01%	0.67%
2025/04/17	22.44%	14.12%	7.32%	1.39%	2.16%	8.62%	1.18%	2.73%	0.99%	0.56%
2025/04/18	17.73%	20.06%	8.79%	1.55%	3.29%	4.75%	3.36%	2.39%	2.14%	10.2%
2025/04/19	27.08%	20.07%	5.53%	2.26%	4.38%	5.76%	5.62%	2.27%	2.94%	1.7%
2025/04/20	21.04%	23.57%	6.03%	2.87%	5.14%	5.77%	3.48%	3.21%	3.68%	1.99%
2025/04/21	22.62%	16.65%	5.93%	4.39%	6.84%	5.52%	3.25%	3.5%	2.56%	1.87%
2025/04/22	23.53%	19.49%	7.19%	3.87%	4.07%	3.91%	2.34%	2.75%	2.06%	1.51%
2025/04/23	22.76%	22.94%	5.16%	4.13%	3.99%	3.29%	2.15%	4.62%	1.84%	1.33%
2025/04/24	23.29%	13.54%	8.86%	5.8%	4.53%	5.06%	3.5%	3.97%	2.77%	1.38%
2025/04/25	23.16%	16.86%	7.76%	8.46%	5.16%	4.47%	2.94%	3.25%	1.99%	0.84%
2025/04/26	23.34%	20.49%	7.22%	5.05%	6.07%	4.11%	2.87%	2.9%	1.78%	1.04%
2025/04/27	24.4%	19.65%	6.04%	5.17%	5.35%	4.37%	2.85%	2.51%	2.37%	5.74%
2025/04/28	23.28%	15.67%	6.99%	7.06%	5.13%	4.9%	4.26%	2.98%	2.02%	1.81%
2025/04/29	25.21%	14.6%	6.9%	7.45%	3.67%	4.2%	3.54%	2.59%	1.88%	1.4%
2025/04/30	28.32%	14.04%	8.05%	8.01%	4.34%	3.74%	3.39%	2.86%	2.16%	1.54%

Preply.com led April with fluctuating spend, peaking mid-month. Babbel.com saw a steady rise, while RosettaStone.com remained stable. Top5Languages.com and Forbes.com showed gradual increases. Pimsleur.com and VarsityTutors.com had mixed trends. Busuu.com, Lingoda.com, and Jumpspeak.com experienced minor fluctuations.

Market Exposure

Competitor Count for US 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
2025/04/01	312
2025/04/02	311
2025/04/03	315
2025/04/04	355
2025/04/05	346
2025/04/06	341
2025/04/07	333
2025/04/08	328
2025/04/09	326
2025/04/10	328
2025/04/11	311
2025/04/12	320
2025/04/13	330
2025/04/14	350
2025/04/15	309
2025/04/16	345
2025/04/17	305
2025/04/18	376
2025/04/19	369
2025/04/20	378
2025/04/21	364
2025/04/22	361
2025/04/23	352
2025/04/24	364
2025/04/25	335
2025/04/26	367
2025/04/27	359
2025/04/28	369
2025/04/29	353
2025/04/30	354

April saw a dynamic shift in distinct advertisers, starting at 312 and peaking at 378 mid-month. The month concluded with a stable 354, reflecting a vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for US 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
babbel.com	7.45%
mondly.com	4.36%
lingopie.com	1.66%
jumpspeak.com	1.66%
top5languages.com	1.08%
lingoda.com	-0.91%
cclshouston.com	-0.92%
thespanishlearningclub.com	-0.97%
pimsleur.com	-1.16%
rosettastone.com	-4.24%

Babbel.com surged with a 7.45% click share increase, while rosettastone.com dropped by 4.24%. Mondly.com also rose by 4.36%, contrasting with declines from pimsleur.com and others.

Campaign Efficiency

US 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	top5languages.com	rosettastone.com	forbes.com	busuu.com	jumpspeak.com	varsitytutors.com	pimsleur.com	mondly.com
2025/04/01	16.48%	9.32%	4.32%	7.37%	3.47%	1.86%	1.55%	2.21%	3.02%	0.5%
2025/04/02	19.19%	12.59%	4.23%	9.82%	3.74%	2.16%	1.43%	3.61%	3.43%	0.28%
2025/04/03	17.77%	12.29%	5.9%	7.33%	4.1%	2.05%	2.35%	3.33%	4.24%	0.69%
2025/04/04	11.92%	29.79%	3.5%	4.71%	3.09%	1.5%	0.96%	1.48%	2.18%	0.31%
2025/04/05	14.99%	10.02%	3.89%	7.08%	3.43%	2.01%	0.96%	1.84%	2.5%	0.32%
2025/04/06	22.64%	18.45%	3.23%	5.99%	2.61%	1.51%	1.03%	11.84%	2.44%	0.19%
2025/04/07	19.16%	12.64%	3.83%	8.74%	4.5%	1.99%	1.41%	1.83%	3.53%	0.33%
2025/04/08	18.28%	14.01%	3.22%	8.71%	4.75%	2.91%	1.35%	1.66%	4.08%	0.6%
2025/04/09	18.64%	11.99%	2.47%	6.82%	3.12%	2.7%	1.14%	1.67%	3.66%	0.46%
2025/04/10	19.5%	13.04%	3.29%	7.73%	4.08%	2.53%	1.04%	1.85%	3.21%	0.51%
2025/04/11	19.74%	13.25%	4.37%	8.4%	4.81%	2.69%	1.08%	1.58%	3.57%	0.29%
2025/04/12	33.52%	12.92%	3.57%	6.7%	4.16%	2.71%	0.51%	1.36%	3.03%	0.23%
2025/04/13	34.8%	9.45%	2.46%	4.97%	2.84%	1.89%	0.95%	1.03%	2.48%	0.35%
2025/04/14	20.71%	15.21%	3.12%	6.53%	5.02%	4.42%	1.74%	1.56%	4.16%	0.49%
2025/04/15	18.34%	15.86%	3.4%	8.06%	4.44%	3.55%	1.57%	1.79%	4.32%	0.36%
2025/04/16	21.45%	15.38%	3.22%	8.39%	2.69%	4.31%	0.81%	1.42%	4.59%	0.32%
2025/04/17	16.52%	10.87%	1.29%	6.47%	1.65%	2.73%	0.52%	0.54%	3.49%	0.13%
2025/04/18	9.52%	21.93%	1.14%	11.58%	2.15%	1.76%	15.16%	1.51%	2.47%	7.66%
2025/04/19	31.01%	21.99%	1.91%	3.98%	3.24%	1.88%	1.44%	7.73%	3.75%	0.49%
2025/04/20	15.3%	31.31%	2.91%	5.19%	4.65%	3.31%	2.13%	1.85%	4.28%	0.57%
2025/04/21	18.42%	15.58%	5.31%	5.98%	7.01%	4.14%	2.24%	1.95%	4.35%	0.64%
2025/04/22	20.51%	18.69%	2.63%	9.16%	2.31%	1.77%	1.06%	0.72%	1.65%	6.36%
2025/04/23	19.57%	27.99%	3.13%	3.16%	2.59%	7.54%	1.06%	0.7%	1.38%	16.62%
2025/04/24	18.42%	11.52%	6.52%	8.69%	4.6%	4.28%	1.63%	2.26%	3.63%	0.99%
2025/04/25	14.31%	18.24%	14.22%	5.9%	4.14%	2.8%	0.85%	1.32%	2.17%	0.61%
2025/04/26	15.27%	27.07%	4.88%	6.21%	5.17%	2.76%	1.09%	1.41%	2.17%	9.13%
2025/04/27	21%	24.91%	4.82%	4.85%	4.21%	2.3%	9.56%	1.46%	2.51%	0.68%
2025/04/28	18.14%	14.26%	8.37%	7.17%	5.44%	3.46%	2.34%	2.83%	2.95%	1.19%
2025/04/29	18.48%	11.41%	7.74%	6.42%	3.48%	2.64%	1.67%	1.91%	1.9%	11.56%
2025/04/30	22.75%	12.92%	8.96%	8.57%	4.56%	3.37%	1.89%	1.88%	1.44%	1.18%

April saw Preply’s impression share fluctuate, peaking mid-month. Babbel experienced a significant rise on April 20. Top5Languages and Rosetta Stone maintained steady shares, while Mondly had sporadic spikes. The month concluded with Preply leading.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US 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
Become Fluent in Spanish - Beginner - 10-Min Lessons https://go.babbel.com › become › fluent
Join The Millions Of Users Who Are On Their Way To Speaking A New Language Today. Learn Spanish...
2
Bingewatch Your Way to Fluency | Learn Spanish Watching TV https://try.lingopie.com › spanish
Learn Spanish with TV Shows, Movies & Music with Dual Subtitles + Instant Translations
3
Start to Learn Spanish https://go.mondly.com › mondly-app
Free Language Learning App — Crystal-clear audio & professional voice actors - Learn Spanish with fluent speakers. Learn Spanish the fun & easy way. Expand your vocabulary with...
4
Private Spanish Lessons https://www.preply.com › spanish › practice
Spanish Practice — The Faster Way to Fluency. Fast Track Your Spanish Learning with 5-Star Expert Tutors! Preply's...
5
Top 5 Spanish Learning Apps https://www.top5languages.com
Best Language App 2025 — 2025's Best Apps & Courses To Learn Spanish Online. Which Is The Best One? Find Out Now

In the competitive world of language learning, Babbel entices with quick 10-minute lessons, while Lingopie offers a unique twist by integrating TV shows and music. Mondly captivates with professional voice actors, and Preply emphasizes personalized tutoring. Top5Languages curates the best apps, sparking curiosity about the ultimate choice.

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US Education & Training Language Learning - PPC Market Share Analysis April 2025

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

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

Competitor Count for US Education & Training Language Learning

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

US Education & Training Language Learning Share of Impressions

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

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

UNTUCKit Case Study: Retail brand unlocks $54k with Adthena’s Brand Activator

the7stars case study: Achieving Google Ads PPC campaign optimization​ with Adthena

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

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See this data specific to your brand performance

the7stars case study: Achieving Google Ads PPC campaign optimization with Adthena