Log in Book a Demo

US 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 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.

See more data
Share of Clicks - Last month
Domain Share of clicks
babbel.com 17.82
preply.com 17.34
rosettastone.com 15.54
pimsleur.com 5.52
merriam-webster.com 5.13
top5languages.com 3.79
forbes.com 2.91
italki.com 2.41
lingoda.com 2.22
busuu.com 2.15
others 25.17

Copyright © Adthena. All rights reserved.

In the language learning PPC landscape, Babbel leads with 17.82% click share, closely followed by Preply at 17.34%. Rosetta Stone captures 15.54%, while ‘others’ collectively hold 25.17%.

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. 

See more data
Share of Spend - Last Month
Date babbel.com preply.com forbes.com rosettastone.com jumpspeak.com pimsleur.com busuu.com lingoda.com top5languages.com varsitytutors.com
2025/05/01 11.31% 29.7% 4.71% 8.65% 1.34% 3.19% 1.91% 2.24% 7.26% 3.73%
2025/05/02 14.22% 25.74% 4.57% 10.09% 1.3% 2.91% 1.11% 2.42% 6.92% 4.24%
2025/05/03 15.42% 25.88% 5.57% 8.76% 1.44% 2.85% 0.89% 3.21% 7.65% 3.63%
2025/05/04 17.91% 23.88% 5.54% 7.29% 0.85% 2.59% 0.85% 2.63% 10.96% 2.39%
2025/05/05 13.71% 28% 6.29% 8.27% 1.06% 3.46% 0.82% 2.4% 8.82% 2.81%
2025/05/06 14.4% 22.89% 6.09% 6.81% 1.66% 3.47% 1.31% 3.21% 11.2% 2.18%
2025/05/07 12.21% 26.1% 5.33% 9.71% 1.47% 3.97% 1.96% 3.16% 9.68% 2.36%
2025/05/08 11.79% 24.73% 5.75% 8.68% 2.07% 3.93% 1.57% 3.39% 9.28% 2.78%
2025/05/09 11.8% 25.54% 5.11% 10.78% 2.01% 5% 1.21% 2.38% 8.21% 2.67%
2025/05/10 11.73% 25.58% 5.49% 10.63% 1.76% 5.37% 1.03% 3.91% 8.59% 2.64%
2025/05/11 19.66% 26.67% 3.06% 7.41% 1.85% 4.8% 1.08% 3% 9.33% 2.13%
2025/05/12 12.77% 24.35% 5.06% 8.8% 2.51% 9.7% 1.07% 2.64% 8.01% 2.11%
2025/05/13 14.62% 23.07% 4.06% 8.29% 2.76% 10.01% 1.42% 1.95% 6.24% 2.37%
2025/05/14 14.82% 23.52% 4.37% 9.38% 5.34% 8.67% 1.69% 1.7% 4.35% 2.86%
2025/05/15 13.06% 25.29% 4.11% 10.29% 3.46% 10.11% 1.58% 2.29% 4.75% 2.19%
2025/05/16 14.75% 25.54% 3.96% 10.55% 4.03% 8.69% 1.61% 2.8% 3.87% 2.46%
2025/05/17 13.69% 25.38% 6.17% 10.11% 3.24% 7.37% 1.52% 2.79% 4.05% 2.83%
2025/05/18 14.1% 32.1% 6.46% 7.86% 2.71% 6.08% 1.46% 3.16% 3.73% 1.87%
2025/05/19 14.42% 25.38% 6.63% 8.08% 3.79% 6% 1.86% 4.23% 4.39% 2.49%
2025/05/20 14.16% 25.17% 6.79% 7.35% 2.55% 6.53% 2.04% 4.93% 3.62% 2.1%
2025/05/21 14.13% 26.05% 3.64% 7.16% 3.2% 6.9% 2.31% 4.83% 3.71% 1.82%
2025/05/22 19.42% 24.75% 3.96% 7.41% 3.2% 7.46% 1.9% 5.57% 2.86% 1.7%
2025/05/23 25.03% 23.44% 3.87% 7.99% 2.7% 6.11% 1.84% 4.38% 2.7% 2.38%
2025/05/24 17.59% 25.95% 3.86% 6.21% 2.54% 6.52% 1.71% 4.79% 2.43% 4.59%
2025/05/25 18.29% 24.71% 6.21% 8.99% 4.08% 6.4% 2.06% 4.92% 3.01% 1.92%
2025/05/26 19.53% 22.7% 5.93% 7.18% 3.43% 6.53% 1.81% 4.58% 2.33% 2.91%
2025/05/27 16.22% 29.27% 6.45% 7.22% 2.76% 5.47% 2% 4.84% 2.13% 2.23%
2025/05/28 20.78% 26.02% 7.22% 7.31% 2.83% 6.58% 1.77% 3.59% 1.92% 1.41%
2025/05/29 20.29% 24.72% 8.83% 6.7% 3.37% 4.52% 2.51% 3.16% 1.94% 1.17%
2025/05/30 19.84% 26.33% 8.41% 7.06% 3.09% 4.4% 3.58% 3.62% 1.6% 1.98%
2025/05/31 32.55% 18.8% 8.08% 5.94% 4.59% 3.84% 3.47% 2.77% 1.55% 1%

Copyright © Adthena. All rights reserved.

In May 2025, Babbel’s PPC spend share surged, peaking at 32.55% on the 31st. Preply’s share fluctuated, ending at 18.8%. Forbes and Rosetta Stone saw moderate increases, while Jumpspeak and Pimsleur experienced varied trends. Busuu, Lingoda, and Varsity Tutors showed minor fluctuations, with Top5Languages declining steadily.

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. 

See more data
Competitor Count - Last month
Date Competitor Count
2025/05/01 334
2025/05/02 349
2025/05/03 338
2025/05/04 347
2025/05/05 344
2025/05/06 356
2025/05/07 363
2025/05/08 360
2025/05/09 351
2025/05/10 337
2025/05/11 363
2025/05/12 338
2025/05/13 348
2025/05/14 351
2025/05/15 359
2025/05/16 329
2025/05/17 353
2025/05/18 343
2025/05/19 360
2025/05/20 334
2025/05/21 347
2025/05/22 335
2025/05/23 306
2025/05/24 330
2025/05/25 325
2025/05/26 316
2025/05/27 298
2025/05/28 308
2025/05/29 313
2025/05/30 291
2025/05/31 289

Copyright © Adthena. All rights reserved.

May began with 334 advertisers, peaking at 363 mid-month. A decline followed, ending with 289 advertisers.

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.

See more data
Market Loss & Market Gains - Last month
Name Market Trend
merriam-webster.com 10.37%
babbel.com 2.59%
lingopie.com 0.9%
preply.com 0.71%
varsitytutors.com 0.34%
westminster.org -0.56%
pimsleur.com -0.68%
mondly.com -1.98%
rosettastone.com -3.23%
top5languages.com -4.84%

Copyright © Adthena. All rights reserved.

Merriam-Webster surged with a 10.37% click share increase, while Babbel rose by 2.59%. In contrast, top5languages.com dropped by 4.84%, and Rosetta Stone fell by 3.23%.

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.

See more data
Date babbel.com preply.com forbes.com jumpspeak.com rosettastone.com busuu.com pimsleur.com lingoda.com top5languages.com lingopie.com
2025/05/01 9.74% 22.9% 4.6% 1.65% 8.81% 2.38% 1.15% 1.68% 7.86% 1.23%
2025/05/02 13.68% 21.13% 4.73% 1.65% 9.09% 1.41% 1.17% 1.91% 7.74% 1.69%
2025/05/03 13.92% 21.39% 5.57% 1.81% 7.71% 1.23% 1.16% 2.2% 8.39% 1.5%
2025/05/04 20.08% 17.22% 4.8% 0.85% 5.65% 0.91% 0.93% 1.56% 15.37% 1.2%
2025/05/05 12.79% 24.21% 6.34% 1.34% 7.32% 1.18% 1.7% 1.82% 10.06% 0.96%
2025/05/06 16.15% 16.59% 5.12% 1.72% 4.96% 1.37% 1.79% 2.29% 15.18% 0.69%
2025/05/07 10.89% 21.49% 5.29% 1.79% 8.95% 2.31% 2.58% 2.29% 10.29% 1.24%
2025/05/08 10.51% 19.9% 5.74% 2.57% 7.92% 1.94% 2.53% 2.28% 9.74% 0.74%
2025/05/09 10.51% 20.28% 5.19% 2.44% 9.74% 1.59% 3.53% 1.82% 8.73% 0.82%
2025/05/10 10.81% 22.16% 5.82% 2.26% 9.48% 1.41% 3.94% 2.94% 9.4% 0.69%
2025/05/11 21.65% 26.56% 2.07% 1.64% 4.78% 0.94% 2.77% 1.65% 15.31% 5.45%
2025/05/12 11.52% 19.4% 5.29% 3.13% 7.85% 1.32% 9.6% 1.87% 8.64% 0.94%
2025/05/13 15.22% 20.62% 3.27% 2.72% 6.08% 1.44% 12.56% 1.2% 5.39% 0.68%
2025/05/14 17.36% 17.14% 3.9% 10.97% 7.49% 1.8% 7.07% 1.07% 4.11% 0.88%
2025/05/15 12% 21.79% 4.38% 4.41% 9.47% 2.06% 8.95% 1.68% 5.38% 0.75%
2025/05/16 12.87% 20.65% 3.94% 4.76% 9.45% 2.04% 7.2% 1.94% 4.23% 0.45%
2025/05/17 12.51% 21.33% 6.37% 4.23% 9.35% 1.89% 6.44% 1.84% 4.64% 1.39%
2025/05/18 11.96% 35.68% 6.99% 3.2% 6.81% 1.7% 4.36% 1.93% 3.95% 1.37%
2025/05/19 13.37% 21.49% 6.96% 4.84% 7.36% 2.32% 4% 2.77% 5.03% 1.41%
2025/05/20 12.88% 20.96% 7.14% 3.29% 6.49% 2.55% 4.09% 3.27% 4.07% 1.2%
2025/05/21 11.12% 26% 3.26% 3.31% 5.52% 2.3% 3.26% 2.8% 3.35% 10.18%
2025/05/22 24.3% 19.34% 3.71% 3.59% 6.2% 2.25% 4.09% 3.79% 2.83% 0.71%
2025/05/23 33.78% 17.17% 3.57% 2.99% 6.16% 1.92% 3.62% 3.01% 2.49% 0.75%
2025/05/24 16.5% 26.67% 2.95% 2.44% 3.88% 1.45% 2.78% 2.59% 1.93% 14.1%
2025/05/25 15.65% 17.84% 5.58% 4.29% 6.72% 2.09% 3.52% 2.95% 2.75% 0.44%
2025/05/26 20.79% 14.53% 4.87% 3.55% 4.96% 1.9% 3.18% 2.49% 2.03% 0.44%
2025/05/27 12.04% 32.34% 5.22% 2.9% 5.1% 2.08% 2.73% 2.57% 1.8% 0.79%
2025/05/28 25.72% 22.68% 5.57% 2.81% 4.78% 1.73% 9.53% 1.76% 1.47% 0.57%
2025/05/29 21.52% 24.01% 7.37% 3.57% 4.86% 2.53% 2.34% 1.71% 1.75% 1.02%
2025/05/30 18.72% 21.82% 8.55% 3.96% 6.74% 4.36% 2.58% 2.36% 1.76% 0.92%
2025/05/31 42.65% 13.15% 6.92% 4.54% 4.42% 3.33% 1.85% 1.6% 1.36% 1.15%

Copyright © Adthena. All rights reserved.

In May 2025, Babbel’s impression share fluctuated, peaking at 42.65% on the 31st. Preply maintained a steady presence, while Forbes saw a gradual rise. Jumpspeak and Rosetta Stone experienced moderate fluctuations. Busuu, Pimsleur, and Lingoda showed minor variations. Top5Languages and Lingopie had lower shares, with occasional spikes.

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.

See more data
  1. 1
    Speak Spanish Like A Native https://go.babbel.com › official-site › babbel

    Effective Language Learning — Learn Spanish Right On Your Phone. The Easiest, Most Convenient Way To Learn. Learn Spanish...

  2. 2
    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...

  3. 3
    Private Spanish Lessons https://www.preply.com › spanish › study

    Private Lessons from $5/Hour — The Faster Way to Fluency. Fast Track Your Spanish Learning with 5-Star Expert Tutors! Preply's...

  4. 4
    Rosetta Stone® Official Site https://www.rosettastone.com

    Language Learning That Works — Master the language you've always wanted to learn with Rosetta Stone®'s immersive lessons. Start a...

  5. 5
    Top 5 Spanish Learning Apps https://www.top5languages.com

    2025's Language Apps Reviewed — 2025's Best Apps & Courses To Learn Spanish Online. Which Is The Best One? Find Out Now

Copyright © Adthena. All rights reserved.

In the competitive world of language learning, Babbel, Mondly, Preply, Rosetta Stone, and Top5Languages captivate audiences with unique propositions. Babbel emphasizes convenience, Mondly offers engaging audio experiences, Preply highlights affordable private lessons, Rosetta Stone promises immersive mastery, and Top5Languages provides comprehensive app reviews.

Frequently Asked Questions

Customer Success Stories

UntuckIt Case Study

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

Discover how UNTUCKit optimized its brand search strategy using Adthena’s Brand Activator, resulting in $54k savings in just six months. Learn how they improved efficiency and competitor insights.Read case study
the7stars Case study: PPC campaign Optimization

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

Leveraging Adthena's comprehensive insights, the7stars and their lottery client optimized their PPC campaigns and organic strategies, resulting in substantial cost savings and improved campaign performance. Read case study
Vodafoneziggo winning ppc strategy

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

VodafoneZiggo was looking to maximize revenue from its paid search campaigns while reducing costs and streamlining workflows. By leveraging Adthena’s data-driven insights and time-saving automation, the team gained full visibility into their ad spend performance and optimized budget allocation.Read case study

Get the full picture

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.

Related reports

US
Education & Training

US Universities

US
Education & Training

US Online Universities/E-Learning

UK
Education & Training

UK Universities

UK
Education & Training

UK Online Universities/E-Learning