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US Education & Training Language Learning - PPC Market Share Analysis August 2026

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.

Language Learning – US

Google AI Overview visibility for Education & Training Language Learning US

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 67.2029326546
32.7970673454
67%

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 32
68
32%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 16%
Transactional 1%
Navigational 2%
Seasonal 0%
Local 0%
Problem Solving 21%

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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
Share of Clicks - Last month
Domain Share of clicks
merriam-webster.com 47.23
rosettastone.com 16.47
babbel.com 9.8
preply.com 5.31
pimsleur.com 3.56
forbes.com 2.69
wordnik.com 2.55
duolingo.com 1.87
chatgpt.com 1.68
busuu.com 1.13
others 7.71
  • merriam-webster.com - 47.23%
  • rosettastone.com - 16.47%
  • babbel.com - 9.8%
  • preply.com - 5.31%
  • pimsleur.com - 3.56%
  • forbes.com - 2.69%
  • wordnik.com - 2.55%
  • duolingo.com - 1.87%
  • chatgpt.com - 1.68%
  • busuu.com - 1.13%
  • others - 7.71%

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Merriam-Webster dominates with 47.23% click share, followed by Rosetta Stone at 16.47%. Babbel holds 9.8%, while ‘others’ collectively capture 7.71%.

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
Share of Spend - Last Month
Date babbel.com preply.com rosettastone.com pimsleur.com forbes.com merriam-webster.com wordnik.com duolingo.com jumpspeak.com chatgpt.com
2026/08/01 18.94% 11.82% 11.97% 4.92% 10.69% 1.93% 0.77% 0.15% 2.26% 24.57%
2026/08/02 24.28% 19.48% 13.8% 7.28% 13.42% 1.72% 2.3% 0.11% 1.86% 0.52%
2026/08/03 19.61% 19.55% 15.04% 7.43% 18.12% 2.36% 0% 0.1% 3.21% 0%
2026/08/04 10.7% 15.21% 9.36% 6.24% 8.53% 0.85% 1.46% 2.01% 2.61% 31.36%
2026/08/05 16.92% 22.4% 12.18% 12.46% 10.69% 2.18% 2% 4.92% 1.97% 0.03%
2026/08/06 15.85% 20.42% 15.6% 10.21% 7.39% 5.05% 4.25% 2.06% 2.07% 0.03%
2026/08/07 21.66% 20.17% 16.17% 9.23% 8.41% 4.54% 1.57% 1.78% 1.31% 0.02%
2026/08/08 17.2% 27.01% 15.61% 14.19% 10.73% 1.72% 0% 0.72% 1.96% 0.03%
2026/08/09 21.08% 14% 15.53% 11.7% 11.37% 4.67% 0% 2.59% 3.34% 0.02%
2026/08/10 20.17% 21.12% 13.79% 8.67% 8.1% 3.5% 1.56% 5.35% 3.68% 0.02%
2026/08/11 17.52% 21.91% 14.95% 7.66% 7.94% 4.4% 6.04% 4.36% 3.13% 0.03%
2026/08/12 19.85% 14.45% 17.8% 6.86% 5.23% 4.02% 1.8% 3.01% 3.46% 0.03%
2026/08/13 15.69% 12.81% 23.28% 12.4% 8.12% 5.31% 1.84% 2.24% 2.63% 0.04%
2026/08/14 23.23% 19.78% 17.49% 7.3% 7.82% 3.22% 0% 2.15% 2.19% 0.05%
2026/08/15 16.32% 21.28% 22.64% 6.99% 6.27% 2.35% 0% 3.99% 1.81% 0.05%
2026/08/16 21.09% 21.95% 18.26% 6.39% 5.2% 2.39% 0% 4.88% 1.13% 0.04%
2026/08/17 19.08% 20.75% 22.62% 7.81% 3.74% 4.05% 7.01% 0.85% 0.97% 0.03%
2026/08/18 18.9% 28.72% 18.1% 6.74% 3.66% 3.49% 1.94% 3.06% 0.8% 0.02%
2026/08/19 22.61% 16.98% 13.82% 5.17% 5.56% 4.3% 4.29% 2.92% 0.67% 0.01%
2026/08/20 22.92% 19.89% 16.09% 9.28% 6.06% 4.09% 0% 2% 1.15% 0.03%
2026/08/21 27.21% 17.69% 14% 10.24% 4.14% 4.79% 0% 1.13% 0.84% 0.04%
2026/08/22 21.51% 20.85% 17.52% 10.15% 5.04% 3.85% 2.14% 2.16% 1.03% 0.03%
2026/08/23 24.02% 19.26% 13.26% 7.23% 5.84% 3.18% 3.52% 6.39% 0.66% 0.02%
2026/08/24 22.31% 20.49% 14.65% 7.74% 2.68% 4.15% 5.11% 11.63% 1.69% 0.01%
2026/08/25 25.5% 16.06% 15.3% 8.22% 5.01% 3.46% 3.47% 9.45% 1.13% 0.04%
2026/08/26 24.48% 17.1% 12.75% 10.89% 6.06% 2.81% 1.56% 6.94% 2.93% 0.03%
2026/08/27 18.5% 16.92% 21.07% 6.26% 3.06% 4.9% 5.92% 9.08% 0.43% 0.03%
2026/08/28 22.95% 17.37% 15.85% 9.49% 5.97% 4.2% 3.81% 2.84% 1.52% 0.02%
2026/08/29 21.27% 15.68% 20.02% 5.44% 5.58% 3.52% 3.97% 10.52% 0.89% 0.02%
2026/08/30 25.1% 17.63% 14.79% 7.94% 6.98% 3.66% 3.65% 3.1% 0.79% 0.02%
2026/08/31 19.37% 18.33% 16.69% 9.57% 5.19% 3.58% 2.02% 1.49% 0.71% 0.02%
  • babbel.com
  • preply.com
  • rosettastone.com
  • pimsleur.com
  • forbes.com
  • merriam-webster.com
  • wordnik.com
  • duolingo.com
  • jumpspeak.com
  • chatgpt.com

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In August 2026, Babbel led with fluctuating spend, peaking at 27.21%. Preply and Rosetta Stone showed consistent mid-range activity. ChatGPT spiked early, then stabilized. Duolingo surged late month. Overall, Babbel dominated.

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
Competitor Count - Last month
Date Competitor Count
2026/08/01 185
2026/08/02 188
2026/08/03 174
2026/08/04 200
2026/08/05 157
2026/08/06 146
2026/08/07 121
2026/08/08 100
2026/08/09 125
2026/08/10 133
2026/08/11 132
2026/08/12 137
2026/08/13 126
2026/08/14 136
2026/08/15 129
2026/08/16 116
2026/08/17 113
2026/08/18 106
2026/08/19 104
2026/08/20 122
2026/08/21 119
2026/08/22 114
2026/08/23 115
2026/08/24 109
2026/08/25 106
2026/08/26 111
2026/08/27 119
2026/08/28 126
2026/08/29 128
2026/08/30 142
2026/08/31 127

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August began with 185 advertisers, peaking at 200 on the 4th. A decline followed, reaching 100 on the 8th. The month concluded with a slight recovery, ending at 127 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.

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Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
merriam-webster.com 4.39%
babbel.com 1.33%
duolingo.com 0.72%
westminster.org 0.66%
wordnik.com 0.62%
pimsleur.com -0.64%
preply.com -1%
rosettastone.com -1.06%
forbes.com -1.38%
chatgpt.com -2.56%

Copyright © Adthena. All rights reserved.

Merriam-Webster surged with a 4.39% click share increase, while ChatGPT faced a 2.56% decline. Babbel rose by 1.33%, contrasting Rosetta Stone’s 1.06% drop.

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 merriam-webster.com babbel.com rosettastone.com preply.com westminster.org wordnik.com forbes.com pimsleur.com duolingo.com chatgpt.com
2026/08/01 20.35% 15.32% 8.32% 7.59% 0.87% 1.45% 8.71% 2.32% 0.51% 22.39%
2026/08/02 18.08% 18.5% 10.52% 12.77% 3.26% 5.43% 10.43% 3.01% 0.1% 0.74%
2026/08/03 26.05% 15.14% 11.8% 12.12% 1.8% 0% 15.13% 2.96% 0.05% 0.01%
2026/08/04 10.11% 9.01% 8.16% 10.29% 0.57% 3.79% 7.33% 3.36% 2.8% 30.72%
2026/08/05 24.15% 12.03% 10.1% 14.9% 0% 4.83% 8.55% 5.78% 4.1% 0.04%
2026/08/06 42.41% 7.68% 8.51% 9.01% 1.67% 7.25% 3.36% 3.5% 1.4% 0.04%
2026/08/07 40.97% 13.84% 9.3% 10.46% 3.78% 3.15% 3.99% 2.71% 1.49% 0.02%
2026/08/08 22.14% 16.54% 12.22% 19.66% 0% 0% 9.63% 4.53% 0.57% 0.05%
2026/08/09 42.3% 14.07% 8.65% 6.18% 0% 0% 8.91% 2.66% 2.89% 0.02%
2026/08/10 34.76% 15.15% 9.69% 12.34% 0% 3.48% 5.79% 2.23% 3.33% 0.03%
2026/08/11 36.15% 10.42% 8.69% 11% 3.34% 11.12% 4.81% 2.75% 3.04% 0.03%
2026/08/12 33.23% 10.58% 10.55% 6.07% 5.98% 3.32% 3.09% 1.89% 1.48% 0.03%
2026/08/13 41.95% 8.45% 13.07% 4.74% 3.87% 3.23% 4.67% 3.26% 1.38% 0.04%
2026/08/14 31.39% 14.91% 11.77% 11.28% 0% 0% 4.78% 1.81% 3.16% 0.06%
2026/08/15 27.5% 12.22% 17.75% 12.16% 0% 0% 4.71% 2.26% 2.23% 0.09%
2026/08/16 25.87% 18.07% 14.22% 15.54% 0% 0% 4.1% 1.83% 4.39% 0.06%
2026/08/17 37.31% 11.29% 13.54% 10.53% 2.04% 13.57% 2.01% 1.63% 0.37% 0.04%
2026/08/18 33.18% 12.59% 13.28% 16.19% 2.49% 4.15% 2.26% 1.66% 2.86% 0.02%
2026/08/19 35.3% 12.56% 8.04% 8.68% 7.06% 7.84% 3.17% 1.15% 1.56% 0.01%
2026/08/20 38.58% 14.96% 9.17% 11.08% 0% 0% 3.56% 2.05% 2.64% 0.04%
2026/08/21 42.54% 16.73% 8.44% 8.42% 1.96% 0% 1.7% 2.96% 0.54% 0.05%
2026/08/22 36.52% 13.43% 11.62% 11.22% 2.19% 3.65% 1.98% 2.94% 1.93% 0.04%
2026/08/23 31.57% 16.64% 8.44% 11.7% 2.1% 7.02% 3.82% 1.96% 1.82% 0.03%
2026/08/24 36.07% 14.37% 8.59% 10.77% 7.12% 9.31% 1.31% 2.68% 3.89% 0.02%
2026/08/25 34.5% 19.31% 10.25% 8.64% 2.07% 6.9% 3.44% 1.94% 3.53% 0.05%
2026/08/26 26.95% 17.35% 7.88% 8.58% 6.06% 3.37% 4.03% 3.03% 6.22% 0.04%
2026/08/27 40.98% 11.37% 12.18% 6.35% 3.28% 10.93% 1.62% 1.83% 3.94% 0.03%
2026/08/28 39.41% 14.03% 9.44% 7.1% 0% 7.17% 3.56% 3.08% 2.19% 0.02%
2026/08/29 33.35% 13.89% 13.65% 8.5% 0% 8.34% 3.24% 1.32% 6.07% 0.02%
2026/08/30 33.85% 16.16% 9.19% 8.14% 0% 7.52% 4.66% 1.89% 2.53% 0.03%
2026/08/31 36.6% 11.68% 10.67% 8.84% 6.18% 4.58% 3.45% 2.35% 1% 0.03%
  • merriam-webster.com
  • babbel.com
  • rosettastone.com
  • preply.com
  • westminster.org
  • wordnik.com
  • forbes.com
  • pimsleur.com
  • duolingo.com
  • chatgpt.com

Copyright © Adthena. All rights reserved.

In August 2026, Merriam-Webster dominated with fluctuating impressions, peaking at 42.54%. Babbel and Rosetta Stone showed moderate activity, while Preply and Westminster had varied trends. ChatGPT’s presence was minimal, ending at 0.03%.

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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Google Text Ad Copy Insights & Creative Trends for US Education & Training Language Learning - Last month
  1. 1
    French For Beginners https://www.babbel.com

    Learn French In Minutes — Practice full conversations—not just words—with guided speaking lessons. Learn French with lessons designed to fit your schedule and routine.

  2. 2
    Translate English to Spanish - Translate Spanish Instantly https://www.chatgpt.com

    Translate English to Spanish fast with natural tone and clear meaning. Start now. Translate English into Spanish with context and tone control. Try ChatGPT Translate. Ask ChatGPT anything. ChatGPT: AI you can trust. Your shopping guide by AI. ChatGPT fits your needs.

  3. 3
    Practice Without Limits https://www.duolingo.com

    Yes, you can learn a language — Build career skills with quick lessons that fit your busy schedule.

  4. 4
    How to Learn French Fast: A Step-by-Step Guide for Beginners |... https://www.preply.com

    If you’re wondering how to learn French fast, check out this guide to the best ways to learn French as a beginner

  5. 5
    Meet the New Rosetta Stone | The Best New Language Product https://www.rosettastone.com

    A brand new product from the undisputed experts in language learning. Try Sapphire today. World's best courses. 500+ sets of flashcards. Chats. Games. Hyper-personalized feedback.

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In the competitive world of language learning, Babbel entices beginners with guided French lessons, while ChatGPT offers instant Spanish translations with AI trust. Duolingo promises limitless practice for career growth, Preply provides a fast-track French guide, and Rosetta Stone introduces its innovative Sapphire product.

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