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US 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 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 64.9109536104
35.0890463896
64%

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 36
64
36%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 17%
Transactional 2%
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
chatgpt.com 53.25
merriam-webster.com 19.41
rosettastone.com 8.37
babbel.com 4.61
preply.com 2.33
pimsleur.com 2.24
forbes.com 1.38
italki.com 1.26
wordnik.com 1.1
jumpspeak.com 0.63
others 5.42
  • chatgpt.com - 53.25%
  • merriam-webster.com - 19.41%
  • rosettastone.com - 8.37%
  • babbel.com - 4.61%
  • preply.com - 2.33%
  • pimsleur.com - 2.24%
  • forbes.com - 1.38%
  • italki.com - 1.26%
  • wordnik.com - 1.1%
  • jumpspeak.com - 0.63%
  • others - 5.42%

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In the language learning PPC landscape, ChatGPT dominates with 53.25% click share, followed by Merriam-Webster at 19.41%. Rosetta Stone and Babbel trail, while ‘others’ collectively hold 5.42%.

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 chatgpt.com babbel.com preply.com rosettastone.com forbes.com pimsleur.com merriam-webster.com italki.com jumpspeak.com lingoda.com
2026/05/01 68.31% 3.35% 5.01% 4.26% 2.69% 4.33% 0.87% 0.75% 2.24% 0.41%
2026/05/02 80.25% 2.46% 3.69% 3.35% 1.13% 2.79% 0.42% 0.5% 1.49% 0.19%
2026/05/03 77.65% 3.02% 3.9% 3.39% 1.87% 2.73% 0.64% 0.5% 1.64% 0.35%
2026/05/04 67.34% 4.12% 6.05% 5.04% 2.66% 4.38% 0.77% 0.63% 2.5% 0.27%
2026/05/05 62.4% 7.81% 7.75% 4.23% 3.43% 3.95% 0.96% 0.67% 2.89% 0.47%
2026/05/06 68.19% 5.26% 7.93% 3.38% 2.22% 3.72% 0.68% 0.71% 2.12% 1.17%
2026/05/07 76.16% 3.38% 6.04% 3.42% 1.31% 2.72% 0.45% 0.53% 0.94% 0.73%
2026/05/08 69.49% 4.71% 6.84% 3.53% 2.14% 4.19% 0.61% 0.61% 1.15% 0.72%
2026/05/09 69.97% 5.83% 6.43% 3.62% 1.58% 3.25% 0.65% 0.66% 2.14% 1.16%
2026/05/10 72.94% 5.08% 5.33% 3.32% 1.63% 2.83% 0.43% 0.49% 2.07% 0.98%
2026/05/11 75.48% 4.55% 3.77% 4.03% 1.96% 2.18% 0.53% 0.38% 1.22% 0.83%
2026/05/12 77.87% 3.89% 4.26% 3% 1.79% 2.06% 0.4% 0.35% 0.75% 0.59%
2026/05/13 70.39% 5.48% 6.07% 4.68% 1.98% 2.98% 0.76% 0.66% 0.67% 0.57%
2026/05/14 65.94% 5.48% 5.81% 5.47% 4.78% 2.49% 0.52% 0.53% 1.31% 0.64%
2026/05/15 69.52% 4.71% 6.82% 3.53% 2.13% 4.19% 0.61% 0.61% 1.15% 0.71%
2026/05/16 67.66% 7.13% 5.67% 4.95% 2.87% 3.23% 0.46% 0.46% 1.1% 0.71%
2026/05/17 69.51% 6.53% 5.59% 4.48% 2.96% 2.99% 0.47% 0.42% 0.96% 0.85%
2026/05/18 73.42% 5.48% 4.89% 5.34% 2.66% 2.27% 0.64% 0.43% 0.16% 0.6%
2026/05/19 75.05% 5.18% 4.35% 5.48% 1.97% 1.78% 0.63% 0.39% 0.5% 0.77%
2026/05/20 62.76% 7.38% 6.45% 8.67% 2.59% 2.75% 0.46% 0.68% 0.5% 0.88%
2026/05/21 75.38% 5.51% 3.86% 4.16% 2.59% 1.95% 0.53% 0.46% 0.4% 0.8%
2026/05/22 70.68% 7.18% 3.5% 3.89% 2.49% 2.45% 0.7% 0.45% 1.01% 0.99%
2026/05/23 74.78% 6.49% 3.6% 3.51% 2.07% 2.19% 0.65% 0.42% 0.15% 1.02%
2026/05/24 76.09% 6.12% 3.14% 3.18% 1.97% 1.93% 0.56% 0.39% 0.57% 0.58%
2026/05/25 74.95% 5.78% 3.84% 4.83% 2.12% 1.22% 0.51% 0.59% 0.4% 0.44%
2026/05/26 69.21% 7.15% 3.31% 5.77% 4.11% 2.15% 0.48% 0.45% 1.06% 0.41%
2026/05/27 73.81% 6.71% 3.13% 4.27% 3.25% 1.71% 0.53% 0.41% 0.87% 0.34%
2026/05/28 68.76% 8.26% 3.64% 4.9% 3.14% 2.55% 0.48% 0.51% 0.72% 0.75%
2026/05/29 75.99% 6.62% 2.83% 3.73% 2.11% 1.98% 0.38% 0.32% 0.49% 0.64%
2026/05/30 54.11% 11.35% 5.38% 6.58% 6.72% 3.42% 0.84% 0.65% 0.84% 1.14%
2026/05/31 63.43% 9.87% 4.75% 3.92% 3.72% 2.77% 0.63% 0.59% 0.45% 0.41%
  • chatgpt.com
  • babbel.com
  • preply.com
  • rosettastone.com
  • forbes.com
  • pimsleur.com
  • merriam-webster.com
  • italki.com
  • jumpspeak.com
  • lingoda.com

Copyright © Adthena. All rights reserved.

In May 2026, ChatGPT.com dominated PPC spend, peaking at 80.25% on May 2. Babbel.com surged late, reaching 11.35% on May 30. Preply.com and RosettaStone.com showed steady fluctuations. Forbes.com and Pimsleur.com had modest shares, while Merriam-Webster.com, Italki.com, Jumpspeak.com, and Lingoda.com maintained minimal presence. The month concluded with ChatGPT.com leading, despite a dip to 63.43% on May 31.

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
2026/05/01 181
2026/05/02 177
2026/05/03 179
2026/05/04 184
2026/05/05 170
2026/05/06 169
2026/05/07 185
2026/05/08 188
2026/05/09 168
2026/05/10 168
2026/05/11 194
2026/05/12 204
2026/05/13 186
2026/05/14 192
2026/05/15 188
2026/05/16 202
2026/05/17 185
2026/05/18 174
2026/05/19 161
2026/05/20 158
2026/05/21 188
2026/05/22 177
2026/05/23 182
2026/05/24 185
2026/05/25 200
2026/05/26 205
2026/05/27 207
2026/05/28 180
2026/05/29 181
2026/05/30 183
2026/05/31 195

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May began with 181 advertisers, fluctuating throughout. Mid-month saw a peak at 207 on the 27th. The month concluded with a strong 195, indicating a dynamic 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
Market Loss & Market Gains - Last month
Name Market Trend
chatgpt.com 3.54%
babbel.com 0.75%
supplyme.com 0.37%
forbes.com 0.23%
teacherspayteachers.com 0.11%
jumpspeak.com -0.55%
rosettastone.com -0.73%
pimsleur.com -0.83%
merriam-webster.com -0.87%
preply.com -1.2%

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Chatgpt.com surged with a 3.54 increase, while preply.com dropped by 1.2. Babbel.com gained 0.75, contrasting with declines for merriam-webster.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 chatgpt.com merriam-webster.com babbel.com rosettastone.com forbes.com preply.com busuu.com pimsleur.com wordnik.com jumpspeak.com
2026/05/01 59.66% 14.38% 2.25% 3.22% 2% 2.8% 0.23% 2.19% 3.08% 1.58%
2026/05/02 77.42% 7.43% 1.82% 2.64% 0.79% 2.33% 0.16% 1.57% 0% 1.17%
2026/05/03 69.1% 10.79% 2.21% 2.78% 1.46% 2.66% 0.13% 1.38% 2.16% 1.25%
2026/05/04 56.77% 14.14% 3.22% 4.29% 2.08% 4.41% 0.25% 2.56% 2.18% 2%
2026/05/05 50.74% 17.45% 6.06% 3.76% 2.84% 5.75% 0.31% 2.25% 2.18% 2.52%
2026/05/06 55.38% 15.11% 4.54% 3.41% 1.97% 6.86% 0.34% 2.45% 1.16% 2.13%
2026/05/07 70.84% 9.21% 2.64% 3.27% 1.12% 4.66% 0.18% 1.42% 0% 0.89%
2026/05/08 58.78% 11.91% 3.85% 3.27% 1.91% 5.19% 0.36% 2.59% 1.98% 1.05%
2026/05/09 62.27% 11.54% 4.61% 3.29% 1.29% 4.54% 0.3% 1.91% 1.92% 1.92%
2026/05/10 67.13% 7.96% 4.41% 2.94% 1.38% 4.23% 0.31% 1.65% 2.39% 2.03%
2026/05/11 71.01% 8.65% 3.4% 3.21% 1.38% 2.4% 0.26% 1.12% 1.24% 1.05%
2026/05/12 69.36% 6.51% 2.85% 2.24% 1.27% 2.77% 0.46% 0.88% 1.08% 0.51%
2026/05/13 67.74% 11.6% 3.43% 3.46% 1.26% 3.68% 0.25% 1.22% 0.97% 0.49%
2026/05/14 56.64% 10.36% 5% 5.35% 2.96% 4.57% 0.29% 1.29% 2.07% 1.48%
2026/05/15 58.78% 11.91% 3.85% 3.27% 1.91% 5.19% 0.36% 2.59% 1.98% 1.04%
2026/05/16 60.64% 9.22% 6.29% 4.7% 2.79% 4.33% 0.37% 1.91% 0% 1.1%
2026/05/17 63.62% 9.85% 5.24% 4.09% 2.55% 3.93% 0.25% 1.68% 0.9% 0.87%
2026/05/18 69.46% 10.81% 4% 4.32% 2.02% 3.23% 0.23% 0.99% 0% 0.13%
2026/05/19 69.58% 11.7% 3.85% 4.84% 1.54% 2.83% 0.32% 0.78% 0% 0.42%
2026/05/20 62.58% 7.59% 5.08% 6.54% 1.73% 3.61% 0.38% 1.1% 3.25% 0.43%
2026/05/21 71.1% 9.02% 4.16% 3.45% 2.1% 2.37% 0.45% 0.99% 0.69% 0.31%
2026/05/22 57.63% 13.63% 5.85% 3.38% 2.11% 2.16% 0.41% 1.3% 2.92% 0.92%
2026/05/23 70.78% 10.28% 4.83% 2.86% 1.53% 2% 0.37% 0.87% 0.73% 0.11%
2026/05/24 73.62% 8.84% 4.44% 2.35% 1.37% 1.77% 0.22% 0.71% 1.36% 0.44%
2026/05/25 67.72% 10.41% 4.64% 4.37% 1.8% 2.57% 0.23% 0.48% 0% 0.37%
2026/05/26 64.19% 9.4% 5.96% 4.79% 3.36% 2.09% 0.2% 0.94% 0.78% 0.92%
2026/05/27 67.85% 9.5% 4.98% 3.43% 2.36% 1.83% 0.47% 0.72% 0.68% 0.75%
2026/05/28 64.19% 8.74% 6.17% 3.83% 2.23% 2.11% 1.15% 1.16% 0.79% 0.58%
2026/05/29 72.9% 5.85% 5.11% 2.84% 1.53% 1.55% 0.66% 1.02% 0.65% 0.43%
2026/05/30 47.01% 14.82% 9.5% 5.38% 3.77% 3.25% 1.45% 1.59% 2.12% 0.78%
2026/05/31 56.87% 10.98% 8.52% 3.47% 2.96% 2.73% 1.66% 1.35% 1% 0.43%
  • chatgpt.com
  • merriam-webster.com
  • babbel.com
  • rosettastone.com
  • forbes.com
  • preply.com
  • busuu.com
  • pimsleur.com
  • wordnik.com
  • jumpspeak.com

Copyright © Adthena. All rights reserved.

In May 2026, ChatGPT.com dominated with fluctuating impressions, peaking mid-month. Merriam-Webster.com and Babbel.com showed moderate activity, while RosettaStone.com and Forbes.com had consistent low shares. The month concluded with ChatGPT.com 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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Google Text Ad Copy Insights & Creative Trends for US Education & Training Language Learning - Last month
  1. 1
    Memorial Day Language Sale https://www.babbel.com

    Memorial Day Sale: Get 34% Off — One payment, lifelong access. Award-winning courses in Spanish, French, Italian, and more.

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

    Translate Spanish Instantly — Translate English to Spanish fast with natural tone and clear meaning. Start now. Get accurate...

  3. 3
    Best Language Apps of 2026 https://www.forbes.com › duolingo › app

    Our Best Choice for 2026 — See the Top 10 Ranked Language Learning Apps in 2026 & Make an Informed Purchase.

  4. 4
    Thesaurus by Merriam-Webster https://www.merriam-webster.com › thesaurus

    Browse the Thesaurus — Word & grammar help from America's trusted thesaurus. Synonyms, word origins, & more!

  5. 5
    Rosetta Stone is the #1 Choice - All Languages, One Price https://www.rosettastone.com

    World's best courses. 500+ sets of flashcards. Chats. Games. Hyper-personalized feedback.

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In the competitive landscape of language learning, Babbel’s Memorial Day Sale offers a compelling 34% discount, emphasizing lifelong access to award-winning courses. Meanwhile, ChatGPT focuses on instant, natural translations, and Forbes highlights top-ranked apps for informed decisions. Merriam-Webster provides trusted thesaurus resources, while Rosetta Stone boasts comprehensive language tools with personalized feedback.

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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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