US Education & Training Language Learning - PPC Market Share Analysis January 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.

AIO Frequency

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

Frequency Percentage
Frequency 40.4384215489
59.5615784511
40%

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 40
60
40%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 16%
Transactional 3%
Navigational 2%
Seasonal 0%
Local 3%
Problem Solving 22%

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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.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
rosettastone.com 34.44
preply.com 10.6
babbel.com 8.83
pimsleur.com 8.71
forbes.com 5.56
italki.com 4.37
jumpspeak.com 3.39
busuu.com 3.33
mtwyouth.org 1.2
lingopie.com 1.18
others 18.39
  • rosettastone.com - 34.44%
  • preply.com - 10.6%
  • babbel.com - 8.83%
  • pimsleur.com - 8.71%
  • forbes.com - 5.56%
  • italki.com - 4.37%
  • jumpspeak.com - 3.39%
  • busuu.com - 3.33%
  • mtwyouth.org - 1.2%
  • lingopie.com - 1.18%
  • others - 18.39%

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Rosetta Stone dominates with 34.44% click share, followed by Preply at 10.6%. Babbel and Pimsleur trail closely. ‘Others’ collectively hold 18.39%, showcasing diverse competition.

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. 

Share of Spend - Last Month
Share of Spend - Last Month
Date preply.com rosettastone.com pimsleur.com jumpspeak.com forbes.com babbel.com italki.com lingopie.com lingoda.com busuu.com
2026/01/01 17.86% 18.48% 7.92% 3.64% 12.95% 10.48% 3.26% 1.14% 2.97% 3.31%
2026/01/02 18.67% 16.57% 8.61% 3.87% 16.9% 8.38% 3.18% 2.01% 1.7% 3.22%
2026/01/03 14.93% 18.76% 7.61% 4.18% 20.92% 9.98% 2.22% 1.58% 1.95% 3.45%
2026/01/04 17.14% 18.28% 6.34% 4.97% 17.49% 7.4% 3.25% 1.14% 1.56% 4.06%
2026/01/05 17.17% 19% 6.22% 5.7% 18.16% 10.6% 2.69% 0.83% 1.7% 2.41%
2026/01/06 15.55% 16.39% 8.95% 3.76% 14.26% 11.61% 3.1% 1.91% 1.66% 4.55%
2026/01/07 17.95% 17.71% 9.87% 7.14% 13.51% 9.72% 2.54% 1.47% 1.28% 3.02%
2026/01/08 16.43% 17.13% 11.12% 5.51% 15.32% 10.65% 2.27% 1.47% 1.42% 2.6%
2026/01/09 17.95% 17.77% 13.01% 6.84% 9.69% 7.95% 2.87% 2.25% 1.14% 2.13%
2026/01/10 19.21% 16.76% 13.51% 5.88% 9.81% 8.77% 3.37% 1.28% 1.11% 3.31%
2026/01/11 19.7% 17.91% 11.2% 4.25% 11.57% 9.35% 2.97% 1.31% 1.15% 3.24%
2026/01/12 18.26% 13.54% 15.89% 4.51% 9.86% 8.78% 2.86% 1.18% 1.27% 3%
2026/01/13 19% 14.24% 11.76% 4.48% 11.05% 11.12% 3.25% 1.7% 1.25% 2.02%
2026/01/14 18.08% 20.23% 9.55% 5.09% 10.66% 11.11% 3.47% 1.86% 1.05% 1.08%
2026/01/15 17.25% 14.97% 13.99% 5.06% 11.3% 9.45% 3.74% 2.31% 1.23% 0.97%
2026/01/16 17.9% 17.72% 12.98% 6.84% 9.67% 7.93% 2.87% 2.25% 1.13% 2.13%
2026/01/17 23.37% 13.57% 11.01% 4.36% 7.79% 9.45% 4.1% 3.43% 1.67% 1.39%
2026/01/18 20.51% 16.16% 11.27% 4.64% 7.25% 12.09% 3.96% 3.16% 1.6% 0.45%
2026/01/19 21.69% 13.84% 13.98% 3.66% 6.62% 10% 3.66% 1.31% 1.3% 2.08%
2026/01/20 18.96% 14.22% 11.74% 4.47% 11.03% 11.1% 3.24% 1.7% 1.25% 2.01%
2026/01/21 22.48% 14.14% 14.04% 5.37% 5.44% 4.87% 4% 0.73% 2.18% 2.01%
2026/01/22 20.65% 17.99% 15.3% 5.16% 5.45% 2.71% 4.07% 0.35% 2.01% 1.2%
2026/01/23 21.22% 16.57% 14.51% 5.05% 4.6% 4.51% 4.9% 0.59% 1.99% 2.34%
2026/01/24 19.5% 12.06% 13.61% 5.34% 10.06% 5.37% 3.93% 0.36% 2.07% 1.59%
2026/01/25 19.76% 14.94% 13.45% 4.32% 7.29% 4.85% 4.12% 1.51% 2.71% 1.66%
2026/01/26 20.9% 15.54% 13.53% 4.49% 2.67% 3.07% 4.55% 2.67% 2.84% 2.45%
2026/01/27 19.45% 20.6% 11.08% 7.31% 1.79% 4.19% 4.31% 3.07% 1.32% 2.53%
2026/01/28 20.96% 17.16% 10.12% 7.32% 1.16% 4.87% 3.76% 5.42% 1.48% 2.02%
2026/01/29 20.69% 18.86% 10.52% 7.34% 2.55% 5.19% 4.13% 3.66% 1.53% 1.38%
2026/01/30 20.59% 19.42% 13.37% 12.27% 1.61% 3.23% 3.14% 2.45% 1.01% 0.86%
2026/01/31 20.69% 16.95% 11.82% 11.81% 4.75% 4.05% 3.69% 2.78% 1.63% 0.83%
  • preply.com
  • rosettastone.com
  • pimsleur.com
  • jumpspeak.com
  • forbes.com
  • babbel.com
  • italki.com
  • lingopie.com
  • lingoda.com
  • busuu.com

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Preply led January with a steady rise, peaking mid-month. Rosetta Stone fluctuated, ending lower. Pimsleur climbed steadily, while Jumpspeak surged late. Forbes declined sharply. Babbel and Italki showed mixed trends. Lingopie and Lingoda remained low. Busuu dipped significantly.

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. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/01/01 255
2026/01/02 257
2026/01/03 262
2026/01/04 249
2026/01/05 232
2026/01/06 261
2026/01/07 224
2026/01/08 229
2026/01/09 223
2026/01/10 236
2026/01/11 242
2026/01/12 238
2026/01/13 241
2026/01/14 231
2026/01/15 228
2026/01/16 223
2026/01/17 231
2026/01/18 240
2026/01/19 235
2026/01/20 241
2026/01/21 251
2026/01/22 224
2026/01/23 241
2026/01/24 246
2026/01/25 260
2026/01/26 254
2026/01/27 251
2026/01/28 250
2026/01/29 235
2026/01/30 254
2026/01/31 252

Copyright © Adthena. All rights reserved.

January saw fluctuating advertiser numbers, starting at 255, dipping mid-month, and ending at 252.

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.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
rosettastone.com 1.68%
preply.com 0.94%
duolingo.com 0.84%
italki.com 0.83%
top5languages.com 0.7%
westminster.org -0.32%
superprof.com -0.35%
busuu.com -0.49%
babbel.com -3.9%
forbes.com -4.1%

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Forbes.com and Babbel.com saw significant declines, while RosettaStone.com and Preply.com experienced notable gains in click share.

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.

Date preply.com rosettastone.com jumpspeak.com pimsleur.com forbes.com babbel.com lingopie.com mtwyouth.org italki.com busuu.com
2026/01/01 15.8% 17.29% 3.47% 6.11% 11.74% 10.66% 1.3% 2.69% 2.06% 3.57%
2026/01/02 17.18% 14.97% 3.46% 7.36% 17.87% 9.29% 2.19% 0% 1.84% 3.43%
2026/01/03 12.17% 16.38% 3.52% 4.68% 22.72% 12.7% 2.15% 1.23% 1.14% 4.28%
2026/01/04 15.57% 17.12% 4.89% 4.89% 17.71% 7.02% 1.4% 1.61% 2.02% 4.09%
2026/01/05 15.19% 18.44% 5.35% 4.3% 19.32% 12.34% 1.05% 1.68% 1.61% 2.64%
2026/01/06 12.98% 15.52% 3.74% 5.52% 14.49% 10.88% 2.25% 0.97% 1.84% 4.77%
2026/01/07 15.48% 16.3% 6.46% 6.65% 12.09% 12.68% 2.54% 1.02% 1.54% 3.03%
2026/01/08 13.62% 15.5% 5.23% 6.16% 15.84% 14.77% 1.57% 1.49% 1.4% 2.54%
2026/01/09 16.18% 17.09% 9.79% 6.59% 9.28% 8.15% 2.59% 0% 1.8% 2.86%
2026/01/10 18.24% 15.64% 5.79% 7.75% 8.88% 10.2% 1.31% 2.28% 2.06% 3.67%
2026/01/11 19.09% 16.97% 4.28% 6.4% 11.16% 10.92% 1.51% 3.53% 2.05% 4.07%
2026/01/12 17.55% 13.52% 4.64% 8.58% 9.27% 8.5% 1.42% 3.41% 1.96% 3.27%
2026/01/13 16.7% 13.72% 4.2% 8.7% 9.76% 12.96% 1.8% 4.48% 2% 2.13%
2026/01/14 16.01% 18.85% 4.71% 6.69% 9.77% 9.89% 1.74% 2.35% 2.16% 1.31%
2026/01/15 12.82% 12.9% 4.93% 10.02% 8.92% 7.99% 2.49% 6.04% 2.05% 1%
2026/01/16 16.18% 17.09% 9.79% 6.59% 9.28% 8.15% 2.59% 0% 1.8% 2.86%
2026/01/17 20.51% 13.17% 4.13% 6.48% 6.66% 8.83% 3.4% 2.36% 2.44% 1.54%
2026/01/18 19.58% 17.26% 4.92% 8.19% 6.71% 11.21% 3.83% 0% 2.64% 0.67%
2026/01/19 18.41% 12.65% 3.55% 9.7% 5.76% 11.03% 1.43% 4.01% 2.22% 2.03%
2026/01/20 16.7% 13.72% 4.2% 8.7% 9.76% 12.96% 1.8% 4.48% 2% 2.13%
2026/01/21 20.49% 13.62% 4.98% 9.94% 4.78% 3.97% 0.89% 2.85% 2.53% 2.08%
2026/01/22 20.14% 18.87% 5.41% 12.55% 4.65% 2.32% 0.57% 0% 2.76% 1.83%
2026/01/23 20.24% 16.44% 5.11% 11.55% 4.29% 3.68% 0.69% 3.01% 3.27% 2.27%
2026/01/24 17.99% 12.28% 5.4% 9.47% 9.31% 4.3% 0.4% 0% 2.52% 1.8%
2026/01/25 18.81% 14.7% 4.22% 9.35% 6.9% 4.65% 1.75% 2.33% 2.55% 2%
2026/01/26 17.72% 14.19% 4.13% 9.46% 2.3% 2.33% 2.58% 5.06% 2.91% 2.39%
2026/01/27 16.97% 18.97% 6.49% 6.55% 1.44% 3.31% 3.19% 3.76% 2.79% 2.18%
2026/01/28 17.6% 15.76% 6.83% 5.4% 0.92% 3.99% 5.49% 4.2% 2.37% 2.22%
2026/01/29 17.03% 16.76% 6.84% 5.74% 1.93% 4.35% 3.48% 5.7% 2.38% 1.53%
2026/01/30 16.42% 16.84% 11.96% 8% 1.31% 2.66% 2.47% 5.64% 1.87% 1.15%
2026/01/31 17.81% 15.76% 11.51% 8.95% 4.1% 2.95% 2.9% 2.6% 2.27% 1.16%
  • preply.com
  • rosettastone.com
  • jumpspeak.com
  • pimsleur.com
  • forbes.com
  • babbel.com
  • lingopie.com
  • mtwyouth.org
  • italki.com
  • busuu.com

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Preply.com led January with fluctuating impressions, peaking mid-month. RosettaStone.com saw a dip, while Jumpspeak.com surged late. Pimsleur.com and Forbes.com showed varied trends. Babbel.com and Lingopie.com experienced declines. Mtwyouth.org, Italki.com, and Busuu.com remained stable.

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.

Google Text Ad Copy Insights & Creative Trends for US Education & Training Language Learning - Last month
  1. 1
    Duolingo | Our Best Ever Price https://go.babbel.com

    Kick off the new year with 60,000+ lessons at your fingertips, and a ton of podcasts too. A resolution...

  2. 2
    Duolingo vs other Apps | Best Language Apps of 2026 https://www.forbes.com › language › learning

    See the Top 10 Ranked Language Learning Apps in 2026 & Make an Informed Purchase. Do You Want To Learn Languages For Traveling? Learn It Fast...

  3. 3
    75% Off New Year Sale - Duolingo But Learn By Speaking https://www.jumpspeak.com › learn › language

    Feel confident in real-world scenarios with just 3 mins/day. Learn faster with Immersion. Get real-time personalized speech feedback on real-life conversation topics. Start now! Start learning for free. 100-Day Risk-Free Trial. 20+ Languages.

  4. 4
    Pimsleur https://offers.pimsleur.com › free-trial

    51 Languages For One Low Price — The Pimsleur Method™ Focuses on Conversational Skills. Start Actually Speaking Today! Find Out...

  5. 5
    Rosetta Stone® Official Site https://www.rosettastone.com

    Learn Languages Online — Master the language you've always wanted to learn with Rosetta Stone®'s immersive lessons. Start a free trial or lifetime membership today. Unlimited languages, one lifetime price. Live Coaching.

Copyright © Adthena. All rights reserved.

In the competitive landscape of language learning, Babbel, Forbes, Jumpspeak, Pimsleur, and Rosetta Stone captivate with unique propositions. From Babbel’s extensive lessons to Jumpspeak’s immersive speaking focus, each ad highlights distinct learning experiences, enticing users with trials, discounts, and comprehensive language offerings.

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