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.
See how often AIOs appear and how search intent is distributed across buying signals.
How often a Google AI overview appears on search terms relevant to this category.
| Frequency | Percentage |
|---|---|
| Frequency | 41.8898857136 |
| 58.1101142864 |
A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.
| Frequency | Percentage |
|---|---|
| Frequency | 43 |
| 57 |
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Here are the Top 10 competitors in the industry by Share of Clicks for the last month.
| Domain | Share of clicks |
|---|---|
| preply.com | 33.15 |
| babbel.com | 12.68 |
| rosettastone.com | 9.77 |
| pimsleur.com | 4.88 |
| forbes.com | 4.27 |
| merriam-webster.com | 3.7 |
| busuu.com | 2.48 |
| lingopie.com | 2.16 |
| jumpspeak.com | 1.69 |
| babbelforbusiness.com | 1.62 |
| others | 23.6 |
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Preply.com leads with 33.15% click share, followed by Babbel.com at 12.68%. RosettaStone.com holds 9.77%, while ‘others’ collectively capture 23.6%.
Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.
| Date | merriam-webster.com | preply.com | babbel.com | rosettastone.com | busuu.com | pimsleur.com | lingopie.com | forbes.com | italki.com | jumpspeak.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025/10/01 | 0% | 33.98% | 11.86% | 12.47% | 1.79% | 6.63% | 2.96% | 7.14% | 1.26% | 0.96% |
| 2025/10/02 | 0% | 31.51% | 10.94% | 12.89% | 2.08% | 5.31% | 0.72% | 3.44% | 1.43% | 0.97% |
| 2025/10/03 | 0% | 37% | 16.37% | 9.3% | 1.65% | 5.87% | 0.7% | 4.55% | 2.9% | 0.85% |
| 2025/10/04 | 0% | 38.53% | 11.6% | 12.54% | 1.48% | 3.86% | 0.46% | 6.85% | 1.11% | 0.82% |
| 2025/10/05 | 0% | 36.55% | 13.32% | 8.9% | 4.61% | 2.73% | 0.64% | 3.97% | 1.04% | 4.85% |
| 2025/10/06 | 0% | 43.85% | 9.81% | 7.79% | 1.93% | 4.39% | 1.05% | 2.05% | 1.28% | 0.92% |
| 2025/10/07 | 0% | 29.45% | 15.15% | 13.01% | 2.16% | 6.67% | 1.15% | 4.73% | 1.18% | 0.69% |
| 2025/10/08 | 0% | 38.4% | 11.12% | 6.63% | 2.08% | 3.11% | 4.61% | 2.91% | 1.65% | 0.72% |
| 2025/10/09 | 0% | 34.5% | 11.07% | 9.54% | 1.89% | 2.14% | 1.14% | 6.71% | 1.73% | 1.14% |
| 2025/10/10 | 0% | 33.32% | 15.15% | 10.05% | 1.34% | 4.6% | 3.65% | 3.96% | 1.06% | 0.87% |
| 2025/10/11 | 0% | 32.1% | 15.23% | 13.49% | 0.96% | 3.53% | 7.44% | 1.82% | 3.01% | 0.68% |
| 2025/10/12 | 0% | 32.71% | 15.17% | 7.85% | 0.95% | 9.1% | 1.24% | 5.44% | 0.65% | 0.45% |
| 2025/10/13 | 0% | 31.05% | 16.37% | 7.42% | 1.29% | 7.34% | 1.29% | 4.9% | 0.96% | 0.54% |
| 2025/10/14 | 0% | 31.37% | 21.11% | 6.88% | 3.85% | 4.08% | 3.27% | 6.51% | 0.79% | 0.66% |
| 2025/10/15 | 0% | 35.28% | 11.27% | 11.55% | 1.29% | 5.92% | 1.18% | 5.05% | 0.79% | 0.98% |
| 2025/10/16 | 0% | 43.44% | 9.53% | 8.73% | 2.97% | 3% | 2.87% | 1.72% | 0.56% | 2.61% |
| 2025/10/17 | 0% | 31.49% | 13.12% | 11.65% | 1.2% | 9.1% | 1.04% | 1.98% | 2.7% | 7.64% |
| 2025/10/18 | 0% | 38.28% | 20.68% | 6.89% | 3.58% | 2.7% | 3.36% | 1.89% | 0.63% | 6.87% |
| 2025/10/19 | 0% | 37.56% | 14.47% | 9.67% | 3.23% | 3.9% | 3.73% | 3.95% | 2.63% | 1.3% |
| 2025/10/20 | 0% | 38.94% | 17.48% | 7.07% | 1.31% | 4.3% | 1.43% | 5.73% | 3.01% | 1.58% |
| 2025/10/21 | 0% | 42.65% | 14.67% | 5.1% | 1.47% | 7.38% | 0.9% | 1.93% | 1.14% | 1.22% |
| 2025/10/22 | 8.3% | 27.34% | 8.13% | 7.15% | 5.53% | 5.52% | 0.93% | 2.26% | 0.99% | 0.96% |
| 2025/10/23 | 7.95% | 35.73% | 6.24% | 10.97% | 1.08% | 6.69% | 3.29% | 1.32% | 6% | 0.56% |
| 2025/10/24 | 15.38% | 25.94% | 3.37% | 13.59% | 1.27% | 6.51% | 4.08% | 5.42% | 0.81% | 0.95% |
| 2025/10/25 | 7.86% | 34.2% | 9.57% | 13.42% | 1.44% | 4.06% | 3.57% | 6.56% | 0.72% | 0.75% |
| 2025/10/26 | 9.99% | 29.1% | 9.52% | 13.23% | 7.46% | 2.86% | 2.52% | 2.08% | 0.8% | 1.93% |
| 2025/10/27 | 9.29% | 30.05% | 8.2% | 8.18% | 5.9% | 2.96% | 4.13% | 5.31% | 0.49% | 2.13% |
| 2025/10/28 | 12.93% | 32.09% | 10.47% | 9.39% | 1.76% | 6.44% | 1.39% | 5.13% | 0.42% | 0.86% |
| 2025/10/29 | 9.35% | 29.83% | 12.66% | 15.74% | 7.58% | 4.27% | 0.77% | 4.28% | 0.42% | 0.41% |
| 2025/10/30 | 9.55% | 37% | 13.22% | 3.88% | 7.75% | 3.02% | 2.19% | 1.57% | 3.08% | 0.33% |
| 2025/10/31 | 22.59% | 20.28% | 9.46% | 8.31% | 3.1% | 2.8% | 2.3% | 2.19% | 1.27% | 0.48% |
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Preply dominated October with a consistent lead, peaking at 43.85% on the 6th. Merriam-Webster surged on the 31st, reaching 22.59%. Babbel and Rosetta Stone showed fluctuations, while Busuu and Pimsleur had modest shares. The month concluded with Preply maintaining dominance.
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.
| Date | Competitor Count |
|---|---|
| 2025/10/01 | 302 |
| 2025/10/02 | 297 |
| 2025/10/03 | 305 |
| 2025/10/04 | 293 |
| 2025/10/05 | 315 |
| 2025/10/06 | 295 |
| 2025/10/07 | 293 |
| 2025/10/08 | 285 |
| 2025/10/09 | 267 |
| 2025/10/10 | 281 |
| 2025/10/11 | 302 |
| 2025/10/12 | 291 |
| 2025/10/13 | 284 |
| 2025/10/14 | 277 |
| 2025/10/15 | 281 |
| 2025/10/16 | 281 |
| 2025/10/17 | 265 |
| 2025/10/18 | 268 |
| 2025/10/19 | 278 |
| 2025/10/20 | 276 |
| 2025/10/21 | 271 |
| 2025/10/22 | 283 |
| 2025/10/23 | 291 |
| 2025/10/24 | 300 |
| 2025/10/25 | 285 |
| 2025/10/26 | 308 |
| 2025/10/27 | 304 |
| 2025/10/28 | 308 |
| 2025/10/29 | 308 |
| 2025/10/30 | 309 |
| 2025/10/31 | 314 |
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October saw fluctuating advertiser numbers, starting at 302, dipping mid-month to 265, and rebounding to 314 by month’s end.
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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Merriam-Webster.com surged with a 7.85% click share increase, while Preply.com faced a significant drop of 4.2%.
Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.
| Date | merriam-webster.com | preply.com | babbel.com | rosettastone.com | busuu.com | pimsleur.com | lingopie.com | forbes.com | babbelforbusiness.com | jumpspeak.com |
|---|---|---|---|---|---|---|---|---|---|---|
| 2025/10/01 | 0% | 33.68% | 11.72% | 12.23% | 1.66% | 6.82% | 3.25% | 7.09% | 0.22% | 0.93% |
| 2025/10/02 | 0% | 30.29% | 10.75% | 13.34% | 1.95% | 5.28% | 0.71% | 3.19% | 0.44% | 1.06% |
| 2025/10/03 | 0% | 35.98% | 14.89% | 9.13% | 1.46% | 5.58% | 0.61% | 4.12% | 0.25% | 0.79% |
| 2025/10/04 | 0% | 37.22% | 11.46% | 12.5% | 1.39% | 3.86% | 0.41% | 6.48% | 1.85% | 0.82% |
| 2025/10/05 | 0% | 35.4% | 13.23% | 9.16% | 5.36% | 3.37% | 0.59% | 3.85% | 1.87% | 4.52% |
| 2025/10/06 | 0% | 41.88% | 9.56% | 8.37% | 1.69% | 4.37% | 0.93% | 1.88% | 0.31% | 0.95% |
| 2025/10/07 | 0% | 28.33% | 14.49% | 13.12% | 1.89% | 6.73% | 1.05% | 4.52% | 1.97% | 0.66% |
| 2025/10/08 | 0% | 36.07% | 11.38% | 7.73% | 1.77% | 3.25% | 4.27% | 2.81% | 0.31% | 0.71% |
| 2025/10/09 | 0% | 32.86% | 11.69% | 10.52% | 1.57% | 2.04% | 0.97% | 6.55% | 0.25% | 1.1% |
| 2025/10/10 | 0% | 31.67% | 15.67% | 11.19% | 1.13% | 4.72% | 3.28% | 3.84% | 0.18% | 0.86% |
| 2025/10/11 | 0% | 32.1% | 15.25% | 13.85% | 0.86% | 3.65% | 6.92% | 1.79% | 0.21% | 0.77% |
| 2025/10/12 | 0% | 31.44% | 15.22% | 7.92% | 0.84% | 8.66% | 1.22% | 5.32% | 0.15% | 0.46% |
| 2025/10/13 | 0% | 29.93% | 15.51% | 8% | 1.07% | 6.82% | 1.14% | 4.81% | 0.39% | 0.54% |
| 2025/10/14 | 0% | 30.95% | 21.15% | 8.13% | 3.31% | 4.23% | 2.83% | 6.47% | 1.97% | 0.68% |
| 2025/10/15 | 0% | 33.6% | 11.09% | 12.13% | 1.08% | 6.02% | 1.06% | 4.74% | 4.12% | 0.98% |
| 2025/10/16 | 0% | 43.98% | 9.64% | 9.25% | 2.69% | 3.18% | 2.3% | 1.8% | 8.07% | 2.33% |
| 2025/10/17 | 0% | 28.06% | 12.54% | 10.74% | 0.93% | 7.82% | 0.8% | 1.68% | 0.48% | 7.93% |
| 2025/10/18 | 0% | 35.75% | 20.94% | 7.57% | 2.97% | 2.54% | 2.7% | 1.97% | 1.99% | 8.19% |
| 2025/10/19 | 0% | 33.34% | 16.13% | 9.17% | 2.57% | 4.05% | 3.97% | 4.42% | 4.19% | 1.68% |
| 2025/10/20 | 0% | 34.85% | 18.11% | 7.48% | 1.21% | 4.28% | 1.51% | 6.37% | 1.53% | 2.04% |
| 2025/10/21 | 0% | 37.4% | 14.35% | 5.25% | 1.28% | 7.08% | 0.83% | 1.88% | 0.35% | 1.42% |
| 2025/10/22 | 11.75% | 23.45% | 7.28% | 7.32% | 4.14% | 4.86% | 0.82% | 2.12% | 0.28% | 1.04% |
| 2025/10/23 | 11.84% | 31.42% | 5.86% | 10.23% | 1.03% | 6.03% | 2.84% | 1.31% | 0.4% | 0.68% |
| 2025/10/24 | 21.12% | 22.46% | 3.05% | 11.87% | 1.17% | 5.88% | 3.29% | 5.97% | 0.56% | 1.05% |
| 2025/10/25 | 10.43% | 30.8% | 8.02% | 12.48% | 1.29% | 3.2% | 4.2% | 7.55% | 1.53% | 0.87% |
| 2025/10/26 | 13.51% | 25.57% | 10.57% | 11.02% | 5.49% | 3.28% | 2.75% | 2% | 0.22% | 2.41% |
| 2025/10/27 | 9.54% | 28.16% | 8.45% | 8.79% | 5.29% | 3.5% | 3.12% | 6.12% | 2.15% | 2.56% |
| 2025/10/28 | 14.39% | 29.14% | 11.18% | 10.7% | 1.55% | 5.7% | 1.26% | 5.33% | 1.62% | 1% |
| 2025/10/29 | 10.62% | 28.63% | 10.62% | 14.73% | 6.04% | 4.17% | 0.87% | 4.76% | 1.22% | 0.47% |
| 2025/10/30 | 10.39% | 34.51% | 12.49% | 4.09% | 6.87% | 3.34% | 2.67% | 1.46% | 1.48% | 0.36% |
| 2025/10/31 | 23% | 18.35% | 9.03% | 8.68% | 2.71% | 2.61% | 2.15% | 1.99% | 0.51% | 0.49% |
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Preply.com dominated October with a peak impression share of 43.98% on the 16th. Merriam-webster.com saw a significant spike to 23.0% on the 31st. Babbel.com experienced a decline, ending at 9.03%.
Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.
Speak Fluently And Confidently — Learn Languages Easily With Engaging Programs From Babbel. Start Your Journey Now. Learn...
Learn a New Language for Free — Learn Real-Life Language, Practise Pronunciation & Get Feedback From Fluent Speakers.
The Method Makes a Difference — The Pimsleur Method™ Focuses on Conversational Skills. Start Actually Speaking Today! Find Out...
The Faster Way to Fluency. Fast Track Your Language Learning with 5-Star Expert Tutors.
Award-Winning Language Program — The most trusted language learning program. Learn to speak any language with confidence. Have real...
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In the competitive world of language learning, Babbel entices with engaging programs, while Busuu offers free real-life language practice. Pimsleur emphasizes conversational skills, Preply highlights affordable expert tutors, and Rosetta Stone boasts its award-winning, trusted program. Each ad uniquely appeals to aspiring polyglots.
Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.
Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.
How to use the US Education & Training Language Learning October 2025 Report
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