US Media & Entertainment Sports - PPC Market Share Analysis January 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the US Sports category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Sports – US

Google AI Overview visibility for Media & Entertainment Sports 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 5.24688958666
94.7531104133
5%

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 51
49
51%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 20%
Transactional 27%
Navigational 1%
Seasonal 0%
Local 2%
Problem Solving 3%

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Market Exposure

Share of Clicks for top 10 US Media & Entertainment Sports 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
stubhub.com 27.86
ticketmaster.com 24.81
seatgeek.com 17.05
tickpick.com 5.28
gametime.co 4.34
gotickets.com 4.22
nba.com 3.61
vividseats.com 2.87
viagogo.com 2.11
tickets-center.com 1.76
others 6.09
  • stubhub.com - 27.86%
  • ticketmaster.com - 24.81%
  • seatgeek.com - 17.05%
  • tickpick.com - 5.28%
  • gametime.co - 4.34%
  • gotickets.com - 4.22%
  • nba.com - 3.61%
  • vividseats.com - 2.87%
  • viagogo.com - 2.11%
  • tickets-center.com - 1.76%
  • others - 6.09%

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In the competitive landscape of Google PPC, StubHub leads with 27.86% click share, followed by Ticketmaster at 24.81%. SeatGeek captures 17.05%, while ‘others’ collectively hold 6.09%.

Market Exposure

Share of Spend for the top 10 US Media & Entertainment Sports 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 stubhub.com ticketmaster.com seatgeek.com gotickets.com vividseats.com gametime.co nba.com tickpick.com tickets-center.com viagogo.com
2026/01/01 29.8% 26.43% 10.46% 6.82% 3.46% 3.39% 1.83% 4.45% 0.96% 4.46%
2026/01/02 28.99% 24.42% 11.63% 5.92% 3.05% 3.78% 1.58% 3.57% 2.16% 2.9%
2026/01/03 30.87% 23.65% 13.74% 4.99% 4.2% 4.44% 0.77% 3.9% 1.33% 4.53%
2026/01/04 29.76% 29.66% 14.34% 3.78% 3.13% 4.46% 1.22% 4.25% 1.68% 2.04%
2026/01/05 27.12% 28.93% 13.2% 4.41% 4.51% 4.31% 1.43% 3.96% 2.21% 2.17%
2026/01/06 29.4% 24.37% 11.51% 6.01% 2.91% 3.44% 1.29% 3.79% 1.35% 4.73%
2026/01/07 29.16% 26.24% 13.31% 4.78% 3.08% 4.3% 1.7% 5.68% 2.74% 2.31%
2026/01/08 31.81% 27.52% 10.49% 5.23% 2.84% 4.11% 1.76% 5.09% 2.84% 2.24%
2026/01/09 30.33% 29.9% 9.59% 5.18% 2.56% 5% 1.4% 5.16% 3.1% 3.06%
2026/01/10 29.88% 26.15% 10.61% 6.6% 3.31% 3.77% 1.38% 4.69% 4.46% 1.93%
2026/01/11 29.61% 26.77% 10.78% 5.95% 2.98% 5.06% 1.43% 4.51% 3.44% 1.24%
2026/01/12 31.31% 30.14% 12.25% 3.81% 2.39% 5.16% 0.98% 4.2% 1.94% 1.59%
2026/01/13 29.72% 31.41% 11.92% 3.16% 4.06% 3.88% 0.98% 5.1% 1.82% 2.37%
2026/01/14 30.55% 28.75% 11.39% 3% 3.81% 4.08% 1.8% 6.43% 1.85% 2.43%
2026/01/15 30.45% 25.13% 13.38% 4.48% 3.39% 4.54% 2.05% 5.96% 2.36% 2.98%
2026/01/16 30.28% 29.86% 9.59% 5.22% 2.56% 4.99% 1.39% 5.17% 3.09% 3.06%
2026/01/17 29.23% 23.93% 8.42% 4.94% 3.35% 4.26% 2.08% 7.47% 2.14% 5.31%
2026/01/18 30.38% 24.74% 9.84% 4.9% 2.78% 4.83% 2.92% 6.24% 2.09% 4.72%
2026/01/19 30.52% 21.76% 14.41% 3.6% 3.73% 5.58% 2.3% 7.74% 1.46% 4.13%
2026/01/20 29.66% 31.3% 11.88% 3.15% 4.05% 3.87% 0.98% 5.23% 1.81% 2.38%
2026/01/21 31.21% 18.1% 11.85% 4.63% 3.69% 5.52% 2.01% 11.45% 1.78% 1.94%
2026/01/22 32.72% 18.2% 15.64% 4.73% 3.06% 4.88% 1.11% 8.48% 1.53% 3.45%
2026/01/23 31.55% 16.82% 12.52% 5.85% 3.42% 5.49% 2.19% 7.75% 2.09% 2.74%
2026/01/24 31.38% 16.95% 13.33% 5.29% 3.67% 4.16% 1.76% 7.79% 1.83% 2.11%
2026/01/25 32.51% 17.56% 13.96% 6.09% 3.77% 3.68% 1.55% 8.61% 2.61% 1.62%
2026/01/26 28.87% 16.15% 11.72% 6.38% 4.39% 5.98% 2.48% 10.14% 2.43% 2.34%
2026/01/27 33.35% 14.51% 11.91% 5.33% 3.75% 4.29% 3.25% 8.7% 2.92% 2.51%
2026/01/28 30.33% 18.77% 11.47% 5.81% 4.41% 5.91% 2.62% 8.05% 2.25% 0.93%
2026/01/29 30.48% 20.86% 11.12% 7.66% 3.81% 4.95% 2.56% 6.09% 2.87% 0.85%
2026/01/30 34.28% 17.04% 11.25% 7.55% 4.38% 4.94% 0.85% 8.49% 3.21% 1.51%
2026/01/31 33.14% 15.21% 12.66% 8.23% 5.12% 5% 4.21% 2.81% 2.76% 2.51%
  • stubhub.com
  • ticketmaster.com
  • seatgeek.com
  • gotickets.com
  • vividseats.com
  • gametime.co
  • nba.com
  • tickpick.com
  • tickets-center.com
  • viagogo.com

Copyright © Adthena. All rights reserved.

In January 2026, StubHub led with a steady rise, peaking at 34.28% on the 30th. Ticketmaster’s share declined, ending at 15.21%. SeatGeek fluctuated, closing at 12.66%. GoTickets and VividSeats saw modest gains, while NBA.com surged to 4.21% on the 31st. TickPick and Viagogo experienced volatility, finishing at 2.81% and 2.51%, respectively.

Market Exposure

Competitor Count for US Media & Entertainment Sports

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
2026/01/01 126
2026/01/02 128
2026/01/03 135
2026/01/04 130
2026/01/05 118
2026/01/06 126
2026/01/07 115
2026/01/08 119
2026/01/09 116
2026/01/10 133
2026/01/11 124
2026/01/12 126
2026/01/13 118
2026/01/14 128
2026/01/15 118
2026/01/16 116
2026/01/17 124
2026/01/18 122
2026/01/19 128
2026/01/20 118
2026/01/21 118
2026/01/22 117
2026/01/23 117
2026/01/24 125
2026/01/25 122
2026/01/26 124
2026/01/27 109
2026/01/28 113
2026/01/29 117
2026/01/30 122
2026/01/31 125

Copyright © Adthena. All rights reserved.

Advertisers fluctuated throughout January, peaking at 135 on January 3rd. The month concluded with 125 advertisers, indicating a stable finish.

Campaign Efficiency

Market Loss & Market Gains for US Media & Entertainment Sports

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
seatgeek.com 2.4%
tickpick.com 2.27%
nba.com 1.45%
gametime.co 0.51%
gotickets.com 0.49%
tv.youtube.com -0.11%
hellotickets.com -0.12%
mlbshop.com -0.19%
tickets-center.com -0.38%
ticketmaster.com -8.69%

Copyright © Adthena. All rights reserved.

Seatgeek.com and Tickpick.com surged with click share increases of 2.40 and 2.27, respectively, while Ticketmaster.com faced a significant drop of -8.69.

Campaign Efficiency

US Media & Entertainment Sports Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date stubhub.com ticketmaster.com seatgeek.com gotickets.com vividseats.com gametime.co nba.com tickpick.com tickets-center.com viagogo.com
2026/01/01 32.95% 25.8% 11.1% 7.16% 3.27% 3.01% 1.59% 4.83% 0.78% 4.43%
2026/01/02 32.72% 23.8% 12.52% 6% 3.01% 3.99% 1.53% 3.96% 1.95% 2.81%
2026/01/03 34.36% 21.59% 13.95% 5.15% 4.05% 4.25% 0.99% 4.37% 1.23% 4.15%
2026/01/04 33.06% 27.58% 14.04% 3.8% 3.27% 4.16% 1.16% 4.22% 1.65% 2.31%
2026/01/05 30.11% 27.65% 13.8% 4.41% 4.56% 4.18% 1.29% 4.81% 2.01% 2.05%
2026/01/06 33.82% 24.02% 11.56% 6.26% 3.3% 3.46% 1.36% 4.26% 1.25% 4.59%
2026/01/07 31.37% 24.29% 14.11% 4.72% 3.02% 4.03% 1.66% 5.97% 2.8% 1.93%
2026/01/08 35% 25.29% 10.97% 5.1% 3.03% 3.47% 1.85% 4.95% 2.78% 2.22%
2026/01/09 33.3% 27.56% 9.66% 5.7% 2.86% 3.91% 1.55% 5.34% 3.21% 3.01%
2026/01/10 32.21% 24.28% 11.28% 6.94% 3.44% 3.41% 1.56% 4.88% 4.41% 1.51%
2026/01/11 32.01% 25.74% 11.37% 6.21% 3.18% 4.68% 1.54% 4.64% 3.3% 1.09%
2026/01/12 33.41% 29.16% 13.4% 3.65% 2.44% 4.5% 0.99% 4.43% 1.79% 1.34%
2026/01/13 31.54% 29.96% 11.6% 3.07% 3.92% 3.38% 1.02% 4.93% 1.73% 2.19%
2026/01/14 33.18% 26.63% 11.34% 2.78% 4.09% 3.53% 1.39% 6.28% 1.65% 1.99%
2026/01/15 32.75% 22.89% 13.86% 4.91% 3.82% 3.76% 1.92% 6.04% 2.25% 2.59%
2026/01/16 33.3% 27.56% 9.66% 5.7% 2.86% 3.91% 1.55% 5.34% 3.21% 3.01%
2026/01/17 31.4% 22.87% 8.69% 5.08% 4% 3.68% 1.97% 7.66% 2.2% 4.95%
2026/01/18 32.17% 23.29% 10.28% 5.56% 3.16% 4.18% 2.75% 7.05% 1.92% 4.07%
2026/01/19 33.17% 20.39% 14.73% 3.62% 4.04% 4.68% 2.09% 7.65% 1.36% 4.01%
2026/01/20 31.54% 29.96% 11.6% 3.07% 3.92% 3.38% 1.02% 4.93% 1.73% 2.19%
2026/01/21 33.79% 16.85% 11.39% 4.88% 4.25% 4.54% 2.28% 11.64% 1.8% 1.72%
2026/01/22 35.39% 16.66% 15.54% 5.59% 3.82% 3.79% 1.01% 8.35% 1.46% 3.1%
2026/01/23 34.89% 15.28% 12.3% 6.44% 4.24% 4.68% 2.16% 8.32% 2.03% 2.57%
2026/01/24 34.27% 15.79% 13.32% 5.99% 4.39% 3.41% 1.72% 8.69% 1.79% 1.91%
2026/01/25 34.49% 15.91% 13.93% 6.47% 4.57% 3.31% 1.53% 8.93% 2.38% 1.6%
2026/01/26 30.43% 13.39% 11.97% 6.91% 4.93% 5.55% 2.72% 10.54% 2.19% 2.39%
2026/01/27 34.84% 12.44% 11.91% 5.58% 4.87% 3.37% 3.09% 9.76% 2.64% 2.46%
2026/01/28 32.36% 15.31% 12.32% 6.53% 5.57% 4.75% 2.84% 9.11% 2.23% 0.89%
2026/01/29 29.56% 17.28% 10.51% 7.54% 4.07% 4.29% 2.38% 6.75% 2.45% 0.71%
2026/01/30 36.35% 15.07% 11.16% 7.6% 4.76% 4.06% 1.09% 9.03% 2.72% 1.45%
2026/01/31 35.56% 14.05% 12.67% 8.45% 5.92% 4.74% 4.18% 2.81% 2.55% 2.23%
  • stubhub.com
  • ticketmaster.com
  • seatgeek.com
  • gotickets.com
  • vividseats.com
  • gametime.co
  • nba.com
  • tickpick.com
  • tickets-center.com
  • viagogo.com

Copyright © Adthena. All rights reserved.

In January 2026, StubHub led with fluctuating impressions, peaking at 36.35% on the 30th. Ticketmaster’s share declined, ending at 14.05%. SeatGeek and GoTickets saw moderate changes, while TickPick surged mid-month, closing at 2.81%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Media & Entertainment Sports

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 Media & Entertainment Sports - Last month
  1. 1
    SeatGeek.com https://www.seatgeek.com

    SeatGeek Official Site — A Ticket For Every Fan. Buy Tickets on SeatGeek®. Find The Best Seats. Use Deal Score. Find The...

  2. 2
    Better Value at StubHub™ | 100% Guaranteed by FanProtect™ https://www.stubhub.com

    At StubHub tickets are never sold out. Get tickets at StubHub now.

  3. 3
    Chicago Bears Playoffs - January 10th In Chicago https://www.ticketmaster.com

    Get Chicago Bears Playoff Tickets At Ticketmaster, Official Ticket Marketplace Of The NFL! Shop A Large Selection Of Tickets At Ticketmaster, The Ticket...

  4. 4
    Buffalo Bills vs Houston Texans Tickets | TickPick https://www.tickpick.com

    Buy Buffalo Bills vs Houston Texans tickets. Get the Best Prices Guaranteed. Never pay service fees. Find last-minute tickets today on TickPick. All tickets 100% authentic.

  5. 5
    Vivid Seats Tickets - 10% Off with Code VIVIDFAN10 https://www.vividseats.com

    Buy 10 Tickets, Get the 11th On Us! Earn Rewards On Every Purchase. Buy From Vivid Seats®.

Copyright © Adthena. All rights reserved.

In the competitive world of ticket sales, SeatGeek, StubHub, Ticketmaster, TickPick, and Vivid Seats dominate Google’s PPC landscape. SeatGeek entices fans with its Deal Score, while StubHub promises availability with FanProtect™. Ticketmaster highlights exclusive NFL playoff access, TickPick offers no service fees, and Vivid Seats tempts with discounts and rewards.

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