Bing Search gains momentum as Google loses global search market share

Although Google is still the undisputed king of the online search market, Bing Search is costing it some of its market share. A new data shows Google’s global market share has declined below 90% for the first time in years. The change, first spotted by Tuta, suggest that Microsoft’s Bing—yes, that Bing—is gaining some momentum.

Bing Search is gaining global market share slowly as Google’s share declines by a bit

Microsoft says Bing engagement is up 22% year-over-year, and it’s not hard to see why. Since integrating ChatGPT and Copilot directly into Bing Search, Microsoft has managed to make its long-mocked search engine actually useful — maybe even good.

It’s now context-aware, real-time, and deeply tied into Microsoft’s broader ecosystem. In short, Bing is starting to feel like a legitimate alternative. Of course, this change in trend isn’t just about AI.

Google, on the other hand, isn’t helping itself. Its search results are a mess, stuffed with Reddit posts and weird AI answers that don’t always make sense. Besides, the company has recently lost antitrust cases related to search. Regulators have also directed Google to offer Bing and alternatives during initial setup on Android in a few markets.

Microsoft is ensuring cross-platform experience powered by Bing

Microsoft is playing the long game here. With Copilot in Windows, Edge, and Bing, the company is building a cross-platform search layer that doesn’t care if you’re using a browser, an app, or a voice assistant. No doubt, Bing still has a long way to go. But for the first time in a long time, Google isn’t untouchable, and Microsoft knows it.