Google Falls to 30%, Gap Widens
Impact of AI Briefing Specializing in Health, Public, and Securities
(Seoul = Yonhap News) Reporter Han Sang-yong = Naver has emerged as the dominant leader with over 60% of the search market share last year.
According to the market research company “Internet Trend” on the 4th, Naver’s domestic search market share in 2025 was averaged at 62.86%.
This marks a 4.72% increase compared to the 2024 search market share of 58.14%. Naver surpassed the 60% mark for the first time in three years, since recording 61.20% in 2022.
Following Naver, Google showed a 3.45% decrease year-on-year, with a search market share of 29.55%.
The search market share gap between the two major platforms widened within a year, solidifying Naver’s dominance in the domestic search market.
Next, Microsoft’s search engine Bing rose slightly to 3.12% from 2.91% last year, ranking third, while Daum fell slightly to 2.94% from 3.72%, ranking fourth.
Other search sites like Zoom and Yahoo did not exceed a 1% market share.
Industry experts attribute Naver’s rebound last year to its efforts in improving search reliability through various technological attempts.
In particular, Naver’s newly launched AI search “AI Briefing” last year contributed to an increase in search engagements.
A standout example is the AI briefing specializing in the health sector, launched in October last year.
The health-specialized AI briefing provides summarized professional health information using reliable sources such as tertiary hospitals, advanced general hospitals, public institutions, and academic societies.
In fact, “health information” was one of the most generated search topics by AI briefing last year.
In the public sector, AI briefings provide answers based on the latest documents from official sources like public institution websites and official SNS.
Additionally, in November, Naver introduced “securities information specialized search,” making it easier to access company trends, earnings announcements, and specialized content.
A Naver representative stated, “AI briefings are expanding in areas where the reliability of information is crucial,” and “We will provide a unique AI search experience based on differentiated content.”