Naver Achieves 63% Search Market Share, Dominates as Top Search Engine Over Google

First Time Surpassing 60% in Three Years Since 2022
Gap Widens with Second-Place Google at 29.55%
Positive Impact from Technological Initiatives Such as "AI Briefing"

Naver solidified its position as the top search engine in South Korea last year, surpassing a 60% domestic search market share.

Naver Headquarters, Seongnam-si, Gyeonggi Province. Photo by Yonhap News Agency

According to market research firm Internet Trend on January 4, Naver's average domestic search market share in 2025 was 62.86%, up 4.72 percentage points from 58.14% the previous year. This marks the first time in three years that Naver's share has exceeded 60%, since it reached 61.20% in 2022.

Google followed with a market share of 29.55%, a decrease of 3.45 percentage points from the previous year, widening the gap between the first and second places.

Microsoft's search engine Bing expanded its share from 2.91% to 3.12% during the same period, ranking third, while Daum dropped from 3.72% to 2.94%, placing fourth. Other search sites such as Zum and Yahoo failed to surpass a 1% market share.

Industry analysts attribute Naver's rebound to its efforts to improve search reliability through various technological initiatives. In particular, the launch of Naver's new artificial intelligence (AI) search service, "AI Briefing," last year led to an increase in the number of search interactions.

In October 2025, Naver introduced a health-specialized AI Briefing. This service summarizes professional health information using credible sources such as tertiary hospitals, advanced general hospitals, public institutions, and academic societies. In 2025, "health information" was among the most frequently generated search topics for AI Briefing. Additionally, in November, Naver launched a "securities information specialized search," making it easier for users to access company trends, earnings announcements, and expert content.

A Naver representative stated, "AI Briefing is expanding, especially in areas where the reliability of information is crucial," adding, "We will continue to provide a unique AI search experience based on differentiated content exclusive to Naver."