The statistics show Google had less than 90% search market share in Q4 of 2024, but which competitors are benefiting?

A British probe into Google has opened by a watchdog agency as its first ivestigation under a new law over Google's search and advertising services on some European consumers.

It will be the first investigation under a new digital markets competition regime that could force the company to change its conduct.

Britain will use new regulatory powers to investigate Google's search services to see how they impact consumers and businesses, including advertisers and rivals, following U.S. calls to break up the tech giant.

The tech giant accounts for 90% of web searches in the UK - the regulator will probe whether that harms consumers and rivals.

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