Naver remains dominant player in Korea's search market

Korea’s web portal Naver is maintaining its dominance in the country’s search market despite the growing public use of artificial intelligence (AI) services. According to market tracker InternetTrend, Naver’s average monthly share in the domestic web search market stood at 63.8 percent in March, followed by Google with 28.7 percent. On Feb. 28 and March 1, Naver’s share briefly exceeded 70 percent, reaching 70.6 percent and 70.4 percent, respectively. Naver’s market share is rising on a yearly basis, reaching 62.9 percent in 2025 from 58.1 percent in 2024. Naver’s high market share came despite doubts over its market dominance amid the growing use of generative AI services, as users increasingly turn to ChatGPT, Gemini and other AI tools for information searches. Industry officials said Naver's market share is attributable to the introduction of AI Briefing, an AI-powered service that generates summarized search answers, as well as the growing demand for cross-checking information on Naver after getting answers from generative AI tools. Naver’s vast pool of locally tailored c

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