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Naver hits 62% search share as AI features roll out
Naver held 62.9% of South Korea’s search market in 2025, up from 58.1% the previous year, according to InternetTrend data.
This marks the first time since 2022 that Naver’s share has exceeded 60%.
Google followed with 29.6%, while Microsoft’s Bing and Daum accounted for 3.1% and 2.9%, respectively.
Industry observers cited Naver’s introduction of new AI search features as a factor in its rising market share.
🔗 Source: Yonhap
🧠 Food for thought
Implications, context, and why it matters.
AI Briefing upgrades line up with Naver’s share rebound
- Market share topped 60% after 2025 upgrades to AI Briefing 1. The module is an AI-generated overview in search that covers over 20% of queries, citing Naver Blogs, Naver Cafés (community forums) plus local reviews from decades of user content 1.
- After a July 2025 dip to about 58%, the figure recovered and settled in the low to mid 60s 1.
- An InternetTrend snapshot on Aug. 9, 2024 reported Naver at 54.73% 2. Google stood at 37.2% and Bing at 3.6% 2. AI features helped Bing, so the pair held 40.8% and kept pressure on Naver 2.
How SEO teams can build Naver-first AI services
- AI Briefing now shapes visibility on Naver, so SEO platforms and digital agencies can build Naver-first services 3.
- Wins come from native Korean content inside Naver’s closed system 3. That means first-party spots like Naver Blogs, Naver Cafés and shopping pages, not external SEO tricks 3.
- Teams need fresh docs on AI Briefing selection and summaries, plus guidance for HyperCLOVA X, Naver’s large language model tuned for Korean 4.
- Visuals, video and reviews weigh more in 2025 5. That opens room for bundles for brands entering Korea.
Recent Naver developments
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