Google Sets New Internet Traffic Record

In their earnings call last week, Google announced a record 2010 third-quarter revenue of $7.29 billion (up 23% from last year). The market rejoiced and Google shares shot past $615 giving the company a market cap of more than $195 billion.

This month, Google broke an equally impressive Internet traffic record — gaining more than 1% of all Internet traffic share since January. If Google were an ISP, as of this month it would rank as the second largest carrier on the planet.

Only one global tier1 provider still carries more traffic than Google (and this ISP also provides a large portion of Google’s transit).

In the graph below, I show a weighted average percentage of Internet traffic contributed by the search / mobile OS / video / cloud giant. As in earlier posts, the Google data comes from 110+ ISPs around the world participating in ATLAS. The multiple shaded colors represent different Google ASN and reflect ongoing global traffic engineering strategies.

googletraffic

Google now represents an average 6.4% of all Internet traffic around the world. This number grows even larger (to as much as 8-12%) if I include estimates of traffic offloaded by the increasingly common Google Global Cache (GGC) deployments and error in our data due to the extremely high degree of Google edge peering with consumer networks. Keep in mind that these numbers represent increased market share — Google is growing considerably faster than overall Internet volumes which are already increasing 40-45% each year. More data on general Internet growth trends is available in some of our earlier papers and blog posts.

While its not news that Google is Big, what is amazing is how much bigger Google continues to get.

A quick analysis of the data also shows Google now has direct peering (i.e. not transit) with more than 70% of all providers around the world (an increase of 5-10% from last year). In fact, the only remaining major group of ISPs without direct Google peering are several of the tier1s and national PTTs — many of whom will not settlement-free peer with Google due to regulatory prohibitions or commercial strategy.

While the business press may debate Google’s future (i.e. can it expand beyond search and continue its earnings growth?), for now Google’s traffic growth continues apace with massive corresponding impact on the network topology, peering arrangements and the overall Internet infrastructure.

 
– Craig
 
 

72 Responses to “Google Sets New Internet Traffic Record”

October 25, 2010 at 2:10 pm, Google Accounts for As Much as 12% of ALL Internet Traffic! said:

[…] the surprise is that the search giant shows no signs of slowing in its growth. Indeed, according to estimates, Google’s share of all internet traffic is anywhere from a modest 6.4% to an estimated high […]

October 25, 2010 at 2:53 pm, جوجل تشكل 6.4% من بيانات الإنترنت المتداولة | ØªÙŠØ¯ÙˆØ² said:

[…] بأي شركة إنترنت أخرى بنسبة تصل إلى 40-45% بشكل سنوي.المصدرأنشر هذا الموضوع var a2a_config=a2a_config||{};a2a_config.linkname="جوجل تشكل […]

October 25, 2010 at 3:00 pm, جوجل تشكل 6.4% من بيانات الإنترنت المتداولة said:

[…] المصدر […]

October 25, 2010 at 4:30 pm, Google Likened To World’s Second-Biggest ISP | Rodney Payne said:

[…] the title "Chief Scientist" at Arbor Networks, explained how that’s possible in a blog post.  After discussing the company’s financial achievements, he wrote, "This month, […]

October 25, 2010 at 12:42 pm, Mark Adams said:

I agree. I thought that everyone was already using google, so it’s weird seeing their usage still growing at a significant rate. As opposed to facebook, who is also showing amazing growth each month, because they’re still rapidly expanding user base as more people finally give in and sign up. You should do one of these for facebook.

October 25, 2010 at 1:28 pm, Google Sets New Internet Traffic Record (Craig Labovitz/Arbor Networks Security) | Business Continuity Jobs said:

[…] Labovitz / Arbor Networks Security:Google Sets N&#1077w Internet Traffic Record  —  I&#1495 t&#1211&#1077&#1110r earnings call last week, Google announced a record […]

October 25, 2010 at 1:28 pm, Google now accounts for 6.4% of worldwide Internet traffic said:

[…] to the Arbor Networks blog, Google properties have gained 1% of worldwide Internet traffic share since January (a record), to […]

October 25, 2010 at 1:42 pm, Charbax said:

This does not include YouTube traffic does it? YouTube is said to represent upwards 50% of global internet traffic (excluding BitTorrent).

Can anyone confirm that this does not include YouTube? And if YouTube is included, then which percentage of Google’s traffic is YouTube based?

October 25, 2010 at 2:16 pm, Google bate un nuevo récord de tráfico en Internet | Gigle.net said:

[…] dato a destacar de este estudio, refleja que Google tiene interconexión directa con más del 70 por ciento de los proveedores. […]

October 25, 2010 at 2:20 pm, David Cortright said:

What fraction of Google’s traffic is YouTube? Streaming video generates a lot more traffic than serving up search results.

October 25, 2010 at 6:25 pm, بوابة بنو إقرأ الإلكترونية » » جوجل تشكل 6.4% من بيانات الإنترنت Ø§Ù„Ù…ØªØ¯Ø said:

[…] المصدر […]

October 25, 2010 at 2:27 pm, Google Sets New Internet Traffic Record (Craig Labovitz/Arbor Networks Security) said:

[…] Labovitz / Arbor Networks Security:Google Sets New Internet Traffic Record  —  In their earnings call last week, Google announced a record 2010 third-quarter […]

October 25, 2010 at 2:44 pm, Craig Labovitz said:

To David’s point, most of this traffic is due to YouTube / video.

And we showed some data for Facebook in an earlier blog post:
/blog/asert/2010/04/the-battle-of-the-hyper-giants-part-i-2/

October 25, 2010 at 5:08 pm, SearchCap: The Day In Search, October 25, 2010 said:

[…] Google Sets New Internet Traffic Record, Arbor Networks Security […]

October 25, 2010 at 7:57 pm, Google Sets New Traffic Record ~ LogicLounge said:

[…] a settlement-free peer with Google due to regulatory prohibitions or commercial strategy.[Image via Arbor Networks] AKPC_IDS += "2537,";                     Tags: […]

October 25, 2010 at 8:08 pm, Google says, don’t be afraid of duplicate content « Digital Marketing blog – SEM & SEO tips and basics said:

[…] Labovitz, who holds the title “Chief Scientist” at Arbor Networks wrote, “This month, Google broke an equally impressive Internet traffic record – gaining more […]

October 25, 2010 at 11:51 pm, HostPlate | Shared Hosting ,VPS Hosting , Dedicated Server , Cheap hosting » News » Google Drives 6 Percent of Internet Traffic said:

[…] research from Arbor Networks shows that Google continues to see strong traffic growth. “While its not news that Google is Big, […]

October 26, 2010 at 1:00 am, Google Accounts for As Much as 12% of ALL Internet Traffic! | internetmoneyfast said:

[…] the surprise is that the search giant shows no signs of slowing in its growth. Indeed, according to estimates, Google’s share of all internet traffic is anywhere from a modest 6.4% to an estimated high […]

October 26, 2010 at 1:48 am, Google traffic now accounts for record 6.4% of all Internet | BJD Productions Blog said:

[…] Traffic across Google sites broke a new record this month and now accounts for an impressive 6.4% of all Internet traffic around the world, according to a tally by network security firm Arbor Networks. […]

October 26, 2010 at 2:20 am, Bob said:

Mark Adams,

everyone is not using google already(well maybe in US, but not everyone in the world). There are two billion internet connected devices in the world and only 1 billion is using google search as per google. Google still has room to grow even in search. And with mobile devices, cloud computing etc, google traffic is only going to increase not decrease.

October 26, 2010 at 3:15 am, Google reaches 6.4% of worldwide internet traffic | franck perrier said:

[…] reaches 6.4% of worldwide internet traffic Craig Labovitz estimates that Google now reaches an average 6.4% of all Internet traffic around the world. It […]

October 26, 2010 at 3:24 am, Google Now Accounts for at Least 6.4% of Web Traffic - Gadgets | Tech Buzz Blog said:

[…] “Only one global tier1 provider still carries more traffic than Google (and this ISP also provides a large portion of Google’s transit),” it adds. […]

October 26, 2010 at 3:59 am, Google Sets New Internet Traffic Record « Softheme Blog » Software Outsourcing Ukraine said:

[…] asert.arbornetworks.com Bookmark/Search this post with: […]

October 26, 2010 at 5:16 am, Google 系网站霸占了全球互联网流量的 6.4% | 谷奥——探寻谷歌的奥秘 said:

[…] 根据Arbor Networks Security通过对全球17个国家里110家ISP服务商提供数据的推算,Google 系网站霸占了全球互联网流量的 6.4%,如果Google是一家ISP的话,它将是全球第二大运营商。 […]

October 26, 2010 at 5:34 am, Google Now Accounts for 6.4% of Internet Traffic said:

[…] account traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims.So far, Google’s revenue seems to be keeping up with its traffic; we wonder which one will […]

October 26, 2010 at 5:44 am, Googlenet traffic now 6% of interwebs | Go Gadget News said:

[…] Google now handles more interwebs traffic than all but one of the world’s ISPs, after gaining more than one per cent of the net’s total traffic over the past nine months, according to data from network-security outfit Arbor Networks. […]

October 26, 2010 at 5:48 am, Bernd Schanz said:

Who is the Tier 1 which is bigger than google?!

October 26, 2010 at 7:47 am, Craig Labovitz said:

Given commercial sensitivities, we are not disclosing any rankings of other providers. Though most backbone engineers would probably have the right guess.

October 26, 2010 at 6:21 am, Google Now Accounts for 6.4% of Internet Traffic | SEO RSS automático para Wordpress said:

[…] However, Google’s share may be even bigger, possibly up to 8-12%, if you account for traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims. […]

October 26, 2010 at 6:35 am, Google stÃ¥r nu för 6,4% av världens webbtrafik | iPortal said:

[…] asert.arbornetworks.com […]

October 26, 2010 at 6:39 am, Le Buzzvile Post | Dernières tendances et nouvelles du web 2.0 said:

[…] taux incroyable de 40-45% par an, et que la part de Google grandit aussi !  En fait d’après Arbor Networks, la société de sécurité qui a publié ces chiffres, cette part pourrait même être plus […]

October 26, 2010 at 6:44 am, Google Now Accounts for 6.4% of Internet Traffic | iuvo Shopper & Community Newspaper News said:

[…] for traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims.So far, Google’s revenue seems to be keeping up with its traffic; we wonder which one will […]

October 26, 2010 at 7:25 am, Доля Google в мировом интернет-трафике достигла 6.4% | Новости социальных ÑÐµÑ said:

[…] кешируется при помощи системы Google Global Cache, о чем пишет Крейг Лабовиц из Arbor […]

October 26, 2010 at 8:05 am, Google Growing Faster Than the Internet…10.26.10 « The Proverbial Lone Wolf Librarian's Weblog said:

[…] However, Google’s share may be even bigger, possibly up to 8-12%, if you account for traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims…” […]

October 26, 2010 at 8:32 am, Google sigue batiendo sus propios récords, ahora de tráfico en ALT1040 (Internet) said:

[…] mundial, y de qué manera además.El estudio al que me refiero es autoría de Arbor Networks y según el mismo hoy en día Google representa un promedio del 6,4 por ciento del tráfico de Internet a nivel […]

October 26, 2010 at 8:32 am, jaak defour said:

If I understand it well, the 6,4% measurement is based on a subset of Google IP Transit connections. Of all the traffic on IP Transit connections that you measured, 6,4% are from Google, correct?

The traffic on the Google – LocalISP peering connections (majority of their traffic) and the traffic coming out of their Global caches was not taken into account, correct?

October 26, 2010 at 5:23 pm, Craig Labovitz said:

Jaak — the 6.4 is a weighted average of percent of traffic across the 110 ISPs to and from Google ASN. This estimate includes both transit and private / direct peering traffic with Google.
We do not include GGC traffic in this number (and only have very limited visibility into GGC traffic).

More detail about the methodology is available in our SIGCOMM paper (both paper and slides at): http://conferences.sigcomm.org/sigcomm/2010/conf-program.php

October 26, 2010 at 8:51 am, Google Now Accounts for 6.4% of Internet Traffic [REPORT] | iuvo Shopper & Community Newspaper News said:

[…] for traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims.So far, Google’s revenue seems to be keeping up with its traffic; we wonder which one will […]

October 26, 2010 at 9:14 am, Google Currently Receives 6.4% Of Internet Traffic said:

[…] However, Google’s share may be even bigger, possibly up to 8% to 12%, if you account for traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims. […]

October 26, 2010 at 9:17 am, Google consume el 6% de todo el tráfico de Internet said:

[…] Según los datos de Arbor Networks, si Google fuese un ISP, sería el segundo mayor de todo el mundo en tráfico, únicamente superado por uno de los operadores de nivel 1, el más alto de la jerarquía, que se encarga de mover los paquetes internacionalmente por las grandes troncales de la red. […]

October 26, 2010 at 9:36 am, Google sets new Internet traffic record, now at 6.4 percent | Geonius.Org said:

[…] new record). The search giant is now averaging at 6.4 percent of all Internet traffic, according to Arbor Networks. While Internet traffic continues to surge overall (by an estimate of between 40 to 45 percent each […]

October 26, 2010 at 9:50 am, Google Has 6.4% Of All Internet Traffic | Blog | Capstone Creations | Louisville Website Design said:

[…] this means that the Internet is growing fast, but Google is growing even faster.via Google Sets New Internet Traffic Record | Security to the Core | Arbor Networks Security.About the Author:   Jason Davis A freelance web designer in Louisville KY. Follows & […]

October 26, 2010 at 10:06 am, Mark Adams said:

@Bob, Sorry if it wasn’t as obvious as I expected that I didn’t mean “everyone” was using google, but that they have enough usage already that I wouldn’t expect any gains to be rapid. I think you may be the only one talking about the search engine market.

@Craig, I had seen info based on that, but hadn’t realized the source. Thanks.

October 26, 2010 at 10:09 am, Google Now Accounts for 6.4% of Internet Traffic [REPORT] | Slinking Toward Retirement said:

[…] However, Google’s share may be even bigger, possibly up to 8% to 12%, if you account for traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims. […]

October 26, 2010 at 10:21 am, Google alcanza el 12% de todo el tráfico de internet said:

[…] con los datos de Google y tras el record de ingresos del Q3, ahora sabemos que Google sigue rompiendo records, esta vez de volumen de tráfico, que puede representar ya entre el 6,4 y el 12% de todo el […]

October 26, 2010 at 11:03 am, Google Snaffling 6.4% of Global Online Traffic said:

[…] the report from Arbor Networks [see: Google Sets New Internet Traffic Record], it appears that Google’s huge growth is far from finished. So despite the increasing […]

October 26, 2010 at 11:46 am, The Importance Of Optimizing For Multiple Search Engine Sites | JCJ Interactive, Inc. said:

[…] represents an average of 6.4 percent of all Internet traffic, according to online security company Arbor Networks. What is significant is that their share of traffic has gone from around 5.3% to 6.4%, meaning they […]

October 26, 2010 at 11:52 am, Google's internet traffic across the globe | NW Linux said:

[…] However, Google’s share may be even bigger, possibly up to 8 to 12 percent, if you account for traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims.” […]

October 26, 2010 at 12:14 pm, New record: Google acquires alone 6.4% of the internet traffic said:

[…] the ceremony a quarterly financial report of the wonderful few days ago, came a new report from arbornetworks to add and Sam on the neck of a new entity in the huge Almaontn […]

October 26, 2010 at 1:23 pm, Google détient plus de 6% de tout le trafic internet « KONGOSSA LIVE said:

[…] ARBOR Networks a publié un excellent article sur la progression du trafic Google. Dans cet article on apprend par exemple que Google détient près de 6% du trafic internet Global tout site, tout pays, tout levier confondu et le moteur de recherche a gagné plus de 1% depuis Janvier 2010. Si Google était un fournisseur d’accès internet ce serait le 2e plus gros fournisseur de la planète. […]

October 26, 2010 at 1:46 pm, Trafiek Google goed voor 6,4% van alle internettrafiek said:

[…] groeit snel, maar het lijkt alsof Google nog sneller groeit. Volgens online veiligheidsbedrijf Arbor Networks, bestaat 6,4% procent van alle internetverkeer uit […]

October 26, 2010 at 2:36 pm, Google acaba de bater mais um recorde, a quantidade de tráfego Internet. | Coruja de TI said:

[…] arbornetworks […]

October 26, 2010 at 3:20 pm, Google Breaks Record: 6.4% of All Internet Traffic | iRISEmedia.com Blog said:

[…] a new report on its blog , network security firm Arbor Networks has revealed that the giant Google now amazingly represents […]

October 26, 2010 at 4:40 pm, Google crece al doble de velocidad que Internet | Shft said:

[…] análisis de Arbor Networks: Google Sets New Internet Traffic Record donde se muestra que Google ya es el 6.4% de todo el tráfico de Internet y eso sin incluir […]

October 26, 2010 at 5:07 pm, Дайджест: Google забере функції в груп, оновлення Feedburner, магазин з іграми від Micro said:

[…] ніж за рік компанія Google змогла збільшити свою частку в світовому інтернет-трафіку на 1% – […]

October 26, 2010 at 6:02 pm, El 6.4% del tráfico mundial en Internet pertenece a Google | yQueJue said:

[…] completo realizado por  Arbor en este enlace. AKPC_IDS += "4311,";Popularity: unranked [?]Algo RandomLa plataforma iPhone OS domina el mercado […]

October 26, 2010 at 6:34 pm, Google Likened To World’s Second-Biggest ISP « Birmingham AL Website Design | Birmingham AL Web Design | Contrive Media said:

[…] the title “Chief Scientist” at Arbor Networks, explained how that’s possible in a blog post. After discussing the company’s financial achievements, he wrote, “This month, Google […]

October 26, 2010 at 6:48 pm, Google Sets New Internet Traffic Record | Tech News Byte said:

[…] Arbor Networks] Share News google, internet, traffic Analyst: A Netflix Acquisition Makes Most Sense for […]

October 26, 2010 at 7:15 pm, TechVirtuoso – Google now dominates 6.4% of Internet traffic said:

[…] Arbor says: If Google were an ISP, as of this month it would rank as the second largest carrier on the planet. […]

October 26, 2010 at 9:57 pm, Google accounts for 6.4 percent of internet traffic | Web Tech Panel said:

[…] However, Google’s share may be even bigger, possibly up to 8 to 12 percent, if you account for traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims. […]

October 26, 2010 at 10:17 pm, Google Gaining 6.4 % of web traffic said:

[…] However, Google’s share may be even bigger, possibly up to 8 to 12 percent, if you account for traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims. […]

October 27, 2010 at 2:01 am, Google Sites Account for 6.4% of All Global Internet Traffic | LiftSEO said:

[…] Google is huge, and it continues to shatter records. This month, Google broke an Internet traffic record, and the search giant now represents about 6.4 percent of all global Internet traffic, according to Arbor Networks Security. […]

October 27, 2010 at 2:05 am, Google verantwoordelijk voor 6% internetverkeer | ISPam.nl said:

[…] Daarmee is Google verantwoordelijk voor gemiddeld 6,4% van al het internetverkeer. Dat blijkt uit cijfers van Arbor […]

October 27, 2010 at 2:33 am, Google supone ya el 6.4% del tráfico mundial en Internet | SOLO INFORMATICA, POR MANUEL MURILLO GARCIA said:

[…] Vía | Arbor Networks […]

October 27, 2010 at 3:05 am, Google sets internet traffic record | New Technology said:

[…] However, Google’s share may be even bigger, possibly up to 8 to 12 percent, if you account for traffic offloaded by Google Global Cache deployments, Arbor Networks’ Craig Labovitz claims. […]

October 27, 2010 at 3:52 am, Google verursacht 6,4 Prozent des weltweiten Internetverkehrs - Netzgezwitscher said:

[…] nämlich die Netzwerk-Spezialisten von Arbor Networks, in ihrer jüngsten Untersuchung des Datenverbrauchs ganzer 110 Internet-Provider weltweit […]

October 27, 2010 at 4:40 am, The ULS0 project » Google supone ya el 6.4% del tráfico mundial en Internet said:

[…] Vía | Arbor Networks […]

October 27, 2010 at 5:00 am, Google tiene el 6,4% del Trafico de Internet Mundial. | GeeksRoom said:

[…] un reciente estudio realizado por Arbor Networks, indica que el Gigante de las búsquedas se lleva el 6,4% del trafico mundial de Internet, esto […]

April 05, 2011 at 4:11 am, my lead system pro said:

I think there are two billion internet connected devices in the world and only 1 billion is using google search as per google. Google still has room to grow even in search.

June 15, 2011 at 8:44 am, Koozai said:

Please note the article on “Google Snaffling 6.4% of Global Online Traffic” is now located at http://www.koozai.com/blog/search-engine-news/google/google-snaffling-6-4-of-global-online-traffic/

February 20, 2012 at 8:34 am, Elevatelocal said:

everyone is not using google already(well maybe in US, but not everyone in the world). There are two billion internet connected devices in the world and only 1 billion is using google search as per google. Google still has room to grow even in search. And with mobile devices, cloud computing etc, google traffic is only going to increase not decrease.

Comments are closed.