Alphabet Inc's Competitiveness
A competitive positioning analysis and financial ratio benchmarking of Alphabet Inc (GOOGL) against its publicly traded competitors: sales growth, net income, profitability, valuation and market share, plus each peer's market capitalization, revenue, income and employees. Free below: the top 5 peers. Subscriber access adds the full competitor list and CSV downloads.
Key Findings: Alphabet Inc vs Its Competitors
- TTM: Trailing 12-month revenue of 471,097M vs 21,423M combined for its competitors (95.7% combined share).
- Scale: Alphabet Inc ranks #1 of 93 companies by market capitalization in the Internet Services & Social Media industry, holding 100.0% of industry market cap.
- Peer differentiation: Revenue per employee of $10.19M compares with $0.62M for the peer group (16.4x).
Every figure above is sourced and cited in detail further down this page (Market Structure, Profitability & Cost Structure, Productivity vs Peers).
Alphabet Inc vs. its Competitors, Q3 2026
TTM net margin
TTM = trailing twelve months. Run-rate annualizes the latest quarter (×4) and compares it to TTM. In millions of $. High-Confidence Competitors are named as a competitor directly in Alphabet Inc reports; Similar-Size Competitors are the closest peers by market-cap rank within the same industry; Similar Growth & Profitability Competitors are the closest peers by combined revenue growth, operating margin and ROIC, all independent of the competitor list.
TTM revenue, latest-quarter run-rate and net income/margin benchmarked across Alphabet Inc and its 4 competitor groupings. Available under Commercial License.
| Entity | TTM Revenue | Rev Run-rate vs TTM |
|---|---|---|
| Alphabet Inc | $12,345M | +12.3% · Accelerating |
| Competitors combined | $12,345M | +12.3% · Accelerating |
| High-Confidence Competitors (27) | $12,345M | +12.3% · Accelerating |
| Similar Growth & Profitability (3) | $12,345M | +12.3% · Accelerating |
TTM revenue, run-rate and net margin benchmarking across Alphabet Inc's competitor groups requires a Commercial License.
Alphabet Inc's Competitor Quality Breadth
Group definitions: see Methodology: Performance Group Definitions.
| Entity | Profitable | Expanding | Above Industry Growth | Distressed |
|---|---|---|---|---|
| Alphabet Inc | Yes | Yes | Yes | No |
| Competitors combined (16) | ||||
| High-Confidence Competitors (127) | ||||
| Similar Growth & Profitability (8) | 100.00 % (8 of 8) | 100.00 % (8 of 8) | 87.50 % (7 of 8) | 12.50 % (1 of 8) |
Source: CSIMarket API, trailing 12 months. Altman Z-Score is not shown here: it is not populated in the underlying data for any company. Percentages are of companies in each group that report the relevant metric, not of the full group size.
GOOGL Stock Performance relative to its Competitors
GOOGL Stock Performance relative to High-Confidence Competitors
GOOGL Stock Performance relative to Similar Growth & Profitability Competitors
5 Best-Performing Tracked Competitors, Trailing 12 Months
| # | Competitor | TTM Share Price Return | vs U.S.A. 500 |
|---|---|---|---|
| 1 | Ringcentral Inc | 282.9% | Outperformed |
| 2 | Fastly Inc | 282.9% | Outperformed |
| 3 | Electrocore Inc | 282.9% | Outperformed |
| 4 | Palo Alto Networks Inc | 282.9% | Outperformed |
| 5 | 8x8 Inc | 282.9% | Outperformed |
TTM share price return and U.S.A. 500 outperformance for Alphabet Inc's best-performing competitors requires a Commercial License.
Source: CSIMarket API, trailing 12 months.
Alphabet Inc's Comment on Competition and Industry Peers
General purpose search engines and information services, such as Baidu, Microsofts Bing, Naver, Seznam, Verizons Yahoo, and Yandex.
Vertical search engines and e-commerce websites, such as Amazon and eBay (e-commerce), Bookings Kayak (travel queries), Microsofts LinkedIn (job queries), and WebMD (health queries). Some users will navigate directly to such content, websites, and apps rather than go through Google.
Social networks, such as Facebook, Snapchat, and Twitter. Some users increasingly rely on social networks for product or service referrals, rather than seeking information through traditional search engines.
Other forms of advertising, such as billboards, magazines, newspapers, radio, and television. Our advertisers typically advertise in multiple media, both online and offline.
Other online advertising platforms and networks, including Amazon, AppNexus, Criteo, and Facebook, that compete for advertisers that use Google Ads, our primary auction-based advertising platform.
Providers of digital video services, such as Amazon, Apple, AT&T, Disney, Facebook, Hulu, Netflix and TikTok.
In businesses that are further afield from our advertising business, we compete with companies that have longer operating histories and more established relationships with customers and users. We face competition from:
Other digital content and application platform providers, such as Amazon and Apple.
Companies that design, manufacture, and market consumer hardware products, including businesses that have developed proprietary platforms.
Providers of enterprise cloud services, including Alibaba, Amazon, and Microsoft.
Digital assistant providers, such as Amazon and Apple.
Competing successfully depends heavily on our ability to deliver and distribute innovative products and technologies to the marketplace across our businesses. Specifically, for advertising, competing successfully depends on attracting and retaining:
Users, for whom other products and services are literally one click away, largely on the basis of the relevance of our advertising, as well as the general usefulness, security and availability of our products and services.
Advertisers, primarily based on our ability to generate sales leads, and ultimately customers, and to deliver their advertisements in an efficient and effective manner across a variety of distribution channels.
Content providers, primarily based on the quality of our advertiser base, our ability to help these partners generate revenues from advertising, and the terms of our agreements with them.
Publicly Traded Peers of Alphabet Inc
Revenue and income for trailing 12 months, in millions of $, except employees| Company | Market Cap | Revenues |
|---|---|---|
 Alphabet Inc |
3,494,825.76 | 471,097.00 |
 Palo Alto Networks Inc |
240,407.88 | 11,480.00 |
 Atlassian Corporation |
47,685.28 | 6,569.93 |
 The New York Times Company |
10,690.66 | 2,977.83 |
 Snap Inc |
8,450.32 | 6,351.08 |
 Ringcentral Inc |
6,517.77 | 2,622.35 |
| SUBTOTAL | 3,817,541.78 | 523,264.75 |
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Sources: see Methodology: Peer & Competitor Identification, Sourcing.
Updated on:
Focus of this report: publicly traded companies. Ten additional tables on Alphabet Inc versus competitors, including market share analysis, are in the navigation menu under Competition. To download the tables, please subscribe.
Alphabet Inc's Competitors Named by the Company
Competitive relationships identified from Alphabet Inc reports and corroborating sources, each with a basis and confidence.| Competitor | Basis | Confidence |
|---|---|---|
| Criteo S a | Company report | 85% |
| New Relic Inc | Company report | 85% |
| Sentinelone Inc | Company report | 85% |
| Unity Software Inc | Company report | 85% |
| Applovin Corporation | Company report | 85% |
| Baidu Inc | Company report | 85% |
| Teads Holding Co | Company report | 85% |
| Innovid Corp | Company report | 85% |
| Nutanix Inc | Company report | 85% |
| Coursera Inc | Company report | 85% |
| Sonos Inc | Company report | 85% |
| Box Inc | Company report | 85% |
| Iren Limited | Company report | 85% |
| Fossil Group inc | Company report | 85% |
| Gen Digital Inc | Company report | 85% |
| Gloo Holdings Inc | Company report | 85% |
| Glidelogic Corp. | Company report | 85% |
| Docebo Inc | Company report | 85% |
| Webtoon Entertainment Inc | Company report | 85% |
| The Arena Group Holdings Inc | Company report | 85% |
| Sirius Xm Holdings Inc | Company report | 85% |
| System1 Inc | Company report | 85% |
| Pagseguro Digital Ltd | Company report | 85% |
| Zoominfo Technologies Inc | Company report | 85% |
| Professional Diversity Network Inc | Company report | 85% |
| Verisign Inc | Company report | 85% |
| Redcloud Holdings Plc | Company report | 85% |
| Wm Technology Inc | Company report | 85% |
| Xunlei Ltd | Company report | 85% |
| Doubleverify Holdings Inc | Company report | 85% |
| Cerence Inc | Company report | 85% |
| Gopro Inc | Company report | 85% |
| Quantum X Labs Inc | Company report | 85% |
| Liberty Global Ltd | Company report | 85% |
| Dhi Group Inc | Company report | 85% |
| Agba Acquisition Ltd | Company report | 85% |
| Cf Acquisition Corp Vi | Company report | 85% |
| Viant Technology Inc | Company report | 85% |
| ZI | Company report | 85% |
| Arlo Technologies Inc | Company report | 85% |
| Match Group Inc | Company report | 85% |
| Pc Connection Inc | Company report | 85% |
| Perion Network Ltd | Company report | 85% |
| Hyatt Hotels Corporation | Company report | 85% |
| Izea Worldwide Inc | Company report | 85% |
| Dropbox Inc | Company report | 85% |
| Vsee Health Inc | Company report | 85% |
| Marriott International Inc | Company report | 85% |
| Direct Digital Holdings Inc | Company report | 85% |
| Movano Inc | Company report | 85% |
| Eventbrite Inc | Company report | 85% |
| Couchbase Inc | Company report | 85% |
| Tegna Inc | Company report | 85% |
| Jfrog Ltd | Company report | 85% |
| Chegg Inc | Company report | 85% |
| Getty Images Holdings Inc | Company report | 85% |
| VBIX | Company report | 85% |
| Pinterest Inc | Company report | 85% |
| Carvana Co | Company report | 85% |
| Zspace Inc | Company report | 85% |
| Appsoft Technologies Inc | Company report | 85% |
| Tucows Inc | Company report | 85% |
| Forrester Research Inc | Company report | 85% |
| Grupo Televisa S a b | Company report | 85% |
| Urban One Inc | Company report | 85% |
| Eva Live Inc | Company report | 85% |
| Healthlynked Corp | Company report | 85% |
| Qualys Inc | Company report | 85% |
| Adt Inc | Company report | 85% |
| The Glimpse Group Inc | Company report | 85% |
| Doximity Inc | Company report | 85% |
| Booking Holdings Inc | Company report | 85% |
| Taoweave Inc | Company report | 85% |
| VRAR | Company report | 85% |
| Wearable Devices Ltd | Company report | 85% |
| Smartsheet Inc | Company report | 85% |
| OB | Company report | 85% |
| Godaddy Inc | Company report | 85% |
| Vimeo Inc | Company report | 85% |
| Society Pass Incorporated | Company report | 85% |
| Beamr Imaging Ltd | Company report | 85% |
| Ionq Inc | Company report | 85% |
| Wideopenwest Inc | Company report | 85% |
| Data Storage Corporation | Company report | 85% |
| Synchronoss Technologies Inc | Company report | 85% |
| OBLG | Company report | 85% |
| KIND | Company report | 85% |
| Remark Holdings Inc | Company report | 85% |
| Dariohealth Corp | Company report | 85% |
| Spectral Capital Corporation | Company report | 85% |
| Liberty Media Corporation | Company report | 85% |
| Anghami Inc | Company report | 85% |
| Comscore Inc | Company report | 85% |
| Vado Corp | Company report | 85% |
| Bubblr Inc. | Company report | 85% |
| BIOREGENX, INC. | Company report | 85% |
| Powerschool Holdings Inc | Company report | 85% |
| Rigetti Computing Inc | Company report | 85% |
| Opera Ltd | Company report | 85% |
| Grom Social Enterprises Inc | Company report | 85% |
| Trump Media and Technology Group Corp | Company report | 85% |
| Beasley Broadcast Group Inc | Company report | 85% |
| MINM | Company report | 85% |
| Activision Blizzard inc | Company report | 85% |
| Fiee Inc | Company report | 85% |
| Semrush Holdings Inc | Company report | 85% |
| Vroom Inc | Company report | 85% |
| Cars com Inc | Company report | 85% |
| Vmware Inc | Company report | 85% |
| Ziff Davis Inc | Company report | 85% |
| Travelzoo | Company report | 85% |
| Vacasa Inc | Company report | 85% |
| Doordash Inc | Company report | 85% |
| Propertyguru Group Limited | Company report | 85% |
| Commvault Systems Inc | Company report | 85% |
| Twitter Inc. | Company report | 85% |
| Logiq Inc | Company report | 85% |
| Citrix Systems Inc. | Company report | 85% |
| Algorhythm Holdings Inc | Company report | 85% |
| Marin Software Incorporated | Company report | 85% |
| Talend S a | Company report | 85% |
| Aiadvertising Inc | Company report | 85% |
| Csg Systems International Inc | Company report | 85% |
| Public Storage | Company report | 85% |
| Ooma Inc | Company report | 85% |
| Iac Inc | Company report | 85% |
| MICS | Company report | 85% |
| Synacor Inc | Company report | 85% |
| Telenav Inc | Company report | 85% |
| YNDX | Company report | 85% |
| Nixxy Inc | Company report | 85% |
| RCRT | Company report | 85% |
| Alarm com Holdings Inc | Company report | 85% |
| Nebius Group n v | Company report | 85% |
| Proofpoint inc | Company report | 85% |
| Cerevel Therapeutics Holdings Inc | Company report | 85% |
| Mimecast Limited | Company report | 85% |
| Electrocore Inc | Company report | 85% |
| Ringcentral Inc | Company report | 85% |
| Adapthealth Corp | Company report | 85% |
| The New York Times Company | Company report | 85% |
| Atlassian Corporation | Company report | 85% |
| 8x8 Inc | Company report | 85% |
| Sonic Automotive Inc | Company report | 85% |
| Backblaze Inc | Company report | 85% |
| Palo Alto Networks Inc | Company report | 85% |
| Unusual Machines Inc | Company report | 85% |
| Fastly Inc | Company report | 85% |
| Snap One Holdings Corp | Company report | 85% |
| Cloudflare Inc | Company report | 85% |
| Meta Platforms Inc | Company report | 85% |
| Roblox Corporation | Company report | 85% |
| Nuance Communications Inc | Company report | 85% |
| Datadog Inc | Company report | 85% |
| Snowflake Inc | Company report | 85% |
| Wpp Plc | Company report | 85% |
| Everbridge Inc | Company report | 85% |
| Liberty Tripadvisor Holdings inc | Company report | 85% |
| Digitalocean Holdings Inc | Company report | 85% |
| Palantir Technologies Inc | Company report | 85% |
| Vuzix Corp | Company report | 85% |
| D wave Quantum Inc | Company report | 85% |
| Amazon com Inc | Company report | 85% |
| Confluent Inc | Company report | 85% |
| Zscaler Inc | Company report | 85% |
| Cheetah Mobile Inc | Company report | 85% |
| Netease Inc | Company report | 85% |
| Apple Inc | Company report | 85% |
| Samsung Electronics Co Ltd | Company report | 85% |
| Kaltura Inc | Company report | 85% |
| Mongodb Inc | Company report | 85% |
| Zoom Communications Inc | Company report | 85% |
| News Corporation | Company report | 85% |
| Adtheorent Holding Company Inc | Company report | 85% |
Company report basis, confidence, active dates and source counts for Alphabet Inc's named competitors require a Commercial License.
Methodology: see Methodology: Peer & Competitor Identification, Sourcing.
Alphabet Inc's Business Segment Mix vs Peers
Revenue by operating segment or division, as named and reported by each company. Segment names are the filer's own and are not standardized across companies. Do not assume a same-named or similarly-named segment is defined identically between two companies. Shares are of each company's own total revenue and are not required to sum to 100% (intersegment revenue, unallocated items).| Company | Largest Segment |
|---|---|
| The New York Times Company | Reportable 100.00 % |
| Snap Inc | Reportable 100.00 % |
| Ringcentral Inc | Reportable 100.00 % |
| Yelp Inc | Reportable 100.00 % |
| Adapthealth Corp | Sleep Health 52.82 % |
Source: operating segment revenue as reported in each company's reports (10-K/10-Q), via the CSIMarket API, leaf-level reportable segments only (parent roll-up segments are excluded where sub-segments are separately disclosed).
Alphabet Inc's Productivity vs Peers Comparison
Revenue and income per employee, trailing 12 months, in $; market cap in millions of $| Company | Market Cap | Revenue / Employee | Income / Employee |
|---|---|---|---|
| Alphabet Inc | 3,494,826 | 10,191,610 | 5,098,953 |
| Palo Alto Networks Inc | 240,408 | 523,699 | 14,005 |
| Atlassian Corporation | 47,685 | 493,943 | -4,047 |
| The New York Times Company | 10,691 | 496,304 | 65,471 |
| Snap Inc | 8,450 | 1,207,201 | -59,160 |
| Ringcentral Inc | 6,518 | 355,428 | 89,780 |
| PEERS TOTAL | 322,716 | 622,030 | 8,444 |
Alphabet Inc's Geographic Revenue Exposure vs Peers
Revenue by country/region as reported in each company's most recent report. Disclosure granularity varies by filer (some report by country, others by broad region) and is shown as disclosed.| Company | Largest Market |
|---|---|
| Palo Alto Networks Inc | United States 61.76 % |
| Atlassian Corporation | United States 42.00 % |
| Snap Inc | North America 56.59 % |
| Fastly Inc | United States 69.54 % |
| Yelp Inc | United States 99.45 % |
Source: revenue geography as reported in each company's reports (10-K/10-Q), via the CSIMarket API. Percentages are of that company's own total consolidated revenue for its most recent reported period.
Alphabet Inc's Strategic Group Map
Alphabet Inc is shown in red; its closest peers by combined growth, margin and ROIC are labeled. See Methodology: Strategic Group Map for how this chart is built.
Alphabet Inc's trailing-12-month revenue growth of 22.2% and operating margin of 33.3% compares with an average of 16.4% growth and 29.8% margin across its 8 closest peers by combined growth, margin and ROIC -- Alphabet Inc sits above that peer average on growth and above it on margin.
Source: CSIMarket API, trailing 12 months. Extreme outlier values (from near-zero-revenue companies) are excluded from the plotted cloud but never from the highlighted company or its labeled peers.
Alphabet Inc's Industry Attractiveness & Competitive Strength
See Methodology: GE/McKinsey Matrix for how the two axes are built.
Alphabet Inc falls in the Medium attractiveness / High strength cell: Invest / Grow.
Source: CSIMarket API, trailing 12 months. Each axis score is a simple 1(low)/2(medium)/3(high) average across its three inputs -- a transparent, disclosed simplification, not a validated academic scoring model.
Alphabet Inc's SWOT
Every point below is a fixed rule applied to a metric already shown elsewhere on this page (Market Structure, Profitability, Valuation, Run-Rate, Stock Performance, Quality Breadth) not an independent strategic assessment. A blank quadrant means no rule was met, not that none apply.Strengths
- Market leader by capitalization in its industry (#1 of 0, 100.00 % share).
Weaknesses
- Underperforming the U.S.A. 500 over the trailing 12 months.
Opportunities
No rule matched.
Threats
No rule matched.
Methodology: see Methodology: SWOT Analysis.
Alphabet Inc's Financial Strength vs Peers Comparison
Quick ratio, working capital, debt to equity and asset turnover, trailing 12 months| Company | Quick Ratio | Working Capital | Debt / Equity |
|---|---|---|---|
| Alphabet Inc | 0.63 | 2.40 | 0.16 |
| Palo Alto Networks Inc | 0.30 | 0.91 | 0.04 |
| Atlassian Corporation | 0.56 | 0.98 | 0.85 |
| The New York Times Company | 0.37 | 1.56 | - |
| Snap Inc | 0.78 | 3.40 | 1.68 |
| Ringcentral Inc | 0.15 | 0.92 | - |
Quick ratio = cash / current liabilities; working capital ratio = current assets / current liabilities; asset turnover = revenue / total assets. Peers in the Blank Checks industry are excluded.
Alphabet Inc's Revenue and Income Growth vs Peers
Quarterly revenue and net income growth, year over year and quarter over quarter| Company | Period | Revenue Y/Y | Income Y/Y |
|---|---|---|---|
| Alphabet Inc | Q3 2026 | +24.7 % | -24.3 % |
| Palo Alto Networks Inc | Q2 2026 | +34.4 % | - |
| Atlassian Corporation | Q2 2026 | +27.6 % | - |
| The New York Times Company | Q2 2026 | +11.2 % | +12.6 % |
| Snap Inc | Q2 2026 | +18.9 % | - |
| Ringcentral Inc | Q3 2026 | +5.9 % | +3,144.5 % |
| PEERS TOTAL | +23.5 % | -23.9 % |
Growth is shown only where both periods are positive. Peers in the Blank Checks industry are excluded.
Alphabet Inc's Peers' Costs of Sales and Capital Expenditures
Context for revenue growth: peer costs and capex, year over year and quarter over quarter| Company | Period | Costs Y/Y | Capex Y/Y |
|---|---|---|---|
| Alphabet Inc | Q3 2026 | +24.3 % | +114.4 % |
| Palo Alto Networks Inc | Q2 2026 | +62.9 % | +19.4 % |
| Atlassian Corporation | Q2 2026 | +1.5 % | -8.6 % |
| The New York Times Company | Q2 2026 | +8.6 % | -2.2 % |
| Snap Inc | Q2 2026 | +2.2 % | -13.9 % |
| Ringcentral Inc | Q3 2026 | +1.0 % | +5.9 % |
Alphabet Inc's Returns and Turnover vs Peers
ROA, ROI and ROE (trailing 12 months), receivables and inventory turnover| Company | ROA | ROI | ROE |
|---|---|---|---|
| Alphabet Inc | 29.24% | 34.26% | 42.62% |
| Palo Alto Networks Inc | 0.87% | 0.81% | 1.71% |
| Atlassian Corporation | - | - | - |
| The New York Times Company | 13.40% | 18.80% | 19.47% |
| Snap Inc | - | - | - |
| Ringcentral Inc | 43.02% | 75.92% | - |
ROA = net income / total assets; ROI = net income / investments; ROE = net income / equity; turnover ratios use trailing 12 month revenue (receivables) and cost of sales (inventory).
Alphabet Inc's Valuation vs Peers
P/E, price to sales, PEG, price to cash flow and price to book| Company | P/E | Price / Sales |
|---|---|---|
| Alphabet Inc | 14.75 | 7.42 |
| Palo Alto Networks Inc | 642.18 | 20.94 |
| Atlassian Corporation | - | 7.26 |
| The New York Times Company | 27.34 | 3.59 |
| Snap Inc | - | 1.33 |
| Ringcentral Inc | 9.85 | 2.49 |
| PEERS AVERAGE | 16.15 | 7.30 |
P/E = price / diluted EPS (trailing 12 months); PEG = P/E divided by EPS growth; the average row divides the peers' combined market cap by their combined income, sales, cash flow and equity.