Small browser market share surges post-Digital Markets Act

Use of independent browsers in the EU has jumped since the implementation of the Digital Markets Act (DMA) on 7th March, shifting the digital landscape.

Data six browser companies have shared with Reuters highlights the legislation’s immediate impact. The DMA requires tech giants like Google, Apple and Microsoft to make it easier to switch to alternative browser options.

With mobile devices typically featuring Google’s Chrome as the default browser on Android, and Apple’s Safari on iPhones, tech behemoths have long dominated the market – but that seems set to change.

Cyprus-based Aloha Browser reported a 250% increase in EU users throughout March, making the region its second-largest market.

Aloha claims privacy as its core feature and attributes its success to offering users an alternative to Big Tech-owned browsers. It operates on a subscription-based revenue model rather than ad tracking.

“Before, the EU was our number four market, right now it’s number two,” said CEO Andrew Frost Moroz.

Norway’s Vivaldi, Germany’s Ecosia and US-based Brave are among the other companies whose users are growing in response to the regulatory changes.

DuckDuckGo and Opera, both of which already claimed substantial user bases, are also witnessing growth, albeit amid ongoing rollout challenges related to the choice screen implementation on mobile devices.

Under the DMA, mobile device manufacturers must present users with a choice during device setup, enabling them to select their preferred browser, search engine and virtual assistant.

This marks a departure from the previous practice of preloading devices with default settings favouring proprietary services like Chrome or Safari.

Apple, for instance, now displays up to 11 browser options alongside Safari across its devices in EU countries.

Google has also begun displaying browser choices on its devices, and says it will extend this feature to devices made by other firms running Android in the near future.

However, concerns have been raised regarding the efficacy of the rollout process, with browser companies criticising its sluggishness and complexity.

Mozilla, owner of Firefox browser, says that only 19% of iPhone users in the EU have received the update, sparking an investigation by the European Commission (EC) into potential non-compliance.

Currently, the expansion of smaller browsers is mostly occurring at Safari’s expense, given that iPhones hold a larger market share than Google-branded phones.

Opera notes that much of its recent growth stems from users choosing it as their default browser on iPhones.

Commission steps in

The DMA focuses on major tech companies designated as “gatekeepers.”

These entities must comply with a set of regulations aimed at promoting competition and preventing monopolistic practices.

DMA rules ban companies from restricting app developers from directing users to offers outside their app stores, along with the rules against giving preferential treatment to their own services.

Last month, the European Commission launched investigations into Apple, Google and Meta, marking the first cases under the DMA.

The Commission expressed concerns that these gatekeepers’ current measures may not fully align with the DMA’s requirements.

The EC is currently investigating whether Apple facilitates easy uninstallation of applications, enables changes to default settings, and provides access to choice screens for switching to rival browsers or search engines on iPhones.

It is also examining Google’s potential favouritism towards its vertical search engines, such as Google Shopping, Flights and Hotels, over rival services.

Concerns about discrimination against third-party services in Google search results will also be investigated.