Google UK Limited: income tax paid in the UK 2018-2023

In the fiscal year that ended December 31, 2023, Google UK Limited reported tax expenses of 128.56 million British pounds. In its previous financial year, the British subsidiary reported around 59.13 million British pounds in tax charges, little less than half of the latest announced values.

Google Ads is Alphabet's main source of revenue

Alphabet, Google's parent company, has seen an increase in global revenue each year since 2017. By 2024, this had reached a total of 348.16 billion U.S. dollars, with the majority of profit being made through Google advertising. Through its in-house advertising platform Google Ads, Google enables advertisers to bid for advertising spots on its search engine and apps. A closer look at the brand's year-on-year advertising revenue shows that it has been in constant growth since 2001, and is likely to remain on this upward trajectory.

Global alternatives to Google Search

The recent tech boom has also raised concerns regarding privacy and data collection, with an increasing number of internet users opting for alternative search engines, messaging apps and email services. DuckDuckGo and Ecosia are two search engine alternatives that have come to light in recent years for their focus on user privacy. The former in particular has seen an increased uptake in the United States since mid 2020. While Google still dominates globally, Microsoft's Bing and Yahoo! Search have consistently held their share of the market over the last ten years and remain longest-standing alternatives to Google Search.