is google an oligopoly: Is Google’s market structure perfect competition, monopolistic competition, monopoly, or oligopoly?

6/30/2020 | Forex Trading

search advertising

Perfect CompetitionPerfect competition is a market in which there are a large number of buyers and sellers, all of whom initiate the buying and selling mechanism. Furthermore, no restrictions apply in such markets, and there is no direct competition. It is assumed that all of the sellers sell identical or homogenous products. McDonald’s is not considered a monopoly since it is not a single seller of a good or one that is unique. These facts show how McDonald’s is considered an oligopoly, as it is one of the few firms dominating the industry it is in.


I don’t use Google products because they’re the only feasible option or because switching from one platform to another is particularly onerous. I use Google products because they offer convenience and quality at a price of $0. While the Department of Justice worries about Google’s market power and innovation, the ease of switching to a different browser or search engine keeps them on their innovative toes.

  • There are several other software companies in the world, such as Apple and Linux.
  • The department alleged that Apple and the publishers conspired to raise the price for e-book downloads from $9.99 to $14.99.
  • The government has several tools to fight monopolistic behavior.
  • Thus, the selling price of the products in this market is quite unstable and varies at different instances.

It could be that careful anti-trust action could build a market with several search competitors, and thereby create some competition. The latest example of monopolist platform abuse comes from Adrianne Jeffries with the story of This was a small business started by a man named Brian Warner, who found in 2008 that there was no good data on how much Larry David was worth.

Entry barriers

There are no significant barriers to entry, and customers have no significant transaction costs in switching services. A monopoly and an oligopoly are market structures that exist when there is imperfect competition. A monopoly is when a single company produces goods with no close substitute, while an oligopoly is when a small number of relatively large companies produce similar, but slightly different goods. In both cases, significant barriers to entry prevent other enterprises from competing.


Let us take the case of India, no doubt, there are several automobile industries. In the modern era, there exist different market strategies such as monopoly and duopoly. Monopoly market refers to a market having only one producer.

Most Viewed In Technology

The majority of the industries in the U.S. have oligopolies, creating significant barriers to entry for those wishing to enter the marketplace. The term oligopoly is derived from ‘oligi’, meaning few and ‘polein’, meaning to sell. A market situation where the number of big sellers of a commodity is less and the number of buyers is more is known as Oligopoly Market. The sellers in the oligopoly market sell differentiated or homogeneous products. As the number of sellers in this market is less, the price and output decision of one seller impacts the price and output decision of other sellers in the market.

Is the product being a commodity a characteristic of perfect competition, monopolistic competition, oligopoly, or monopoly? It raises barriers for new entrants to enter into the respective sector. It thus limits the competition to only those already in the group. The control of oligopolists over specialized inputs, such as resources, price, and production, makes it difficult for a new firm to survive. Besides, high capital requirements, licensing, patents, market demand, economies of scale, limit-pricing, and customer loyalty restrict the entry of new businesses. Despite having the same market share, a smaller number of firms causes oligopolists to get influenced by each other’s decisions, such as price cuts and increases.

The structure of the market is shared only among by few firms, with concentration ratio used to calculate the percentage of market share that these few numbers of firms control. Very few firms in this industry are responsible for the total manufacturing of OS for smartphones in the market. The smartphone operating system industry has been primarily influenced by our macroeconomy.

In an oligopoly, dominant market players are influential enough to decide on the price of products and services. And rest of the businesses or minor players follow the same. All firms stick to what has been decided, thereby ensuring price stability in the sector.

Google as an Information Monopoly

Raised barriers to entry, price-making power, non-price competition, the interdependence of firms, and product differentiation are all oligopoly characteristics. In the case of oligopolist cheating, when the incumbent entity discovers this breach in collusion, rivals available in the market will retaliate by matching or dropping costs lower than the original drop. Hence, the market share originally gained by having dropped the price might be minimised or eradicated. This is why on the kinked demand curve model the decrease segment of the demand curve is inelastic. The firms need to see the benefits of collaboration over the costs of economic competition, then agree to not compete and instead agree on the benefits of co-operation.

market structures differ from value takers in that they don’t have a supply curve. Oligopolies might adopt a highly competitive technique, during which case they will generate comparable benefits to more competitive market buildings, similar to decrease prices. Even though there are a couple of firms, making the market uncompetitive, their behaviour could also be highly aggressive. Oligopolies could also be recognized using focus ratios, which measure the proportion of total market share managed by a given number of firms.

That means, the firms in the oligopolistic market are having full knowledge about the market particularly about their rival firms. An oligopoly is an industry dominated by a few large firms . These firms are large enough that their quantity influences the price and so impacts their rivals. Consequently, each firm must condition its behavior on the behavior of the other firms. Marginal CostMarginal cost formula helps in calculating the value of increase or decrease of the total production cost of the company during the period under consideration if there is a change in output by one extra unit.

What are the advantages and disadvantages of perfect competition?

A year later, a court ruled partially in Google’s favor and recognized the privacy implications. Oxford Languages defines the term as “the exclusive possession or control of the supply of or trade in a commodity or service.” Free enterprise is an economic system where few restrictions are placed on business activities and ownership in terms of trade and government intervention. A cartel is an organization created between a group of producers of a good or service to regulate supply and manipulate prices. Prior to this time, the airline industry operated much like a public utility, while fare prices had declined 20 years before the deregulation was introduced. Market power describes a company’s relative ability to manipulate the price of an item by manipulating the level of supply, demand, or both.

Oligopoly arises when a small variety of giant firms have all or many of the gross sales in an business. Examples of oligopoly abound and embody the auto trade, cable television, and business air travel. Makan Delrahim, the DoJ head of antitrust, recently told the Financial Times that he believes “data is an important asset”. While he is not opposed in principle to big tech’s business models or deal-making, he is concerned about abuse of a dominant position. An oligopoly is a market structure with a small number of firms, none of which can keep the others from having significant influence.


Columbia Law School professor Timothy Wu has argued that such buyouts are illegal under current antitrust law. A handful of companies control the market for mass media and entertainment. Some of the big names include The Walt Disney Company , ViacomCBS and Comcast . In the music business, Universal Music Group and Warner Music Group have a tight grip on the market. A company with a new or innovative product or service enjoys a monopoly until competitors emerge.

Is google a monopoly or a oligopoly in terms of search engine?

The upshot is that is google an oligopoly growth as a whole has suffered. Social networking is the use of internet-based social media platforms to make connections and share various media with friends, family, colleagues, or customers. According to Visual Capitalist, when you include searches performed on all of Google’s platforms, the company handles over 90 percent of all internet searches. The next biggest competitor, Yahoo, comes in at just 2.4 percent. Companies in an oligopoly benefit from price-fixing, setting prices collectively, or under the direction of one firm in the bunch, rather than relying on free-market forces to do so. The term “oligopoly” refers to a small number of producers working, either explicitly or tacitly, to restrict output and/or fix prices, in order to achieve above normal market returns.

Global print advertising market halves in six years – Press Gazette

Global print advertising market halves in six years.

Posted: Wed, 22 Feb 2023 08:00:00 GMT [source]

It determines the law of demand i.e. as the price increases, demand decreases keeping all other things equal. Cost Of ProductionProduction Cost is the total capital amount that a Company spends in producing finished goods or offering specific services. You can calculate it by adding Direct Material cost, Direct Labor Cost, & Manufacturing Overhead Cost. Economies Of ScaleEconomies of scale are the cost advantage a business achieves due to large-scale production and higher efficiency. Automobile manufacturing another example of an oligopoly, with the leading auto manufacturers in the United States being Ford , GMC, and Fiat Chrysler.

  • Facebook uses its algorithms and social recommendations to find content users find engaging.
  • The monopoly becomes a pure monopoly when there is absolutely no other substitute available.
  • Google’s monopoly does not come from coercion or anti-competitive practices.
  • An oligopolistic market is a factor driven market and has interdependence on various factors.

Then Google came up with an idea for “Featured Snippets,” which places answers to search queries at the top of the search page. Instead of having to click through to find the answer to a question, it will simply tell you a summary of the top search results. The Digital Markets Act is a groundbreaking European law designed to rein in the power of the gatekeepers of the digital economy. Game theory is a framework for modeling scenarios in which conflicts of interest exist among the players.

So when an oligopolist decreases prices to increase output, others follow the path. On the other hand, if an oligopolist reduces output by raising prices, the rest refrain from doing so. Thus, each firm gains a considerable market share with minimal potential profits. Core CompetenciesThe core competencies in business refer to its resources and unique fundamental capabilities that distinguish it from market competitors. It is an essential component of marketing strategy leading to brand recognition and business growth. The concept serves to be useful for companies focusing on multiple product lines and operating more than one business unit at a time.

Profit margins are thus higher than they would be in a more competitive market. A monopoly is one firm holding concentrated market power, aduopolyconsists of two firms, and an oligopoly is two or more firms. Operating systems for smartphones and computers provide excellent examples of oligopolies in big tech. Apple iOS and Google Android dominate smartphone operating systems, while computer operating systems are overshadowed by Apple and Microsoft Windows. Unlike most of the issues surrounding Big Tech, which are complicated because of the way online network effects change the economics of size, concern over anti-competitive mergers that jack up prices is very old and common.

The government has several tools to fight monopolistic behavior. Monopolies are allowed to exist when they benefit the consumer. In some cases, governments may step in and create the monopoly to provide specific services such as a railway, public transport or postal services. For example, the United States Postal Service enjoys a monopoly on first class mail and advertising mail, along with monopoly access to mailboxes. That arrangement has made Apple and Google hugely reliant on each other, while edging out other search engines and, according to the government, protecting Google’s monopoly.

Looking For

Aaseya Services

Read more

Aaseya Solutions

Read more


Read more

Pega Partnership

Read more