According to the latest Arbor Networks statistics, search engine and advertising giant Google now represents an average 6.4% of all Internet traffic around the world (earning revenue of £4.626 billion in Q3-2010). If Google were a broadband ISP, as of this month it would rank as the second largest carrier on the planet.

This number grows to as much as 8-12% if estimates of traffic offloaded by the increasingly common Google Global Cache (GGC) deployments are included. In terms of market share, Google is growing considerably faster than overall Internet volumes which are already increasing 40-45% each year.


In addition, Google now has direct peering (not transit) with more than 70% of all ISPs around the world (up 5-10% from 2009). Naturally we all know that Google is BIG but it's interesting to see just how big.