Independent browser companies within the European Union (EU) are experiencing a surge in user numbers during the initial month following the enforcement of EU legislation. This legislation compelled major tech players like Alphabet’s Google, Microsoft, and Apple to facilitate easier transitions to rival platforms.
Data provided to Reuters by six companies reveals these early outcomes.
The implementation of the EU’s expansive Digital Markets Act on March 7 mandated significant tech firms to provide mobile users with a “choice screen,” offering a selection of available web browsers. Traditionally, browsers have been provided by major technology corporations such as Apple and Google at no cost, in exchange for tracking user web activity and delivering targeted advertisements.
Google’s Chrome and Apple’s Safari hold dominance in the market, with Chrome being the default browser on Android devices and Safari on iPhones.
Aloha Browser, based in Cyprus, reported a 250 per cent surge in EU users in March, making it one of the first companies to provide monthly growth figures following the regulatory changes.
Established in 2016 and marketed as a privacy-focused alternative to major tech-owned browsers, Aloha boasts 10 million monthly average users and generates revenue through paid subscriptions rather than ad tracking.
According to Aloha CEO Andrew Frost Moroz, the EU has now become their second-largest market, up from the previous fourth position. Other companies such as Norway’s Vivaldi, Germany’s Ecosia, and the U.S.-based Brave have also observed increases in user numbers post-regulation.
DuckDuckGo, based in the U.S., with approximately 100 million users, and its counterpart, Opera, headquartered in Norway, are also witnessing user growth, albeit the rollout of the choice screen is still underway. Opera’s Vice President, Jan Standal, noted a surge in user numbers across the EU.
Under the new EU regulations, mobile software manufacturers must present a choice screen during phone setup, allowing users to select their preferred browser, search engine, and virtual assistant. Previously, default settings were loaded with preferred services by tech giants like Apple and Google, necessitating a more complex adjustment process.
Apple now displays up to 11 browsers alongside Safari in choice screens tailored for each EU country, updating them annually.
Despite these changes, smaller browser companies criticise Apple and Google’s sluggish and cumbersome rollout, hindering user migration to alternative browsers. Mozilla, owner of the Firefox browser, estimates that only 19 per cent of iPhone users in the region received the update, significantly slower than previous software updates.
European Commission initiated a non-compliance investigation into Apple’s rollout process, questioning whether users can choose their preferred services.
