MUMBAI: Search engine giant Google on an average day reportedly handles 25 per cent of web traffic running through North American internet service providers (ISPs) which makes it bigger than Facebook, Netflix and Instagram combined.

Founder of Deepfield, the internet monitoring company, Craig Labovitz said that over the past year Google has become pervasive not just in Google data centers, but throughout the North American internet and 62 per cent of smartphones, tablets and other devices that tap into the internet from throughout North America connect to Google at least once a day. According to the report, Google's lion share of the web traffic comes from YouTube and the growing traffic is the reason why Google is building data centers as fast as possible and has data centers on four continents.

Google has added thousands of servers called Google Global Cache servers to ISPs around the world which store the most popular content from Google's network and then serve it directly from the ISP's data center, rather than streaming it all the way from Google's data center.

Labovitz said that Google and Netflix's move into so many of the ISP network operation centers is likely to be followed by other internet giants like Apple and Facebook, the report added.