The public-cloud market is hitting unprecedented scale in 2025. The three dominant service providers, Amazon Web Services (AWS), Microsoft Azure, and Google Cloud, continue to post record growth, fueled by generative AI, massive data flows, and enterprise migrations. According to market trackers, global cloud-infrastructure spending hit roughly US $99 billion in Q2 2025 alone, growing more than 25 % year-on-year.
That scale is impressive, but the flip side is equally important. With scale comes structural exposure to over-consumption, waste, runaway costs, and sub-optimized deployments. This article reviews the numbers behind the “Big Three,” highlights where cost leakages occur, and shares steps enterprises can take to avoid being part of the waste wave.
1. The Big Three: Growth & Share Snapshot
AWS (Amazon Web Services)
AWS continues to dominate the global cloud-infrastructure market, posting record growth and profits in 2025. In Q1 2025, AWS reported roughly US $29.3 billion in revenue (up ~17 % year-over-year)[1]. By Q2, it held around 30 % of the global market share[2]. For Q3 2025, AWS posted a ~20 % YoY revenue increase (to roughly US $33 billion)[3]. The takeaway: AWS remains the undisputed scale leader in public cloud.
Microsoft Azure
Azure remains the second-largest provider and continues closing the gap through AI and enterprise integration. Microsoft’s “Intelligent Cloud” segment, which includes Azure, generated about US $29.9 billion in Q2 2025[4], representing around 20 % of global share[2].
Google Cloud (GCP)
Google Cloud has been the fastest-growing major player by percentage, with Q2 2025 revenue hitting ~US $13.6 billion, up 32 % YoY[5]. Its market share now stands at approximately 13 % worldwide[2]. Google also increased its 2025 capital expenditure to around US $85 billion to support AI and infrastructure demand[6].
Infographic / chart
Here’s a helpful visual from Statista showing the 2025 market shares of the major cloud providers (from Statista):
Summary: The hyperscale market is dominated by AWS, Azure, and Google Cloud, collectively holding roughly 63 % of the global infrastructure market as of mid-2025. Growth remains strong and AI is amplifying the race for scale.
2. Why Growth May Mask Hidden Cost RisksWith those numbers setting the stage, it’s vital to recognize that heavy growth also brings heavy risk. Here are some of the cost-leakage signals we’re seeing.
a) Waste and Over-ProvisioningCloud promised efficiency through elasticity, but at enterprise scale, many firms end up leaving capacity idle or failing to right-size. The bigger the environment, the bigger the potential waste. Your cloud bill may grow even if your utilization doesn’t.
From the enterprise buyer’s viewpoint, this means the providers’ growth is your next cost base if you don’t optimize.
3. Connecting the Dots: What This Means for EnterprisesImplication #1: Growth = Opportunity + Exposure
As AWS, Azure, and Google Cloud expand, they offer more features and AI capabilities, but each adds a new cost surface. If you don’t adjust controls and governance as you scale, your spend will run ahead of ROI.
Implication #2: Governance and FinOps Must Scale with Consumption
Implication #3: Not All Workloads Belong in the Cloud
As you scale cloud use, ask whether certain workloads are better suited on-prem or hybrid. Our earlier article breaks this down:
2023 Cloud-Cost Series Part 2 – Top 5 Workloads Not Well Suited for the Cloud
Implication #4: Apply Optimization Early, Not Post-Mortem
Cloud bills grow with momentum. Embed optimization into design and deployment stages. See our visual overview here:
Cloud Optimization Infographic
Implication #5: Use This Moment to Audit and Reset
With hyperscale growth accelerating, now is the time for a structured review of your cloud spend and architecture. NET(net)’s program can help:
Cloud Cost Audit & Optimization Program
4. Call to Action: Audit, Optimize & Outperform
If you own or influence cloud spend, now is the time to act. Scale is accelerating, and so is waste - but so are the opportunities for recapture and re-engineering value.
NET(net)’s Cloud Cost Optimization (CCO) Program
NET(net)’s Cloud Cost Optimization (CCO) program is a proven framework for enterprises that want to turn cloud sprawl into sustainable savings and strategic advantage. It combines deep market intelligence, technical analysis, and commercial negotiation to deliver real, auditable results across AWS, Azure, and Google Cloud.
How it Works:
Why It Matters:
In a market where the Big Three grow at double digits every quarter, there’s no better time to regain control of your cloud costs and capture that value for your organization.
Next Step: Start with a free high-level cloud assessment to quantify your savings potential and receive a customized Cloud Optimization Plan.
12 Cloud Tips to Save on Cloud eBook
Conclusion
The “Big Three” cloud providers, AWS, Azure, and Google Cloud, are achieving record scale in 2025, powered by AI and digital transformation. Their growth is your opportunity for innovation, but also your exposure to inefficiency if left unchecked. With disciplined governance, optimization, and architecture review, you can ride the wave of scale, not get submerged by it. For those ready to act, NET(net)’s team can help turn cloud growth into value creation and cost control.
Endnotes (Sections 1 & 2)
At NET(net), we don't just optimize IT investments—we weaponize them for competitive advantage. As the world's leading technology investment optimization firm, we've spent over two decades perfecting the art and science of extracting maximum value from technology supply chains while neutralizing vendor pricing manipulation.
Our battle-hardened methodology has influenced trillions of dollars in technology investments, captured hundreds of billions in documented value, and transformed how enterprises approach every facet of IT spend—from emerging technology such as AI, ML, IoT, RPA, Quantum, and Blockchain, to IaaS, PaaS, and SaaS, to enterprise hardware and software solutions, and professional services arrangements including strategic outsourcing relationships.
We're not consultants who theorize about optimization—we're the specialists who help you devise and execute your strategy. Our proven frameworks turn vendor pricing chaos into strategic opportunity, licensing complexity into competitive advantage, and cost centers into value engines. Whether you're facing an aggressive vendor audit, navigating a forced migration, or simply refusing to accept runaway IT costs, NET(net) delivers the expertise, experience, and execution you need to dominate rather than merely survive.
Founded in 2002, NET(net) has established itself as the essential strategic partner for enterprises and technology providers who demand performance, not promises. We've mastered every major area of IT optimization because we understand that in today's vendor-hostile environment, half-measures guarantee defeat.
Experience the NET(net) advantage. Contact us at info@netnetweb.com, visit www.netnetweb.com, or call +1 (616) 546-3100 to discover how we can transform your technology investments from cost burden to strategic weapon.
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