(Bloomberg) -- Competitors to BlackRock are trying to loosen the investing giant's stranglehold on Europe's $153 billion bond ETF market. They're struggling to make much headway.

The company's market share has increased in recent years to 67%, data from Morningstar show, even as competitors add new funds and offer low fees. Rivals are being stymied because BlackRock's iShares can offer investors access to European bond funds holding $101 billion of net assets, or more than nine times the tally at nearest rival Deutsche Bank.

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