Brandwave

How popular isTelstra?

In September 2026, people searched for Telstra by name about 45,500 times in Australia, an 8.3% decrease from the previous year. These searches made up 2.4% of all Australia NBN provider searches, placing Telstra ninth out of 12 providers. When we asked both ChatGPT and Google AI Overviews about NBN providers, Telstra appeared in three of the five answers and was the seventh most recommended of the 12.

Search and AI answers in September 2026

Telstra is the ninth most searched of 12 competitors and the seventh most recommended in AI answers.

  1. Aussie BroadbandShare of searches 26.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. TPGShare of searches 21.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
  3. iiNetShare of searches 14.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. SuperloopShare of searches 14.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. TelstraShare of searches 2.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th

+7 more

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Top NBN providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Telstra was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Telstra is the seventh most recommended of the 12.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Aussie Broadband1st
  2. Superloop2nd
  3. Dodo3rd
  4. Exetel4th
  5. Belong5th
  6. Leaptel6th
  7. Telstra7th
  8. SpinTel8th
  9. Optus9th
  10. TPG10th
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Aussie Broadband4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Superloop4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dodo3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Telstra3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Exetel2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Leaptel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SpinTel2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • TPG1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Optus1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Belong1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+2 more

See every answer about NBN providers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which NBN providers compete with Telstra?

Telstra against NBN providers in Australia, by month

Share of searches by month for Aussie Broadband, TPG, iiNet, Superloop, Dodo, Exetel, Leaptel, SpinTel, Telstra. The figures are in the table below the chart.

View monthly share of searches table
MonthAussie BroadbandTPGiiNetSuperloopDodoExetelLeaptelSpinTelTelstraOptusTangerineBelong
Oct 202527.7%18.6%15.2%12.5%4.6%5.6%5.6%4.6%2.5%2%0.74%0.4%
Nov 202527.8%18.7%15.2%15.2%4.6%4.6%4.6%3.7%2.5%2%0.75%0.4%
Dec 202526.5%17.6%17.6%14.5%4.3%4.3%5.3%4.3%2.4%1.9%0.71%0.38%
Jan 202629.5%16.1%16.1%13.3%4.9%4.9%4.9%4.9%2.2%2.2%0.79%0.43%
Feb 202626.5%17.7%17.7%14.6%5.3%4.4%4.4%3.6%2.4%2.4%0.71%0.47%
Mar 202629.6%16.2%16.2%16.2%4%4%4.9%3.3%2.2%1.8%1.2%0.43%
Apr 202626.2%17.5%17.5%14.4%4.3%4.3%5.3%4.3%2.4%2.4%1%0.46%
May 202628.5%15.6%15.6%15.6%4.7%4.7%5.7%3.8%2.1%2.1%1.1%0.51%
Jun 202627.2%18.3%14.9%14.9%4.5%5.5%5.5%3.7%2%2%1.1%0.39%
Jul 202629.5%16.1%13.3%16.1%4.9%4.9%5.9%4%1.8%2.2%0.97%0.35%
Aug 202624.9%24.9%13.6%13.6%5%4.1%5%4.1%1.8%1.8%0.81%0.36%
Sep 202626.2%21.5%14.4%14.4%5.3%4.3%4.3%4.3%2.4%1.9%0.57%0.46%

  1. 1.Aussie Broadband

    26.2%

    Held 1st. 165K estimated branded searches, 0% vs prior month. Share +1.4 points.

  2. 2.TPG

    21.5%

    Held 2nd. 135K estimated branded searches, -18.2% vs prior month. Share -3.4 points.

  3. 3.iiNet

    14.4%

    Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share +0.8 points.

  4. 4.Superloop

    14.4%

    Held 4th. 90.5K estimated branded searches, 0% vs prior month. Share +0.8 points.

  5. 5.Dodo

    5.3%

    Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Exetel

    4.3%

    Moved from 7th to 6th. 27.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Leaptel

    4.3%

    Moved from 6th to 7th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.7 points.

  8. 8.SpinTel

    4.3%

    Held 8th. 27.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

  9. 9.Telstra

    2.4%

    Moved from 10th to 9th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.5 points.

  10. 10.Optus

    1.9%

    Moved from 9th to 10th. 12.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.Tangerine

    0.57%

    Held 11th. 3.6K estimated branded searches, -33.3% vs prior month. Share -0.2 points.

  12. 12.Belong

    0.46%

    Held 12th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.1 points.

Compare popularity between Telstra and its closest rivals

Every comparison with Telstra

17 comparisons

How has branded search demand for Telstra changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Telstra in Australia fell from 49.6K to 45.5K.
  • Across the 12 months ending September 2026, Telstra’s share of searches among NBN providers in Australia held steady, from 2.5% to 2.4%.

How did search popularity change for Australia NBN providers in September 2026?

6 changes

  1. In September 2026, Telstra overtook Optus to rank 9th among NBN providers in Australia, with 2.4% of the searches.

  2. In September 2026, Aussie Broadband gained share of searches among NBN providers in Australia, from 24.9% to 26.2%.

  3. In September 2026, iiNet gained share of searches among NBN providers in Australia, from 13.6% to 14.4%.

  4. In September 2026, Superloop gained share of searches among NBN providers in Australia, from 13.6% to 14.4%.

  5. In September 2026, TPG lost share of searches among NBN providers in Australia, from 24.9% to 21.5%.

  6. In September 2026, Leaptel lost share of searches among NBN providers in Australia, from 5% to 4.3%.

How are Telstra’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Telstra’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • telstra mobile
  • telstra nbn
  • telstra prepaid

Do you work for Telstra? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Telstra compete?

Telstra is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
NBN providers9th of 122.4%Shown above
Mobile providers6th of 105.5%Show ranking
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Is Telstra your brand?

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