Brandwave

How popular isAzure Data Factory?

In September 2026, people searched for Azure Data Factory by name about 201,000 times worldwide, about the same as the previous year. These searches made up 14.6% of all global data integration and ETL tool searches, placing Azure Data Factory third out of 14 tools. When we asked both ChatGPT and Google AI Overviews about data integration and ETL tools, Azure Data Factory appeared in two of the five answers and was the sixth most recommended of the 14.

Search and AI answers in September 2026

Azure Data Factory is the third most searched of 14 competitors and the sixth most recommended in AI answers.

  1. DomoShare of searches 32.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
  2. InformaticaShare of searches 26.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. Azure Data FactoryShare of searches 14.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. BoomiShare of searches 8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 11th
  5. FivetranShare of searches 3.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

+9 more

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Top data integration and ETL tools in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Azure Data Factory was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Azure Data Factory is the sixth most recommended of the 14.

Most recommended by AI

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

  1. Fivetran1st
  2. Airbyte2nd
  3. Informatica3rd
  4. Matillion4th
  5. AWS Glue5th
  6. Azure Data Factory6th
  7. dbt7th
  8. Talend8th
  9. Apache Airflow9th
  10. Domo10th
  11. +4 more

Mentioned by AI

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

  • Fivetran5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Informatica4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Airbyte4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Matillion4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • dbt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Talend3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Azure Data Factory2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Apache Airflow2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AWS Glue2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Domo1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+4 more

See every answer about data integration and ETL tools

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which data integration and ETL tools compete with Azure Data Factory?

Azure Data Factory against data integration and ETL tools worldwide, by month

Share of searches by month for Domo, Informatica, Azure Data Factory, Boomi, Fivetran, MuleSoft, Workato, Apache Airflow. The figures are in the table below the chart.

View monthly share of searches table
MonthDomoInformaticaAzure Data FactoryBoomiFivetranMuleSoftWorkatoApache AirflowAirbyteAWS GlueTalendMatilliondbtStitch
Oct 202528.1%28.1%12.5%6.9%4.6%4.6%3.1%3.8%2.5%2.5%1.7%0.76%0.62%0.18%
Nov 202527.6%27.6%12.4%8.3%3.7%4.5%3.7%3.7%2.5%2.5%1.7%0.91%0.61%0.18%
Dec 202535.7%23.9%10.7%8.7%3.2%3.9%3.2%3.2%2.1%2.1%1.8%0.64%0.64%0.15%
Jan 202631.9%26.1%11.7%7.8%3.5%4.3%3.5%3.5%2.3%2.3%1.6%0.86%0.57%0.13%
Feb 202628%28%12.6%8.4%3.8%4.6%3.8%3.1%2.5%2.1%1.7%0.75%0.62%0.18%
Mar 202629.4%29.4%13.1%7.2%3.2%3.9%3.2%3.2%2.2%2.2%1.4%0.79%0.65%0.16%
Apr 202632.6%26.7%12%6.6%3.6%4.4%3.6%3.6%2.4%2%1.3%0.72%0.59%0.14%
May 202633.6%27.5%12.3%6.8%3.7%3.7%3%3%2%1.7%1.4%0.6%0.6%0.14%
Jun 202635%23.4%12.8%7%3.9%3.9%3.9%3.2%2.1%1.7%1.4%0.77%0.77%0.15%
Jul 202630.7%25.1%13.8%9.2%3.4%4.1%3.4%3.4%2.3%1.9%1.2%0.68%0.83%0.13%
Aug 202635.5%23.8%13%8.7%3.2%3.9%3.2%2.6%1.8%1.8%1.2%0.64%0.64%0.1%
Sep 202632.7%26.7%14.6%8%3.6%3.6%2.9%2.4%1.6%1.6%1.1%0.59%0.48%0.12%

  1. 1.Domo

    32.7%

    Held 1st. 450K estimated branded searches, 0% vs prior month. Share -2.9 points.

  2. 2.Informatica

    26.7%

    Held 2nd. 368K estimated branded searches, +22.3% vs prior month. Share +3 points.

  3. 3.Azure Data Factory

    14.6%

    Held 3rd. 201K estimated branded searches, +21.8% vs prior month. Share +1.6 points.

  4. 4.Boomi

    8%

    Held 4th. 110K estimated branded searches, 0% vs prior month. Share -0.7 points.

  5. 5.Fivetran

    3.6%

    Moved from 6th to 5th. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  6. 6.MuleSoft

    3.6%

    Moved from 5th to 6th. 49.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  7. 7.Workato

    2.9%

    Held 7th. 40.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  8. 8.Apache Airflow

    2.4%

    Held 8th. 33.1K estimated branded searches, 0% vs prior month. Share -0.2 points.

  9. 9.Airbyte

    1.6%

    Held 9th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.AWS Glue

    1.6%

    Held 10th. 22.2K estimated branded searches, 0% vs prior month. Share -0.1 points.

  11. 11.Talend

    1.1%

    Held 11th. 14.8K estimated branded searches, 0% vs prior month. Share -0.1 points.

  12. 12.Matillion

    0.59%

    Moved from 13th to 12th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  13. 13.dbt

    0.48%

    Moved from 12th to 13th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.2 points.

  14. 14.Stitch

    0.12%

    Held 14th. 1.6K estimated branded searches, +23.1% vs prior month. Share 0 points.

Compare popularity between Azure Data Factory and its closest rivals

Every comparison with Azure Data Factory

13 comparisons

How has branded search demand for Azure Data Factory changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Azure Data Factory worldwide held steady at 201K.
  • Across the 12 months ending September 2026, Azure Data Factory’s share of searches among data integration and ETL tools worldwide increased from 12.5% to 14.6%.
  • Across the 12 months ending September 2026, Azure Data Factory’s share of searches among data integration and ETL tools worldwide peaked at 14.6% in September 2026 and was lowest at 10.7% in December 2025.

How did search popularity change for data integration and ETL tools worldwide in September 2026?

6 changes

  1. In September 2026, Informatica gained share of searches among data integration and ETL tools worldwide, from 23.8% to 26.7%.

  2. In September 2026, Azure Data Factory gained share of searches among data integration and ETL tools worldwide, from 13% to 14.6%.

  3. In September 2026, Domo lost share of searches among data integration and ETL tools worldwide, from 35.5% to 32.7%.

  4. In September 2026, Boomi lost share of searches among data integration and ETL tools worldwide, from 8.7% to 8%.

  5. Workato’s share of searches among data integration and ETL tools worldwide has lost ground for 3 months in a row, from 3.9% to 2.9% in September 2026.

  6. In September 2026, Fivetran rose from 6th to 5th among data integration and ETL tools worldwide.

How are Azure Data Factory’s branded searches counted?

1 search term

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

  • azure data factory

How the Brand Demand Index is measured

Who owns Azure Data Factory?

Azure Data Factory is owned by Microsoft. Brandwave also tracks Microsoft Copilot, Azure AI Document Intelligence, Azure AI Search, Azure Bicep, Azure Blob Storage, Azure Container Apps, Azure Container Registry, Azure Cosmos DB, Azure DevOps, Azure Machine Learning, Azure Service Bus, Azure Stream Analytics, Bing, Clipchamp, GitHub Actions, GitHub Copilot, LinkedIn, LinkedIn Ads, LinkedIn Recruiter, LinkedIn Sales Navigator, Microsoft 365, Microsoft Advertising, Microsoft Authenticator, Microsoft Azure, Microsoft Bookings, Microsoft Clarity, Microsoft Defender Vulnerability Management, Microsoft Designer, Microsoft Dynamics 365, Microsoft Dynamics 365 Business Central, Microsoft Dynamics 365 Supply Chain Management, Microsoft Edge, Microsoft Entra, Microsoft Forms, Microsoft Learn, Microsoft OneNote, Microsoft Planner, Microsoft Power Automate Process Mining, Microsoft Power BI, Microsoft PowerPoint, Microsoft Purview, Microsoft Surface, Microsoft Teams, Microsoft To Do, Microsoft Translator, Microsoft Visio, Microsoft Whiteboard, Minecraft, OneDrive, OneNote, Outlook, Power Automate, Power BI, SharePoint, Xbox and Xbox Game Pass, owned by the same company, worldwide.

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

Where does Azure Data Factory compete?

Azure Data Factory 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
Data integration and ETL tools3rd of 1414.6%Shown above
ETL tools2nd of 929%Show ranking
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