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 29% of all global ETL tool searches, placing Azure Data Factory second out of nine tools. When we asked both ChatGPT and Google AI Overviews about ETL tools, Azure Data Factory appeared in three of the five answers and was the sixth most recommended of the nine.

Search and AI answers in September 2026

Azure Data Factory is the second most searched of 9 competitors and the sixth most recommended in AI answers.

  1. InformaticaShare of searches 53%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. Azure Data FactoryShare of searches 29%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  3. FivetranShare of searches 7.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. AirbyteShare of searches 3.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. AWS GlueShare of searches 3.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

+4 more

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Top ETL tools in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Azure Data Factory was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Azure Data Factory is the sixth most recommended of the nine.

Most recommended by AI

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

  1. Fivetran1st
  2. Airbyte2nd
  3. AWS Glue3rd
  4. dbt4th
  5. Informatica5th
  6. Azure Data Factory6th
  7. Matillion7th
  8. Talend8th
  9. Stitch–

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
  • Airbyte5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AWS Glue4 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
  • Informatica3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Azure Data Factory3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Talend2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Matillion2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stitch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about 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 ETL tools compete with Azure Data Factory?

Azure Data Factory against ETL tools worldwide, by month

Share of searches by month for Informatica, Azure Data Factory, Fivetran, Airbyte, AWS Glue, Talend. The figures are in the table below the chart.

View monthly share of searches table
MonthInformaticaAzure Data FactoryFivetranAirbyteAWS GlueTalendMatilliondbtStitch
Oct 202552.4%23.4%8.6%4.7%4.7%3.2%1.4%1.2%0.34%
Nov 202553.1%23.8%7.1%4.8%4.8%3.2%1.7%1.2%0.35%
Dec 202552.7%23.6%7.1%4.7%4.7%3.9%1.4%1.4%0.33%
Jan 202653.1%23.8%7.1%4.8%4.8%3.2%1.7%1.2%0.27%
Feb 202653.7%24.1%7.2%4.8%4%3.2%1.4%1.2%0.35%
Mar 202655.3%24.7%6.1%4.1%4.1%2.7%1.5%1.2%0.3%
Apr 202654.1%24.2%7.3%4.9%4%2.7%1.5%1.2%0.28%
May 202655.1%24.7%7.4%4.1%3.3%2.7%1.2%1.2%0.28%
Jun 202649.8%27.3%8.2%4.5%3.7%3%1.6%1.6%0.31%
Jul 202651%28%6.9%4.6%3.8%2.5%1.4%1.7%0.27%
Aug 202651.6%28.3%6.9%3.8%3.8%2.5%1.4%1.4%0.22%
Sep 202653%29%7.1%3.2%3.2%2.1%1.2%0.95%0.23%

  1. 1.Informatica

    53%

    Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +1.4 points.

  2. 2.Azure Data Factory

    29%

    Held 2nd. 201K estimated branded searches, +21.8% vs prior month. Share +0.7 points.

  3. 3.Fivetran

    7.1%

    Held 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  4. 4.Airbyte

    3.2%

    Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share -0.6 points.

  5. 5.AWS Glue

    3.2%

    Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share -0.6 points.

  6. 6.Talend

    2.1%

    Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share -0.4 points.

  7. 7.Matillion

    1.2%

    Moved from 8th to 7th. 8.1K estimated branded searches, 0% vs prior month. Share -0.2 points.

  8. 8.dbt

    0.95%

    Moved from 7th to 8th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.4 points.

  9. 9.Stitch

    0.23%

    Held 9th. 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?

2 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 ETL tools worldwide increased from 23.4% to 29%.

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

6 changes

  1. In September 2026, Informatica gained share of searches among ETL tools worldwide, from 51.6% to 53%.

  2. In September 2026, Azure Data Factory gained share of searches among ETL tools worldwide, from 28.3% to 29%.

  3. In September 2026, Airbyte lost share of searches among ETL tools worldwide, from 3.8% to 3.2%.

  4. In September 2026, AWS Glue lost share of searches among ETL tools worldwide, from 3.8% to 3.2%.

  5. In September 2026, Matillion rose from 8th to 7th among ETL tools worldwide.

  6. In September 2026, dbt fell from 7th to 8th among 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%Show ranking
ETL tools2nd of 929%Shown above
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Is Azure Data Factory your brand?

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