Brandwave

How popular isBlue Cross Blue Shield?

In September 2026, people searched for Blue Cross Blue Shield by name about 823,000 times worldwide, a 17.7% decrease from the previous year. These searches made up 18.3% of all global health insurance brand searches, placing Blue Cross Blue Shield fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about health insurance brands, Blue Cross Blue Shield appeared in four of the five answers and was the most recommended of the nine.

Search and AI answers in September 2026

Blue Cross Blue Shield is the fourth most searched of 9 competitors and the most recommended in AI answers.

  1. AXAShare of searches 27.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. UnitedHealthcareShare of searches 27.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. Kaiser PermanenteShare of searches 22.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. Blue Cross Blue ShieldShare of searches 18.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. AetnaShare of searches 2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+4 more

Blue Cross Blue Shield website (opens in a new tab)

Follow Blue Cross Blue Shield and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top health insurance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Blue Cross Blue Shield was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Blue Cross Blue Shield is the most recommended of the nine.

Most recommended by AI

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

  1. Blue Cross Blue Shield1st
  2. Kaiser Permanente2nd
  3. UnitedHealthcare3rd
  4. Oscar Health4th
  5. Aetna5th
  6. Cigna6th
  7. AXA–
  8. Humana–
  9. Bupa–

Mentioned by AI

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

  • Blue Cross Blue Shield4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kaiser Permanente3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • UnitedHealthcare2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aetna2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oscar Health2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cigna2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AXA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Humana0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bupa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about health insurance brands

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 21, 2026.

Which health insurance brands compete with Blue Cross Blue Shield?

Blue Cross Blue Shield against health insurance brands worldwide, by month

Share of searches by month for AXA, UnitedHealthcare, Kaiser Permanente, Blue Cross Blue Shield, Aetna. The figures are in the table below the chart.

View monthly share of searches table
MonthAXAUnitedHealthcareKaiser PermanenteBlue Cross Blue ShieldAetnaOscar HealthCignaHumanaBupa
Oct 202526.8%18%26.8%21.9%2.4%2%1.3%0.73%0.06%
Nov 202529.1%16.1%29.1%19.7%2.2%2.2%0.97%0.65%0.07%
Dec 202529%16%29%19.6%2.2%2.6%0.96%0.64%0.07%
Jan 202629.5%16.2%24%24%2.2%2.7%0.8%0.65%0.07%
Feb 202627.9%15.4%27.9%22.8%2.1%2.5%0.76%0.62%0.08%
Mar 202632.2%14.5%26.2%21.5%1.9%2.4%0.71%0.58%0.08%
Apr 202628.8%13%28.8%23.6%1.7%2.6%0.78%0.52%0.07%
May 202632%14.4%26.2%21.6%1.9%2.4%0.87%0.58%0.08%
Jun 202629.7%20%24.4%20%2.2%2.2%0.81%0.54%0.07%
Jul 202629.8%20.1%24.4%20.1%2.2%2.2%0.66%0.54%0.07%
Aug 202627.1%27.1%22.2%18.3%2%2%0.74%0.49%0.06%
Sep 202627.2%27.2%22.3%18.3%2%1.6%0.74%0.49%0.08%

  1. 1.AXA

    27.2%

    Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +0.1 points.

  2. 2.UnitedHealthcare

    27.2%

    Held 2nd. 1.2M estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.Kaiser Permanente

    22.3%

    Held 3rd. 1M estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Blue Cross Blue Shield

    18.3%

    Held 4th. 823K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Aetna

    2%

    Held 5th. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Oscar Health

    1.6%

    Held 6th. 74K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  7. 7.Cigna

    0.74%

    Held 7th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Humana

    0.49%

    Held 8th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Bupa

    0.08%

    Held 9th. 3.6K estimated branded searches, +24.1% vs prior month. Share 0 points.

Compare popularity between Blue Cross Blue Shield and its closest rivals

Every comparison with Blue Cross Blue Shield

8 comparisons

How has branded search demand for Blue Cross Blue Shield changed worldwide over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Blue Cross Blue Shield worldwide fell from 1M to 823K.
  • Across the 12 months ending September 2026, Blue Cross Blue Shield’s share of searches among health insurance brands worldwide decreased from 21.9% to 18.3%.
  • Across the 12 months ending September 2026, Blue Cross Blue Shield’s share of searches among health insurance brands worldwide peaked at 24% in January 2026 and was lowest at 18.3% in August 2026.
  • Across the 12 months ending September 2026, Blue Cross Blue Shield fell from 3rd to 4th among health insurance brands worldwide.

How did search popularity change for health insurance brands worldwide in September 2026?

6 changes

  1. UnitedHealthcare’s share of searches among health insurance brands worldwide has gained ground for 3 months in a row, from 20% to 27.2% in September 2026.

  2. Estimated monthly branded searches for Bupa worldwide rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.

  3. Estimated monthly branded searches for Cigna worldwide fell 45.3% over 12 measured months, from 60.5K to 33.1K in September 2026.

  4. Estimated monthly branded searches for Humana worldwide fell 32.9% over 12 measured months, from 33.1K to 22.2K in September 2026.

  5. Estimated monthly branded searches for Oscar Health worldwide fell 18.2% over 12 measured months, from 90.5K to 74K in September 2026.

  6. Estimated monthly branded searches for Kaiser Permanente worldwide fell 18% over 12 measured months, from 1.2M to 1M in September 2026.

How are Blue Cross Blue Shield’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Blue Cross Blue Shield’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.

  • blue cross blue shield

Do you work for Blue Cross Blue Shield? 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

Creator with pink hair and a pink jacket

Is Blue Cross Blue Shield your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free