How popular isGoogle in search?

In September 2026, there were an estimated 460M branded searches for Google worldwide which held steady over the last 12 months. Google holds 52% estimated Share of Search among streaming device brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Where does Google compete?

Google is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.

Competitor set	Rank	Share of Search	Ranking
Streaming device brands	1st of 5	52%	Shown below
Smart speaker brands	1st of 6	52.5%	Show ranking
Smartphone brands	1st of 5	92.2%	Show ranking
Search engines	1st of 6	99.9%	Show ranking

Which streaming device brands compete with Google?

Google against streaming device brands worldwide, by month

Month	Google	Amazon	Xiaomi	Roku	Apple TV 4K
Oct 2025	52%	46.8%	0.92%	0.21%	0.05%
Nov 2025	47.1%	51.8%	0.82%	0.19%	0.06%
Dec 2025	46.6%	52.3%	0.83%	0.19%	0.05%
Jan 2026	51.5%	47.3%	0.91%	0.21%	0.04%
Feb 2026	52.5%	46.3%	0.89%	0.21%	0.04%
Mar 2026	52%	46.8%	0.9%	0.21%	0.05%
Apr 2026	57%	41.9%	0.81%	0.19%	0.04%
May 2026	51.6%	47.4%	0.74%	0.17%	0.06%
Jun 2026	51.2%	47.7%	0.74%	0.21%	0.14%
Jul 2026	50.9%	48%	0.74%	0.21%	0.14%
Aug 2026	51.2%	47.7%	0.74%	0.21%	0.08%
Sep 2026	52%	46.9%	0.88%	0.17%	0.06%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Google	52%	460M	+3.4%	+0.8 points
2, held 2nd	Amazon	46.9%	414M	0%	-0.9 points
3, held 3rd	Xiaomi	0.88%	7.8M	+21.2%	+0.1 points
4, held 4th	Roku	0.17%	1.5M	-18%	0 points
5, held 5th	Apple TV 4K Apple	0.06%	550K	-18.3%	0 points

1.Google
52%
Held 1st. 460M estimated branded searches, +3.4% vs prior month. Share +0.8 points.
2.Amazon
46.9%
Held 2nd. 414M estimated branded searches, 0% vs prior month. Share -0.9 points.
3.Xiaomi
0.88%
Held 3rd. 7.8M estimated branded searches, +21.2% vs prior month. Share +0.1 points.
4.Roku
0.17%
Held 4th. 1.5M estimated branded searches, -18% vs prior month. Share 0 points.
5.Apple TV 4K
0.06%
Held 5th. 550K estimated branded searches, -18.3% vs prior month. Share 0 points.

Compare search popularity between Google and its closest rivals

Every comparison with Google

16 comparisons

How has branded search demand for Google changed worldwide over the last 12 months?

2 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Google worldwide held steady at 460M.
Across the 12 months ending September 2026, Google’s estimated Share of Search among streaming device brands worldwide peaked at 57% in April 2026 and was lowest at 46.6% in December 2025.

How did search popularity change for streaming device brands worldwide in September 2026?

4 changes

In September 2026, Google gained estimated Share of Search among streaming device brands worldwide, from 51.2% to 52%.
In September 2026, Amazon lost estimated Share of Search among streaming device brands worldwide, from 47.7% to 46.9%.
Estimated monthly branded searches for Apple TV 4K worldwide rose 22.2% over 12 measured months, from 450K to 550K in September 2026.
Estimated monthly branded searches for Roku worldwide fell 18% over 12 measured months, from 1.8M to 1.5M in September 2026.

How is Google measured?

Brandwave collects information about searches that people make online using Google’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.

2 branded search terms