Brandwave

How popular isKPMG?

In September 2026, people searched for KPMG by name about 1.2 million times worldwide, about the same as the previous year. These searches made up 21.7% of all global accounting firm searches, placing KPMG second out of eight firms. When we asked both ChatGPT and Google AI Overviews about accounting firms, KPMG appeared in one of the three answers.

Search and AI answers in September 2026

KPMG is the second most searched of 8 competitors.

  1. DeloitteShare of searches 32.6%Mentioned in 1 of 3 AI answers
  2. KPMGShare of searches 21.7%Mentioned in 1 of 3 AI answers
  3. PwCShare of searches 17.8%Mentioned in 1 of 3 AI answers
  4. EYShare of searches 17.1%Mentioned in 1 of 3 AI answers
  5. Grant ThorntonShare of searches 4.4%Mentioned in 0 of 3 AI answers

+3 more

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Top accounting firms in ChatGPT and Google AI Overviews

In three ChatGPT questions, KPMG was mentioned in one out of three: in one of the three ChatGPT answers.

Mentioned by AI

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

  • Deloitte1 of 3Named in 1 of 3 ChatGPT answers
  • KPMG1 of 3Named in 1 of 3 ChatGPT answers
  • PwC1 of 3Named in 1 of 3 ChatGPT answers
  • EY1 of 3Named in 1 of 3 ChatGPT answers
  • BDO1 of 3Named in 1 of 3 ChatGPT answers
  • Grant Thornton0 of 3Named in 0 of 3 ChatGPT answers
  • Forvis Mazars0 of 3Named in 0 of 3 ChatGPT answers
  • Baker Tilly0 of 3Named in 0 of 3 ChatGPT answers

See every answer about accounting firms

3 answers

  • Asked ChatGPT

    “Which accounting firm should I hire?”

    1. Asked ChatGPT

      “What are the best accounting firms?”

      1. 1Deloitte
      2. 2PwC
      3. 3EY
      4. 4KPMG
      5. 5BDO

    2. Asked ChatGPT

      “What's the best accounting firm for a small business?”

      1. Searched Google, AI Overview

        “accounting firms”

        Google showed no AI Overview for this search.

      2. Searched Google, AI Overview

        “small business accountant”

        Google showed no AI Overview for this search.

      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 19, 2026.

      Which accounting firms compete with KPMG?

      KPMG against accounting firms worldwide, by month

      Share of searches by month for Deloitte, KPMG, PwC, EY, Grant Thornton, Forvis Mazars, Baker Tilly. The figures are in the table below the chart.

      View monthly share of searches table
      MonthDeloitteKPMGPwCEYGrant ThorntonForvis MazarsBaker TillyBDO
      Oct 202532.3%21.5%17.7%17.4%4.3%4.2%2.4%0.08%
      Nov 202534.2%18.7%18.7%17.9%4.6%3.9%2.1%0.07%
      Dec 202528.1%19%23.1%18.6%4.6%3.9%2.5%0.07%
      Jan 202629.7%19.8%19.8%19%4.9%4.1%2.7%0.07%
      Feb 202629.6%19.7%19.7%18.9%4.9%4.4%2.7%0.07%
      Mar 202629.7%19.8%19.8%19%4.9%4.1%2.7%0.07%
      Apr 202629.7%19.8%19.8%19%4.9%4.1%2.7%0.06%
      May 202631.5%21%17.3%20.1%4.2%3.6%2.3%0.06%
      Jun 202629.8%24.2%16.3%19%4%3.9%2.7%0.06%
      Jul 202632.3%21.5%17.7%17.4%5.3%3.4%2.4%0.06%
      Aug 202631.5%21%17.3%20.1%4.2%3.4%2.3%0.06%
      Sep 202632.6%21.7%17.8%17.1%4.4%4%2.4%0.06%

      1. 1.Deloitte

        32.6%

        Held 1st. 1.8M estimated branded searches, +22% vs prior month. Share +1 points.

      2. 2.KPMG

        21.7%

        Held 2nd. 1.2M estimated branded searches, +22% vs prior month. Share +0.7 points.

      3. 3.PwC

        17.8%

        Moved from 4th to 3rd. 1M estimated branded searches, +21.5% vs prior month. Share +0.5 points.

      4. 4.EY

        17.1%

        Moved from 3rd to 4th. 958K estimated branded searches, 0% vs prior month. Share -3.1 points.

      5. 5.Grant Thornton

        4.4%

        Held 5th. 246K estimated branded searches, +22.4% vs prior month. Share +0.2 points.

      6. 6.Forvis Mazars

        4%

        Held 6th. 226K estimated branded searches, +41.4% vs prior month. Share +0.7 points.

      7. 7.Baker Tilly

        2.4%

        Held 7th. 135K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

      8. 8.BDO

        0.06%

        Held 8th. 3.6K estimated branded searches, +24.1% vs prior month. Share 0 points.

      Compare popularity between KPMG and its closest rivals

      Every comparison with KPMG

      7 comparisons

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

      2 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for KPMG worldwide held steady at 1.2M.
      • Across the 12 months ending September 2026, KPMG’s share of searches among accounting firms worldwide peaked at 24.2% in June 2026 and was lowest at 18.7% in November 2025.

      How did search popularity change for accounting firms worldwide in September 2026?

      6 changes

      1. In September 2026, Deloitte gained share of searches among accounting firms worldwide, from 31.5% to 32.6%.

      2. In September 2026, KPMG gained share of searches among accounting firms worldwide, from 21% to 21.7%.

      3. In September 2026, Forvis Mazars gained share of searches among accounting firms worldwide, from 3.4% to 4%.

      4. In September 2026, EY lost share of searches among accounting firms worldwide, from 20.1% to 17.1%.

      5. In September 2026, PwC rose from 4th to 3rd among accounting firms worldwide.

      6. Estimated monthly branded searches for BDO worldwide fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.

      How are KPMG’s branded searches counted?

      1 search term

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

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