How popular isMicrosoft Entra in search?
In August 2026, there were an estimated 273K branded searches for Microsoft Entra worldwide which held steady over the last 11 months. Microsoft Entra holds 25% estimated Share of Search among workforce identity platforms worldwide and is ranked 2nd of 5 competitors for search popularity. Worldwide · English terms: these are worldwide searches for English-language branded terms.
Okta62.7%
Microsoft Entra25%
JumpCloud5.6%
Cisco Duo3.8%Ping Identity2.8%
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Which workforce identity platforms compete with Microsoft Entra?
Share of Search by month for Okta, Microsoft Entra, JumpCloud, Cisco Duo, Ping Identity. The figures are in the table below the chart.
View monthly share of search table
| Month | Okta | Microsoft Entra | JumpCloud | Cisco Duo | Ping Identity |
|---|---|---|---|---|---|
| Oct 2025 | 62.8% | 24% | 4.6% | 4.6% | 4.1% |
| Nov 2025 | 65.5% | 23.1% | 3.9% | 4% | 3.5% |
| Dec 2025 | 64.7% | 24.7% | 3.9% | 3.9% | 2.9% |
| Jan 2026 | 62.9% | 24.8% | 4.6% | 4.4% | 3.4% |
| Feb 2026 | 64.4% | 24.6% | 4.7% | 3.4% | 2.8% |
| Mar 2026 | 66.5% | 23.2% | 3.9% | 3.5% | 2.9% |
| Apr 2026 | 63.8% | 24.3% | 4.6% | 3.9% | 3.4% |
| May 2026 | 64.5% | 24.6% | 4.7% | 3.5% | 2.8% |
| Jun 2026 | 62.5% | 25.7% | 5.6% | 3.5% | 2.8% |
| Jul 2026 | 62.2% | 26.1% | 5.6% | 3.4% | 2.8% |
| Aug 2026 | 62.7% | 25% | 5.6% | 3.8% | 2.8% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 62.7% | 683K | -<0.01% | +0.5 points | |
| 2, held 2nd | 25% | 273K | -4.7% | -1 points | |
| 3, held 3rd | 5.6% | 60.9K | -0.42% | 0 points | |
| 4, held 4th | 3.8% | 41.7K | +12.1% | +0.4 points | |
| 5, held 5th | 2.8% | 30.9K | +2.4% | +0.1 points |
1.
Okta62.7%
held 1st · 683K estimated branded searches · -<0.01% vs prior month · +0.5 points
25%
held 2nd · 273K estimated branded searches · -4.7% vs prior month · -1 points
5.6%
held 3rd · 60.9K estimated branded searches · -0.42% vs prior month · 0 points
3.8%
held 4th · 41.7K estimated branded searches · +12.1% vs prior month · +0.4 points
2.8%
held 5th · 30.9K estimated branded searches · +2.4% vs prior month · +0.1 points
Compare search popularity between Microsoft Entra and its closest rivals
How has branded search demand for Microsoft Entra changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Microsoft Entra worldwide held steady, from 261K to 273K.
- Across the 11 months ending August 2026, Microsoft Entra’s estimated Share of Search among workforce identity platforms worldwide increased from 24% to 25%.
- Across the 11 months ending August 2026, Microsoft Entra’s estimated Share of Search among workforce identity platforms worldwide peaked at 26.1% in July 2026 and was lowest at 23.1% in November 2025.
How did search popularity change for workforce identity platforms worldwide in August 2026?
4 changes
In August 2026, Microsoft Entra lost estimated Share of Search among workforce identity platforms worldwide, from 26.1% to 25%.
Estimated monthly branded searches for JumpCloud worldwide rose 22.3% over 11 measured months, from 49.8K to 60.9K in August 2026.
Estimated monthly branded searches for Ping Identity worldwide fell 30.2% over 11 measured months, from 44.3K to 30.9K in August 2026.
Estimated monthly branded searches for Cisco Duo worldwide fell 16.8% over 11 measured months, from 50.1K to 41.7K in August 2026.
How is Microsoft Entra measured?
Brandwave collects information about searches that people make online using Microsoft Entra’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.
6 branded search terms
- azure active directory
- entra id
- microsoft entra
- microsoft entra app
- microsoft entra id
- microsoftentra
Who owns Microsoft Entra?
Microsoft Entra is owned by Microsoft. Brandwave also tracks 
GitHub Actions, GitHub Copilot, Microsoft 365, 
Microsoft Designer, Microsoft Dynamics 365, Microsoft Dynamics 365 Business Central, 
Microsoft Forms, Microsoft Power BI, Microsoft Teams and Microsoft Visio, owned by the same company, worldwide.
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Is Microsoft Entra 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.