Brandwave

How popular isMicrosoft Entra?

In September 2026, people searched for Microsoft Entra by name about 199,000 times worldwide, a 15.9% increase from the previous year. These searches made up 0.1% of all global identity governance platform searches, placing Microsoft Entra sixth out of six platforms. When we asked both ChatGPT and Google AI Overviews about identity governance platforms, Microsoft Entra appeared in three of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Microsoft Entra is the sixth most searched of 6 competitors and the third most recommended in AI answers.

  1. OktaShare of searches 76.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  2. OmadaShare of searches 12.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. SailPointShare of searches 6.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. SaviyntShare of searches 3.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. Microsoft EntraShare of searches 0.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top identity governance platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Microsoft Entra was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Microsoft Entra is the third most recommended of the six.

Most recommended by AI

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

  1. SailPoint1st
  2. Saviynt2nd
  3. Microsoft Entra3rd
  4. Omada4th
  5. One Identity5th
  6. Okta6th

Mentioned by AI

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

  • Saviynt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Okta3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Omada3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SailPoint3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Microsoft Entra3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • One Identity2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about identity governance platforms

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which identity governance platforms compete with Microsoft Entra?

Microsoft Entra against identity governance platforms worldwide, by month

Share of searches by month for Okta, Omada, SailPoint, Saviynt, Microsoft Entra. The figures are in the table below the chart.

View monthly share of searches table
MonthOktaOmadaSailPointSaviyntOne IdentityMicrosoft Entra
Oct 202578%10.6%7%3.1%1.1%0.12%
Nov 202579.7%10.8%5.9%2.6%0.96%0.1%
Dec 202579.3%10.7%5.8%3.2%0.95%0.07%
Jan 202676.3%12.5%6.9%3.1%1.1%0.1%
Feb 202676.3%12.5%6.9%3.1%1.1%0.1%
Mar 202679.7%10.7%5.9%2.6%0.96%0.1%
Apr 202676.3%12.6%6.9%3.1%1.1%0.1%
May 202676.3%12.5%6.9%3.1%1.1%0.1%
Jun 202676.3%12.5%6.9%3.1%1.1%0.1%
Jul 202676.3%12.5%6.9%3.1%1.1%0.1%
Aug 202676.3%12.6%6.9%3.1%1.1%0.1%
Sep 202676.3%12.6%6.9%3.1%1.1%0.1%

  1. 1.Okta

    76.3%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Omada

    12.6%

    Held 2nd. 111K estimated branded searches, +0.14% vs prior month. Share 0 points.

  3. 3.SailPoint

    6.9%

    Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Saviynt

    3.1%

    Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.One Identity

    1.1%

    Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Microsoft Entra

    0.1%

    Held 6th. 880 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Microsoft Entra and its closest rivals

Every comparison with Microsoft Entra

18 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Microsoft Entra worldwide rose from 172K to 199K.
  • Across the 12 months ending September 2026, Microsoft Entra’s share of searches among identity governance platforms worldwide held steady, from 0.12% to 0.1%.

How did search popularity change for identity governance platforms worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Omada worldwide rose 21.7% over 12 measured months, from 91.1K to 111K in September 2026.

  2. Estimated monthly branded searches for Microsoft Entra worldwide fell 12% over 12 measured months, from 1K to 880 in September 2026.

How are Microsoft Entra’s branded searches counted?

6 search terms

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.

  • entra id
  • entra id governance
  • microsoft entra
  • microsoft entra app
  • microsoft entra id
  • microsoftentra

How the Brand Demand Index is measured

Who owns Microsoft Entra?

Microsoft Entra 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 Data Factory, 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 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 Microsoft Entra? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Microsoft Entra compete?

Microsoft Entra is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Workforce identity platforms2nd of 815.4%Show ranking
Single sign-on platforms4th of 77.2%Show ranking
Identity governance platforms6th of 60.1%Shown above
Zero trust platforms4th of 711.8%Show ranking
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