How popular isMicrosoft Entra in search?

Q: Who owns Microsoft Entra?

Microsoft Entra is owned by Microsoft. Brandwave also tracks Microsoft Copilot, GitHub Actions, GitHub Copilot, LinkedIn, Microsoft 365, Microsoft Azure, Microsoft Clarity, Microsoft Designer, Microsoft Dynamics 365, Microsoft Dynamics 365 Business Central, Microsoft Forms, Microsoft Power BI, Microsoft PowerPoint, Microsoft Surface, Microsoft Teams, Microsoft Translator, Microsoft Visio, OneDrive, OneNote, Outlook, Power Automate, Power BI, SharePoint and Xbox, owned by the same company, worldwide.

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 22.2% estimated Share of Search among single sign-on platforms worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which single sign-on platforms compete with Microsoft Entra?

Microsoft Entra against single sign-on platforms worldwide, by month

Month	Okta	Microsoft Entra	OneLogin	Auth0	JumpCloud
Oct 2025	53.8%	20.6%	13%	8.7%	3.9%
Nov 2025	57.3%	20.2%	11.3%	7.7%	3.4%
Dec 2025	57.2%	21.8%	11.3%	6.3%	3.4%
Jan 2026	55.6%	21.9%	11%	7.4%	4%
Feb 2026	57.2%	21.8%	9.2%	7.6%	4.2%
Mar 2026	59.6%	20.8%	9.6%	6.5%	3.5%
Apr 2026	56.1%	21.4%	11%	7.5%	4.1%
May 2026	58%	22.1%	9.3%	6.3%	4.2%
Jun 2026	56.5%	23.2%	9.1%	6.2%	5%
Jul 2026	56.2%	23.5%	9%	6.2%	5%
Aug 2026	55.7%	22.2%	11%	6.1%	5%
Sep 2026	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Okta	55.7%	683K	-<0.01%	-0.5 points
2, held 2nd	Microsoft Entra Microsoft	22.2%	273K	-4.7%	-1.3 points
3, held 3rd	OneLogin	11%	135K	+22.7%	+2 points
4, held 4th	Auth0 Okta	6.1%	75.3K	+0.29%	0 points
5, held 5th	JumpCloud	5%	60.9K	-0.42%	-0.1 points

1.Okta
55.7%
Held 1st. 683K estimated branded searches, -<0.01% vs prior month. Share -0.5 points.
2.Microsoft Entra
22.2%
Held 2nd. 273K estimated branded searches, -4.7% vs prior month. Share -1.3 points.
3.OneLogin
11%
Held 3rd. 135K estimated branded searches, +22.7% vs prior month. Share +2 points.
4.Auth0
6.1%
Held 4th. 75.3K estimated branded searches, +0.29% vs prior month. Share 0 points.
5.JumpCloud
5%
Held 5th. 60.9K estimated branded searches, -0.42% vs prior month. Share -0.1 points.

Compare search popularity between Microsoft Entra and its closest rivals

Every comparison with Microsoft Entra

6 comparisons

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 single sign-on platforms worldwide increased from 20.6% to 22.2%.
Across the 11 months ending August 2026, Microsoft Entra’s estimated Share of Search among single sign-on platforms worldwide peaked at 23.5% in July 2026 and was lowest at 20.2% in November 2025.

How did search popularity change for single sign-on platforms worldwide in August 2026?

5 changes

In August 2026, OneLogin gained estimated Share of Search among single sign-on platforms worldwide, from 9% to 11%.
In August 2026, Microsoft Entra lost estimated Share of Search among single sign-on platforms worldwide, from 23.5% to 22.2%.
In August 2026, Okta lost estimated Share of Search among single sign-on platforms worldwide, from 56.2% to 55.7%.
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 Auth0 worldwide fell 32.2% over 11 measured months, from 111K to 75.3K in August 2026.

Where does Microsoft Entra compete?

Microsoft Entra is ranked in three 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
Identity provider platforms	2nd of 6	21.7%	Show ranking
Single sign-on platforms	2nd of 5	22.2%	Shown above
Workforce identity platforms	2nd of 5	25%	Show ranking

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