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 11.8% of all global zero trust platform searches, placing Microsoft Entra fourth out of seven platforms. When we asked both ChatGPT and Google AI Overviews about zero trust platforms, Microsoft Entra appeared in two of the five answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Microsoft Entra is the fourth most searched of 7 competitors and the third most recommended in AI answers.

  1. ZscalerShare of searches 32.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. AkamaiShare of searches 21.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Palo Alto NetworksShare of searches 21.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  4. Microsoft EntraShare of searches 11.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. NetskopeShare of searches 9.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

+2 more

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Top zero trust platforms in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Zscaler1st
  2. Palo Alto Networks2nd
  3. Microsoft Entra3rd
  4. Cloudflare One4th
  5. Netskope5th
  6. Appgate6th
  7. Akamai–

Mentioned by AI

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

  • Zscaler3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Netskope3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Palo Alto Networks2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Microsoft Entra2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cloudflare One2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Appgate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Akamai0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about zero trust platforms

5 answers

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 21, 2026.

Which zero trust platforms compete with Microsoft Entra?

Microsoft Entra against zero trust platforms worldwide, by month

Share of searches by month for Zscaler, Akamai, Palo Alto Networks, Microsoft Entra, Netskope, Cloudflare One. The figures are in the table below the chart.

View monthly share of searches table
MonthZscalerAkamaiPalo Alto NetworksMicrosoft EntraNetskopeCloudflare OneAppgate
Oct 202540.1%22%14.7%9.9%12.1%0.59%0.72%
Nov 202536.2%24.3%16.3%10.9%10.9%0.79%0.65%
Dec 202534.9%23.3%19.2%10.5%10.5%0.93%0.76%
Jan 202636.4%19.9%19.9%11%11%0.98%0.8%
Feb 202636.4%19.9%19.9%11%11%0.98%0.8%
Mar 202635.4%19.4%19.4%13%10.7%1.4%0.77%
Apr 202635.4%23.7%19.3%10.6%8.7%1.4%0.77%
May 202639.9%21.9%17.8%9.8%8%2%0.58%
Jun 202635.8%19.6%19.6%10.8%10.8%2.6%0.78%
Jul 202637.9%17.1%20.8%11.4%9.3%2.8%0.68%
Aug 202636.2%16.3%24.3%10.9%8.9%2.7%0.65%
Sep 202632.2%21.6%21.6%11.8%9.7%2.4%0.7%

  1. 1.Zscaler

    32.2%

    Held 1st. 201K estimated branded searches, 0% vs prior month. Share -4 points.

  2. 2.Akamai

    21.6%

    Moved from 3rd to 2nd. 135K estimated branded searches, +49.2% vs prior month. Share +5.3 points.

  3. 3.Palo Alto Networks

    21.6%

    Moved from 2nd to 3rd. 135K estimated branded searches, 0% vs prior month. Share -2.7 points.

  4. 4.Microsoft Entra

    11.8%

    Held 4th. 74K estimated branded searches, +22.3% vs prior month. Share +0.9 points.

  5. 5.Netskope

    9.7%

    Held 5th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.8 points.

  6. 6.Cloudflare One

    2.4%

    Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share -0.3 points.

  7. 7.Appgate

    0.7%

    Held 7th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.1 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?

4 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 zero trust platforms worldwide increased from 9.9% to 11.8%.
  • Across the 12 months ending September 2026, Microsoft Entra’s share of searches among zero trust platforms worldwide peaked at 13% in March 2026 and was lowest at 9.8% in May 2026.
  • Across the 12 months ending September 2026, Microsoft Entra rose from 5th to 4th among zero trust platforms worldwide.

How did search popularity change for zero trust platforms worldwide in September 2026?

6 changes

  1. In September 2026, Akamai overtook Palo Alto Networks to rank 2nd among zero trust platforms worldwide, with 21.6% of the searches.

  2. In September 2026, Microsoft Entra gained share of searches among zero trust platforms worldwide, from 10.9% to 11.8%.

  3. In September 2026, Netskope gained share of searches among zero trust platforms worldwide, from 8.9% to 9.7%.

  4. In September 2026, Zscaler lost share of searches among zero trust platforms worldwide, from 36.2% to 32.2%.

  5. In September 2026, Palo Alto Networks lost share of searches among zero trust platforms worldwide, from 24.3% to 21.6%.

  6. Estimated monthly branded searches for Cloudflare One worldwide rose 311.1% over 12 measured months, from 3.6K to 14.8K 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%Show ranking
Zero trust platforms4th of 711.8%Shown above
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