Brandwave

How popular isMicrosoft Purview?

In September 2026, people searched for Microsoft Purview by name about 60,500 times worldwide, a 22.2% increase from the previous year. These searches made up 48.8% of all global data governance platform searches, placing Microsoft Purview first out of seven platforms. When we asked both ChatGPT and Google AI Overviews about data governance platforms, Microsoft Purview appeared in four of the five answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Microsoft Purview is the most searched of 7 competitors and the second most recommended in AI answers.

  1. Microsoft PurviewShare of searches 48.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. AtlanShare of searches 21.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. CollibraShare of searches 17.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. AlationShare of searches 8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. ImmutaShare of searches 2.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top data governance platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Microsoft Purview was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Microsoft Purview is the second most recommended of the seven.

Most recommended by AI

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

  1. Collibra1st
  2. Microsoft Purview2nd
  3. Atlan3rd
  4. Alation4th
  5. Immuta5th
  6. Privacera6th
  7. OneTrust–

Mentioned by AI

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

  • Microsoft Purview4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Atlan4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Collibra4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Alation4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Immuta1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Privacera1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OneTrust0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about data governance 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 20, 2026.

Which data governance platforms compete with Microsoft Purview?

Microsoft Purview against data governance platforms worldwide, by month

Share of searches by month for Microsoft Purview, Atlan, Collibra, Alation, Immuta. The figures are in the table below the chart.

View monthly share of searches table
MonthMicrosoft PurviewAtlanCollibraAlationImmutaPrivaceraOneTrust
Oct 202540.7%22.3%22.3%10%3.6%1.1%0.06%
Nov 202543.1%23.6%19.3%10.5%2.5%0.87%0.03%
Dec 202541.2%22.6%22.6%10.1%2.4%1%0.04%
Jan 202641.1%22.5%22.5%10%3%0.83%0.04%
Feb 202644.7%20.1%20.1%10.9%3.3%0.9%0.03%
Mar 202646.3%20.7%20.7%9.3%2.2%0.76%0.03%
Apr 202648.1%21.5%17.6%9.6%2.3%0.79%0.03%
May 202643.7%23.9%19.6%8.7%3.2%0.78%0.03%
Jun 202651%18.7%18.7%8.3%2.4%0.84%0.03%
Jul 202646%20.6%20.6%9.2%2.7%0.82%0.03%
Aug 202643.2%23.6%19.4%10.5%2.5%0.77%0.02%
Sep 202648.8%21.8%17.9%8%2.9%0.58%0.02%

  1. 1.Microsoft Purview

    48.8%

    Held 1st. 60.5K estimated branded searches, +22.2% vs prior month. Share +5.6 points.

  2. 2.Atlan

    21.8%

    Held 2nd. 27.1K estimated branded searches, 0% vs prior month. Share -1.8 points.

  3. 3.Collibra

    17.9%

    Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share -1.5 points.

  4. 4.Alation

    8%

    Held 4th. 9.9K estimated branded searches, -18.2% vs prior month. Share -2.6 points.

  5. 5.Immuta

    2.9%

    Held 5th. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.4 points.

  6. 6.Privacera

    0.58%

    Held 6th. 720 estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  7. 7.OneTrust

    0.02%

    Held 7th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Microsoft Purview and its closest rivals

Every comparison with Microsoft Purview

27 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Microsoft Purview worldwide rose from 49.5K to 60.5K.
  • Across the 12 months ending September 2026, Microsoft Purview’s share of searches among data governance platforms worldwide increased from 40.7% to 48.8%.
  • Across the 12 months ending September 2026, Microsoft Purview’s share of searches among data governance platforms worldwide peaked at 51% in June 2026 and was lowest at 40.7% in October 2025.

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

6 changes

  1. In September 2026, Microsoft Purview gained share of searches among data governance platforms worldwide, from 43.2% to 48.8%.

  2. In September 2026, Alation lost share of searches among data governance platforms worldwide, from 10.5% to 8%.

  3. In September 2026, Atlan lost share of searches among data governance platforms worldwide, from 23.6% to 21.8%.

  4. In September 2026, Collibra lost share of searches among data governance platforms worldwide, from 19.4% to 17.9%.

  5. Estimated monthly branded searches for OneTrust worldwide fell 71.4% over 12 measured months, from 70 to 20 in September 2026.

  6. Estimated monthly branded searches for Privacera worldwide fell 44.6% over 12 measured months, from 1.3K to 720 in September 2026.

How are Microsoft Purview’s branded searches counted?

1 search term

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

  • microsoft purview

How the Brand Demand Index is measured

Who owns Microsoft Purview?

Microsoft Purview 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 Entra, Microsoft Forms, Microsoft Learn, Microsoft OneNote, Microsoft Planner, Microsoft Power Automate Process Mining, Microsoft Power BI, Microsoft PowerPoint, 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 Purview? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Microsoft Purview compete?

Microsoft Purview is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Data loss prevention platforms2nd of 614.9%Show ranking
Records management software2nd of 818.2%Show ranking
Email archiving platforms2nd of 720.3%Show ranking
Data catalogues3rd of 821.6%Show ranking
Data lineage platforms2nd of 629.9%Show ranking
Data governance platforms1st of 748.8%Shown above
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