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 29.9% of all global data lineage platform searches, placing Microsoft Purview second out of six platforms. When we asked both ChatGPT and Google AI Overviews about data lineage platforms, Microsoft Purview appeared in four of the five answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

Microsoft Purview is the second most searched of 6 competitors and the fifth most recommended in AI answers.

  1. DataHubShare of searches 29.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. Microsoft PurviewShare of searches 29.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  3. AtlanShare of searches 13.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. CollibraShare of searches 11%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. OpenMetadataShare of searches 11%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th

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Top data lineage 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 fifth most recommended of the six.

Most recommended by AI

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

  1. Collibra1st
  2. Atlan2nd
  3. DataHub3rd
  4. OpenMetadata4th
  5. Microsoft Purview5th
  6. Alation6th

Mentioned by AI

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

  • DataHub5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Collibra5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • OpenMetadata5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Microsoft Purview4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Atlan4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Alation2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about data lineage platforms

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which data lineage platforms compete with Microsoft Purview?

Microsoft Purview against data lineage platforms worldwide, by month

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

View monthly share of searches table
MonthDataHubMicrosoft PurviewAtlanCollibraOpenMetadataAlation
Oct 202527%27%14.8%14.8%9.9%6.6%
Nov 202523.9%29.2%16%13.1%10.7%7.1%
Dec 202523.2%28.4%15.6%15.6%10.4%6.9%
Jan 202623.2%28.4%15.5%15.5%10.4%6.9%
Feb 202628.5%28.5%12.8%12.8%10.4%7%
Mar 202624.9%30.5%13.7%13.7%11.2%6.1%
Apr 202625.6%31.3%14%11.5%11.5%6.3%
May 202628.1%28.1%15.4%12.6%10.3%5.6%
Jun 202626.5%32.4%11.9%11.9%11.9%5.3%
Jul 202628.9%28.9%13%13%10.6%5.8%
Aug 202627.7%27.7%15.2%12.4%10.1%6.8%
Sep 202629.9%29.9%13.4%11%11%4.9%

  1. 1.DataHub

    29.9%

    Held 1st. 60.5K estimated branded searches, +22.2% vs prior month. Share +2.2 points.

  2. 2.Microsoft Purview

    29.9%

    Held 2nd. 60.5K estimated branded searches, +22.2% vs prior month. Share +2.2 points.

  3. 3.Atlan

    13.4%

    Held 3rd. 27.1K estimated branded searches, 0% vs prior month. Share -1.8 points.

  4. 4.Collibra

    11%

    Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share -1.5 points.

  5. 5.OpenMetadata

    11%

    Held 5th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.8 points.

  6. 6.Alation

    4.9%

    Held 6th. 9.9K estimated branded searches, -18.2% vs prior month. Share -1.9 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 lineage platforms worldwide increased from 27% to 29.9%.
  • Across the 12 months ending September 2026, Microsoft Purview’s share of searches among data lineage platforms worldwide peaked at 32.4% in June 2026 and was lowest at 27% in October 2025.

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

6 changes

  1. In September 2026, DataHub gained share of searches among data lineage platforms worldwide, from 27.7% to 29.9%.

  2. In September 2026, Microsoft Purview gained share of searches among data lineage platforms worldwide, from 27.7% to 29.9%.

  3. In September 2026, OpenMetadata gained share of searches among data lineage platforms worldwide, from 10.1% to 11%.

  4. In September 2026, Alation lost share of searches among data lineage platforms worldwide, from 6.8% to 4.9%.

  5. In September 2026, Atlan lost share of searches among data lineage platforms worldwide, from 15.2% to 13.4%.

  6. In September 2026, Collibra lost share of searches among data lineage platforms worldwide, from 12.4% to 11%.

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%Shown above
Data governance platforms1st of 748.8%Show ranking
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