--- title: "Mullvad: search popularity worldwide" description: "Mullvad is a VPN service. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/mullvad" publisher: "Brandwave" --- # Mullvad: search popularity worldwide Mullvad is a VPN service. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Mullvad - **Market**: Global - **Measured month**: Sep 2026 - **Share of Search among VPN services**: 6.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | VPN services | 5 | 6.2% | 246K | - [VPN services](/demand/global-en/categories/vpn-services) ## Top VPN services in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Mullvad appeared in all five answers. Mullvad is the third most recommended of the six. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | NordVPN | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Surfshark | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Mullvad | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Windscribe | 4th | 0 of 3 | 2 of 2 | 2 of 5 | | ExpressVPN | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | CyberGhost | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about VPN services - Asked ChatGPT "Which VPN service should I use?": 1. NordVPN, 2. Mullvad, 3. Surfshark - Asked ChatGPT "What are the best VPN services?": 1. NordVPN, 2. Surfshark, 3. ExpressVPN, 4. Mullvad - Asked ChatGPT "What's the best VPN service for online privacy?": 1. Mullvad, 2. NordVPN - Searched Google, AI Overview "best vpn": 1. NordVPN, 2. Surfshark, 3. Windscribe, 4. Mullvad - Searched Google, AI Overview "vpn service": 1. Windscribe, 2. NordVPN, 3. Surfshark, 4. ExpressVPN, 5. Mullvad Not named in any answer: CyberGhost. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How has branded search demand for Mullvad changed worldwide over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Mullvad worldwide held steady at 246K. - Across the 12 months ending September 2026, Mullvad’s share of searches among VPN services worldwide increased from 5.3% to 6.2%. - Across the 12 months ending September 2026, Mullvad’s share of searches among VPN services worldwide peaked at 6.8% in August 2026 and was lowest at 5.2% in January 2026. ## How did search popularity change for VPN services worldwide in September 2026? - In September 2026, Surfshark overtook ExpressVPN to rank 2nd among VPN services worldwide, with 17% of the searches. - In September 2026, CyberGhost gained share of searches among VPN services worldwide, from 2.5% to 5.1%. - In September 2026, Windscribe gained share of searches among VPN services worldwide, from 10.1% to 11.4%. - In September 2026, NordVPN lost share of searches among VPN services worldwide, from 50.4% to 46.3%. - In September 2026, ExpressVPN lost share of searches among VPN services worldwide, from 15.1% to 13.9%. - In September 2026, Mullvad lost share of searches among VPN services worldwide, from 6.8% to 6.2%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | VPN services | 246K | 5.3% | 5 | | Nov 2025 | VPN services | 246K | 5.4% | 5 | | Dec 2025 | VPN services | 301K | 6.4% | 5 | | Jan 2026 | VPN services | 246K | 5.2% | 5 | | Feb 2026 | VPN services | 246K | 5.7% | 5 | | Mar 2026 | VPN services | 301K | 6.4% | 5 | | Apr 2026 | VPN services | 246K | 6.3% | 5 | | May 2026 | VPN services | 246K | 6.5% | 5 | | Jun 2026 | VPN services | 246K | 6.3% | 5 | | Jul 2026 | VPN services | 246K | 6.7% | 5 | | Aug 2026 | VPN services | 246K | 6.8% | 5 | | Sep 2026 | VPN services | 246K | 6.2% | 5 | ## How are Mullvad’s branded searches counted? Brandwave collects information about searches that people make online using Mullvad’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. - “mullvad” ## Which VPN services compete with Mullvad? - [NordVPN](/demand/global-en/brands/nordvpn): Head-to-head: /demand/global-en/compare/mullvad-vs-nordvpn - [Surfshark](/demand/global-en/brands/surfshark): Head-to-head: /demand/global-en/compare/mullvad-vs-surfshark - [ExpressVPN](/demand/global-en/brands/expressvpn): Head-to-head: /demand/global-en/compare/expressvpn-vs-mullvad - [Windscribe](/demand/global-en/brands/windscribe): Head-to-head: /demand/global-en/compare/mullvad-vs-windscribe - [CyberGhost](/demand/global-en/brands/cyberghost): Head-to-head: /demand/global-en/compare/cyberghost-vs-mullvad ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Mullvad: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/mullvad This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/mullvad. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.