Brandwave

How popular isNorton in search?

In September 2026, there were an estimated 943K branded searches for Norton worldwide which is down 12.6% over the last 12 months. Norton holds 23.2% estimated Share of Search among antivirus software worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Malwarebytes25.4%
  2. Norton23.2%
  3. Bitdefender16.2%
  4. McAfee15%
  5. Kaspersky13.5%
  6. ESET6.7%
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Where does Norton compete?

Norton is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Antivirus software2nd of 623.2%Shown below
Antivirus plus brands1st of 342.6%Show ranking

Which antivirus software compete with Norton?

Norton against antivirus software worldwide, by month

Share of Search by month for Malwarebytes, Norton, Bitdefender, McAfee, Kaspersky, ESET. The figures are in the table below the chart.

View monthly share of search table
MonthMalwarebytesNortonBitdefenderMcAfeeKasperskyESET
Oct 202519.2%24.3%14.9%17.6%15.2%8.8%
Nov 202523.1%21.5%14.5%17.2%15.1%8.5%
Dec 202520.4%22.6%15.3%18.2%16%7.5%
Jan 202622.3%22%13.7%19.8%14.2%8.1%
Feb 202622%23.1%13.5%19.3%13.9%8.1%
Mar 202624.7%21.4%15.1%18.3%12.9%7.6%
Apr 202627.3%19.9%14%16.4%14.1%8.2%
May 202624.6%20.7%14.3%17.7%15.2%7.4%
Jun 202625.5%21.5%14.8%17.6%12.9%7.7%
Jul 202625.2%21.2%16.3%17%12.8%7.6%
Aug 202623.9%22.2%14.5%16.8%15.2%7.3%
Sep 202625.4%23.2%16.2%15%13.5%6.7%

  1. 1.Malwarebytes

    25.4%

    Held 1st. 1M estimated branded searches, +18.8% vs prior month. Share +1.5 points.

  2. 2.Norton

    23.2%

    Held 2nd. 943K estimated branded searches, +16.9% vs prior month. Share +1 points.

  3. 3.Bitdefender

    16.2%

    Moved from 5th to 3rd. 658K estimated branded searches, +24.7% vs prior month. Share +1.6 points.

  4. 4.McAfee

    15%

    Moved from 3rd to 4th. 611K estimated branded searches, 0% vs prior month. Share -1.8 points.

  5. 5.Kaspersky

    13.5%

    Moved from 4th to 5th. 550K estimated branded searches, 0% vs prior month. Share -1.6 points.

  6. 6.ESET

    6.7%

    Held 6th. 273K estimated branded searches, +2.3% vs prior month. Share -0.6 points.

Compare search popularity between Norton and its closest rivals

Every comparison with Norton

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Norton worldwide fell from 1.1M to 943K.
  • Across the 12 months ending September 2026, Norton’s estimated Share of Search among antivirus software worldwide decreased from 24.3% to 23.2%.
  • Across the 12 months ending September 2026, Norton’s estimated Share of Search among antivirus software worldwide peaked at 24.3% in October 2025 and was lowest at 19.9% in April 2026.
  • Across the 12 months ending September 2026, Norton fell from 1st to 2nd among antivirus software worldwide.

How did search popularity change for antivirus software worldwide in September 2026?

  1. In September 2026, Bitdefender overtook McAfee and Kaspersky to rank 3rd among antivirus software worldwide, with 16.2% estimated Share of Search.

  2. In September 2026, Malwarebytes gained estimated Share of Search among antivirus software worldwide, from 23.9% to 25.4%.

  3. In September 2026, Norton gained estimated Share of Search among antivirus software worldwide, from 22.2% to 23.2%.

  4. In September 2026, McAfee lost estimated Share of Search among antivirus software worldwide, from 16.8% to 15%.

  5. In September 2026, Kaspersky lost estimated Share of Search among antivirus software worldwide, from 15.2% to 13.5%.

  6. In September 2026, ESET lost estimated Share of Search among antivirus software worldwide, from 7.3% to 6.7%.

How is Norton measured?

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

4 branded search terms

  • norton
  • norton 360
  • norton 360 deluxe
  • norton antivirus

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How the Brand Demand Index is measured

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