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 42.4% estimated Share of Search among antivirus software worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Norton42.4%
  2. McAfee27.5%
  3. Kaspersky24.7%
  4. Bitdefender4.1%
  5. ESET1.2%
  6. Malwarebytes0.11%
Norton website (opens in a new tab)

Follow Norton and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

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 software1st of 642.4%Shown below
Antivirus plus brands1st of 357.4%Show ranking

Which antivirus software compete with Norton?

Norton against antivirus software worldwide, by month

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

View monthly share of search table
MonthNortonMcAfeeKasperskyBitdefenderESETMalwarebytes
Oct 202540.6%29.5%25.3%3.4%1%0.14%
Nov 202538.3%30.6%27%3%1.1%0.12%
Dec 202538.1%30.7%27%3%1.1%0.12%
Jan 202637.8%34%24.5%2.7%0.99%0.11%
Feb 202639.5%33%23.8%2.6%0.96%0.13%
Mar 202638.9%33.4%23.5%3.2%0.95%0.12%
Apr 202637.6%31%26.6%3.6%1.1%0.14%
May 202637.1%31.8%27.3%2.5%1.1%0.14%
Jun 202639.7%32.4%23.9%2.6%1.2%0.13%
Jul 202638.7%31%23.3%5.7%1.1%0.12%
Aug 202639.2%29.7%26.7%2.9%1.3%0.12%
Sep 202642.4%27.5%24.7%4.1%1.2%0.11%

  1. 1.Norton

    42.4%

    Held 1st. 943K estimated branded searches, +16.9% vs prior month. Share +3.2 points.

  2. 2.McAfee

    27.5%

    Held 2nd. 611K estimated branded searches, 0% vs prior month. Share -2.2 points.

  3. 3.Kaspersky

    24.7%

    Held 3rd. 550K estimated branded searches, 0% vs prior month. Share -2 points.

  4. 4.Bitdefender

    4.1%

    Held 4th. 90.5K estimated branded searches, +49.6% vs prior month. Share +1.1 points.

  5. 5.ESET

    1.2%

    Held 5th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Malwarebytes

    0.11%

    Held 6th. 2.4K estimated branded searches, 0% vs prior month. Share 0 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 increased from 40.6% to 42.4%.
  • Across the 12 months ending September 2026, Norton’s estimated Share of Search among antivirus software worldwide peaked at 42.4% in September 2026 and was lowest at 37.1% in May 2026.

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

  1. In September 2026, Norton gained estimated Share of Search among antivirus software worldwide, from 39.2% to 42.4%.

  2. In September 2026, Bitdefender gained estimated Share of Search among antivirus software worldwide, from 2.9% to 4.1%.

  3. In September 2026, McAfee lost estimated Share of Search among antivirus software worldwide, from 29.7% to 27.5%.

  4. In September 2026, Kaspersky lost estimated Share of Search among antivirus software worldwide, from 26.7% to 24.7%.

  5. Estimated monthly branded searches for Malwarebytes worldwide fell 33.3% over 12 measured months, from 3.6K to 2.4K in September 2026.

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

Do you work for Norton? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Norton your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free