How popular isOura in search?
In September 2026, there were an estimated 3.8M branded searches for Oura worldwide which is up 24.8% over the last 12 months. Oura holds 45.1% estimated Share of Search among fitness tracker brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which fitness tracker brands compete with Oura?
Share of Search by month for Oura, WHOOP, Fitbit, Amazfit. The figures are in the table below the chart.
View monthly share of search table
| Month | Oura | WHOOP | Fitbit | Amazfit | Polar |
|---|---|---|---|---|---|
| Oct 2025 | 45.9% | 26.2% | 16.8% | 10.6% | 0.45% |
| Nov 2025 | 52.9% | 20.9% | 16% | 9.8% | 0.43% |
| Dec 2025 | 54.1% | 21.7% | 13.8% | 10% | 0.37% |
| Jan 2026 | 47.1% | 27.8% | 14.3% | 10.4% | 0.44% |
| Feb 2026 | 47.4% | 27.2% | 14.6% | 10.5% | 0.43% |
| Mar 2026 | 44.2% | 30.4% | 13.6% | 11.4% | 0.44% |
| Apr 2026 | 42.5% | 30.2% | 15.7% | 11.2% | 0.36% |
| May 2026 | 36.4% | 30.6% | 23.3% | 9.4% | 0.3% |
| Jun 2026 | 44.8% | 25.9% | 19.4% | 9.6% | 0.27% |
| Jul 2026 | 43.7% | 30.7% | 15.8% | 9.5% | 0.28% |
| Aug 2026 | 39.4% | 32.8% | 17.2% | 10.3% | 0.31% |
| Sep 2026 | 45.1% | 29.7% | 15.6% | 9.3% | 0.27% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 45.1% | 3.8M | +24.9% | +5.6 points | |
| 2, held 2nd | 29.7% | 2.5M | -0.98% | -3.1 points | |
| 3, held 3rd | 15.6% | 1.3M | -0.45% | -1.5 points | |
| 4, held 4th | 9.3% | 788K | -0.77% | -0.9 points | |
| 5, held 5th | 0.27% | 22.9K | -4.2% | 0 points |
1.
Oura45.1%
Held 1st. 3.8M estimated branded searches, +24.9% vs prior month. Share +5.6 points.
2.
WHOOP29.7%
Held 2nd. 2.5M estimated branded searches, -0.98% vs prior month. Share -3.1 points.
3.
Fitbit15.6%
Held 3rd. 1.3M estimated branded searches, -0.45% vs prior month. Share -1.5 points.
4.
Amazfit9.3%
Held 4th. 788K estimated branded searches, -0.77% vs prior month. Share -0.9 points.
5.
Polar0.27%
Held 5th. 22.9K estimated branded searches, -4.2% vs prior month. Share 0 points.
Compare search popularity between Oura and its closest rivals
How has branded search demand for Oura changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Oura worldwide rose from 3.1M to 3.8M.
- Across the 12 months ending September 2026, Oura’s estimated Share of Search among fitness tracker brands worldwide decreased from 45.9% to 45.1%.
- Across the 12 months ending September 2026, Oura’s estimated Share of Search among fitness tracker brands worldwide peaked at 54.1% in December 2025 and was lowest at 36.4% in May 2026.
How did search popularity change for fitness tracker brands worldwide in September 2026?
5 changes
In September 2026, Oura gained estimated Share of Search among fitness tracker brands worldwide, from 39.4% to 45.1%.
In September 2026, WHOOP lost estimated Share of Search among fitness tracker brands worldwide, from 32.8% to 29.7%.
In September 2026, Fitbit lost estimated Share of Search among fitness tracker brands worldwide, from 17.2% to 15.6%.
In September 2026, Amazfit lost estimated Share of Search among fitness tracker brands worldwide, from 10.3% to 9.3%.
Estimated monthly branded searches for Polar worldwide fell 22.9% over 12 measured months, from 29.7K to 22.9K in September 2026.
Where does Oura compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Fitness tracker brands | 1st of 5 | 45.1% | Shown above |
| Sleep tracking devices | 1st of 4 | 55.6% | Show ranking |
| Smart ring brands | 1st of 5 | 84% | Show ranking |
How is Oura measured?
Brandwave collects information about searches that people make online using Oura’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.
6 branded search terms
- oura
- oura ring
- oura ring heritage
- oura ring horizon
- oura smart ring
- smart ring oura
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Is Oura your brand?
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