Brandwave

How popular isOura?

In September 2026, people searched for Oura by name about 3.8 million times worldwide, a 24.8% increase from the previous year. These searches made up 10.5% of all global sleep tracker brand searches, placing Oura third out of four brands. When we asked both ChatGPT and Google AI Overviews about sleep tracker brands, Oura appeared in all answers and was the most recommended of the four.

Search and AI answers in September 2026

Oura is the third most searched of 4 competitors and the most recommended in AI answers.

  1. WHOOPShare of searches 58.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. FitbitShare of searches 28.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. OuraShare of searches 10.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. SamsungShare of searches 2.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
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Top sleep tracker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Oura appeared in all five answers. Oura is the most recommended of the four.

Most recommended by AI

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

  1. Oura1st
  2. Fitbit2nd
  3. WHOOP3rd
  4. Samsung4th

Mentioned by AI

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

  • Oura5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fitbit4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • WHOOP3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Samsung1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about sleep tracker brands

5 answers

  • Asked ChatGPT

    “Which sleep tracker brand should I buy?”

    1. 1Oura
    2. 2Fitbit

  • Asked ChatGPT

    “What are the best sleep tracker brands?”

    1. 1Oura
    2. 2WHOOP
    3. 3Fitbit

  • Asked ChatGPT

    “What's the best sleep tracker brand for sleep monitoring?”

    1. 1Oura
    2. 2Fitbit
    3. 3WHOOP

  • Searched Google, AI Overview

    “best sleep tracker”

    1. 1Oura
    2. 2WHOOP

  • Searched Google, AI Overview

    “sleep tracking watch”

    1. 1Fitbit
    2. 2Samsung
    3. 3Oura

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which sleep tracker brands compete with Oura?

Oura against sleep tracker brands worldwide, by month

Share of searches by month for WHOOP, Fitbit, Oura, Samsung. The figures are in the table below the chart.

View monthly share of searches table
MonthWHOOPFitbitOuraSamsung
Oct 202555.3%31.7%9.5%3.5%
Nov 202550.7%34.9%10.5%3.9%
Dec 202555.6%31.4%9.5%3.5%
Jan 202660.6%28%8.4%3.1%
Feb 202658.8%28.1%8.4%4.6%
Mar 202662.6%24.5%8.9%4%
Apr 202661.1%28.7%7.1%3.2%
May 202653.4%38%6.3%2.3%
Jun 202652.2%36.2%8.9%2.7%
Jul 202660.8%28.9%7.1%3.2%
Aug 202660.5%29.1%7.2%3.2%
Sep 202658.6%28.4%10.5%2.6%

  1. 1.WHOOP

    58.6%

    Held 1st. 2.5M estimated branded searches, -0.98% vs prior month. Share -2 points.

  2. 2.Fitbit

    28.4%

    Held 2nd. 1.2M estimated branded searches, 0% vs prior month. Share -0.7 points.

  3. 3.Oura

    10.5%

    Held 3rd. 450K estimated branded searches, +49.5% vs prior month. Share +3.3 points.

  4. 4.Samsung

    2.6%

    Held 4th. 110K estimated branded searches, -18.5% vs prior month. Share -0.7 points.

Compare popularity between Oura and its closest rivals

Every comparison with Oura

14 comparisons

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 share of searches among sleep tracker brands worldwide increased from 9.5% to 10.5%.
  • Across the 12 months ending September 2026, Oura’s share of searches among sleep tracker brands worldwide peaked at 10.5% in November 2025 and was lowest at 6.3% in May 2026.

How did search popularity change for sleep tracker brands worldwide in September 2026?

4 changes

  1. In September 2026, Oura gained share of searches among sleep tracker brands worldwide, from 7.2% to 10.5%.

  2. In September 2026, WHOOP lost share of searches among sleep tracker brands worldwide, from 60.5% to 58.6%.

  3. In September 2026, Fitbit lost share of searches among sleep tracker brands worldwide, from 29.1% to 28.4%.

  4. In September 2026, Samsung lost share of searches among sleep tracker brands worldwide, from 3.2% to 2.6%.

How are Oura’s branded searches counted?

6 search terms

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.

  • oura
  • oura ring
  • oura ring heritage
  • oura ring horizon
  • oura smart ring
  • smart ring oura

Do you work for Oura? 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

Where does Oura compete?

Oura is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Fitness tracker brands7th of 82.7%Show ranking
Smart ring brands1st of 584%Show ranking
Sleep tracker brands3rd of 410.5%Shown above
Sleep tracking devices2nd of 413%Show ranking
Creator with pink hair and a pink jacket

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