Brandwave

How popular isPaddle?

In September 2026, people searched for Paddle by name about 1,470 times worldwide, a 61.5% increase from the previous year. These searches made up 1.1% of all global subscription billing platform searches, placing Paddle seventh out of eight platforms. When we asked both ChatGPT and Google AI Overviews about subscription billing platforms, Paddle appeared in three of the five answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Paddle is the seventh most searched of 8 competitors and the third most recommended in AI answers.

  1. ChargebeeShare of searches 48.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. ZuoraShare of searches 26.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  3. MaxioShare of searches 9.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. RecurlyShare of searches 9.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. PaddleShare of searches 1.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top subscription billing platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Paddle was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Paddle is the third most recommended of the eight.

Most recommended by AI

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

  1. Chargebee1st
  2. Recurly2nd
  3. Paddle3rd
  4. Maxio4th
  5. Zuora5th
  6. Recharge6th
  7. Seal Subscriptions–
  8. Ordway–

Mentioned by AI

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

  • Chargebee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Recurly5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Zuora4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maxio3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Paddle3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Recharge2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Seal Subscriptions0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ordway0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about subscription billing platforms

5 answers

Not named in any answer:

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

Which subscription billing platforms compete with Paddle?

Paddle against subscription billing platforms worldwide, by month

Share of searches by month for Chargebee, Zuora, Maxio, Recurly, Paddle. The figures are in the table below the chart.

View monthly share of searches table
MonthChargebeeZuoraMaxioRecurlyRechargeSeal SubscriptionsPaddleOrdway
Oct 202540.6%27.3%12.3%14.9%2%1.5%0.88%0.64%
Nov 202545.3%25%11.2%13.6%1.9%1.7%0.8%0.58%
Dec 202546.6%25.7%11.5%11.4%2%1.5%0.82%0.51%
Jan 202644%24.3%13.3%13.2%2.1%1.6%0.95%0.57%
Feb 202645.1%24.9%11.2%13.5%2.1%1.7%0.98%0.58%
Mar 202646.5%25.6%11.5%11.4%1.8%1.8%0.83%0.46%
Apr 202646.4%25.5%11.4%11.3%2.1%1.7%1%0.6%
May 202646.6%25.7%11.5%11.4%1.9%1.5%1%0.51%
Jun 202647.4%26.2%11.7%9.5%1.9%1.7%1%0.61%
Jul 202653.9%19.9%10.9%10.8%1.7%1.4%0.96%0.6%
Aug 202651.6%23.2%10.4%10.3%1.6%1.4%0.75%0.72%
Sep 202648.8%26.8%9.8%9.7%2%1.3%1.1%0.54%

  1. 1.Chargebee

    48.8%

    Held 1st. 27.2K estimated branded searches, -18.1% vs prior month. Share -2.8 points.

  2. 2.Zuora

    26.8%

    Held 2nd. 14.9K estimated branded searches, -0.13% vs prior month. Share +3.5 points.

  3. 3.Maxio

    9.8%

    Held 3rd. 5.5K estimated branded searches, -18% vs prior month. Share -0.6 points.

  4. 4.Recurly

    9.7%

    Held 4th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  5. 5.Recharge

    2%

    Held 5th. 1.1K estimated branded searches, +5.7% vs prior month. Share +0.4 points.

  6. 6.Seal Subscriptions

    1.3%

    Held 6th. 720 estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  7. 7.Paddle

    1.1%

    Held 7th. 590 estimated branded searches, +22.9% vs prior month. Share +0.3 points.

  8. 8.Ordway

    0.54%

    Held 8th. 300 estimated branded searches, -34.8% vs prior month. Share -0.2 points.

Compare popularity between Paddle and its closest rivals

Every comparison with Paddle

14 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Paddle worldwide rose from 910 to 1.5K.
  • Across the 12 months ending September 2026, Paddle’s share of searches among subscription billing platforms worldwide held steady, from 0.88% to 1.1%.

How did search popularity change for subscription billing platforms worldwide in September 2026?

6 changes

  1. In September 2026, Zuora gained share of searches among subscription billing platforms worldwide, from 23.2% to 26.8%.

  2. In September 2026, Chargebee lost share of searches among subscription billing platforms worldwide, from 51.6% to 48.8%.

  3. In September 2026, Recurly lost share of searches among subscription billing platforms worldwide, from 10.3% to 9.7%.

  4. In September 2026, Maxio lost share of searches among subscription billing platforms worldwide, from 10.4% to 9.8%.

  5. Estimated monthly branded searches for Ordway worldwide fell 30.2% over 12 measured months, from 430 to 300 in September 2026.

  6. Estimated monthly branded searches for Seal Subscriptions worldwide fell 28% over 12 measured months, from 1K to 720 in September 2026.

How are Paddle’s branded searches counted?

2 search terms

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

  • paddle billing
  • paddle merchant of record

Do you work for Paddle? 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 Paddle compete?

Paddle 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 searchesRanking
Merchant of record platforms8th of 80.11%Show ranking
Subscription billing platforms7th of 81.1%Shown above
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