Brandwave

How popular isPhrase?

In September 2026, people searched for Phrase by name about 4,740 times worldwide, a 19.7% increase from the previous year. These searches made up 0.39% of all global localisation management platform searches, placing Phrase seventh out of seven platforms. When we asked both ChatGPT and Google AI Overviews about localisation management platforms, Phrase appeared in all answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Phrase is the seventh most searched of 7 competitors and the third most recommended in AI answers.

  1. CrowdinShare of searches 32.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. LokaliseShare of searches 17.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. SmartlingShare of searches 17.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. POEditorShare of searches 14.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  5. PhraseShare of searches 0.39%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd

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Top localisation management platforms in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Lokalise1st
  2. Crowdin2nd
  3. Phrase3rd
  4. Smartling4th
  5. Tolgee5th
  6. Transifex6th
  7. POEditor7th

Mentioned by AI

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

  • Crowdin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lokalise5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Phrase5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tolgee4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smartling3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Transifex3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • POEditor2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about localisation management platforms

5 answers

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

Which localisation management platforms compete with Phrase?

Phrase against localisation management platforms worldwide, by month

Share of searches by month for Crowdin, Lokalise, Smartling, POEditor, Tolgee, Transifex, Phrase. The figures are in the table below the chart.

View monthly share of searches table
MonthCrowdinLokaliseSmartlingPOEditorTolgeeTransifexPhrase
Oct 202529.7%20.1%15.8%19.4%8.6%5.8%0.59%
Nov 202531.9%21.5%13.8%16.9%9.2%6.2%0.44%
Dec 202528.9%19.4%15.4%18.8%10.3%6.8%0.36%
Jan 202635.4%19.3%15.4%15.4%8.4%5.6%0.44%
Feb 202631.9%21.3%13.9%17%9.3%6.2%0.48%
Mar 202628.1%22.9%15%18.3%10%5.4%0.39%
Apr 202632.7%21.6%14.2%14.2%11.6%5.1%0.49%
May 202634.9%19%15.3%12.5%12.5%5.5%0.45%
Jun 202630.6%20.2%16.3%13.3%13.3%5.8%0.38%
Jul 202632.1%17.4%17.1%14%14%5.1%0.38%
Aug 202635.1%18.9%15.2%12.5%12.5%5.5%0.28%
Sep 202632.8%17.6%17.4%14.1%11.6%6.2%0.39%

  1. 1.Crowdin

    32.8%

    Held 1st. 15.3K estimated branded searches, +0.59% vs prior month. Share -2.3 points.

  2. 2.Lokalise

    17.6%

    Held 2nd. 8.2K estimated branded searches, 0% vs prior month. Share -1.4 points.

  3. 3.Smartling

    17.4%

    Held 3rd. 8.1K estimated branded searches, +22.7% vs prior month. Share +2.1 points.

  4. 4.POEditor

    14.1%

    Held 4th. 6.6K estimated branded searches, +22.2% vs prior month. Share +1.7 points.

  5. 5.Tolgee

    11.6%

    Held 5th. 5.4K estimated branded searches, 0% vs prior month. Share -0.9 points.

  6. 6.Transifex

    6.2%

    Held 6th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.7 points.

  7. 7.Phrase

    0.39%

    Held 7th. 180 estimated branded searches, +50% vs prior month. Share +0.1 points.

Compare popularity between Phrase and its closest rivals

Every comparison with Phrase

10 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Phrase worldwide rose from 4K to 4.7K.
  • Across the 12 months ending September 2026, Phrase’s share of searches among localisation management platforms worldwide held steady, from 0.59% to 0.39%.

How did search popularity change for localisation management platforms worldwide in September 2026?

6 changes

  1. In September 2026, Smartling gained share of searches among localisation management platforms worldwide, from 15.2% to 17.4%.

  2. In September 2026, POEditor gained share of searches among localisation management platforms worldwide, from 12.5% to 14.1%.

  3. In September 2026, Transifex gained share of searches among localisation management platforms worldwide, from 5.5% to 6.2%.

  4. In September 2026, Crowdin lost share of searches among localisation management platforms worldwide, from 35.1% to 32.8%.

  5. In September 2026, Lokalise lost share of searches among localisation management platforms worldwide, from 18.9% to 17.6%.

  6. In September 2026, Tolgee lost share of searches among localisation management platforms worldwide, from 12.5% to 11.6%.

How are Phrase’s branded searches counted?

5 search terms

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

  • phrase localization
  • phrase localization platform
  • phrase strings
  • phrase tms
  • phrase translation

Do you work for Phrase? 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 Phrase compete?

Phrase is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Website localization platforms7th of 70.31%Show ranking
Translation management platforms5th of 78.9%Show ranking
Localisation management platforms7th of 70.39%Shown above
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