Brandwave

How popular isServiceNow?

In September 2026, people searched for ServiceNow by name about 385,000 times worldwide, an 18% decrease from the previous year. These searches made up 5.3% of all global incident management platform searches, placing ServiceNow fifth out of eight platforms. When we asked both ChatGPT and Google AI Overviews about incident management platforms, ServiceNow appeared in four of the five answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

ServiceNow is the fifth most searched of 8 competitors and the fifth most recommended in AI answers.

  1. PagerDutyShare of searches 53.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. Jira Service ManagementShare of searches 21.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  3. Better StackShare of searches 9.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. incident.ioShare of searches 5.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. ServiceNowShare of searches 5.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th

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Top incident management platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ServiceNow was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. ServiceNow is the fifth most recommended of the eight.

Most recommended by AI

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

  1. incident.io1st
  2. PagerDuty2nd
  3. Rootly3rd
  4. Jira Service Management4th
  5. ServiceNow5th
  6. Better Stack6th
  7. FireHydrant7th
  8. Squadcast8th

Mentioned by AI

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

  • PagerDuty5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • incident.io5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rootly5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Jira Service Management4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ServiceNow4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Better Stack2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • FireHydrant1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Squadcast1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about incident 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 incident management platforms compete with ServiceNow?

ServiceNow against incident management platforms worldwide, by month

Share of searches by month for PagerDuty, Jira Service Management, Better Stack, incident.io, ServiceNow, Rootly. The figures are in the table below the chart.

View monthly share of searches table
MonthPagerDutyJira Service ManagementBetter Stackincident.ioServiceNowRootlyFireHydrantSquadcast
Oct 202552.8%22.2%5.4%8.2%6.6%4.5%0.11%0.03%
Nov 202555.8%23.7%5.8%4.8%5.8%3.9%0.1%0.02%
Dec 202553.6%22.5%6.7%5.6%6.7%4.6%0.22%0.02%
Jan 202648.9%25.4%7.6%5.1%7.6%5.2%0.25%0.02%
Feb 202653.6%23%6.9%4.7%6.9%4.8%0.18%0.03%
Mar 202651.4%21.6%7.9%5.4%7.9%5.5%0.21%0.03%
Apr 202651.7%22%8%5.5%8%4.5%0.17%0.03%
May 202651.7%21.7%9.7%4.4%7.9%4.5%0.06%0.02%
Jun 202652%21.9%8%5.5%8%4.5%0.06%0.01%
Jul 202652.4%21.8%8%5.4%8%4.4%0.06%0.02%
Aug 202649.9%20.1%11%5%9%5%0.07%0.01%
Sep 202653.2%21.8%9.7%5.4%5.3%4.4%0.05%0.02%

  1. 1.PagerDuty

    53.2%

    Held 1st. 80.9K estimated branded searches, +20% vs prior month. Share +3.3 points.

  2. 2.Jira Service Management

    21.8%

    Held 2nd. 33.1K estimated branded searches, +22.1% vs prior month. Share +1.7 points.

  3. 3.Better Stack

    9.7%

    Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share -1.2 points.

  4. 4.incident.io

    5.4%

    Moved from 5th to 4th. 8.2K estimated branded searches, +21.7% vs prior month. Share +0.4 points.

  5. 5.ServiceNow

    5.3%

    Moved from 4th to 5th. 8.1K estimated branded searches, -33.1% vs prior month. Share -3.6 points.

  6. 6.Rootly

    4.4%

    Held 6th. 6.7K estimated branded searches, +0.15% vs prior month. Share -0.5 points.

  7. 7.FireHydrant

    0.05%

    Held 7th. 70 estimated branded searches, -22.2% vs prior month. Share 0 points.

  8. 8.Squadcast

    0.02%

    Held 8th. 30 estimated branded searches, +50% vs prior month. Share 0 points.

Compare popularity between ServiceNow and its closest rivals

Every comparison with ServiceNow

33 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for ServiceNow worldwide fell from 469K to 385K.
  • Across the 12 months ending September 2026, ServiceNow’s share of searches among incident management platforms worldwide decreased from 6.6% to 5.3%.
  • Across the 12 months ending September 2026, ServiceNow’s share of searches among incident management platforms worldwide peaked at 9% in August 2026 and was lowest at 5.3% in September 2026.
  • Across the 12 months ending September 2026, ServiceNow fell from 4th to 5th among incident management platforms worldwide.

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

6 changes

  1. In September 2026, PagerDuty gained share of searches among incident management platforms worldwide, from 49.9% to 53.2%.

  2. In September 2026, Jira Service Management gained share of searches among incident management platforms worldwide, from 20.1% to 21.8%.

  3. In September 2026, ServiceNow lost share of searches among incident management platforms worldwide, from 9% to 5.3%.

  4. In September 2026, Better Stack lost share of searches among incident management platforms worldwide, from 11% to 9.7%.

  5. In September 2026, Rootly lost share of searches among incident management platforms worldwide, from 5% to 4.4%.

  6. In September 2026, incident.io rose from 5th to 4th among incident management platforms worldwide.

How are ServiceNow’s branded searches counted?

4 search terms

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

  • servicenow
  • servicenow asset management
  • servicenow itam
  • servicenow itsm

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How the Brand Demand Index is measured

Where does ServiceNow compete?

ServiceNow is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Self service portals3rd of 67.1%Show ranking
IT service management platforms1st of 1043%Show ranking
Service desk software1st of 746.1%Show ranking
IT asset management platforms1st of 977.2%Show ranking
Asset management software1st of 977.3%Show ranking
CMDB platforms1st of 879.4%Show ranking
Incident management platforms5th of 85.3%Shown above
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