How popular isTurboTax in search?
In August 2026, there were an estimated 550K branded searches for TurboTax worldwide which is down 45% over the last 11 months. TurboTax holds 35.8% estimated Share of Search among tax filing software worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
H&R Block43.8%
TurboTax35.8%
FreeTaxUSA16%
TaxAct2.6%
TaxSlayer1.8%
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Where does TurboTax compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Tax filing software | 2nd of 5 | 35.8% | Shown below |
| Tax preparation software | 2nd of 5 | 35.8% | Show ranking |
| Tax preparation services | 2nd of 6 | 42.3% | Show ranking |
Which tax filing software compete with TurboTax?
Share of Search by month for H&R Block, TurboTax, FreeTaxUSA, TaxAct. The figures are in the table below the chart.
View monthly share of search table
| Month | H&R Block | TurboTax | FreeTaxUSA | TaxAct | TaxSlayer |
|---|---|---|---|---|---|
| Oct 2025 | 37.9% | 46.1% | 11.3% | 2.8% | 1.9% |
| Nov 2025 | 52.5% | 35.3% | 8.7% | 2.1% | 1.4% |
| Dec 2025 | 41.7% | 41.7% | 12.5% | 2.5% | 1.7% |
| Jan 2026 | 23.5% | 52.4% | 19.2% | 3.2% | 1.7% |
| Feb 2026 | 24.8% | 45.3% | 24.8% | 3.3% | 1.8% |
| Mar 2026 | 26.2% | 47.9% | 21.5% | 2.9% | 1.6% |
| Apr 2026 | 24.6% | 45% | 24.6% | 4% | 1.8% |
| May 2026 | 34.4% | 41.8% | 18.8% | 2.5% | 2.5% |
| Jun 2026 | 38.7% | 38.7% | 17.3% | 2.8% | 2.3% |
| Jul 2026 | 43.6% | 35.7% | 15.9% | 2.6% | 2.1% |
| Aug 2026 | 43.8% | 35.8% | 16% | 2.6% | 1.8% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.8% | 673K | 0% | +0.2 points | |
| 2, held 2nd | 35.8% | 550K | 0% | +0.1 points | |
| 3, held 3rd | 16% | 246K | 0% | +0.1 points | |
| 4, held 4th | 2.6% | 40.5K | 0% | 0 points | |
| 5, held 5th | 1.8% | 27.1K | -18.1% | -0.4 points |
43.8%
Held 1st. 673K estimated branded searches, 0% vs prior month. Share +0.2 points.
2.
35.8%
Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.1 points.
16%
Held 3rd. 246K estimated branded searches, 0% vs prior month. Share +0.1 points.
4.
TaxAct2.6%
Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.
1.8%
Held 5th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.4 points.
Compare search popularity between TurboTax and its closest rivals
How has branded search demand for TurboTax changed worldwide over the last 12 months?
4 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for TurboTax worldwide fell from 1M to 550K.
- Across the 11 months ending August 2026, TurboTax’s estimated Share of Search among tax filing software worldwide decreased from 46.1% to 35.8%.
- Across the 11 months ending August 2026, TurboTax’s estimated Share of Search among tax filing software worldwide peaked at 52.4% in January 2026 and was lowest at 35.3% in November 2025.
- Across the 11 months ending August 2026, TurboTax fell from 1st to 2nd among tax filing software worldwide.
How did search popularity change for tax filing software worldwide in August 2026?
4 changes
H&R Block’s estimated Share of Search among tax filing software worldwide has gained ground for 3 months in a row, from 34.4% to 43.8% in August 2026.
TaxSlayer’s estimated Share of Search among tax filing software worldwide has lost ground for 3 months in a row, from 2.5% to 1.8% in August 2026.
Estimated monthly branded searches for TurboTax worldwide fell 45% over 11 measured months, from 1M to 550K in August 2026.
Estimated monthly branded searches for TaxAct worldwide fell 33.1% over 11 measured months, from 60.5K to 40.5K in August 2026.
How is TurboTax measured?
Brandwave collects information about searches that people make online using TurboTax’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- turbotax
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