Brandwave

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 42.3% estimated Share of Search among tax preparation services worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. H&R Block51.8%
  2. TurboTax42.3%
  3. TaxAct3.1%
  4. TaxSlayer2.1%
  5. Liberty Tax0.62%
  6. Jackson Hewitt0.08%
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Which tax preparation services compete with TurboTax?

TurboTax against tax preparation services worldwide, by month

Share of Search by month for H&R Block, TurboTax, TaxAct, TaxSlayer. The figures are in the table below the chart.

View monthly share of search table
MonthH&R BlockTurboTaxTaxActTaxSlayerLiberty TaxJackson Hewitt
Oct 202542.5%51.7%3.1%2.1%0.51%0.07%
Nov 202557.1%38.4%2.3%1.5%0.56%0.11%
Dec 202547%47%2.8%1.9%1%0.25%
Jan 202629%64.7%3.9%2.1%0.23%0.09%
Feb 202632.8%60%4.4%2.4%0.27%0.08%
Mar 202633.2%60.8%3.7%2%0.27%0.08%
Apr 202632.5%59.5%5.4%2.4%0.22%0.06%
May 202642.1%51.1%3.1%3.1%0.51%0.08%
Jun 202646.6%46.6%3.4%2.8%0.56%0.09%
Jul 202651.6%42.2%3.1%2.5%0.51%0.08%
Aug 202651.8%42.3%3.1%2.1%0.62%0.08%
Sep 2026——————

  1. 1.H&R Block

    51.8%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share +0.2 points.

  2. 2.TurboTax

    42.3%

    Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.TaxAct

    3.1%

    Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.TaxSlayer

    2.1%

    Held 4th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.5 points.

  5. 5.Liberty Tax

    0.62%

    Held 5th. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

  6. 6.Jackson Hewitt

    0.08%

    Held 6th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between TurboTax and its closest rivals

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

  • 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 preparation services worldwide decreased from 51.7% to 42.3%.
  • Across the 11 months ending August 2026, TurboTax’s estimated Share of Search among tax preparation services worldwide peaked at 64.7% in January 2026 and was lowest at 38.4% in November 2025.
  • Across the 11 months ending August 2026, TurboTax fell from 1st to 2nd among tax preparation services worldwide.

How did search popularity change for tax preparation services worldwide in August 2026?

  1. H&R Block’s estimated Share of Search among tax preparation services worldwide has gained ground for 3 months in a row, from 42.1% to 51.8% in August 2026.

  2. TaxSlayer’s estimated Share of Search among tax preparation services worldwide has lost ground for 3 months in a row, from 3.1% to 2.1% in August 2026.

  3. Estimated monthly branded searches for TurboTax worldwide fell 45% over 11 measured months, from 1M to 550K in August 2026.

  4. Estimated monthly branded searches for TaxAct worldwide fell 33.1% over 11 measured months, from 60.5K to 40.5K in August 2026.

  5. Estimated monthly branded searches for Jackson Hewitt worldwide fell 23.1% over 11 measured months, from 1.3K to 1K in August 2026.

  6. Estimated monthly branded searches for Liberty Tax worldwide fell 18.2% over 11 measured months, from 9.9K to 8.1K in August 2026.

Where does TurboTax compete?

TurboTax 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 SearchRanking
Tax filing software2nd of 535.8%Show ranking
Tax preparation software2nd of 535.8%Show ranking
Tax preparation services2nd of 642.3%Shown above

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

Do you work for TurboTax? 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

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