How popular isUpwork?
In September 2026, people searched for Upwork by name about 2.7 million times worldwide, about the same as the previous year. These searches made up 31.2% of all global creative freelance platform searches, placing Upwork second out of eight platforms. When we asked both ChatGPT and Google AI Overviews about creative freelance platforms, Upwork appeared in all answers and was the most recommended of the eight.
Upwork is the second most searched of 8 competitors and the most recommended in AI answers.
FiverrShare of searches 38.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
UpworkShare of searches 31.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
BehanceShare of searches 20.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
DribbbleShare of searches 6.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
PeoplePerHourShare of searches 1.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
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Top creative freelance platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Upwork appeared in all five answers. Upwork is the most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Fiverr5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Upwork5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Dribbble4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
99designs4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Contra4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Behance3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Toptal3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers- PeoplePerHour1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about creative freelance platforms
5 answers
Asked ChatGPT
“Which creative freelance platform should I use?”
Asked ChatGPT
“What are the best creative freelance platforms?”
Asked ChatGPT
“What's the best creative freelance platform for finding freelance design work?”
Searched Google, AI Overview
“freelance design work”
Searched Google, AI Overview
“best freelance platform”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Which creative freelance platforms compete with Upwork?
Share of searches by month for Fiverr, Upwork, Behance, Dribbble. The figures are in the table below the chart.
View monthly share of searches table
| Month | Fiverr | Upwork | Behance | Dribbble | PeoplePerHour | Toptal | 99designs | Contra |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.8% | 25.6% | 17.1% | 6.3% | 1.9% | 1.5% | 0.69% | 0.08% |
| Nov 2025 | 47.1% | 25.8% | 17.2% | 6.3% | 1.6% | 1.3% | 0.7% | 0.08% |
| Dec 2025 | 44.2% | 29.6% | 16.2% | 5.9% | 1.8% | 1.5% | 0.65% | 0.07% |
| Jan 2026 | 44.2% | 29.6% | 16.2% | 6% | 1.8% | 1.5% | 0.65% | 0.06% |
| Feb 2026 | 42.1% | 28.2% | 18.8% | 6.9% | 1.7% | 1.4% | 0.76% | 0.06% |
| Mar 2026 | 43.9% | 29.4% | 16.1% | 7.2% | 1.4% | 1.4% | 0.53% | 0.07% |
| Apr 2026 | 43.8% | 29.4% | 16% | 7.2% | 1.8% | 1.2% | 0.53% | 0.09% |
| May 2026 | 42% | 28.1% | 18.8% | 6.9% | 2.1% | 1.4% | 0.62% | 0.1% |
| Jun 2026 | 43.6% | 29.2% | 16% | 7.2% | 1.8% | 1.4% | 0.65% | 0.13% |
| Jul 2026 | 43.7% | 29.3% | 16% | 7.2% | 1.8% | 1.4% | 0.53% | 0.13% |
| Aug 2026 | 44.3% | 29.6% | 16.2% | 6% | 1.8% | 1.5% | 0.54% | 0.13% |
| Sep 2026 | 38.2% | 31.2% | 20.9% | 6.3% | 1.5% | 1.3% | 0.56% | 0.14% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 38.2% | 3.4M | -18.1% | -6.1 points | |
| 2, held 2nd | 31.2% | 2.7M | 0% | +1.6 points | |
| 3, held 3rd | 20.9% | 1.8M | +22% | +4.6 points | |
| 4, held 4th | 6.3% | 550K | 0% | +0.3 points | |
| 5, held 5th | 1.5% | 135K | -18.2% | -0.2 points | |
| 6, held 6th | 1.3% | 110K | -18.5% | -0.2 points | |
| 7, held 7th | 0.56% | 49.5K | 0% | 0 points | |
| 8, held 8th | 0.14% | 12.1K | 0% | 0 points |
1.
Fiverr38.2%
Held 1st. 3.4M estimated branded searches, -18.1% vs prior month. Share -6.1 points.
2.
Upwork31.2%
Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share +1.6 points.
3.
Behance20.9%
Held 3rd. 1.8M estimated branded searches, +22% vs prior month. Share +4.6 points.
4.
Dribbble6.3%
Held 4th. 550K estimated branded searches, 0% vs prior month. Share +0.3 points.
1.5%
Held 5th. 135K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
6.
Toptal1.3%
Held 6th. 110K estimated branded searches, -18.5% vs prior month. Share -0.2 points.
0.56%
Held 7th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.
8.
Contra0.14%
Held 8th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Upwork and its closest rivals
Every comparison with Upwork
15 comparisons
How has branded search demand for Upwork changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Upwork worldwide held steady at 2.7M.
- Across the 12 months ending September 2026, Upwork’s share of searches among creative freelance platforms worldwide increased from 25.6% to 31.2%.
How did search popularity change for creative freelance platforms worldwide in September 2026?
6 changes
In September 2026, Behance gained share of searches among creative freelance platforms worldwide, from 16.2% to 20.9%.
In September 2026, Upwork gained share of searches among creative freelance platforms worldwide, from 29.6% to 31.2%.
In September 2026, Fiverr lost share of searches among creative freelance platforms worldwide, from 44.3% to 38.2%.
Estimated monthly branded searches for Contra worldwide rose 49.4% over 12 measured months, from 8.1K to 12.1K in September 2026.
Estimated monthly branded searches for Toptal worldwide fell 33.3% over 12 measured months, from 165K to 110K in September 2026.
Estimated monthly branded searches for 99designs worldwide fell 33.1% over 12 measured months, from 74K to 49.5K in September 2026.
How are Upwork’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Upwork’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.
- upwork
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Where does Upwork compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Creative freelance platforms | 2nd of 8 | 31.2% | Shown above |
| Freelance marketplaces | 2nd of 7 | 42.3% | Show ranking |
| Voiceover services | 2nd of 7 | 44.6% | Show ranking |
| Voice over marketplaces | 2nd of 7 | 44.6% | Show ranking |
Is Upwork your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.