Brandwave

How popular isWhat to Expect?

In September 2026, people searched for What to Expect by name about 90,500 times worldwide, a 173.4% increase from the previous year. These searches made up 6.4% of all global pregnancy and baby app searches, placing What to Expect second out of six apps. When we asked both ChatGPT and Google AI Overviews about pregnancy and baby apps, What to Expect appeared in four of the five answers and was the most recommended of the six.

Search and AI answers in September 2026

What to Expect is the second most searched of 6 competitors and the most recommended in AI answers.

  1. Pregnancy+Share of searches 87.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. What to ExpectShare of searches 6.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. BabyCenterShare of searches 3.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. The BumpShare of searches 1.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. HuckleberryShare of searches 0.86%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top pregnancy and baby apps in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, What to Expect was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. What to Expect is the most recommended of the six.

Most recommended by AI

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

  1. What to Expect1st
  2. Pregnancy+2nd
  3. BabyCenter3rd
  4. Huckleberry4th
  5. The Bump5th
  6. BabyCentre–

Mentioned by AI

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

  • Pregnancy+4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • What to Expect4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BabyCenter4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Huckleberry3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Bump1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BabyCentre0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about pregnancy and baby apps

5 answers

Not named in any answer:

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

Which pregnancy and baby apps compete with What to Expect?

What to Expect against pregnancy and baby apps worldwide, by month

Share of searches by month for Pregnancy+, What to Expect, BabyCenter. The figures are in the table below the chart.

View monthly share of searches table
MonthPregnancy+What to ExpectBabyCenterThe BumpHuckleberryBabyCentre
Oct 202589.7%2.9%4.4%2%0.87%0.14%
Nov 202590.5%2.4%4.4%1.7%0.88%0.14%
Dec 202590.2%2.4%4.4%2%0.88%0.14%
Jan 202691.2%2.4%3.6%1.7%0.89%0.12%
Feb 202690.5%2.4%4.4%1.7%0.88%0.09%
Mar 202688.2%2.3%6.4%2%1%0.11%
Apr 202689.5%2.4%5.3%1.7%1.1%0.11%
May 202689.5%2.9%4.4%2%1.1%0.11%
Jun 202690.2%3.6%3.6%1.7%0.88%0.12%
Jul 202688.4%5.3%3.5%1.6%1.1%0.11%
Aug 202687.1%6.3%3.5%2%1%0.11%
Sep 202687.8%6.4%3.5%1.3%0.86%0.07%

  1. 1.Pregnancy+

    87.8%

    Held 1st. 1.2M estimated branded searches, +21.3% vs prior month. Share +0.7 points.

  2. 2.What to Expect

    6.4%

    Held 2nd. 90.5K estimated branded searches, +22.3% vs prior month. Share +0.1 points.

  3. 3.BabyCenter

    3.5%

    Held 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  4. 4.The Bump

    1.3%

    Held 4th. 18.8K estimated branded searches, -17.9% vs prior month. Share -0.6 points.

  5. 5.Huckleberry

    0.86%

    Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.BabyCentre

    0.07%

    Held 6th. 1K estimated branded searches, -23.1% vs prior month. Share 0 points.

Compare popularity between What to Expect and its closest rivals

Every comparison with What to Expect

5 comparisons

How has branded search demand for What to Expect changed worldwide over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for What to Expect worldwide rose from 33.1K to 90.5K.
  • Across the 12 months ending September 2026, What to Expect’s share of searches among pregnancy and baby apps worldwide increased from 2.9% to 6.4%.
  • Across the 12 months ending September 2026, What to Expect’s share of searches among pregnancy and baby apps worldwide peaked at 6.4% in September 2026 and was lowest at 2.3% in March 2026.
  • Across the 12 months ending September 2026, What to Expect rose from 3rd to 2nd among pregnancy and baby apps worldwide.

How did search popularity change for pregnancy and baby apps worldwide in September 2026?

5 changes

  1. In September 2026, Pregnancy+ gained share of searches among pregnancy and baby apps worldwide, from 87.1% to 87.8%.

  2. In September 2026, The Bump lost share of searches among pregnancy and baby apps worldwide, from 2% to 1.3%.

  3. What to Expect’s share of searches among pregnancy and baby apps worldwide has gained ground for 3 months in a row, from 3.6% to 6.4% in September 2026.

  4. Estimated monthly branded searches for Huckleberry worldwide rose 22.2% over 12 measured months, from 9.9K to 12.1K in September 2026.

  5. Estimated monthly branded searches for BabyCentre worldwide fell 37.5% over 12 measured months, from 1.6K to 1K in September 2026.

How are What to Expect’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using What to Expect’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.

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How the Brand Demand Index is measured

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