Brandwave

How popular isXbox?

In September 2026, people searched for Xbox by name about 12.7 million times worldwide, a 6.3% increase from the previous year. These searches made up 20.5% of all global game controller brand searches, placing Xbox second out of 12 brands. When we asked both ChatGPT and Google AI Overviews about game controller brands, Xbox appeared in all answers and was the joint most recommended of the 12.

Search and AI answers in September 2026

Xbox is the second most searched of 12 competitors and the joint most recommended in AI answers.

  1. PlayStationShare of searches 48.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  2. XboxShare of searches 20.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. 8BitDoShare of searches 10.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. GameSirShare of searches 10.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. SCUFShare of searches 6.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+7 more

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Top game controller brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Xbox appeared in all five answers. Xbox is the joint most recommended of the 12.

Most recommended by AI

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

  1. Xbox1st
  2. 8BitDo1st
  3. GameSir3rd
  4. PlayStation4th
  5. Razer5th
  6. SCUF–
  7. Backbone–
  8. PowerA–
  9. GuliKit–
  10. Turtle Beach–
  11. +2 more

Mentioned by AI

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

  • Xbox5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • PlayStation4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • 8BitDo4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • GameSir4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Razer3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Turtle Beach1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SCUF0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Backbone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • PowerA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GuliKit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about game controller brands

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 27, 2026.

Which game controller brands compete with Xbox?

Xbox against game controller brands worldwide, by month

Share of searches by month for PlayStation, Xbox, 8BitDo, GameSir, SCUF. The figures are in the table below the chart.

View monthly share of searches table
MonthPlayStationXbox8BitDoGameSirSCUFBackbonePowerARazerGuliKitTurtle BeachNaconHORI
Oct 202545.4%26.1%9%7.3%7.6%1.5%1.1%0.78%0.66%0.3%0.21%0.09%
Nov 202546.7%28.5%8.1%5.4%7.4%1.5%0.81%0.61%0.49%0.27%0.19%0.06%
Dec 202548.7%29.2%7.1%5.8%5.3%1.7%0.75%0.62%0.43%0.28%0.16%0.06%
Jan 202645.1%25.5%11.6%7.8%5.8%1.3%0.96%0.72%0.57%0.26%0.19%0.07%
Feb 202640.8%28.5%10.2%8.4%7.7%1.4%1%0.73%0.62%0.28%0.24%0.08%
Mar 202644.4%26.2%9.4%9.4%6.3%1.3%1%0.77%0.69%0.25%0.22%0.08%
Apr 202643.6%26%10.9%8.9%6%1.5%0.95%0.78%0.66%0.29%0.22%0.09%
May 202637.9%29%11.6%9.5%8.1%1.2%0.83%0.72%0.7%0.26%0.23%0.08%
Jun 202643.2%28.7%8.9%8.9%6.6%1.1%0.89%0.59%0.65%0.29%0.18%0.07%
Jul 202642.8%27.7%9.1%9.1%7.4%1.3%0.91%0.69%0.55%0.3%0.18%0.09%
Aug 202641.8%25.7%10.8%10.8%6.6%1.2%0.89%0.67%0.65%0.36%0.21%0.09%
Sep 202648.8%20.5%10.3%10.3%6.3%1.2%0.85%0.64%0.51%0.34%0.2%0.08%

  1. 1.PlayStation

    48.8%

    Held 1st. 1.7M estimated branded searches, +22.9% vs prior month. Share +7 points.

  2. 2.Xbox

    20.5%

    Held 2nd. 734K estimated branded searches, -16.1% vs prior month. Share -5.2 points.

  3. 3.8BitDo

    10.3%

    Held 3rd. 368K estimated branded searches, 0% vs prior month. Share -0.5 points.

  4. 4.GameSir

    10.3%

    Held 4th. 368K estimated branded searches, 0% vs prior month. Share -0.5 points.

  5. 5.SCUF

    6.3%

    Held 5th. 226K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Backbone

    1.2%

    Held 6th. 41.9K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.PowerA

    0.85%

    Held 7th. 30.3K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Razer

    0.64%

    Held 8th. 22.9K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.GuliKit

    0.51%

    Held 9th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

  10. 10.Turtle Beach

    0.34%

    Held 10th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Nacon

    0.2%

    Held 11th. 7K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.HORI

    0.08%

    Held 12th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

Xbox, PlayStation and 2 other brands sell other things too, so only their searches that name this product count here, like “xbox controller”.

Compare popularity between Xbox and its closest rivals

Every comparison with Xbox

21 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Xbox worldwide rose from 12M to 12.7M.
  • Across the 12 months ending September 2026, Xbox’s share of searches among game controller brands worldwide decreased from 26.1% to 20.5%.
  • Across the 12 months ending September 2026, Xbox’s share of searches among game controller brands worldwide peaked at 29.2% in December 2025 and was lowest at 20.5% in September 2026.

How did search popularity change for game controller brands worldwide in September 2026?

6 changes

  1. In September 2026, PlayStation gained share of searches among game controller brands worldwide, from 41.8% to 48.8%.

  2. In September 2026, Xbox lost share of searches among game controller brands worldwide, from 25.7% to 20.5%.

  3. In September 2026, 8BitDo lost share of searches among game controller brands worldwide, from 10.8% to 10.3%.

  4. In September 2026, GameSir lost share of searches among game controller brands worldwide, from 10.8% to 10.3%.

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

  6. Estimated monthly branded searches for GuliKit worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.

How are Xbox’s branded searches counted?

7 search terms

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

  • xbox
  • xbox controller
  • xbox game bar
  • xbox gaming console
  • xbox one
  • xbox series x
  • xbox wireless controller

How the Brand Demand Index is measured

Who owns Xbox?

Xbox is owned by Microsoft. Brandwave also tracks Microsoft Copilot, Azure AI Document Intelligence, Azure AI Search, Azure Bicep, Azure Blob Storage, Azure Container Apps, Azure Container Registry, Azure Cosmos DB, Azure Data Factory, Azure DevOps, Azure Machine Learning, Azure Pipelines, Azure Service Bus, Azure Stream Analytics, Bing, Clipchamp, GitHub Actions, GitHub Copilot, LinkedIn, LinkedIn Ads, LinkedIn Recruiter, LinkedIn Sales Navigator, Microsoft 365, Microsoft Advertising, Microsoft Authenticator, Microsoft Azure, Microsoft Bookings, Microsoft Clarity, Microsoft Defender for Cloud, Microsoft Defender for Office 365, Microsoft Defender Vulnerability Management, Microsoft Designer, Microsoft Dynamics 365, Microsoft Dynamics 365 Business Central, Microsoft Dynamics 365 Supply Chain Management, Microsoft Edge, Microsoft Entra, Microsoft Forms, Microsoft Learn, Microsoft OneNote, Microsoft Outlook, Microsoft Places, Microsoft Planner, Microsoft Power Automate Process Mining, Microsoft Power BI, Microsoft PowerPoint, Microsoft Purview, Microsoft Surface, Microsoft Teams, Microsoft To Do, Microsoft Translator, Microsoft Visio, Microsoft Whiteboard, Minecraft, OneDrive, OneNote, Outlook, Power Automate, SharePoint and Xbox Game Pass, owned by the same company, worldwide.

Do you work for Xbox? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Xbox compete?

Xbox is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Video game consoles2nd of 628.6%Show ranking
Gaming platforms1st of 541.9%Show ranking
Game capture software3rd of 50.67%Show ranking
Game controller brands2nd of 1220.5%Shown above
Creator with pink hair and a pink jacket

Is Xbox your brand?

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