Brandwave

Antivirus software:Which brands are most popular in search?

In August 2026, Kaspersky was the most searched among antivirus software worldwide, with an estimated 550K branded searches and 35.4% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Kaspersky35.4%
  2. Bitdefender34%
  3. ESET16.2%
  4. Norton10.6%
  5. McAfee3.9%

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Share of SearchLeaderboard

Compare the antivirus and internet security software people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among antivirus software worldwide, by month

Share of Search by month for Kaspersky, Bitdefender, ESET, Norton, McAfee. The figures are in the table below the chart.

View monthly share of search table
MonthKasperskyBitdefenderESETNortonMcAfee
Oct 202533.5%33.1%17.9%10%5.5%
Nov 202534.2%32.9%18.1%10.2%4.6%
Dec 202535.3%33.8%15.6%10.6%4.8%
Jan 202633.1%31.8%17.6%12.1%5.4%
Feb 202633.6%32.6%18.2%10.1%5.5%
Mar 202631%36.5%16.9%9.3%6.2%
Apr 202633.4%33.1%18%10%5.5%
May 202635.6%33.6%16.1%8.7%5.9%
Jun 202631.9%36.7%17.6%9.6%4.3%
Jul 202630.8%39.6%17%9.2%3.4%
Aug 202635.4%34%16.2%10.6%3.9%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Kaspersky

    35.4%

    Moved from 2nd to 1st. 550K estimated branded searches, +22.2% vs prior month. Share +4.6 points.

  2. 2.Bitdefender

    34%

    Moved from 1st to 2nd. 529K estimated branded searches, -8.5% vs prior month. Share -5.6 points.

  3. 3.ESET

    16.2%

    Held 3rd. 252K estimated branded searches, +1.2% vs prior month. Share -0.9 points.

  4. 4.Norton

    10.6%

    Held 4th. 165K estimated branded searches, +22.2% vs prior month. Share +1.4 points.

  5. 5.McAfee

    3.9%

    Held 5th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.5 points.

Compare search popularity between leading brands

Which brand is most popular in search among antivirus software worldwide?

In August 2026, Kaspersky was the most searched among antivirus software worldwide, with an estimated 550K branded searches and 35.4% estimated Share of Search within this set. Bitdefender is in 2nd place, 1.4 percentage points behind at 34% Share of Search.

Global antivirus software, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Kaspersky33.5% → 35.4%35.6%May 202630.8%Jul 20261st
Bitdefender33.1% → 34%39.6%Jul 202631.8%Jan 20262nd
ESET17.9% → 16.2%18.2%Feb 202615.6%Dec 20253rd
Norton10% → 10.6%12.1%Jan 20268.7%May 20264th
McAfee5.5% → 3.9%6.2%Mar 20263.4%Jul 20265th

Each finding as a sentence

  • Across the 11 months ending August 2026, Kaspersky’s estimated Share of Search among antivirus software worldwide increased from 33.5% to 35.4%.
  • Across the 11 months ending August 2026, Bitdefender’s estimated Share of Search among antivirus software worldwide increased from 33.1% to 34%.
  • Across the 11 months ending August 2026, ESET’s estimated Share of Search among antivirus software worldwide decreased from 17.9% to 16.2%.
  • Across the 11 months ending August 2026, Norton’s estimated Share of Search among antivirus software worldwide increased from 10% to 10.6%.
  • Across the 11 months ending August 2026, McAfee’s estimated Share of Search among antivirus software worldwide decreased from 5.5% to 3.9%.
  • Across the 11 months ending August 2026, Kaspersky’s estimated Share of Search among antivirus software worldwide peaked at 35.6% in May 2026 and was lowest at 30.8% in July 2026.
  • Across the 11 months ending August 2026, Bitdefender’s estimated Share of Search among antivirus software worldwide peaked at 39.6% in July 2026 and was lowest at 31.8% in January 2026.
  • Across the 11 months ending August 2026, ESET’s estimated Share of Search among antivirus software worldwide peaked at 18.2% in February 2026 and was lowest at 15.6% in December 2025.
  • Across the 11 months ending August 2026, Norton’s estimated Share of Search among antivirus software worldwide peaked at 12.1% in January 2026 and was lowest at 8.7% in May 2026.
  • Across the 11 months ending August 2026, McAfee’s estimated Share of Search among antivirus software worldwide peaked at 6.2% in March 2026 and was lowest at 3.4% in July 2026.

How did search popularity change for antivirus software worldwide in August 2026?

  1. In August 2026, Kaspersky overtook Bitdefender to take the highest estimated Share of Search among antivirus software worldwide, at 35.4%.

  2. In August 2026, Norton gained estimated Share of Search among antivirus software worldwide, from 9.2% to 10.6%.

  3. In August 2026, McAfee gained estimated Share of Search among antivirus software worldwide, from 3.4% to 3.9%.

  4. In August 2026, Bitdefender lost estimated Share of Search among antivirus software worldwide, from 39.6% to 34%.

  5. In August 2026, ESET lost estimated Share of Search among antivirus software worldwide, from 17% to 16.2%.

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