---
title: "Antivirus software: Which brands are most popular in search?"
description: "Compare the antivirus and internet security software people buy. Share of Search among Kaspersky, Bitdefender, ESET, Norton and McAfee, the antivirus software Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/antivirus-software"
publisher: "Brandwave"
---

# Antivirus software: Which brands are most popular in search?

Compare the antivirus and internet security software people buy. Share of Search among Kaspersky, Bitdefender, ESET, Norton and McAfee, the antivirus software Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Antivirus software
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Kaspersky, 35.4%

## 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.
- 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.

## Compare search popularity between leading brands

- [Kaspersky vs Bitdefender: compare search popularity](/demand/global-en/compare/bitdefender-vs-kaspersky): 35.4% against 34% Share of Search.
- [Kaspersky vs ESET: compare search popularity](/demand/global-en/compare/eset-vs-kaspersky): 35.4% against 16.2% Share of Search.
- [Kaspersky vs Norton: compare search popularity](/demand/global-en/compare/kaspersky-vs-norton): 35.4% against 10.6% Share of Search.
- [Kaspersky vs McAfee: compare search popularity](/demand/global-en/compare/kaspersky-vs-mcafee): 35.4% against 3.9% Share of Search.
- [Bitdefender vs ESET: compare search popularity](/demand/global-en/compare/bitdefender-vs-eset): 34% against 16.2% Share of Search.
- [Bitdefender vs Norton: compare search popularity](/demand/global-en/compare/bitdefender-vs-norton): 34% against 10.6% Share of Search.
- [Bitdefender vs McAfee: compare search popularity](/demand/global-en/compare/bitdefender-vs-mcafee): 34% against 3.9% Share of Search.
- [ESET vs Norton: compare search popularity](/demand/global-en/compare/eset-vs-norton): 16.2% against 10.6% Share of Search.
- [ESET vs McAfee: compare search popularity](/demand/global-en/compare/eset-vs-mcafee): 16.2% against 3.9% Share of Search.
- [Norton vs McAfee: compare search popularity](/demand/global-en/compare/mcafee-vs-norton): 10.6% against 3.9% Share of Search.

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

- In August 2026, Kaspersky overtook Bitdefender to take the highest estimated Share of Search among antivirus software worldwide, at 35.4%.
- In August 2026, Norton gained estimated Share of Search among antivirus software worldwide, from 9.2% to 10.6%.
- In August 2026, McAfee gained estimated Share of Search among antivirus software worldwide, from 3.4% to 3.9%.
- In August 2026, Bitdefender lost estimated Share of Search among antivirus software worldwide, from 39.6% to 34%.
- In August 2026, ESET lost estimated Share of Search among antivirus software worldwide, from 17% to 16.2%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Kaspersky | 35.4% | 550K | +22.2% | Kaspersky |
| 2 | Bitdefender | 34% | 529K | -8.5% | Bitdefender |
| 3 | ESET | 16.2% | 252K | +1.2% | ESET |
| 4 | Norton | 10.6% | 165K | +22.2% | Norton |
| 5 | McAfee | 3.9% | 60.5K | +22.2% | McAfee |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kaspersky | 673K | 33.5% | 1 |
| Oct 2025 | Bitdefender | 664K | 33.1% | 2 |
| Oct 2025 | ESET | 360K | 17.9% | 3 |
| Oct 2025 | Norton | 201K | 10% | 4 |
| Oct 2025 | McAfee | 110K | 5.5% | 5 |
| Nov 2025 | Kaspersky | 673K | 34.2% | 1 |
| Nov 2025 | Bitdefender | 648K | 32.9% | 2 |
| Nov 2025 | ESET | 357K | 18.1% | 3 |
| Nov 2025 | Norton | 201K | 10.2% | 4 |
| Nov 2025 | McAfee | 90.5K | 4.6% | 5 |
| Dec 2025 | Kaspersky | 673K | 35.3% | 1 |
| Dec 2025 | Bitdefender | 643K | 33.8% | 2 |
| Dec 2025 | ESET | 297K | 15.6% | 3 |
| Dec 2025 | Norton | 201K | 10.6% | 4 |
| Dec 2025 | McAfee | 90.5K | 4.8% | 5 |
| Jan 2026 | Kaspersky | 673K | 33.1% | 1 |
| Jan 2026 | Bitdefender | 647K | 31.8% | 2 |
| Jan 2026 | ESET | 358K | 17.6% | 3 |
| Jan 2026 | Norton | 246K | 12.1% | 4 |
| Jan 2026 | McAfee | 110K | 5.4% | 5 |
| Feb 2026 | Kaspersky | 550K | 33.6% | 1 |
| Feb 2026 | Bitdefender | 534K | 32.6% | 2 |
| Feb 2026 | ESET | 297K | 18.2% | 3 |
| Feb 2026 | Norton | 165K | 10.1% | 4 |
| Feb 2026 | McAfee | 90.5K | 5.5% | 5 |
| Mar 2026 | Bitdefender | 648K | 36.5% | 1 |
| Mar 2026 | Kaspersky | 550K | 31% | 2 |
| Mar 2026 | ESET | 300K | 16.9% | 3 |
| Mar 2026 | Norton | 165K | 9.3% | 4 |
| Mar 2026 | McAfee | 110K | 6.2% | 5 |
| Apr 2026 | Kaspersky | 550K | 33.4% | 1 |
| Apr 2026 | Bitdefender | 546K | 33.1% | 2 |
| Apr 2026 | ESET | 296K | 18% | 3 |
| Apr 2026 | Norton | 165K | 10% | 4 |
| Apr 2026 | McAfee | 90.5K | 5.5% | 5 |
| May 2026 | Kaspersky | 550K | 35.6% | 1 |
| May 2026 | Bitdefender | 519K | 33.6% | 2 |
| May 2026 | ESET | 249K | 16.1% | 3 |
| May 2026 | Norton | 135K | 8.7% | 4 |
| May 2026 | McAfee | 90.5K | 5.9% | 5 |
| Jun 2026 | Bitdefender | 517K | 36.7% | 1 |
| Jun 2026 | Kaspersky | 450K | 31.9% | 2 |
| Jun 2026 | ESET | 249K | 17.6% | 3 |
| Jun 2026 | Norton | 135K | 9.6% | 4 |
| Jun 2026 | McAfee | 60.5K | 4.3% | 5 |
| Jul 2026 | Bitdefender | 578K | 39.6% | 1 |
| Jul 2026 | Kaspersky | 450K | 30.8% | 2 |
| Jul 2026 | ESET | 249K | 17% | 3 |
| Jul 2026 | Norton | 135K | 9.2% | 4 |
| Jul 2026 | McAfee | 49.5K | 3.4% | 5 |
| Aug 2026 | Kaspersky | 550K | 35.4% | 1 |
| Aug 2026 | Bitdefender | 529K | 34% | 2 |
| Aug 2026 | ESET | 252K | 16.2% | 3 |
| Aug 2026 | Norton | 165K | 10.6% | 4 |
| Aug 2026 | McAfee | 60.5K | 3.9% | 5 |
| Sep 2026 | Bitdefender | — | — | — |
| Sep 2026 | ESET | — | — | — |
| Sep 2026 | Kaspersky | — | — | — |
| Sep 2026 | McAfee | — | — | — |
| Sep 2026 | Norton | — | — | — |

## What is being compared

- **Bitdefender**: Measured on the search terms “antivirus bitdefender”, “bitdefender”, “bitdefender antivirus”, “bitdefender app”, “bitdefender com”, “bitdefender endpoint security”, “bitdefender gravityzone” and “bitdefender software”, summed into one figure.
- **ESET**: Measured on the search terms “antivirus eset”, “endpoint security eset”, “eset”, “eset antivirus”, “eset app”, “eset com”, “eset protect” and “eset software”, summed into one figure.
- **Kaspersky**: Measured on the search term “kaspersky”.
- **McAfee**: Measured on the search term “mcafee antivirus”.
- **Norton**: Measured on the search term “norton antivirus”.

- [Bitdefender](/demand/global-en/brands/bitdefender)
- [ESET](/demand/global-en/brands/eset)
- [Kaspersky](/demand/global-en/brands/kaspersky)
- [McAfee](/demand/global-en/brands/mcafee)
- [Norton](/demand/global-en/brands/norton)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Antivirus software: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/antivirus-software

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/antivirus-software. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.