Audio plugin brands:Which are most popular?

Name: Audio plugin brands: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

FabFilter, Plugin Alliance and Slate Digital tie for the highest share of searches among audio plugin brands worldwide, at 15% each in October 2026. When we checked with ChatGPT and Google AI Overviews, FabFilter, iZotope, Soundtoys and Waves were mentioned most often, in three of the five answers. FabFilter was recommended most often, coming first in two out of five responses.

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Top audio plugin brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, FabFilter, iZotope, Soundtoys and Waves were mentioned most often, in three of the five answers. FabFilter was recommended most often, coming first in two out of five answers. Waves was second, and Soundtoys was third. Slate Digital, which ranked third in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
FabFilter	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
iZotope	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Soundtoys	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
Waves	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Plugin Alliance	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Universal Audio	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Native Instruments	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
u-he	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Valhalla DSP	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Xfer Records	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Slate Digital	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Kilohearts	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Spectrasonics	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Output	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Eventide	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

FabFilter3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
iZotope3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Soundtoys3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Waves3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Plugin Alliance2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Universal Audio2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Native Instruments2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
u-he1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Valhalla DSP1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Xfer Records1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Slate Digital0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kilohearts0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Spectrasonics0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Output0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Eventide0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about audio plugin brands

5 answers

Asked ChatGPT
“What are the best VST plugins for mixing?”
Asked ChatGPT
“Which companies make the best audio plugins?”
1. 1FabFilter
2. 2Universal Audio
3. 3iZotope
4. 4Soundtoys
5. 5Valhalla DSP
6. 6Waves
7. 7Plugin Alliance
8. 8u-he
Asked ChatGPT
“What plugins should I buy for music production?”
Searched Google, AI Overview
“vst plugins”
Searched Google, AI Overview
“audio plugins”
1. 1Waves
2. 2Plugin Alliance

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 audio plugin brands do people search for most?

This chart shows how often people search Google for each audio plugin brand by name. Each line represents a brand's share of searches for all 15 audio plugin brands we track, month by month, from English-language searches worldwide.

Share of searches among audio plugin brands worldwide, by month

Month	FabFilter	Plugin Alliance	Slate Digital	iZotope	u-he	Soundtoys	Valhalla DSP	Waves	Universal Audio	Xfer Records	Kilohearts	Spectrasonics	Native Instruments	Output	Eventide
Nov 2025	15.1%	12.4%	5.6%	12.4%	8.6%	12.4%	8.3%	6.8%	6.8%	2.6%	2%	3.1%	2%	1.4%	0.26%
Dec 2025	9.1%	9.1%	4%	13.5%	6.4%	36.8%	5%	3.3%	5%	2%	1.5%	1.5%	1.6%	1.1%	0.23%
Jan 2026	16.2%	13.2%	7.2%	13.2%	8.1%	8.9%	8.9%	5.9%	4.9%	3.6%	2.2%	2.6%	2.9%	2%	0.22%
Feb 2026	16.4%	13.4%	7.3%	13.4%	8.2%	7.3%	9%	6%	4.9%	3.7%	2.7%	2.7%	2.9%	2%	0.27%
Mar 2026	15.3%	12.5%	6.9%	15.3%	8.9%	8.4%	8.4%	5.6%	4.6%	3.6%	2.5%	3.1%	2.7%	1.8%	0.25%
Apr 2026	15%	12.3%	6.7%	12.3%	10.2%	10.1%	8.2%	5.5%	6.7%	3.5%	2.5%	2.5%	2.4%	1.8%	0.25%
May 2026	16.2%	10.8%	7.2%	13.2%	11%	7.2%	8.8%	5.9%	4.8%	3.8%	3.2%	2.6%	2.6%	2.1%	0.27%
Jun 2026	17.7%	11.8%	7.9%	11.8%	10.3%	7.9%	7.9%	5.3%	5.3%	3.4%	2.9%	2.9%	2.6%	2%	0.29%
Jul 2026	14.5%	11.9%	6.5%	14.5%	10.3%	9.7%	7.9%	5.3%	5.3%	3.4%	2.9%	2.9%	2.6%	1.8%	0.29%
Aug 2026	15.2%	12.5%	6.8%	12.5%	10.8%	8.3%	8.3%	5.6%	4.6%	3.8%	3%	3%	3%	2.1%	0.31%
Sep 2026	15.6%	10.4%	7%	12.8%	11.1%	8.5%	8.5%	5.7%	4.7%	3.9%	3.1%	3.1%	3.1%	2.1%	0.31%
Oct 2026	15%	15%	15%	10%	8.7%	8.2%	6.7%	5.5%	3.7%	3.1%	2.5%	2.5%	2.4%	1.6%	0.25%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	FabFilter	15%	60.5K	+22.2%	-0.6 points
2, moved from 4th to 2nd	Plugin Alliance	15%	60.5K	+82.8%	+4.6 pointsmoved from 4th to 2nd
3, moved from 7th to 3rd	Slate Digital	15%	60.5K	+172.5%	+8 pointsmoved from 7th to 3rd
4, moved from 2nd to 4th	iZotope Native Instruments	10%	40.5K	0%	-2.7 pointsmoved from 2nd to 4th
5, moved from 3rd to 5th	u-he	8.7%	35.2K	0%	-2.4 pointsmoved from 3rd to 5th
6, moved from 5th to 6th	Soundtoys	8.2%	33.1K	+22.1%	-0.3 pointsmoved from 5th to 6th
7, moved from 6th to 7th	Valhalla DSP	6.7%	27.1K	0%	-1.8 pointsmoved from 6th to 7th
8, held 8th	WavesWaves Audio	5.5%	22.2K	+22.7%	-0.2 points
9, held 9th	Universal Audio	3.7%	14.8K	0%	-1 points
10, held 10th	Xfer Records	3.1%	12.5K	0%	-0.8 points
11, held 11th	Kilohearts	2.5%	9.9K	0%	-0.7 points
12, held 12th	Spectrasonics	2.5%	9.9K	0%	-0.7 points
13, held 13th	Native Instruments	2.4%	9.8K	0%	-0.7 points
14, held 14th	Output	1.6%	6.3K	-7.4%	-0.6 points
15, held 15th	Eventide	0.25%	1K	0%	-0.1 points

1.FabFilter
15%
Held 1st. 60.5K estimated branded searches, +22.2% vs prior month. Share -0.6 points.
2.Plugin Alliance
15%
Moved from 4th to 2nd. 60.5K estimated branded searches, +82.8% vs prior month. Share +4.6 points.
3.Slate Digital
15%
Moved from 7th to 3rd. 60.5K estimated branded searches, +172.5% vs prior month. Share +8 points.
4.iZotope
10%
Moved from 2nd to 4th. 40.5K estimated branded searches, 0% vs prior month. Share -2.7 points.
5.u-he
8.7%
Moved from 3rd to 5th. 35.2K estimated branded searches, 0% vs prior month. Share -2.4 points.
6.Soundtoys
8.2%
Moved from 5th to 6th. 33.1K estimated branded searches, +22.1% vs prior month. Share -0.3 points.
7.Valhalla DSP
6.7%
Moved from 6th to 7th. 27.1K estimated branded searches, 0% vs prior month. Share -1.8 points.
8.Waves
5.5%
Held 8th. 22.2K estimated branded searches, +22.7% vs prior month. Share -0.2 points.
9.Universal Audio
3.7%
Held 9th. 14.8K estimated branded searches, 0% vs prior month. Share -1 points.
10.Xfer Records
3.1%
Held 10th. 12.5K estimated branded searches, 0% vs prior month. Share -0.8 points.
11.Kilohearts
2.5%
Held 11th. 9.9K estimated branded searches, 0% vs prior month. Share -0.7 points.
12.Spectrasonics
2.5%
Held 12th. 9.9K estimated branded searches, 0% vs prior month. Share -0.7 points.
13.Native Instruments
2.4%
Held 13th. 9.8K estimated branded searches, 0% vs prior month. Share -0.7 points.
14.Output
1.6%
Held 14th. 6.3K estimated branded searches, -7.4% vs prior month. Share -0.6 points.
15.Eventide
0.25%
Held 15th. 1K estimated branded searches, 0% vs prior month. Share -0.1 points.

Universal Audio and Native Instruments sell other things too, so only their searches that name this product count here, like “uad plugins”.

Which brand is most popular in search among audio plugin brands worldwide?

15 brands

FabFilter, Plugin Alliance and Slate Digital tie for the highest share of searches among audio plugin brands worldwide, at 15% each in October 2026.

Global audio plugin brands, last 12 months ending October 2026
Brand	Share of searches	Peak	Low	Rank
FabFilter	15.1% → 15%	17.7%Jun 2026	9.1%Dec 2025	1st
Plugin Alliance	12.4% → 15%	15%Oct 2026	9.1%Dec 2025	3rd → 2nd
Slate Digital	5.6% → 15%	15%Oct 2026	4%Dec 2025	9th → 3rd
iZotope	12.4% → 10%	15.3%Mar 2026	10%Oct 2026	2nd → 4th
u-he	8.6% → 8.7%	11.1%Sep 2026	6.4%Dec 2025	5th
Soundtoys	12.4% → 8.2%	36.8%Dec 2025	7.2%May 2026	4th → 6th
Valhalla DSP	8.3% → 6.7%	9%Feb 2026	5%Dec 2025	6th → 7th
Waves	6.8% → 5.5%	6.8%Nov 2025	3.3%Dec 2025	8th
Universal Audio	6.8% → 3.7%	6.8%Nov 2025	3.7%Oct 2026	7th → 9th
Xfer Records	2.6% → 3.1%	3.9%Sep 2026	2%Dec 2025	11th → 10th
Kilohearts	2% → 2.5%	3.2%May 2026	1.5%Dec 2025	12th → 11th
Spectrasonics	3.1% → 2.5%	3.1%Sep 2026	1.5%Dec 2025	10th → 12th
Native Instruments	2% → 2.4%	3.1%Sep 2026	1.6%Dec 2025	13th
Output	1.4% → 1.6%	2.1%Sep 2026	1.1%Dec 2025	14th
Eventide	0.26% → 0.25%	0.31%Sep 2026	0.22%Jan 2026	15th

Each finding as a sentence

Across the 12 months ending October 2026, Plugin Alliance’s share of searches among audio plugin brands worldwide increased from 12.4% to 15%.
Across the 12 months ending October 2026, Slate Digital’s share of searches among audio plugin brands worldwide increased from 5.6% to 15%.
Across the 12 months ending October 2026, iZotope’s share of searches among audio plugin brands worldwide decreased from 12.4% to 10%.
Across the 12 months ending October 2026, Soundtoys’ share of searches among audio plugin brands worldwide decreased from 12.4% to 8.2%.
Across the 12 months ending October 2026, Valhalla DSP’s share of searches among audio plugin brands worldwide decreased from 8.3% to 6.7%.
Across the 12 months ending October 2026, Waves’ share of searches among audio plugin brands worldwide decreased from 6.8% to 5.5%.
Across the 12 months ending October 2026, Universal Audio’s share of searches among audio plugin brands worldwide decreased from 6.8% to 3.7%.
Across the 12 months ending October 2026, Spectrasonics’ share of searches among audio plugin brands worldwide decreased from 3.1% to 2.5%.
Across the 12 months ending October 2026, FabFilter’s share of searches among audio plugin brands worldwide peaked at 17.7% in June 2026 and was lowest at 9.1% in December 2025.
Across the 12 months ending October 2026, Plugin Alliance’s share of searches among audio plugin brands worldwide peaked at 15% in October 2026 and was lowest at 9.1% in December 2025.
Across the 12 months ending October 2026, Slate Digital’s share of searches among audio plugin brands worldwide peaked at 15% in October 2026 and was lowest at 4% in December 2025.
Across the 12 months ending October 2026, iZotope’s share of searches among audio plugin brands worldwide peaked at 15.3% in March 2026 and was lowest at 10% in October 2026.
Across the 12 months ending October 2026, u-he’s share of searches among audio plugin brands worldwide peaked at 11.1% in September 2026 and was lowest at 6.4% in December 2025.
Across the 12 months ending October 2026, Soundtoys’ share of searches among audio plugin brands worldwide peaked at 36.8% in December 2025 and was lowest at 7.2% in May 2026.
Across the 12 months ending October 2026, Valhalla DSP’s share of searches among audio plugin brands worldwide peaked at 9% in February 2026 and was lowest at 5% in December 2025.
Across the 12 months ending October 2026, Waves’ share of searches among audio plugin brands worldwide peaked at 6.8% in November 2025 and was lowest at 3.3% in December 2025.
Across the 12 months ending October 2026, Xfer Records’ share of searches among audio plugin brands worldwide peaked at 3.9% in September 2026 and was lowest at 2% in December 2025.
Across the 12 months ending October 2026, Kilohearts’ share of searches among audio plugin brands worldwide peaked at 3.2% in May 2026 and was lowest at 1.5% in December 2025.
Across the 12 months ending October 2026, Spectrasonics’ share of searches among audio plugin brands worldwide peaked at 3.1% in September 2026 and was lowest at 1.5% in December 2025.
Across the 12 months ending October 2026, Native Instruments’ share of searches among audio plugin brands worldwide peaked at 3.1% in September 2026 and was lowest at 1.6% in December 2025.
Across the 12 months ending October 2026, Output’s share of searches among audio plugin brands worldwide peaked at 2.1% in September 2026 and was lowest at 1.1% in December 2025.
Across the 12 months ending October 2026, Plugin Alliance rose from 3rd to 2nd among audio plugin brands worldwide.
Across the 12 months ending October 2026, Slate Digital rose from 9th to 3rd among audio plugin brands worldwide.
Across the 12 months ending October 2026, iZotope fell from 2nd to 4th among audio plugin brands worldwide.
Across the 12 months ending October 2026, Soundtoys fell from 4th to 6th among audio plugin brands worldwide.
Across the 12 months ending October 2026, Valhalla DSP fell from 6th to 7th among audio plugin brands worldwide.
Across the 12 months ending October 2026, Universal Audio fell from 7th to 9th among audio plugin brands worldwide.
Across the 12 months ending October 2026, Xfer Records rose from 11th to 10th among audio plugin brands worldwide.
Across the 12 months ending October 2026, Kilohearts rose from 12th to 11th among audio plugin brands worldwide.
Across the 12 months ending October 2026, Spectrasonics fell from 10th to 12th among audio plugin brands worldwide.
Across the 12 months ending October 2026, FabFilter, u-he, Native Instruments, Output and Eventide held steady: their share of searches among audio plugin brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for audio plugin brands worldwide in October 2026?

8 changes

In October 2026, Plugin Alliance overtook iZotope and u-he to rank 2nd among audio plugin brands worldwide, with 15% of the searches.
In October 2026, Slate Digital overtook iZotope and 3 others to rank 3rd among audio plugin brands worldwide, with 15% of the searches.
In October 2026, iZotope lost share of searches among audio plugin brands worldwide, from 12.8% to 10%.
In October 2026, u-he lost share of searches among audio plugin brands worldwide, from 11.1% to 8.7%.
In October 2026, Valhalla DSP lost share of searches among audio plugin brands worldwide, from 8.5% to 6.7%.
In October 2026, Universal Audio lost share of searches among audio plugin brands worldwide, from 4.7% to 3.7%.
In October 2026, Xfer Records lost share of searches among audio plugin brands worldwide, from 3.9% to 3.1%.
In October 2026, Kilohearts lost share of searches among audio plugin brands worldwide, from 3.1% to 2.5%.

How are branded searches counted for audio plugin brands?

19 search terms

Each brand's share of searches among audio plugin brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.