Brandwave

Chess sets:Which are searched most?

In August 2026, Lichess was the most searched among chess sets worldwide, with an estimated 7.5M branded searches and 59.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Lichess59.2%
  2. Chess.com39.6%
  3. ChessBase1.1%
  4. House of Staunton0.13%
  5. DGT0.02%
  6. Regency Chess<0.01%

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Share of SearchLeaderboard

Compare the chess sets 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 chess sets worldwide, by month

Share of Search by month for Lichess, Chess.com. The figures are in the table below the chart.

View monthly share of search table
MonthLichessChess.comChessBaseHouse of StauntonDGTRegency Chess
Oct 202563.6%34.8%1.4%0.14%0.02%0.01%
Nov 202563.6%34.8%1.4%0.21%0.02%0.02%
Dec 202563.7%34.8%1.1%0.25%0.02%0.02%
Jan 202659%39.4%1.3%0.23%0.02%0.01%
Feb 202663.9%34.9%0.94%0.17%0.02%0.01%
Mar 202659.2%39.5%1.1%0.19%0.02%0.01%
Apr 202659%39.4%1.3%0.29%0.02%0.01%
May 202659%39.5%1.3%0.19%0.02%<0.01%
Jun 202659.2%39.6%1.1%0.19%0.02%<0.01%
Jul 202663.9%35%0.94%0.17%0.01%<0.01%
Aug 202659.2%39.6%1.1%0.13%0.02%<0.01%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Lichess

    59.2%

    Held 1st. 7.5M estimated branded searches, 0% vs prior month. Share -4.7 points.

  2. 2.Chess.com

    39.6%

    Held 2nd. 5M estimated branded searches, +22.2% vs prior month. Share +4.6 points.

  3. 3.ChessBase

    1.1%

    Held 3rd. 135K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

  4. 4.House of Staunton

    0.13%

    Held 4th. 16.2K estimated branded searches, -18.2% vs prior month. Share 0 points.

  5. 5.DGT

    0.02%

    Held 5th. 1.9K estimated branded searches, +18.8% vs prior month. Share 0 points.

  6. 6.Regency Chess

    <0.01%

    Held 6th. 1K estimated branded searches, +13.6% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among chess sets worldwide?

In August 2026, Lichess was the most searched among chess sets worldwide, with an estimated 7.5M branded searches and 59.2% estimated Share of Search within this set. Chess.com is in 2nd place, 19.6 percentage points behind at 39.6% Share of Search.

Global chess sets, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Lichess63.6% → 59.2%63.9%Jul 202659%Apr 20261st
Chess.com34.8% → 39.6%39.6%Aug 202634.8%Nov 20252nd
ChessBase1.4% → 1.1%1.4%Oct 20250.94%Feb 20263rd
House of Staunton0.14% → 0.13%0.29%Apr 20260.13%Aug 20264th
DGT0.02%0.02%Dec 20250.01%Jul 20265th
Regency Chess0.01% → <0.01%0.02%Dec 2025<0.01%Jul 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, Lichess’ estimated Share of Search among chess sets worldwide decreased from 63.6% to 59.2%.
  • Across the 11 months ending August 2026, Chess.com’s estimated Share of Search among chess sets worldwide increased from 34.8% to 39.6%.
  • Across the 11 months ending August 2026, Lichess’ estimated Share of Search among chess sets worldwide peaked at 63.9% in July 2026 and was lowest at 59% in April 2026.
  • Across the 11 months ending August 2026, Chess.com’s estimated Share of Search among chess sets worldwide peaked at 39.6% in August 2026 and was lowest at 34.8% in November 2025.
  • Across the 11 months ending August 2026, ChessBase, House of Staunton, DGT and Regency Chess held steady: their estimated Share of Search among chess sets worldwide each moved less than 0.5 percentage points.

How did search popularity change for chess sets worldwide in August 2026?

  1. In August 2026, Chess.com gained estimated Share of Search among chess sets worldwide, from 35% to 39.6%.

  2. In August 2026, Lichess lost estimated Share of Search among chess sets worldwide, from 63.9% to 59.2%.

  3. Estimated monthly branded searches for Regency Chess worldwide fell 23.1% over 11 measured months, from 1.3K to 1K in August 2026.

  4. Estimated monthly branded searches for DGT worldwide fell 20.8% over 11 measured months, from 2.4K to 1.9K in August 2026.

  5. Estimated monthly branded searches for ChessBase worldwide fell 18.2% over 11 measured months, from 165K to 135K in August 2026.

How the Brand Demand Index is measured

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