Brandwave

Deloitte vs PwC:Which is more popular?

In September 2026, Deloitte had more branded searches than PwC among consulting firms worldwide. Deloitte had about 1.8 million branded searches, while PwC had 1 million. Deloitte made up 31.8% of all consulting firm searches we track, and PwC accounted for 17.4%. When we asked ChatGPT and Google AI Overviews about consulting firms, Deloitte and PwC each appeared in three of the four answers. PwC was mentioned before Deloitte in two out of three answers.

Among consulting firms worldwide in September 2026

Who do people search for more?

Deloitte, about 83% more searches than PwC

Deloitte 1.8M searchesPwC 1M searches

Who does AI mention more?

Both were mentioned in 3 of 4 answers.

Deloitte in 3 of 4PwC in 3 of 4

Who does AI recommend more?

PwC, named ahead of Deloitte in 2 of 3 answers

PwC first in 2Deloitte first in 1

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Top consulting firms in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Deloitte and PwC were each mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. PwC was listed before Deloitte in two out of three answers.

Most recommended by AI

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

  1. McKinsey & Company1st
  2. BCG2nd
  3. Bain & Company3rd
  4. PwC4th
  5. Oliver Wyman5th
  6. Deloitte6th
  7. EY-Parthenon7th
  8. Kearney8th
  9. L.E.K. Consulting9th
  10. Accenture10th

Mentioned by AI

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

  • BCG4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • McKinsey & Company4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bain & Company4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Deloitte3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • PwC3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Accenture2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Oliver Wyman2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • EY-Parthenon2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • L.E.K. Consulting2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kearney2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about consulting firms

4 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is Deloitte or PwC more popular in search?

This chart shows how often people search Google for Deloitte and PwC by name. Each line represents a brand's share of searches for all ten consulting firms we track, month by month, from English-language searches worldwide.

Deloitte and PwC among consulting firms worldwide, by month

Share of searches by month for Deloitte, PwC. The figures are in the table below the chart.

View monthly share of searches table
MonthDeloitteAccenturePwCBCGMcKinsey & CompanyBain & CompanyOliver WymanEY-ParthenonL.E.K. ConsultingKearney
Oct 202530.4%24.9%16.6%10.8%9.1%5%1.5%1%0.37%0.26%
Nov 202531.7%26%17.3%9.2%7.8%5.2%1.3%0.86%0.31%0.22%
Dec 202524.2%29.8%19.8%8.7%8.9%6.1%1.2%0.8%0.24%0.21%
Jan 202627.4%27.4%18.3%9.7%8.2%5.9%1.7%0.9%0.27%0.25%
Feb 202627.8%27.8%18.5%9.9%8.3%5%1.4%0.92%0.27%0.25%
Mar 202626.9%26.9%17.9%9.5%9.8%5.8%1.6%1.1%0.26%0.24%
Apr 202627.3%27.3%18.2%9.7%10%4.9%1.3%0.9%0.27%0.25%
May 202628.7%28.7%15.8%10.2%8.6%5.1%1.4%0.95%0.28%0.21%
Jun 202629.1%29.1%16%9%8.7%5.1%1.4%0.96%0.29%0.23%
Jul 202629.1%29.1%16%9%8.7%5.1%1.4%0.96%0.29%0.23%
Aug 202628.5%28.5%15.6%8.8%8.5%7.2%1.4%0.94%0.34%0.24%
Sep 202631.8%26%17.4%9.2%7.8%4.6%1.6%1%0.31%0.22%

How has the Deloitte and PwC comparison changed over the last 12 months?

3 findings
  • Deloitte was ahead of PwC in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Deloitte’s share of searches among consulting firms worldwide moved from 30.4% to 31.8%, and its estimated monthly branded searches held steady at 1.8M.
  • Across the 12 months ending September 2026, PwC’s share of searches among consulting firms worldwide moved from 16.6% to 17.4%, and its estimated monthly branded searches held steady at 1M.

How did search popularity change for consulting firms worldwide in September 2026?

2 changes

  1. In September 2026, Deloitte overtook Accenture to become the leader among consulting firms worldwide, with 31.8% of the searches.

  2. In September 2026, PwC gained share of searches among consulting firms worldwide, from 15.6% to 17.4%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Deloitte’s and PwC’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Deloitte

1 branded search term

  • deloitte

PwC

1 branded search term

  • pwc

How the Brand Demand Index is measured

Other head-to-heads among consulting firms

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