--- title: "Etl tools: Which brands are most popular in search?" description: "Compare the etl tools developers choose between. Share of Search among Informatica, Fivetran, Airbyte, Talend, Matillion and Stitch, the etl tools 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/etl-tools" publisher: "Brandwave" --- # Etl tools: Which brands are most popular in search? Compare the etl tools developers choose between. Share of Search among Informatica, Fivetran, Airbyte, Talend, Matillion and Stitch, the etl tools 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**: Etl tools - **Market**: Global - **Brands compared**: 6 - **Month measured**: Aug 2026 - **Highest Share of Search**: Informatica, 77.6% ## Which brand is most popular in search among etl tools worldwide? - In August 2026, Informatica was the most searched among etl tools worldwide, with an estimated 301K branded searches and 77.6% estimated Share of Search within this set. - Fivetran is in 2nd place, 67.2 percentage points behind at 10.4% Share of Search. - Across the 11 months ending August 2026, Informatica’s estimated Share of Search among etl tools worldwide increased from 74.2% to 77.6%. - Across the 11 months ending August 2026, Fivetran’s estimated Share of Search among etl tools worldwide decreased from 12.2% to 10.4%. - Across the 11 months ending August 2026, Airbyte’s estimated Share of Search among etl tools worldwide decreased from 6.7% to 5.7%. - Across the 11 months ending August 2026, Talend’s estimated Share of Search among etl tools worldwide decreased from 4.5% to 3.8%. - Across the 11 months ending August 2026, Informatica’s estimated Share of Search among etl tools worldwide peaked at 79% in March 2026 and was lowest at 73.9% in June 2026. - Across the 11 months ending August 2026, Fivetran’s estimated Share of Search among etl tools worldwide peaked at 12.2% in October 2025 and was lowest at 8.7% in March 2026. - Across the 11 months ending August 2026, Airbyte’s estimated Share of Search among etl tools worldwide peaked at 6.9% in July 2026 and was lowest at 5.7% in August 2026. - Across the 11 months ending August 2026, Talend’s estimated Share of Search among etl tools worldwide peaked at 5.5% in December 2025 and was lowest at 3.8% in July 2026. - Across the 11 months ending August 2026, Matillion and Stitch held steady: their estimated Share of Search among etl tools worldwide each moved less than 0.5 percentage points. ## Compare search popularity between leading brands - [Informatica vs Fivetran: compare search popularity](/demand/global-en/compare/fivetran-vs-informatica): 77.6% against 10.4% Share of Search. - [Informatica vs Airbyte: compare search popularity](/demand/global-en/compare/airbyte-vs-informatica): 77.6% against 5.7% Share of Search. - [Informatica vs Talend: compare search popularity](/demand/global-en/compare/informatica-vs-talend): 77.6% against 3.8% Share of Search. - [Informatica vs Matillion: compare search popularity](/demand/global-en/compare/informatica-vs-matillion): 77.6% against 2.1% Share of Search. - [Fivetran vs Airbyte: compare search popularity](/demand/global-en/compare/airbyte-vs-fivetran): 10.4% against 5.7% Share of Search. - [Fivetran vs Talend: compare search popularity](/demand/global-en/compare/fivetran-vs-talend): 10.4% against 3.8% Share of Search. - [Fivetran vs Matillion: compare search popularity](/demand/global-en/compare/fivetran-vs-matillion): 10.4% against 2.1% Share of Search. - [Airbyte vs Talend: compare search popularity](/demand/global-en/compare/airbyte-vs-talend): 5.7% against 3.8% Share of Search. - [Airbyte vs Matillion: compare search popularity](/demand/global-en/compare/airbyte-vs-matillion): 5.7% against 2.1% Share of Search. - [Talend vs Matillion: compare search popularity](/demand/global-en/compare/matillion-vs-talend): 3.8% against 2.1% Share of Search. ## How did search popularity change for etl tools worldwide in August 2026? - In August 2026, Informatica gained estimated Share of Search among etl tools worldwide, from 76.6% to 77.6%. - In August 2026, Airbyte lost estimated Share of Search among etl tools worldwide, from 6.9% to 5.7%. - Estimated monthly branded searches for Stitch worldwide fell 55.2% over 11 measured months, from 2.9K to 1.3K in August 2026. - Estimated monthly branded searches for Talend worldwide fell 45.4% over 11 measured months, from 27.1K to 14.8K in August 2026. - Estimated monthly branded searches for Fivetran worldwide fell 45.3% over 11 measured months, from 74K to 40.5K in August 2026. - Estimated monthly branded searches for Matillion worldwide fell 33.1% over 11 measured months, from 12.1K to 8.1K in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Informatica | 77.6% | 301K | 0.0% | Informatica | | 2 | Fivetran | 10.4% | 40.5K | 0.0% | Fivetran | | 3 | Airbyte | 5.7% | 22.2K | -18.1% | Airbyte | | 4 | Talend | 3.8% | 14.8K | 0.0% | Talend | | 5 | Matillion | 2.1% | 8.1K | 0.0% | Matillion | | 6 | Stitch | 0.34% | 1.3K | -18.8% | Stitch | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Informatica | 450K | 74.2% | 1 | | Oct 2025 | Fivetran | 74K | 12.2% | 2 | | Oct 2025 | Airbyte | 40.5K | 6.7% | 3 | | Oct 2025 | Talend | 27.1K | 4.5% | 4 | | Oct 2025 | Matillion | 12.1K | 2% | 5 | | Oct 2025 | Stitch | 2.9K | 0.48% | 6 | | Nov 2025 | Informatica | 368K | 75.5% | 1 | | Nov 2025 | Fivetran | 49.5K | 10.2% | 2 | | Nov 2025 | Airbyte | 33.1K | 6.8% | 3 | | Nov 2025 | Talend | 22.2K | 4.6% | 4 | | Nov 2025 | Matillion | 12.1K | 2.5% | 5 | | Nov 2025 | Stitch | 2.4K | 0.49% | 6 | | Dec 2025 | Informatica | 301K | 75.1% | 1 | | Dec 2025 | Fivetran | 40.5K | 10.1% | 2 | | Dec 2025 | Airbyte | 27.1K | 6.8% | 3 | | Dec 2025 | Talend | 22.2K | 5.5% | 4 | | Dec 2025 | Matillion | 8.1K | 2% | 5 | | Dec 2025 | Stitch | 1.9K | 0.47% | 6 | | Jan 2026 | Informatica | 368K | 75.6% | 1 | | Jan 2026 | Fivetran | 49.5K | 10.2% | 2 | | Jan 2026 | Airbyte | 33.1K | 6.8% | 3 | | Jan 2026 | Talend | 22.2K | 4.6% | 4 | | Jan 2026 | Matillion | 12.1K | 2.5% | 5 | | Jan 2026 | Stitch | 1.9K | 0.39% | 6 | | Feb 2026 | Informatica | 368K | 75.9% | 1 | | Feb 2026 | Fivetran | 49.5K | 10.2% | 2 | | Feb 2026 | Airbyte | 33.1K | 6.8% | 3 | | Feb 2026 | Talend | 22.2K | 4.6% | 4 | | Feb 2026 | Matillion | 9.9K | 2% | 5 | | Feb 2026 | Stitch | 2.4K | 0.49% | 6 | | Mar 2026 | Informatica | 450K | 79% | 1 | | Mar 2026 | Fivetran | 49.5K | 8.7% | 2 | | Mar 2026 | Airbyte | 33.1K | 5.8% | 3 | | Mar 2026 | Talend | 22.2K | 3.9% | 4 | | Mar 2026 | Matillion | 12.1K | 2.1% | 5 | | Mar 2026 | Stitch | 2.4K | 0.42% | 6 | | Apr 2026 | Informatica | 368K | 76.6% | 1 | | Apr 2026 | Fivetran | 49.5K | 10.3% | 2 | | Apr 2026 | Airbyte | 33.1K | 6.9% | 3 | | Apr 2026 | Talend | 18.1K | 3.8% | 4 | | Apr 2026 | Matillion | 9.9K | 2.1% | 5 | | Apr 2026 | Stitch | 1.9K | 0.4% | 6 | | May 2026 | Informatica | 368K | 77.9% | 1 | | May 2026 | Fivetran | 49.5K | 10.5% | 2 | | May 2026 | Airbyte | 27.1K | 5.7% | 3 | | May 2026 | Talend | 18.1K | 3.8% | 4 | | May 2026 | Matillion | 8.1K | 1.7% | 5 | | May 2026 | Stitch | 1.9K | 0.4% | 6 | | Jun 2026 | Informatica | 301K | 73.9% | 1 | | Jun 2026 | Fivetran | 49.5K | 12.1% | 2 | | Jun 2026 | Airbyte | 27.1K | 6.7% | 3 | | Jun 2026 | Talend | 18.1K | 4.4% | 4 | | Jun 2026 | Matillion | 9.9K | 2.4% | 5 | | Jun 2026 | Stitch | 1.9K | 0.47% | 6 | | Jul 2026 | Informatica | 301K | 76.6% | 1 | | Jul 2026 | Fivetran | 40.5K | 10.3% | 2 | | Jul 2026 | Airbyte | 27.1K | 6.9% | 3 | | Jul 2026 | Talend | 14.8K | 3.8% | 4 | | Jul 2026 | Matillion | 8.1K | 2.1% | 5 | | Jul 2026 | Stitch | 1.6K | 0.41% | 6 | | Aug 2026 | Informatica | 301K | 77.6% | 1 | | Aug 2026 | Fivetran | 40.5K | 10.4% | 2 | | Aug 2026 | Airbyte | 22.2K | 5.7% | 3 | | Aug 2026 | Talend | 14.8K | 3.8% | 4 | | Aug 2026 | Matillion | 8.1K | 2.1% | 5 | | Aug 2026 | Stitch | 1.3K | 0.34% | 6 | | Sep 2026 | Airbyte | — | — | — | | Sep 2026 | Fivetran | — | — | — | | Sep 2026 | Informatica | — | — | — | | Sep 2026 | Matillion | — | — | — | | Sep 2026 | Stitch | — | — | — | | Sep 2026 | Talend | — | — | — | ## What is being compared - **Airbyte**: Measured on the search term “airbyte”. - **Fivetran**: Measured on the search term “fivetran”. - **Informatica**: Measured on the search term “informatica”. - **Matillion**: Measured on the search term “matillion”. - **Stitch**: Measured on the search term “stitch data”. - **Talend**: Measured on the search term “talend”. - [Airbyte](/demand/global-en/brands/airbyte) - [Fivetran](/demand/global-en/brands/fivetran) - [Informatica](/demand/global-en/brands/informatica) - [Matillion](/demand/global-en/brands/matillion) - [Stitch](/demand/global-en/brands/stitch) - [Talend](/demand/global-en/brands/talend) ## 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 etl tools worldwide? In August 2026, Informatica was the most searched among etl tools worldwide, with an estimated 301K branded searches and 77.6% estimated Share of Search within this set. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Etl tools: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/etl-tools This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/etl-tools. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.