Fitbit vs Oura:Which is searched more?
In September 2026, Oura had more branded searches than Fitbit among fitness tracker brands worldwide. Oura was estimated to have 3.8M branded searches compared to Fitbit’s 1.3M, and held a 45.1% Share of Search versus Fitbit’s 15.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Fitbit or Oura?
Compare the fitness tracker and smart ring brands people wear. 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 by month for Oura, Fitbit. The figures are in the table below the chart.
View monthly share of search table
| Month | Oura | WHOOP | Fitbit | Amazfit | Polar |
|---|---|---|---|---|---|
| Oct 2025 | 45.9% | 26.2% | 16.8% | 10.6% | 0.45% |
| Nov 2025 | 52.9% | 20.9% | 16% | 9.8% | 0.43% |
| Dec 2025 | 54.1% | 21.7% | 13.8% | 10% | 0.37% |
| Jan 2026 | 47.1% | 27.8% | 14.3% | 10.4% | 0.44% |
| Feb 2026 | 47.4% | 27.2% | 14.6% | 10.5% | 0.43% |
| Mar 2026 | 44.2% | 30.4% | 13.6% | 11.4% | 0.44% |
| Apr 2026 | 42.5% | 30.2% | 15.7% | 11.2% | 0.36% |
| May 2026 | 36.4% | 30.6% | 23.3% | 9.4% | 0.3% |
| Jun 2026 | 44.8% | 25.9% | 19.4% | 9.6% | 0.27% |
| Jul 2026 | 43.7% | 30.7% | 15.8% | 9.5% | 0.28% |
| Aug 2026 | 39.4% | 32.8% | 17.2% | 10.3% | 0.31% |
| Sep 2026 | 45.1% | 29.7% | 15.6% | 9.3% | 0.27% |
How has the Fitbit and Oura comparison changed over the last 12 months?
3 findings
- Oura was ahead of Fitbit in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fitbit’s estimated Share of Search among fitness tracker brands worldwide moved from 16.8% to 15.6%, and its estimated monthly branded searches moved from 1.1M to 1.3M.
- Across the 12 months ending September 2026, Oura’s estimated Share of Search among fitness tracker brands worldwide moved from 45.9% to 45.1%, and its estimated monthly branded searches moved from 3.1M to 3.8M.
How did search popularity change for fitness tracker brands worldwide in September 2026?
2 changes
In September 2026, Oura gained estimated Share of Search among fitness tracker brands worldwide, from 39.4% to 45.1%.
In September 2026, Fitbit lost estimated Share of Search among fitness tracker brands worldwide, from 17.2% to 15.6%.
Other head-to-heads among fitness tracker brands
How each brand is measured
Brandwave collects information about searches that people make online using Fitbit’s and Oura’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.