Brandwave

Paywall platforms:Which brands are most popular in search?

In August 2026, Pico was the most searched among paywall platforms worldwide, with an estimated 49.5K branded searches and 68.3% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Pico68.3%
  2. Zuora20.7%
  3. Poool9.3%
  4. Piano1.5%
  5. Leaky Paywall0.23%

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Share of SearchLeaderboard

Compare the platforms publishers charge readers through. 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 paywall platforms worldwide, by month

Share of Search by month for Pico, Zuora, Poool. The figures are in the table below the chart.

View monthly share of search table
MonthPicoZuoraPooolPianoLeaky Paywall
Oct 202570.2%21.4%6.4%1.7%0.3%
Nov 202573.1%18.2%6.6%1.8%0.31%
Dec 202573.1%18.2%6.6%1.8%0.25%
Jan 202672%18%8%1.7%0.31%
Feb 202669.2%21.1%7.7%1.6%0.36%
Mar 202664.8%24.1%8.8%1.9%0.34%
Apr 202668.1%20.7%9.2%1.6%0.36%
May 202661.9%23%12.5%2.3%0.32%
Jun 202662.1%23.1%12.6%1.9%0.32%
Jul 202669.4%17.2%11.5%1.7%0.24%
Aug 202668.3%20.7%9.3%1.5%0.23%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Pico

    68.3%

    Held 1st. 49.5K estimated branded searches, 0% vs prior month. Share -1.1 points.

  2. 2.Zuora

    20.7%

    Held 2nd. 15K estimated branded searches, +21.9% vs prior month. Share +3.5 points.

  3. 3.Poool

    9.3%

    Held 3rd. 6.7K estimated branded searches, -18.3% vs prior month. Share -2.2 points.

  4. 4.Piano

    1.5%

    Held 4th. 1.1K estimated branded searches, -6.8% vs prior month. Share -0.1 points.

  5. 5.Leaky Paywall

    0.23%

    Held 5th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among paywall platforms worldwide?

In August 2026, Pico was the most searched among paywall platforms worldwide, with an estimated 49.5K branded searches and 68.3% estimated Share of Search within this set. Zuora is in 2nd place, 47.6 percentage points behind at 20.7% Share of Search.

Global paywall platforms, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Pico70.2% → 68.3%73.1%Dec 202561.9%May 20261st
Zuora21.4% → 20.7%24.1%Mar 202617.2%Jul 20262nd
Poool6.4% → 9.3%12.6%Jun 20266.4%Oct 20253rd
Piano1.7% → 1.5%2.3%May 20261.5%Aug 20264th
Leaky Paywall0.3% → 0.23%0.36%Feb 20260.23%Aug 20265th

Each finding as a sentence

  • Across the 11 months ending August 2026, Pico’s estimated Share of Search among paywall platforms worldwide decreased from 70.2% to 68.3%.
  • Across the 11 months ending August 2026, Zuora’s estimated Share of Search among paywall platforms worldwide decreased from 21.4% to 20.7%.
  • Across the 11 months ending August 2026, Poool’s estimated Share of Search among paywall platforms worldwide increased from 6.4% to 9.3%.
  • Across the 11 months ending August 2026, Pico’s estimated Share of Search among paywall platforms worldwide peaked at 73.1% in December 2025 and was lowest at 61.9% in May 2026.
  • Across the 11 months ending August 2026, Zuora’s estimated Share of Search among paywall platforms worldwide peaked at 24.1% in March 2026 and was lowest at 17.2% in July 2026.
  • Across the 11 months ending August 2026, Poool’s estimated Share of Search among paywall platforms worldwide peaked at 12.6% in June 2026 and was lowest at 6.4% in October 2025.
  • Across the 11 months ending August 2026, Piano and Leaky Paywall held steady: their estimated Share of Search among paywall platforms worldwide each moved less than 0.5 percentage points.

How did search popularity change for paywall platforms worldwide in August 2026?

  1. In August 2026, Zuora gained estimated Share of Search among paywall platforms worldwide, from 17.2% to 20.7%.

  2. In August 2026, Poool lost estimated Share of Search among paywall platforms worldwide, from 11.5% to 9.3%.

  3. In August 2026, Pico lost estimated Share of Search among paywall platforms worldwide, from 69.4% to 68.3%.

  4. Piano’s estimated Share of Search among paywall platforms worldwide has lost ground for 3 months in a row, from 2.3% to 1.5% in August 2026.

  5. Estimated monthly branded searches for Leaky Paywall worldwide fell 34.6% over 11 measured months, from 260 to 170 in August 2026.

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