---
title: "Paywall platforms: Which brands are most popular in search?"
description: "Compare the platforms publishers charge readers through. Share of Search among Pico, Zuora, Poool, Piano and Leaky Paywall, the paywall platforms 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/paywall-platforms"
publisher: "Brandwave"
---

# Paywall platforms: Which brands are most popular in search?

Compare the platforms publishers charge readers through. Share of Search among Pico, Zuora, Poool, Piano and Leaky Paywall, the paywall platforms 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**: Paywall platforms
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Pico, 68.3%

## 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.
- 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.

## Compare search popularity between leading brands

- [Pico vs Zuora: compare search popularity](/demand/global-en/compare/pico-vs-zuora): 68.3% against 20.7% Share of Search.
- [Pico vs Poool: compare search popularity](/demand/global-en/compare/pico-vs-poool): 68.3% against 9.3% Share of Search.
- [Zuora vs Poool: compare search popularity](/demand/global-en/compare/poool-vs-zuora): 20.7% against 9.3% Share of Search.

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

- In August 2026, Zuora gained estimated Share of Search among paywall platforms worldwide, from 17.2% to 20.7%.
- In August 2026, Poool lost estimated Share of Search among paywall platforms worldwide, from 11.5% to 9.3%.
- In August 2026, Pico lost estimated Share of Search among paywall platforms worldwide, from 69.4% to 68.3%.
- 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.
- Estimated monthly branded searches for Leaky Paywall worldwide fell 34.6% over 11 measured months, from 260 to 170 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Pico | 68.3% | 49.5K | 0.0% | Pico |
| 2 | Zuora | 20.7% | 15K | +21.9% | Zuora |
| 3 | Poool | 9.3% | 6.7K | -18.3% | Poool |
| 4 | Piano | 1.5% | 1.1K | -6.8% | Piano |
| 5 | Leaky Paywall | 0.23% | 170 | 0.0% | Leaky Paywall |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Pico | 60.5K | 70.2% | 1 |
| Oct 2025 | Zuora | 18.4K | 21.4% | 2 |
| Oct 2025 | Poool | 5.5K | 6.4% | 3 |
| Oct 2025 | Piano | 1.5K | 1.7% | 4 |
| Oct 2025 | Leaky Paywall | 260 | 0.3% | 5 |
| Nov 2025 | Pico | 60.5K | 73.1% | 1 |
| Nov 2025 | Zuora | 15.1K | 18.2% | 2 |
| Nov 2025 | Poool | 5.5K | 6.6% | 3 |
| Nov 2025 | Piano | 1.4K | 1.8% | 4 |
| Nov 2025 | Leaky Paywall | 260 | 0.31% | 5 |
| Dec 2025 | Pico | 60.5K | 73.1% | 1 |
| Dec 2025 | Zuora | 15.1K | 18.2% | 2 |
| Dec 2025 | Poool | 5.5K | 6.6% | 3 |
| Dec 2025 | Piano | 1.4K | 1.8% | 4 |
| Dec 2025 | Leaky Paywall | 210 | 0.25% | 5 |
| Jan 2026 | Pico | 60.5K | 72% | 1 |
| Jan 2026 | Zuora | 15.1K | 18% | 2 |
| Jan 2026 | Poool | 6.7K | 8% | 3 |
| Jan 2026 | Piano | 1.4K | 1.7% | 4 |
| Jan 2026 | Leaky Paywall | 260 | 0.31% | 5 |
| Feb 2026 | Pico | 49.5K | 69.2% | 1 |
| Feb 2026 | Zuora | 15.1K | 21.1% | 2 |
| Feb 2026 | Poool | 5.5K | 7.7% | 3 |
| Feb 2026 | Piano | 1.2K | 1.6% | 4 |
| Feb 2026 | Leaky Paywall | 260 | 0.36% | 5 |
| Mar 2026 | Pico | 49.5K | 64.8% | 1 |
| Mar 2026 | Zuora | 18.4K | 24.1% | 2 |
| Mar 2026 | Poool | 6.7K | 8.8% | 3 |
| Mar 2026 | Piano | 1.5K | 1.9% | 4 |
| Mar 2026 | Leaky Paywall | 260 | 0.34% | 5 |
| Apr 2026 | Pico | 49.5K | 68.1% | 1 |
| Apr 2026 | Zuora | 15K | 20.7% | 2 |
| Apr 2026 | Poool | 6.7K | 9.2% | 3 |
| Apr 2026 | Piano | 1.2K | 1.6% | 4 |
| Apr 2026 | Leaky Paywall | 260 | 0.36% | 5 |
| May 2026 | Pico | 40.5K | 61.9% | 1 |
| May 2026 | Zuora | 15.1K | 23% | 2 |
| May 2026 | Poool | 8.2K | 12.5% | 3 |
| May 2026 | Piano | 1.5K | 2.3% | 4 |
| May 2026 | Leaky Paywall | 210 | 0.32% | 5 |
| Jun 2026 | Pico | 40.5K | 62.1% | 1 |
| Jun 2026 | Zuora | 15.1K | 23.1% | 2 |
| Jun 2026 | Poool | 8.2K | 12.6% | 3 |
| Jun 2026 | Piano | 1.2K | 1.9% | 4 |
| Jun 2026 | Leaky Paywall | 210 | 0.32% | 5 |
| Jul 2026 | Pico | 49.5K | 69.4% | 1 |
| Jul 2026 | Zuora | 12.3K | 17.2% | 2 |
| Jul 2026 | Poool | 8.2K | 11.5% | 3 |
| Jul 2026 | Piano | 1.2K | 1.7% | 4 |
| Jul 2026 | Leaky Paywall | 170 | 0.24% | 5 |
| Aug 2026 | Pico | 49.5K | 68.3% | 1 |
| Aug 2026 | Zuora | 15K | 20.7% | 2 |
| Aug 2026 | Poool | 6.7K | 9.3% | 3 |
| Aug 2026 | Piano | 1.1K | 1.5% | 4 |
| Aug 2026 | Leaky Paywall | 170 | 0.23% | 5 |
| Sep 2026 | Leaky Paywall | — | — | — |
| Sep 2026 | Piano | — | — | — |
| Sep 2026 | Pico | — | — | — |
| Sep 2026 | Poool | — | — | — |
| Sep 2026 | Zuora | — | — | — |

## What is being compared

- **Leaky Paywall**: Measured on the search terms “leaky paywall” and “leakypaywall”, summed into one figure.
- **Piano**: Measured on the search terms “paywall piano”, “piano io” and “piano paywall”, summed into one figure.
- **Pico**: Measured on the search term “pico 4”.
- **Poool**: Measured on the search terms “poool”, “poool app”, “poool fr”, “poool paywall” and “poool software”, summed into one figure.
- **Zuora**: Measured on the search terms “subscription billing zuora”, “zuora”, “zuora app”, “zuora com”, “zuora software” and “zuora subscription billing”, summed into one figure.

- [Leaky Paywall](/demand/global-en/brands/leaky-paywall)
- [Piano](/demand/global-en/brands/piano)
- [Pico](/demand/global-en/brands/pico)
- [Poool](/demand/global-en/brands/poool)
- [Zuora](/demand/global-en/brands/zuora)

## 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 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Paywall platforms: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/paywall-platforms

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/paywall-platforms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.