Fitbit vs Oura:Which is more popular?
In September 2026, Fitbit had more branded searches than Oura among sleep tracker brands worldwide. Fitbit had about 1.2 million branded searches, while Oura had 450,000. Fitbit made up 28.4% of all sleep tracker brand searches we track, and Oura accounted for 10.5%. When we asked ChatGPT and Google AI Overviews about sleep tracker brands, Oura appeared in all five answers and Fitbit in four. Oura was mentioned before Fitbit in four out of five answers.
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Top sleep tracker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Oura appeared in all five answers. Fitbit was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Oura was listed before Fitbit in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about sleep tracker brands
5 answers
Asked ChatGPT
“Which sleep tracker brand should I buy?”
Asked ChatGPT
“What are the best sleep tracker brands?”
Asked ChatGPT
“What's the best sleep tracker brand for sleep monitoring?”
Searched Google, AI Overview
“best sleep tracker”
Searched Google, AI Overview
“sleep tracking watch”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Fitbit or Oura more popular in search?
This chart shows how often people search Google for Fitbit and Oura by name. Each line represents a brand's share of searches for all four sleep tracker brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Fitbit, Oura. The figures are in the table below the chart.
View monthly share of searches table
| Month | WHOOP | Fitbit | Oura | Samsung |
|---|---|---|---|---|
| Oct 2025 | 55.3% | 31.7% | 9.5% | 3.5% |
| Nov 2025 | 50.7% | 34.9% | 10.5% | 3.9% |
| Dec 2025 | 55.6% | 31.4% | 9.5% | 3.5% |
| Jan 2026 | 60.6% | 28% | 8.4% | 3.1% |
| Feb 2026 | 58.8% | 28.1% | 8.4% | 4.6% |
| Mar 2026 | 62.6% | 24.5% | 8.9% | 4% |
| Apr 2026 | 61.1% | 28.7% | 7.1% | 3.2% |
| May 2026 | 53.4% | 38% | 6.3% | 2.3% |
| Jun 2026 | 52.2% | 36.2% | 8.9% | 2.7% |
| Jul 2026 | 60.8% | 28.9% | 7.1% | 3.2% |
| Aug 2026 | 60.5% | 29.1% | 7.2% | 3.2% |
| Sep 2026 | 58.6% | 28.4% | 10.5% | 2.6% |
How has the Fitbit and Oura comparison changed over the last 12 months?
3 findings
- Fitbit was ahead of Oura in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fitbit’s share of searches among sleep tracker brands worldwide moved from 31.7% to 28.4%, and its estimated monthly branded searches moved from 1M to 1.2M.
- Across the 12 months ending September 2026, Oura’s share of searches among sleep tracker brands worldwide moved from 9.5% to 10.5%, and its estimated monthly branded searches moved from 301K to 450K.
How did search popularity change for sleep tracker brands worldwide in September 2026?
2 changes
In September 2026, Oura gained share of searches among sleep tracker brands worldwide, from 7.2% to 10.5%.
In September 2026, Fitbit lost share of searches among sleep tracker brands worldwide, from 29.1% to 28.4%.
How are branded searches counted?
2 search terms
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.
Other head-to-heads among sleep tracker brands
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