---
title: "Tax advisory brands: Which are searched most?"
description: "Compare the tax advisory brands people buy. Share of Search among Deloitte, KPMG, PwC, EY and BDO, the tax advisory brands 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/tax-advisory-brands"
publisher: "Brandwave"
---

# Tax advisory brands: Which are searched most?

Compare the tax advisory brands people buy. Share of Search among Deloitte, KPMG, PwC, EY and BDO, the tax advisory brands 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**: Tax advisory brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Deloitte, 36.5%

## Which brand is most popular in search among tax advisory brands worldwide?

- In September 2026, Deloitte was the most searched among tax advisory brands worldwide, with an estimated 1.8M branded searches and 36.5% estimated Share of Search within this set.
- KPMG is in 2nd place, 12.2 percentage points behind at 24.3% Share of Search.
- Across the 12 months ending September 2026, Deloitte’s estimated Share of Search among tax advisory brands worldwide peaked at 38.2% in November 2025 and was lowest at 31.7% in December 2025.
- Across the 12 months ending September 2026, KPMG’s estimated Share of Search among tax advisory brands worldwide peaked at 27.1% in June 2026 and was lowest at 20.9% in November 2025.
- Across the 12 months ending September 2026, PwC’s estimated Share of Search among tax advisory brands worldwide peaked at 25.9% in December 2025 and was lowest at 18.3% in June 2026.
- Across the 12 months ending September 2026, EY’s estimated Share of Search among tax advisory brands worldwide peaked at 22.4% in May 2026 and was lowest at 19.1% in September 2026.
- Across the 12 months ending September 2026, Deloitte, KPMG, PwC, EY and BDO held steady: their estimated Share of Search among tax advisory brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Deloitte vs KPMG: compare search popularity](/demand/global-en/compare/deloitte-new-zealand-vs-kpmg-new-zealand): 36.5% against 24.3% Share of Search.
- [Deloitte vs PwC: compare search popularity](/demand/global-en/compare/deloitte-new-zealand-vs-pwc-new-zealand): 36.5% against 20% Share of Search.
- [Deloitte vs EY: compare search popularity](/demand/global-en/compare/deloitte-new-zealand-vs-ey-new-zealand): 36.5% against 19.1% Share of Search.
- [KPMG vs PwC: compare search popularity](/demand/global-en/compare/kpmg-new-zealand-vs-pwc-new-zealand): 24.3% against 20% Share of Search.
- [KPMG vs EY: compare search popularity](/demand/global-en/compare/ey-new-zealand-vs-kpmg-new-zealand): 24.3% against 19.1% Share of Search.
- [PwC vs EY: compare search popularity](/demand/global-en/compare/ey-new-zealand-vs-pwc-new-zealand): 20% against 19.1% Share of Search.

## How did search popularity change for tax advisory brands worldwide in September 2026?

- In September 2026, PwC overtook EY to rank 3rd among tax advisory brands worldwide, with 20% estimated Share of Search.
- In September 2026, Deloitte gained estimated Share of Search among tax advisory brands worldwide, from 35% to 36.5%.
- In September 2026, KPMG gained estimated Share of Search among tax advisory brands worldwide, from 23.3% to 24.3%.
- In September 2026, EY lost estimated Share of Search among tax advisory brands worldwide, from 22.4% to 19.1%.
- Estimated monthly branded searches for BDO worldwide fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Deloitte | 36.5% | 1.8M | +22.0% | Deloitte |
| 2 | KPMG | 24.3% | 1.2M | +22.0% | KPMG |
| 3 | PwC | 20% | 1M | +21.5% | PwC |
| 4 | EY | 19.1% | 958K | 0.0% | EY |
| 5 | BDO | 0.07% | 3.6K | +24.1% | BDO |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Deloitte | 1.8M | 36.3% | 1 |
| Oct 2025 | KPMG | 1.2M | 24.2% | 2 |
| Oct 2025 | PwC | 1M | 19.8% | 3 |
| Oct 2025 | EY | 988K | 19.6% | 4 |
| Oct 2025 | BDO | 4.4K | 0.09% | 5 |
| Nov 2025 | Deloitte | 1.8M | 38.2% | 1 |
| Nov 2025 | KPMG | 1M | 20.9% | 2 |
| Nov 2025 | PwC | 1M | 20.9% | 3 |
| Nov 2025 | EY | 958K | 20% | 4 |
| Nov 2025 | BDO | 3.6K | 0.08% | 5 |
| Dec 2025 | Deloitte | 1.2M | 31.7% | 1 |
| Dec 2025 | PwC | 1M | 25.9% | 2 |
| Dec 2025 | KPMG | 823K | 21.4% | 3 |
| Dec 2025 | EY | 808K | 21% | 4 |
| Dec 2025 | BDO | 2.9K | 0.08% | 5 |
| Jan 2026 | Deloitte | 1.5M | 33.6% | 1 |
| Jan 2026 | KPMG | 1M | 22.4% | 2 |
| Jan 2026 | PwC | 1M | 22.4% | 3 |
| Jan 2026 | EY | 958K | 21.5% | 4 |
| Jan 2026 | BDO | 3.6K | 0.08% | 5 |
| Feb 2026 | Deloitte | 1.5M | 33.6% | 1 |
| Feb 2026 | KPMG | 1M | 22.4% | 2 |
| Feb 2026 | PwC | 1M | 22.4% | 3 |
| Feb 2026 | EY | 958K | 21.5% | 4 |
| Feb 2026 | BDO | 3.6K | 0.08% | 5 |
| Mar 2026 | Deloitte | 1.5M | 33.6% | 1 |
| Mar 2026 | KPMG | 1M | 22.4% | 2 |
| Mar 2026 | PwC | 1M | 22.4% | 3 |
| Mar 2026 | EY | 958K | 21.5% | 4 |
| Mar 2026 | BDO | 3.6K | 0.08% | 5 |
| Apr 2026 | Deloitte | 1.5M | 33.6% | 1 |
| Apr 2026 | KPMG | 1M | 22.4% | 2 |
| Apr 2026 | PwC | 1M | 22.4% | 3 |
| Apr 2026 | EY | 958K | 21.5% | 4 |
| Apr 2026 | BDO | 2.9K | 0.07% | 5 |
| May 2026 | Deloitte | 1.5M | 35% | 1 |
| May 2026 | KPMG | 1M | 23.3% | 2 |
| May 2026 | EY | 958K | 22.4% | 3 |
| May 2026 | PwC | 823K | 19.2% | 4 |
| May 2026 | BDO | 2.9K | 0.07% | 5 |
| Jun 2026 | Deloitte | 1.5M | 33.3% | 1 |
| Jun 2026 | KPMG | 1.2M | 27.1% | 2 |
| Jun 2026 | EY | 958K | 21.3% | 3 |
| Jun 2026 | PwC | 823K | 18.3% | 4 |
| Jun 2026 | BDO | 2.9K | 0.06% | 5 |
| Jul 2026 | Deloitte | 1.5M | 36.3% | 1 |
| Jul 2026 | KPMG | 1M | 24.2% | 2 |
| Jul 2026 | PwC | 823K | 19.9% | 3 |
| Jul 2026 | EY | 808K | 19.5% | 4 |
| Jul 2026 | BDO | 2.9K | 0.07% | 5 |
| Aug 2026 | Deloitte | 1.5M | 35% | 1 |
| Aug 2026 | KPMG | 1M | 23.3% | 2 |
| Aug 2026 | EY | 958K | 22.4% | 3 |
| Aug 2026 | PwC | 823K | 19.2% | 4 |
| Aug 2026 | BDO | 2.9K | 0.07% | 5 |
| Sep 2026 | Deloitte | 1.8M | 36.5% | 1 |
| Sep 2026 | KPMG | 1.2M | 24.3% | 2 |
| Sep 2026 | PwC | 1M | 20% | 3 |
| Sep 2026 | EY | 958K | 19.1% | 4 |
| Sep 2026 | BDO | 3.6K | 0.07% | 5 |

## What is being compared

- **BDO**: Measured on the search term “bdo accountants”.
- **Deloitte**: Measured on the search term “deloitte”.
- **EY**: Measured on the search terms “ernst and young” and “ey”, summed into one figure.
- **KPMG**: Measured on the search term “kpmg”.
- **PwC**: Measured on the search term “pwc”.

- [BDO](/demand/global-en/brands/bdo-new-zealand)
- [Deloitte](/demand/global-en/brands/deloitte-new-zealand)
- [EY](/demand/global-en/brands/ey-new-zealand)
- [KPMG](/demand/global-en/brands/kpmg-new-zealand)
- [PwC](/demand/global-en/brands/pwc-new-zealand)

## 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 tax advisory brands worldwide?

In September 2026, Deloitte was the most searched among tax advisory brands worldwide, with an estimated 1.8M branded searches and 36.5% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Tax advisory brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/tax-advisory-brands

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