---
title: "KPMG vs PwC: Which is searched more?"
description: "Which is more popular in search, KPMG or PwC? Compare estimated monthly branded-search demand and Share of Search inside the Tax advisory brands set worldwide. 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/compare/kpmg-new-zealand-vs-pwc-new-zealand"
publisher: "Brandwave"
---

# KPMG vs PwC: Which is searched more?

Which is more popular in search, KPMG or PwC? Compare estimated monthly branded-search demand and Share of Search inside the Tax advisory brands set worldwide. 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

- **Compared**: KPMG and PwC
- **Competitive set**: Tax advisory brands
- **Market**: Global
- **Month measured**: Sep 2026
- **KPMG Share of Search**: 24.3%
- **PwC Share of Search**: 20%

## Which is more popular in search, KPMG or PwC?

- In September 2026, KPMG had more branded searches than PwC among tax advisory brands worldwide. KPMG was estimated to have 1.2M branded searches compared to PwC’s 1M, and held a 24.3% Share of Search versus PwC’s 20%.
- The lead changed hands 2 times in the 12 months ending September 2026: PwC took it in December 2025, KPMG took it in May 2026.
- Across the 12 months ending September 2026, KPMG’s estimated Share of Search among tax advisory brands worldwide moved from 24.2% to 24.3%, and its estimated monthly branded searches held steady at 1.2M.
- Across the 12 months ending September 2026, PwC’s estimated Share of Search among tax advisory brands worldwide moved from 19.8% to 20%, and its estimated monthly branded searches held steady at 1M.

## 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, KPMG gained estimated Share of Search among tax advisory brands worldwide, from 23.3% to 24.3%.

## Month by month

| Month | KPMG estimated searches | KPMG Share of Search | KPMG rank | PwC estimated searches | PwC Share of Search | PwC rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 1.2M | 24.2% | 2 | 1M | 19.8% | 3 |
| Nov 2025 | 1M | 20.9% | 2 | 1M | 20.9% | 3 |
| Dec 2025 | 823K | 21.4% | 3 | 1M | 25.9% | 2 |
| Jan 2026 | 1M | 22.4% | 2 | 1M | 22.4% | 3 |
| Feb 2026 | 1M | 22.4% | 2 | 1M | 22.4% | 3 |
| Mar 2026 | 1M | 22.4% | 2 | 1M | 22.4% | 3 |
| Apr 2026 | 1M | 22.4% | 2 | 1M | 22.4% | 3 |
| May 2026 | 1M | 23.3% | 2 | 823K | 19.2% | 4 |
| Jun 2026 | 1.2M | 27.1% | 2 | 823K | 18.3% | 4 |
| Jul 2026 | 1M | 24.2% | 2 | 823K | 19.9% | 3 |
| Aug 2026 | 1M | 23.3% | 2 | 823K | 19.2% | 4 |
| Sep 2026 | 1.2M | 24.3% | 2 | 1M | 20% | 3 |

## How each brand is measured

Brandwave collects information about searches that people make online using KPMG’s and PwC’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.

- **KPMG**: Measured on the search term “kpmg”.
- **PwC**: Measured on the search term “pwc”.

- [KPMG profile](/demand/global-en/brands/kpmg-new-zealand)
- [PwC profile](/demand/global-en/brands/pwc-new-zealand)
- [All tax advisory brands worldwide](/demand/global-en/categories/tax-advisory-brands): The set both shares are measured inside, 5 brands.

## 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 is more popular in search, KPMG or PwC?

In September 2026, KPMG had more branded searches than PwC among tax advisory brands worldwide. KPMG was estimated to have 1.2M branded searches compared to PwC’s 1M, and held a 24.3% Share of Search versus PwC’s 20%.

## Cite this page

Brandwave. "KPMG vs PwC: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/tax-advisory-brands/compare/kpmg-new-zealand-vs-pwc-new-zealand

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