H&R Block vs TurboTax:Which is more popular by branded search?
In August 2026, H&R Block had more branded searches than TurboTax among tax preparation services worldwide. H&R Block was estimated to have 673K branded searches compared to TurboTax’s 550K, and held a 51.8% Share of Search versus TurboTax’s 42.3%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, H&R Block or TurboTax?
Compare the tax preparation services operators run on. 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 by month for H&R Block, TurboTax. The figures are in the table below the chart.
View monthly share of search table
| Month | H&R Block | TurboTax | TaxAct | TaxSlayer | Liberty Tax | Jackson Hewitt |
|---|---|---|---|---|---|---|
| Oct 2025 | 42.5% | 51.7% | 3.1% | 2.1% | 0.51% | 0.07% |
| Nov 2025 | 57.1% | 38.4% | 2.3% | 1.5% | 0.56% | 0.11% |
| Dec 2025 | 47% | 47% | 2.8% | 1.9% | 1% | 0.25% |
| Jan 2026 | 29% | 64.7% | 3.9% | 2.1% | 0.23% | 0.09% |
| Feb 2026 | 32.8% | 60% | 4.4% | 2.4% | 0.27% | 0.08% |
| Mar 2026 | 33.2% | 60.8% | 3.7% | 2% | 0.27% | 0.08% |
| Apr 2026 | 32.5% | 59.5% | 5.4% | 2.4% | 0.22% | 0.06% |
| May 2026 | 42.1% | 51.1% | 3.1% | 3.1% | 0.51% | 0.08% |
| Jun 2026 | 46.6% | 46.6% | 3.4% | 2.8% | 0.56% | 0.09% |
| Jul 2026 | 51.6% | 42.2% | 3.1% | 2.5% | 0.51% | 0.08% |
| Aug 2026 | 51.8% | 42.3% | 3.1% | 2.1% | 0.62% | 0.08% |
| Sep 2026 | — | — | — | — | — | — |
How has the H&R Block and TurboTax comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 11 months ending August 2026: H&R Block took it in November 2025, TurboTax took it in January 2026, H&R Block took it in July 2026.
- Across the 11 months ending August 2026, H&R Block’s estimated Share of Search among tax preparation services worldwide moved from 42.5% to 51.8%, and its estimated monthly branded searches moved from 823K to 673K.
- Across the 11 months ending August 2026, TurboTax’s estimated Share of Search among tax preparation services worldwide moved from 51.7% to 42.3%, and its estimated monthly branded searches moved from 1M to 550K.
How did search popularity change for tax preparation services worldwide in August 2026?
2 changes
H&R Block’s estimated Share of Search among tax preparation services worldwide has gained ground for 3 months in a row, from 42.1% to 51.8% in August 2026.
Estimated monthly branded searches for TurboTax worldwide fell 45% over 11 measured months, from 1M to 550K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using H&R Block’s and TurboTax’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.
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