Brandwave

ExpressVPN vs NordVPN:Which is more popular?

In September 2026, NordVPN had more branded searches than ExpressVPN among VPN services worldwide. NordVPN had about 1.8 million branded searches, while ExpressVPN had 550,000. NordVPN made up 46.3% of all VPN service searches we track, and ExpressVPN accounted for 13.9%. When we asked ChatGPT and Google AI Overviews about VPN services, NordVPN appeared in all five answers and ExpressVPN in two. NordVPN was mentioned before ExpressVPN in every answer.

Among VPN services worldwide in September 2026

Who do people search for more?

NordVPN, about 3 searches for every 1 for ExpressVPN

NordVPN 1.8M searchesExpressVPN 550K searches

Who does AI mention more?

NordVPN, mentioned in every answer we collected

NordVPN in 5 of 5ExpressVPN in 2 of 5

Who does AI recommend more?

NordVPN, named ahead of ExpressVPN in every answer

NordVPN first in 5ExpressVPN never first

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Top VPN services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, NordVPN appeared in all five answers. ExpressVPN was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. NordVPN was listed before ExpressVPN in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. NordVPN1st
  2. Surfshark2nd
  3. Mullvad3rd
  4. Windscribe4th
  5. ExpressVPN5th
  6. CyberGhost–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • NordVPN5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mullvad5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Surfshark4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ExpressVPN2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Windscribe2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • CyberGhost0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about VPN services

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is ExpressVPN or NordVPN more popular in search?

This chart shows how often people search Google for ExpressVPN and NordVPN by name. Each line represents a brand's share of searches for all six VPN services we track, month by month, from English-language searches worldwide.

ExpressVPN and NordVPN among VPN services worldwide, by month

Share of searches by month for NordVPN, ExpressVPN. The figures are in the table below the chart.

View monthly share of searches table
MonthNordVPNSurfsharkExpressVPNWindscribeMullvadCyberGhost
Oct 202548%17.6%17.6%7.9%5.3%3.5%
Nov 202549.6%18.2%14.9%8.2%5.4%3.7%
Dec 202547.5%17.4%17.4%7.8%6.4%3.5%
Jan 202647.2%17.3%17.3%9.5%5.2%3.5%
Feb 202651.7%15.5%15.5%8.5%5.7%3.1%
Mar 202647.8%17.5%17.5%7.8%6.4%2.9%
Apr 202646.9%17.3%17.3%9.4%6.3%2.8%
May 202648.5%17.8%14.6%9.7%6.5%2.9%
Jun 202646.6%17.1%17.1%9.4%6.3%3.4%
Jul 202650.1%15.1%15.1%10.1%6.7%3%
Aug 202650.4%15.1%15.1%10.1%6.8%2.5%
Sep 202646.3%17%13.9%11.4%6.2%5.1%

How has the ExpressVPN and NordVPN comparison changed over the last 12 months?

3 findings
  • NordVPN was ahead of ExpressVPN in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, ExpressVPN’s share of searches among VPN services worldwide moved from 17.6% to 13.9%, and its estimated monthly branded searches moved from 823K to 550K.
  • Across the 12 months ending September 2026, NordVPN’s share of searches among VPN services worldwide moved from 48% to 46.3%, and its estimated monthly branded searches moved from 2.2M to 1.8M.

How did search popularity change for VPN services worldwide in September 2026?

3 changes

  1. In September 2026, Surfshark overtook ExpressVPN to rank 2nd among VPN services worldwide, with 17% of the searches.

  2. In September 2026, NordVPN lost share of searches among VPN services worldwide, from 50.4% to 46.3%.

  3. In September 2026, ExpressVPN lost share of searches among VPN services worldwide, from 15.1% to 13.9%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using ExpressVPN’s and NordVPN’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.

ExpressVPN

1 branded search term

  • expressvpn

NordVPN

1 branded search term

  • nordvpn

How the Brand Demand Index is measured

Other head-to-heads among VPN services

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