Brother vs Singer:Which is more popular by branded search?
In August 2026, Brother had more branded searches than Singer among sewing machine brands worldwide. Brother was estimated to have 220K branded searches compared to Singer’s 14.8K, and held a 53.9% Share of Search versus Singer’s 3.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Brother or Singer?
Compare the sewing machine brands people buy. 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 Brother, Singer. The figures are in the table below the chart.
View monthly share of search table
| Month | Brother | Janome | Bernina | Pfaff | Singer |
|---|---|---|---|---|---|
| Oct 2025 | 50% | 19.5% | 15.9% | 10.7% | 3.9% |
| Nov 2025 | 50% | 19.8% | 16.2% | 10.8% | 3.2% |
| Dec 2025 | 50% | 19.8% | 16.2% | 10.8% | 3.2% |
| Jan 2026 | 53.8% | 17.5% | 14.3% | 11.7% | 2.9% |
| Feb 2026 | 50.6% | 20.4% | 16.6% | 9.1% | 3.3% |
| Mar 2026 | 50.8% | 20.7% | 13.8% | 11.3% | 3.4% |
| Apr 2026 | 52.1% | 21% | 14% | 9.4% | 3.4% |
| May 2026 | 51.1% | 20.6% | 13.8% | 11.3% | 3.4% |
| Jun 2026 | 49.5% | 20% | 10.9% | 16.3% | 3.3% |
| Jul 2026 | 53.9% | 18.2% | 12.1% | 12.1% | 3.6% |
| Aug 2026 | 53.9% | 18.2% | 12.1% | 12.1% | 3.6% |
| Sep 2026 | — | — | — | — | — |
How has the Brother and Singer comparison changed over the last 12 months?
3 findings
- Brother was ahead of Singer in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Brother’s estimated Share of Search among sewing machine brands worldwide moved from 50% to 53.9%, and its estimated monthly branded searches moved from 190K to 220K.
- Across the 11 months ending August 2026, Singer’s estimated Share of Search among sewing machine brands worldwide moved from 3.9% to 3.6%, and its estimated monthly branded searches held steady at 14.8K.
How did search popularity change for sewing machine brands worldwide in August 2026?
1 change
Estimated monthly branded searches for Brother worldwide rose 15.8% over 11 measured months, from 190K to 220K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Brother’s and Singer’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.