CBT-i Coach vs Pillow:Which is more popular?
In September 2026, Pillow had more branded searches than CBT-i Coach among sleep apps worldwide. Pillow had about 40,500 branded searches, while CBT-i Coach had 3,600. Pillow made up 15.5% of all sleep app searches we track, and CBT-i Coach accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about sleep apps, CBT-i Coach and Pillow each appeared in two of the five answers. CBT-i Coach and Pillow were each mentioned first in two of the four answers that named either.
Who do people search for more?
Pillow, about 11 searches for every 1 for CBT-i Coach
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top sleep apps in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, CBT-i Coach was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Pillow was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. CBT-i Coach and Pillow were each listed first in two of the four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Calm1st
Sleep Cycle2nd
BetterSleep3rd
Headspace4th- CBT-i Coach5th
- SleepScore6th
- Pillow7th
SleepWatch8th
Pzizz9th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Sleep Cycle5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Calm4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- BetterSleep4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Pillow2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Headspace2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- SleepScore2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- CBT-i Coach2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- SleepWatch1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Pzizz1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about sleep apps
5 answers
Asked ChatGPT
“Which sleep app should I use?”
Asked ChatGPT
“What are the best sleep apps?”
Asked ChatGPT
“What's the best sleep app for better sleep?”
Searched Google, AI Overview
“sleep apps”
Searched Google, AI Overview
“sleep tracker app”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is CBT-i Coach or Pillow more popular in search?
This chart shows how often people search Google for CBT-i Coach and Pillow by name. Each line represents a brand's share of searches for all nine sleep apps we track, month by month, from English-language searches worldwide.
Share of searches by month for Pillow, CBT-i Coach. The figures are in the table below the chart.
View monthly share of searches table
| Month | Calm | Sleep Cycle | Pillow | BetterSleep | Headspace | SleepScore | CBT-i Coach | SleepWatch | Pzizz |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 17.6% | 39.4% | 11.8% | 11.8% | 11.8% | 4.3% | 1.3% | 1.6% | 0.44% |
| Nov 2025 | 17.9% | 39.9% | 14.6% | 8% | 9.8% | 6.5% | 1.3% | 1.6% | 0.39% |
| Dec 2025 | 16.7% | 37.2% | 11.2% | 9.1% | 9.1% | 13.6% | 1.2% | 1.5% | 0.36% |
| Jan 2026 | 18.3% | 33.5% | 10% | 8.2% | 8.2% | 18.3% | 1.3% | 1.6% | 0.33% |
| Feb 2026 | 15.4% | 34.5% | 12.6% | 8.4% | 10.4% | 15.4% | 1.4% | 1.4% | 0.41% |
| Mar 2026 | 16.2% | 36.3% | 13.3% | 8.9% | 10.9% | 10.9% | 1.8% | 1.4% | 0.43% |
| Apr 2026 | 17% | 38% | 11.4% | 9.3% | 11.4% | 9.3% | 1.8% | 1.5% | 0.37% |
| May 2026 | 14.5% | 39.7% | 14.5% | 9.7% | 11.9% | 6.5% | 1.6% | 1.3% | 0.32% |
| Jun 2026 | 18.4% | 33.7% | 15.1% | 12.4% | 10.1% | 6.7% | 2% | 1.3% | 0.33% |
| Jul 2026 | 15.1% | 33.7% | 18.5% | 12.4% | 10.1% | 6.7% | 1.6% | 1.6% | 0.27% |
| Aug 2026 | 16.5% | 30.1% | 20.1% | 13.5% | 9% | 7.4% | 1.8% | 1.4% | 0.24% |
| Sep 2026 | 28.3% | 28.3% | 15.5% | 12.7% | 6.9% | 5.7% | 1.4% | 1.1% | 0.18% |
How has the CBT-i Coach and Pillow comparison changed over the last 12 months?
3 findings
- Pillow was ahead of CBT-i Coach in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, CBT-i Coach’s share of searches among sleep apps worldwide moved from 1.3% to 1.4%, and its estimated monthly branded searches moved from 2.9K to 3.6K.
- Across the 12 months ending September 2026, Pillow’s share of searches among sleep apps worldwide moved from 11.8% to 15.5%, and its estimated monthly branded searches moved from 27.1K to 40.5K.
How did search popularity change for sleep apps worldwide in September 2026?
3 changes
In September 2026, Calm overtook Sleep Cycle and Pillow to become the leader among sleep apps worldwide, with 28.3% of the searches.
In September 2026, Pillow lost share of searches among sleep apps worldwide, from 20.1% to 15.5%.
Estimated monthly branded searches for CBT-i Coach worldwide rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using CBT-i Coach’s and Pillow’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.
CBT-i Coach
1 branded search term
- cbt i coach
Pillow
1 branded search term
- pillow sleep
Other head-to-heads among sleep apps
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