Brandwave

DK vs National Geographic:Which is more popular?

In September 2026, National Geographic had more branded searches than DK among sticker books brands worldwide. National Geographic had about 673,000 branded searches, while DK had 18,100. National Geographic made up 43.7% of all sticker books brand searches we track, and DK accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about sticker books brands, DK appeared in three of the five answers and National Geographic in one. DK was mentioned before National Geographic in three out of four answers.

Among sticker books brands worldwide in September 2026

Who do people search for more?

National Geographic, about 37 searches for every 1 for DK

National Geographic 673K searchesDK 18.1K searches

Who does AI mention more?

DK, mentioned in 3 of 5 answers, National Geographic in 1

DK in 3 of 5National Geographic in 1 of 5

Who does AI recommend more?

DK, named ahead of National Geographic in 3 of 4 answers

DK first in 3National Geographic first in 1

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Top sticker books brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, DK was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. National Geographic was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. DK was listed before National Geographic in three out of four answers.

Most recommended by AI

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

  1. Usborne1st
  2. Melissa & Doug2nd
  3. DK3rd
  4. Fashion Angels4th
  5. National Geographic5th
  6. The Works–
  7. Bendon–

Mentioned by AI

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

  • Melissa & Doug3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DK3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Usborne3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fashion Angels2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • National Geographic1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Works0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bendon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sticker books brands

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 DK or National Geographic more popular in search?

This chart shows how often people search Google for DK and National Geographic by name. Each line represents a brand's share of searches for all seven sticker books brands we track, month by month, from English-language searches worldwide.

DK and National Geographic among sticker books brands worldwide, by month

Share of searches by month for National Geographic, DK. The figures are in the table below the chart.

View monthly share of searches table
MonthNational GeographicThe WorksMelissa & DougBendonDKUsborneFashion Angels
Oct 202549.4%40.7%6.7%0.89%1.1%1.1%0.14%
Nov 202543.2%43.2%10.6%0.96%0.78%1.2%0.13%
Dec 202539.4%47.8%9.6%1.1%0.87%1.1%0.17%
Jan 202654%36.4%6%1.2%0.98%1.2%0.24%
Feb 202655%37%5%0.81%1%1%0.16%
Mar 202659%32.5%5.3%0.87%1.3%0.87%0.14%
Apr 202654%36.1%6%1.2%1.5%1.2%0.16%
May 202654.1%36.2%6%1.2%1.2%1.2%0.16%
Jun 202644.2%44.2%7.3%1.5%1.5%1.2%0.15%
Jul 202639.6%48.4%7.9%1.1%1.6%1.3%0.14%
Aug 202638.9%47.6%9.6%1.3%1.3%1.3%0.17%
Sep 202643.7%43.7%8.8%1.2%1.2%1.2%0.19%

How has the DK and National Geographic comparison changed over the last 12 months?

3 findings
  • National Geographic was ahead of DK in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, DK’s share of searches among sticker books brands worldwide moved from 1.1% to 1.2%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
  • Across the 12 months ending September 2026, National Geographic’s share of searches among sticker books brands worldwide moved from 49.4% to 43.7%, and its estimated monthly branded searches moved from 1M to 673K.

How did search popularity change for sticker books brands worldwide in September 2026?

2 changes

  1. In September 2026, National Geographic overtook The Works to become the leader among sticker books brands worldwide, with 43.7% of the searches.

  2. Estimated monthly branded searches for DK worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using DK’s and National Geographic’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.

DK

1 branded search term

  • dk books

National Geographic

1 branded search term

  • national geographic

How the Brand Demand Index is measured

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