Durham University vs UCL:Which is more popular?
In September 2026, Durham University had more branded searches than UCL among globally sought UK universities worldwide. Durham University had about 201,000 branded searches, while UCL had 124,000. Durham University made up 9% of all globally sought UK university searches we track, and UCL accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about globally sought UK universities, UCL appeared in all five answers and Durham University in two. UCL was mentioned before Durham University in four out of five answers.
Who do people search for more?
Durham University, about 63% more searches than UCL
Who does AI mention more?
UCL, mentioned in every answer we collected
Who does AI recommend more?
UCL, named ahead of Durham University in 4 of 5 answers
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Top globally sought UK universities in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, UCL appeared in all five answers. Durham University was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. UCL was listed before Durham University in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
University of Edinburgh5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
University of Oxford5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
University of Cambridge5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- UCL5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Imperial College London4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
London School of Economics3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
University of Warwick2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
University of Manchester2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Durham University2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
University of St Andrews2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about globally sought UK universities
5 answers
Asked ChatGPT
“Which UK university should I go to?”
Asked ChatGPT
“What are the best UK universities?”
Asked ChatGPT
“What's the best UK university for an international degree?”
Searched Google, AI Overview
“uk universities”
Searched Google, AI Overview
“uk university ranking”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Durham University or UCL more popular in search?
This chart shows how often people search Google for Durham University and UCL by name. Each line represents a brand's share of searches for all 12 globally sought UK universities we track, month by month, from English-language searches worldwide.
Share of searches by month for Durham University, UCL. The figures are in the table below the chart.
View monthly share of searches table
| Month | University of Edinburgh | University of Warwick | London School of Economics | University of Manchester | Durham University | University of St Andrews | University of Oxford | University of Bristol | University of Cambridge | UCL | Imperial College London | King's College London |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 13.9% | 17% | 11.4% | 11.4% | 9.3% | 7.6% | 10% | 6.2% | 7.6% | 4.7% | 0.59% | 0.46% |
| Nov 2025 | 16.1% | 16.1% | 10.8% | 10.8% | 7.2% | 7.2% | 11.4% | 5.9% | 8.8% | 4.4% | 0.59% | 0.65% |
| Dec 2025 | 15.8% | 12.9% | 10.6% | 10.6% | 8.6% | 8.6% | 11.2% | 7% | 8.6% | 4.7% | 0.79% | 0.52% |
| Jan 2026 | 13.3% | 16.3% | 10.9% | 10.9% | 8.9% | 7.3% | 11.5% | 5.9% | 8.9% | 4.9% | 0.69% | 0.65% |
| Feb 2026 | 14.8% | 14.8% | 12.1% | 12.1% | 8.1% | 6.6% | 10.5% | 6.6% | 8.1% | 5% | 0.66% | 0.49% |
| Mar 2026 | 14.1% | 14.1% | 11.5% | 11.5% | 7.7% | 7.7% | 12.2% | 6.3% | 7.7% | 5.8% | 0.77% | 0.57% |
| Apr 2026 | 14.7% | 12% | 12% | 12% | 8% | 8% | 12.6% | 5.4% | 8% | 6% | 0.66% | 0.59% |
| May 2026 | 17.3% | 14.1% | 11.5% | 9.5% | 7.8% | 7.8% | 12.1% | 5.2% | 7.8% | 5.8% | 0.63% | 0.57% |
| Jun 2026 | 14.3% | 14.3% | 11.7% | 11.7% | 7.8% | 7.8% | 12.2% | 6.4% | 7.8% | 4.8% | 0.74% | 0.47% |
| Jul 2026 | 15.1% | 12.3% | 12.3% | 12.3% | 6.7% | 8.3% | 12.8% | 5.6% | 8.3% | 5.1% | 0.67% | 0.5% |
| Aug 2026 | 15.4% | 15.4% | 10.3% | 10.3% | 8.5% | 8.5% | 10.9% | 5.6% | 8.5% | 5.2% | 0.69% | 0.62% |
| Sep 2026 | 16.5% | 16.5% | 11% | 11% | 9% | 9% | 7.9% | 6.1% | 6.1% | 5.5% | 0.74% | 0.54% |
How has the Durham University and UCL comparison changed over the last 12 months?
3 findings
- Durham University was ahead of UCL in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Durham University’s share of searches among globally sought UK universities worldwide moved from 9.3% to 9%, and its estimated monthly branded searches held steady at 201K.
- Across the 12 months ending September 2026, UCL’s share of searches among globally sought UK universities worldwide moved from 4.7% to 5.5%, and its estimated monthly branded searches moved from 101K to 124K.
How did search popularity change for globally sought UK universities worldwide in September 2026?
2 changes
In September 2026, Durham University overtook University of Oxford to rank 5th among globally sought UK universities worldwide, with 9% of the searches.
UCL’s share of searches among globally sought UK universities worldwide has gained ground for 3 months in a row, from 4.8% to 5.5% in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Durham University’s and UCL’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.
Durham University
1 branded search term
- durham university
UCL
3 branded search terms
- ucl london
- ucl university
- university college london
Other head-to-heads among globally sought UK universities
- University of Edinburgh vs University of Warwick: compare popularity
- University of Edinburgh vs London School of Economics: compare popularity
- University of Edinburgh vs University of Manchester: compare popularity
- University of Edinburgh vs Durham University: compare popularity
- University of Warwick vs London School of Economics: compare popularity
- University of Warwick vs University of Manchester: compare popularity
Put your own brand in this comparison
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