Brandwave

Durham University vs University of Oxford:Which is more popular?

In September 2026, Durham University had more branded searches than University of Oxford among globally sought UK universities worldwide. Durham University had about 201,000 branded searches, while University of Oxford had 177,000. Durham University made up 9% of all globally sought UK university searches we track, and University of Oxford accounted for 7.9%. When we asked ChatGPT and Google AI Overviews about globally sought UK universities, University of Oxford appeared in all five answers and Durham University in two. University of Oxford was mentioned before Durham University in every answer.

Among globally sought UK universities worldwide in September 2026

Who do people search for more?

Durham University, about 13% more searches than University of Oxford

Durham University 201K searchesUniversity of Oxford 177K searches

Who does AI mention more?

University of Oxford, mentioned in every answer we collected

University of Oxford in 5 of 5Durham University in 2 of 5

Who does AI recommend more?

University of Oxford, named ahead of Durham University in every answer

University of Oxford first in 5Durham University never first

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Top globally sought UK universities in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, University of Oxford 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. University of Oxford was listed before Durham University in every answer.

Mentioned by AI

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

+2 more

See every answer about globally sought UK universities

5 answers

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 University of Oxford more popular in search?

This chart shows how often people search Google for Durham University and University of Oxford 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.

Durham University and University of Oxford among globally sought UK universities worldwide, by month

Share of searches by month for Durham University, University of Oxford. The figures are in the table below the chart.

View monthly share of searches table
MonthUniversity of EdinburghUniversity of WarwickLondon School of EconomicsUniversity of ManchesterDurham UniversityUniversity of St AndrewsUniversity of OxfordUniversity of BristolUniversity of CambridgeUCLImperial College LondonKing's College London
Oct 202513.9%17%11.4%11.4%9.3%7.6%10%6.2%7.6%4.7%0.59%0.46%
Nov 202516.1%16.1%10.8%10.8%7.2%7.2%11.4%5.9%8.8%4.4%0.59%0.65%
Dec 202515.8%12.9%10.6%10.6%8.6%8.6%11.2%7%8.6%4.7%0.79%0.52%
Jan 202613.3%16.3%10.9%10.9%8.9%7.3%11.5%5.9%8.9%4.9%0.69%0.65%
Feb 202614.8%14.8%12.1%12.1%8.1%6.6%10.5%6.6%8.1%5%0.66%0.49%
Mar 202614.1%14.1%11.5%11.5%7.7%7.7%12.2%6.3%7.7%5.8%0.77%0.57%
Apr 202614.7%12%12%12%8%8%12.6%5.4%8%6%0.66%0.59%
May 202617.3%14.1%11.5%9.5%7.8%7.8%12.1%5.2%7.8%5.8%0.63%0.57%
Jun 202614.3%14.3%11.7%11.7%7.8%7.8%12.2%6.4%7.8%4.8%0.74%0.47%
Jul 202615.1%12.3%12.3%12.3%6.7%8.3%12.8%5.6%8.3%5.1%0.67%0.5%
Aug 202615.4%15.4%10.3%10.3%8.5%8.5%10.9%5.6%8.5%5.2%0.69%0.62%
Sep 202616.5%16.5%11%11%9%9%7.9%6.1%6.1%5.5%0.74%0.54%

How has the Durham University and University of Oxford comparison changed over the last 12 months?

3 findings

How did search popularity change for globally sought UK universities worldwide in September 2026?

5 changes

  1. In September 2026, London School of Economics overtook University of Oxford to rank 3rd among globally sought UK universities worldwide, with 11% of the searches.

  2. In September 2026, University of Manchester overtook University of Oxford to rank 4th among globally sought UK universities worldwide, with 11% of the searches.

  3. In September 2026, Durham University overtook University of Oxford to rank 5th among globally sought UK universities worldwide, with 9% of the searches.

  4. In September 2026, University of St Andrews overtook University of Oxford and University of Cambridge to rank 6th among globally sought UK universities worldwide, with 9% of the searches.

  5. In September 2026, University of Oxford lost share of searches among globally sought UK universities worldwide, from 10.9% to 7.9%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Durham University’s and University of Oxford’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

University of Oxford

3 branded search terms

  • oxford uni
  • oxford university
  • university of oxford

How the Brand Demand Index is measured

Other head-to-heads among globally sought UK universities

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