ExpressVPN vs Mullvad:Which is more popular?

Name: ExpressVPN vs Mullvad: Which is searched more?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, ExpressVPN had more branded searches than Mullvad among VPN services worldwide. ExpressVPN had about 550,000 branded searches, while Mullvad had 246,000. ExpressVPN made up 13.9% of all VPN service searches we track, and Mullvad accounted for 6.2%. When we asked ChatGPT and Google AI Overviews about VPN services, Mullvad appeared in all five answers and ExpressVPN in two. Mullvad was mentioned before ExpressVPN in three out of five answers.

Among VPN services worldwide in September 2026

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Top VPN services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mullvad appeared in all five answers. ExpressVPN was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Mullvad was listed before ExpressVPN in three 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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
NordVPN	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Mullvad	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Surfshark	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
ExpressVPN	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Windscribe	Named in 0 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	2 of 5
CyberGhost	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

NordVPN5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Mullvad5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Surfshark4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
ExpressVPN2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Windscribe2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
CyberGhost0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about VPN services

5 answers

Asked ChatGPT
“Which VPN service should I use?”
1. 1NordVPN
2. 2Mullvad
3. 3Surfshark
Asked ChatGPT
“What are the best VPN services?”
1. 1NordVPN
2. 2Surfshark
3. 3ExpressVPN
4. 4Mullvad
Asked ChatGPT
“What's the best VPN service for online privacy?”
1. 1Mullvad
2. 2NordVPN
Searched Google, AI Overview
“best vpn”
1. 1NordVPN
2. 2Surfshark
3. 3Windscribe
4. 4Mullvad
Searched Google, AI Overview
“vpn service”
1. 1Windscribe
2. 2NordVPN
3. 3Surfshark
4. 4ExpressVPN
5. 5Mullvad

Not named in any answer:

CyberGhost

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is ExpressVPN or Mullvad more popular in search?

This chart shows how often people search Google for ExpressVPN and Mullvad by name. Each line represents a brand's share of searches for all six VPN services we track, month by month, from English-language searches worldwide.

ExpressVPN and Mullvad among VPN services worldwide, by month

Month	NordVPN	Surfshark	ExpressVPN	Windscribe	Mullvad	CyberGhost
Oct 2025	48%	17.6%	17.6%	7.9%	5.3%	3.5%
Nov 2025	49.6%	18.2%	14.9%	8.2%	5.4%	3.7%
Dec 2025	47.5%	17.4%	17.4%	7.8%	6.4%	3.5%
Jan 2026	47.2%	17.3%	17.3%	9.5%	5.2%	3.5%
Feb 2026	51.7%	15.5%	15.5%	8.5%	5.7%	3.1%
Mar 2026	47.8%	17.5%	17.5%	7.8%	6.4%	2.9%
Apr 2026	46.9%	17.3%	17.3%	9.4%	6.3%	2.8%
May 2026	48.5%	17.8%	14.6%	9.7%	6.5%	2.9%
Jun 2026	46.6%	17.1%	17.1%	9.4%	6.3%	3.4%
Jul 2026	50.1%	15.1%	15.1%	10.1%	6.7%	3%
Aug 2026	50.4%	15.1%	15.1%	10.1%	6.8%	2.5%
Sep 2026	46.3%	17%	13.9%	11.4%	6.2%	5.1%

How has the ExpressVPN and Mullvad comparison changed over the last 12 months?

3 findings

ExpressVPN was ahead of Mullvad in every measured month of the 12 months ending September 2026.
Across the 12 months ending September 2026, ExpressVPN’s share of searches among VPN services worldwide moved from 17.6% to 13.9%, and its estimated monthly branded searches moved from 823K to 550K.
Across the 12 months ending September 2026, Mullvad’s share of searches among VPN services worldwide moved from 5.3% to 6.2%, and its estimated monthly branded searches held steady at 246K.

How did search popularity change for VPN services worldwide in September 2026?

3 changes

In September 2026, Surfshark overtook ExpressVPN to rank 2nd among VPN services worldwide, with 17% of the searches.
In September 2026, ExpressVPN lost share of searches among VPN services worldwide, from 15.1% to 13.9%.
In September 2026, Mullvad lost share of searches among VPN services worldwide, from 6.8% to 6.2%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using ExpressVPN’s and Mullvad’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.