--- title: "EY vs KPMG: Which is searched more?" description: "Is EY or KPMG more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Accounting firms set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/ey-vs-kpmg" publisher: "Brandwave" --- # EY vs KPMG: Which is searched more? Is EY or KPMG more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Accounting firms set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: EY and KPMG - **Competitive set**: Accounting firms - **Market**: Global - **Month measured**: Sep 2026 - **EY Share of Search**: 17.1% - **KPMG Share of Search**: 21.7% ## Is EY or KPMG more popular in search? - In September 2026, KPMG had more branded searches than EY among accounting firms worldwide. KPMG had about 1.2 million branded searches, while EY had 958,000. KPMG made up 21.7% of all accounting firm searches we track, and EY accounted for 17.1%. - KPMG was ahead of EY in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, EY’s share of searches among accounting firms worldwide moved from 17.4% to 17.1%, and its estimated monthly branded searches moved from 988K to 958K. - Across the 12 months ending September 2026, KPMG’s share of searches among accounting firms worldwide moved from 21.5% to 21.7%, and its estimated monthly branded searches held steady at 1.2M. ## Top accounting firms in ChatGPT and Google AI Overviews In three ChatGPT questions, EY and KPMG were each mentioned in one out of three: in one of the three ChatGPT answers. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | | Deloitte | 1 of 3 | 1 of 3 | | KPMG | 1 of 3 | 1 of 3 | | PwC | 1 of 3 | 1 of 3 | | EY | 1 of 3 | 1 of 3 | | Grant Thornton | 0 of 3 | 0 of 3 | | Forvis Mazars | 0 of 3 | 0 of 3 | | Baker Tilly | 0 of 3 | 0 of 3 | | BDO | 1 of 3 | 1 of 3 | ## Every AI answer about accounting firms - Asked ChatGPT "Which accounting firm should I hire?": named none of the brands we track - Asked ChatGPT "What are the best accounting firms?": 1. Deloitte, 2. PwC, 3. EY, 4. KPMG, 5. BDO - Asked ChatGPT "What's the best accounting firm for a small business?": named none of the brands we track Not named in any answer: Grant Thornton, Forvis Mazars and Baker Tilly. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for accounting firms worldwide in September 2026? - In September 2026, KPMG gained share of searches among accounting firms worldwide, from 21% to 21.7%. - In September 2026, EY lost share of searches among accounting firms worldwide, from 20.1% to 17.1%. ## Month by month | Month | EY estimated searches | EY Share of Search | EY rank | KPMG estimated searches | KPMG Share of Search | KPMG rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 988K | 17.4% | 4 | 1.2M | 21.5% | 2 | | Nov 2025 | 958K | 17.9% | 4 | 1M | 18.7% | 2 | | Dec 2025 | 808K | 18.6% | 4 | 823K | 19% | 3 | | Jan 2026 | 958K | 19% | 4 | 1M | 19.8% | 2 | | Feb 2026 | 958K | 18.9% | 4 | 1M | 19.7% | 2 | | Mar 2026 | 958K | 19% | 4 | 1M | 19.8% | 2 | | Apr 2026 | 958K | 19% | 4 | 1M | 19.8% | 2 | | May 2026 | 958K | 20.1% | 3 | 1M | 21% | 2 | | Jun 2026 | 958K | 19% | 3 | 1.2M | 24.2% | 2 | | Jul 2026 | 808K | 17.4% | 4 | 1M | 21.5% | 2 | | Aug 2026 | 958K | 20.1% | 3 | 1M | 21% | 2 | | Sep 2026 | 958K | 17.1% | 4 | 1.2M | 21.7% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using EY’s and KPMG’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. - **EY**: Measured on the search terms “ernst and young” and “ey”, summed into one figure. - **KPMG**: Measured on the search term “kpmg”. - [EY profile](/demand/global-en/brands/ey) - [KPMG profile](/demand/global-en/brands/kpmg) - [All accounting firms worldwide](/demand/global-en/categories/accounting-firms): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is EY or KPMG more popular in search? In September 2026, KPMG had more branded searches than EY among accounting firms worldwide. KPMG had about 1.2 million branded searches, while EY had 958,000. KPMG made up 21.7% of all accounting firm searches we track, and EY accounted for 17.1%. ## Cite this page Brandwave. "EY vs KPMG: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/ey-vs-kpmg This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/ey-vs-kpmg. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.