Brandwave

Fortinet vs Zscaler:Which is more popular?

In September 2026, Fortinet had more branded searches than Zscaler among cybersecurity vendors worldwide. Fortinet had about 301,000 branded searches, while Zscaler had 201,000. Fortinet made up 5.2% of all cybersecurity vendor searches we track, and Zscaler accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about cybersecurity vendors, Fortinet and Zscaler each appeared in two of the five answers. Fortinet was mentioned before Zscaler in every answer that named either.

Among cybersecurity vendors worldwide in September 2026

Who do people search for more?

Fortinet, about 50% more searches than Zscaler

Fortinet 301K searchesZscaler 201K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Fortinet in 2 of 5Zscaler in 2 of 5

Who does AI recommend more?

Fortinet, named ahead of Zscaler in 2 of 2 answers

Fortinet first in 2Zscaler never first

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Top cybersecurity vendors in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fortinet and Zscaler were each mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Fortinet was listed before Zscaler in every answer that named either.

Most recommended by AI

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

  1. CrowdStrike1st
  2. Palo Alto Networks2nd
  3. Sophos3rd
  4. Fortinet4th
  5. SentinelOne5th
  6. Zscaler6th
  7. Cloudflare7th
  8. Check Point8th
  9. CyberArk9th
  10. Tenable10th
  11. +2 more

Mentioned by AI

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

  • CrowdStrike4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sophos3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Palo Alto Networks3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SentinelOne3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cloudflare2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Okta2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fortinet2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zscaler2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CyberArk2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tenable2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+2 more

See every answer about cybersecurity vendors

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 20, 2026.

Is Fortinet or Zscaler more popular in search?

This chart shows how often people search Google for Fortinet and Zscaler by name. Each line represents a brand's share of searches for all 12 cybersecurity vendors we track, month by month, from English-language searches worldwide.

Fortinet and Zscaler among cybersecurity vendors worldwide, by month

Share of searches by month for Fortinet, Zscaler. The figures are in the table below the chart.

View monthly share of searches table
MonthCloudflareOktaFortinetZscalerSophosPalo Alto NetworksCyberArkTenableDarktraceCheck PointCrowdStrikeSentinelOne
Oct 202554.8%16.5%9%6%6%2.2%2.2%1.8%1.2%0.33%0.04%<0.01%
Nov 202583.9%6.2%3.4%1.8%1.9%0.83%0.83%0.68%0.37%0.11%0.01%<0.01%
Dec 202571.9%11.8%5.3%2.9%3.3%1.6%1.3%1.1%0.58%0.21%0.02%<0.01%
Jan 202660.8%14.9%8.2%4.5%4.5%2.4%2%1.3%0.9%0.36%0.04%<0.01%
Feb 202661.5%15.1%6.8%4.5%4.5%2.5%2.5%1.4%0.91%0.33%0.04%<0.01%
Mar 202664.5%15.8%5.8%3.9%3.9%2.1%1.7%1.2%0.78%0.31%0.03%<0.01%
Apr 202666.7%13.4%6%4%4%2.2%1.5%1.2%0.81%0.29%0.03%<0.01%
May 202665.4%13.1%7.2%4.8%3.8%2.1%1.4%1.2%0.65%0.26%0.03%<0.01%
Jun 202665%13.1%8.7%3.9%3.9%2.1%1.4%0.96%0.64%0.29%0.02%<0.01%
Jul 202666.9%13.4%6%4%4%2.2%1.5%0.99%0.66%0.26%0.02%<0.01%
Aug 202671%11.7%5.2%3.5%3.3%2.3%1.3%0.86%0.57%0.23%0.02%<0.01%
Sep 202670.9%11.7%5.2%3.5%3.5%2.3%1.3%0.86%0.57%0.25%0.02%<0.01%

How has the Fortinet and Zscaler comparison changed over the last 12 months?

3 findings
  • Fortinet was ahead of Zscaler in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Fortinet’s share of searches among cybersecurity vendors worldwide moved from 9% to 5.2%, and its estimated monthly branded searches moved from 368K to 301K.
  • Across the 12 months ending September 2026, Zscaler’s share of searches among cybersecurity vendors worldwide moved from 6% to 3.5%, and its estimated monthly branded searches moved from 246K to 201K.

How did search popularity change for cybersecurity vendors worldwide in September 2026?

2 changes

  1. Fortinet’s share of searches among cybersecurity vendors worldwide has lost ground for 3 months in a row, from 8.7% to 5.2% in September 2026.

  2. Estimated monthly branded searches for Zscaler worldwide fell 18.3% over 12 measured months, from 246K to 201K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Fortinet’s and Zscaler’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.

Fortinet

1 branded search term

  • fortinet

Zscaler

1 branded search term

  • zscaler

How the Brand Demand Index is measured

Other head-to-heads among cybersecurity vendors

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