Brandwave

HORI vs Xbox:Which is more popular?

In September 2026, Xbox had more branded searches than HORI among game controller brands worldwide. Xbox had about 734,000 branded searches, while HORI had 2,900. Xbox made up 20.5% of all game controller brand searches we track, and HORI accounted for 0.08%. When we asked ChatGPT and Google AI Overviews about game controller brands, Xbox appeared in all five answers and HORI in none.

Among game controller brands worldwide in September 2026

Who do people search for more?

Xbox, about 253 searches for every 1 for HORI

Xbox 734K searchesHORI 2.9K searches

Who does AI mention more?

Xbox, mentioned in every answer we collected

Xbox in 5 of 5HORI in 0 of 5

Who does AI recommend more?

Xbox, the only one of the two named

Xbox first in 4HORI never named

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Top game controller brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Xbox appeared in all five answers. HORI did not appear in any of the five answers.

Most recommended by AI

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

  1. Xbox1st
  2. 8BitDo1st
  3. GameSir3rd
  4. PlayStation4th
  5. Razer5th
  6. SCUF–
  7. Backbone–
  8. PowerA–
  9. GuliKit–
  10. +2 more
  11. HORI–

Mentioned by AI

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

  • Xbox5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • PlayStation4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • 8BitDo4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • GameSir4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Razer3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Turtle Beach1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SCUF0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Backbone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • PowerA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • HORI0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about game controller brands

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 27, 2026.

Is HORI or Xbox more popular in search?

This chart shows how often people search Google for HORI and Xbox by name. Each line represents a brand's share of searches for all 12 game controller brands we track, month by month, from English-language searches worldwide.

HORI and Xbox among game controller brands worldwide, by month

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

View monthly share of searches table
MonthPlayStationXbox8BitDoGameSirSCUFBackbonePowerARazerGuliKitTurtle BeachNaconHORI
Oct 202545.4%26.1%9%7.3%7.6%1.5%1.1%0.78%0.66%0.3%0.21%0.09%
Nov 202546.7%28.5%8.1%5.4%7.4%1.5%0.81%0.61%0.49%0.27%0.19%0.06%
Dec 202548.7%29.2%7.1%5.8%5.3%1.7%0.75%0.62%0.43%0.28%0.16%0.06%
Jan 202645.1%25.5%11.6%7.8%5.8%1.3%0.96%0.72%0.57%0.26%0.19%0.07%
Feb 202640.8%28.5%10.2%8.4%7.7%1.4%1%0.73%0.62%0.28%0.24%0.08%
Mar 202644.4%26.2%9.4%9.4%6.3%1.3%1%0.77%0.69%0.25%0.22%0.08%
Apr 202643.6%26%10.9%8.9%6%1.5%0.95%0.78%0.66%0.29%0.22%0.09%
May 202637.9%29%11.6%9.5%8.1%1.2%0.83%0.72%0.7%0.26%0.23%0.08%
Jun 202643.2%28.7%8.9%8.9%6.6%1.1%0.89%0.59%0.65%0.29%0.18%0.07%
Jul 202642.8%27.7%9.1%9.1%7.4%1.3%0.91%0.69%0.55%0.3%0.18%0.09%
Aug 202641.8%25.7%10.8%10.8%6.6%1.2%0.89%0.67%0.65%0.36%0.21%0.09%
Sep 202648.8%20.5%10.3%10.3%6.3%1.2%0.85%0.64%0.51%0.34%0.2%0.08%

Xbox sells other things too, so only its searches that name this product count here, like “xbox controller”.

How has the HORI and Xbox comparison changed over the last 12 months?

3 findings
  • Xbox was ahead of HORI in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, HORI’s share of searches among game controller brands worldwide moved from 0.09% to 0.08%, and its estimated monthly branded searches held steady at 2.9K.
  • Across the 12 months ending September 2026, Xbox’s share of searches among game controller brands worldwide moved from 26.1% to 20.5%, and its estimated monthly branded searches moved from 874K to 734K.

How did search popularity change for game controller brands worldwide in September 2026?

1 change

  1. In September 2026, Xbox lost share of searches among game controller brands worldwide, from 25.7% to 20.5%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using HORI’s and Xbox’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.

HORI

1 branded search term

  • hori controller

Xbox

2 branded search terms

  • xbox controller
  • xbox wireless controller

How the Brand Demand Index is measured

Other head-to-heads among game controller brands

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