H&R Block vs TurboTax:Which is more popular by branded search?
In August 2026, H&R Block had more branded searches than TurboTax among tax filing software worldwide. H&R Block was estimated to have 673K branded searches compared to TurboTax’s 550K, and held a 43.8% Share of Search versus TurboTax’s 35.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, H&R Block or TurboTax?
Compare the software people use to prepare and file tax returns. 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.
Share of Search by month for H&R Block, TurboTax. The figures are in the table below the chart.
View monthly share of search table
| Month | H&R Block | TurboTax | FreeTaxUSA | TaxAct | TaxSlayer |
|---|---|---|---|---|---|
| Oct 2025 | 37.9% | 46.1% | 11.3% | 2.8% | 1.9% |
| Nov 2025 | 52.5% | 35.3% | 8.7% | 2.1% | 1.4% |
| Dec 2025 | 41.7% | 41.7% | 12.5% | 2.5% | 1.7% |
| Jan 2026 | 23.5% | 52.4% | 19.2% | 3.2% | 1.7% |
| Feb 2026 | 24.8% | 45.3% | 24.8% | 3.3% | 1.8% |
| Mar 2026 | 26.2% | 47.9% | 21.5% | 2.9% | 1.6% |
| Apr 2026 | 24.6% | 45% | 24.6% | 4% | 1.8% |
| May 2026 | 34.4% | 41.8% | 18.8% | 2.5% | 2.5% |
| Jun 2026 | 38.7% | 38.7% | 17.3% | 2.8% | 2.3% |
| Jul 2026 | 43.6% | 35.7% | 15.9% | 2.6% | 2.1% |
| Aug 2026 | 43.8% | 35.8% | 16% | 2.6% | 1.8% |
| Sep 2026 | — | — | — | — | — |
How has the H&R Block and TurboTax comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 11 months ending August 2026: H&R Block took it in November 2025, TurboTax took it in January 2026, H&R Block took it in July 2026.
- Across the 11 months ending August 2026, H&R Block’s estimated Share of Search among tax filing software worldwide moved from 37.9% to 43.8%, and its estimated monthly branded searches moved from 823K to 673K.
- Across the 11 months ending August 2026, TurboTax’s estimated Share of Search among tax filing software worldwide moved from 46.1% to 35.8%, and its estimated monthly branded searches moved from 1M to 550K.
How did search popularity change for tax filing software worldwide in August 2026?
2 changes
H&R Block’s estimated Share of Search among tax filing software worldwide has gained ground for 3 months in a row, from 34.4% to 43.8% in August 2026.
Estimated monthly branded searches for TurboTax worldwide fell 45% over 11 measured months, from 1M to 550K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using H&R Block’s and TurboTax’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.
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