---
title: "H&R Block vs TurboTax: Which is more popular by branded search?"
description: "Which is more popular in search, H&R Block or TurboTax? Compare estimated monthly branded-search demand and Share of Search inside the Tax filing software 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/hr-block-vs-turbotax"
publisher: "Brandwave"
---

# H&R Block vs TurboTax: Which is more popular by branded search?

Which is more popular in search, H&R Block or TurboTax? Compare estimated monthly branded-search demand and Share of Search inside the Tax filing software 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**: H&R Block and TurboTax
- **Competitive set**: Tax filing software
- **Market**: Global
- **Month measured**: Aug 2026
- **H&R Block Share of Search**: 43.8%
- **TurboTax Share of Search**: 35.8%

## Which is more popular in search, H&R Block or TurboTax?

- 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%.
- 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?

- 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.

## Month by month

| Month | H&R Block estimated searches | H&R Block Share of Search | H&R Block rank | TurboTax estimated searches | TurboTax Share of Search | TurboTax rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 823K | 37.9% | 2 | 1M | 46.1% | 1 |
| Nov 2025 | 1M | 52.5% | 1 | 673K | 35.3% | 2 |
| Dec 2025 | 823K | 41.7% | 1 | 823K | 41.7% | 2 |
| Jan 2026 | 3.4M | 23.5% | 2 | 7.5M | 52.4% | 1 |
| Feb 2026 | 5M | 24.8% | 3 | 9.1M | 45.3% | 1 |
| Mar 2026 | 4.1M | 26.2% | 2 | 7.5M | 47.9% | 1 |
| Apr 2026 | 4.1M | 24.6% | 3 | 7.5M | 45% | 1 |
| May 2026 | 823K | 34.4% | 2 | 1M | 41.8% | 1 |
| Jun 2026 | 673K | 38.7% | 1 | 673K | 38.7% | 2 |
| Jul 2026 | 673K | 43.6% | 1 | 550K | 35.7% | 2 |
| Aug 2026 | 673K | 43.8% | 1 | 550K | 35.8% | 2 |
| Sep 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.

- **H&R Block**: Measured on the search term “h&r block”.
- **TurboTax**: Measured on the search term “turbotax”.

- [H&R Block profile](/demand/global-en/brands/hr-block)
- [TurboTax profile](/demand/global-en/brands/turbotax)
- [All tax filing software worldwide](/demand/global-en/categories/tax-filing-software): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, H&R Block or TurboTax?

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%.

## Cite this page

Brandwave. "H&R Block vs TurboTax: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/hr-block-vs-turbotax

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/hr-block-vs-turbotax. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.