--- title: "HubSpot vs ServiceNow: Which is searched more?" description: "Is HubSpot or ServiceNow more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Self service portals 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/hubspot-vs-servicenow" publisher: "Brandwave" --- # HubSpot vs ServiceNow: Which is searched more? Is HubSpot or ServiceNow more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Self service portals 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**: HubSpot and ServiceNow - **Competitive set**: Self service portals - **Market**: Global - **Month measured**: Sep 2026 - **HubSpot Share of Search**: 28.9% - **ServiceNow Share of Search**: 7.1% ## Is HubSpot or ServiceNow more popular in search? - In September 2026, HubSpot had more branded searches than ServiceNow among self service portals worldwide. HubSpot had about 1.5 million branded searches, while ServiceNow had 368,000. HubSpot made up 28.9% of all self service portal searches we track, and ServiceNow accounted for 7.1%. - HubSpot was ahead of ServiceNow in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, HubSpot’s share of searches among self service portals worldwide moved from 30.4% to 28.9%, and its estimated monthly branded searches held steady at 1.5M. - Across the 12 months ending September 2026, ServiceNow’s share of searches among self service portals worldwide moved from 9.1% to 7.1%, and its estimated monthly branded searches moved from 450K to 368K. ## Top self service portals in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, HubSpot was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. ServiceNow was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. HubSpot and ServiceNow were each listed first in one of the two answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Zendesk | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | ServiceNow | 2nd | 1 of 3 | 0 of 2 | 1 of 5 | | HubSpot | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Freshdesk | 3rd | 1 of 3 | 0 of 2 | 1 of 5 | | ManageEngine | 3rd | 1 of 3 | 0 of 2 | 1 of 5 | | Salesforce | 6th | 1 of 3 | 1 of 2 | 2 of 5 | ## Every AI answer about self service portals - Asked ChatGPT "Which self service portal should I use?": named none of the brands we track - Asked ChatGPT "What are the best self service portals?": 1. ServiceNow, 2. ManageEngine, 3. Zendesk, 4. HubSpot - Asked ChatGPT "What's the best self service portal for customer support?": 1. Zendesk, 2. Freshdesk, 3. HubSpot, 4. Salesforce - Searched Google, AI Overview "self service portal": 1. Salesforce - Searched Google, AI Overview "customer portal software": 1. Zendesk Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for self service portals worldwide in September 2026? - In September 2026, HubSpot gained share of searches among self service portals worldwide, from 28.2% to 28.9%. - In September 2026, ServiceNow lost share of searches among self service portals worldwide, from 8.5% to 7.1%. ## Month by month | Month | HubSpot estimated searches | HubSpot Share of Search | HubSpot rank | ServiceNow estimated searches | ServiceNow Share of Search | ServiceNow rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.5M | 30.4% | 2 | 450K | 9.1% | 3 | | Nov 2025 | 1.2M | 30.2% | 2 | 368K | 9.1% | 3 | | Dec 2025 | 1M | 26.3% | 2 | 368K | 9.7% | 3 | | Jan 2026 | 1.5M | 30.8% | 2 | 450K | 9.2% | 3 | | Feb 2026 | 1.2M | 27% | 2 | 450K | 9.9% | 3 | | Mar 2026 | 1.5M | 30.6% | 2 | 450K | 9.2% | 3 | | Apr 2026 | 1.5M | 31.1% | 2 | 550K | 11.4% | 3 | | May 2026 | 1.2M | 26.6% | 2 | 550K | 12% | 3 | | Jun 2026 | 1.5M | 30.7% | 2 | 550K | 11.3% | 3 | | Jul 2026 | 1.2M | 27.6% | 2 | 450K | 10.2% | 3 | | Aug 2026 | 1.2M | 28.2% | 2 | 368K | 8.5% | 3 | | Sep 2026 | 1.5M | 28.9% | 2 | 368K | 7.1% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using HubSpot’s and ServiceNow’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. - **HubSpot**: Measured on the search term “hubspot”. - **ServiceNow**: Measured on the search term “servicenow”. - [HubSpot profile](/demand/global-en/brands/hubspot) - [ServiceNow profile](/demand/global-en/brands/servicenow) - [All self service portals worldwide](/demand/global-en/categories/self-service-portals): The set both shares are measured inside, 6 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 HubSpot or ServiceNow more popular in search? In September 2026, HubSpot had more branded searches than ServiceNow among self service portals worldwide. HubSpot had about 1.5 million branded searches, while ServiceNow had 368,000. HubSpot made up 28.9% of all self service portal searches we track, and ServiceNow accounted for 7.1%. ## Cite this page Brandwave. "HubSpot vs ServiceNow: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/hubspot-vs-servicenow This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/hubspot-vs-servicenow. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.