HubSpot vs Skyword:Which is more popular?
In September 2026, Skyword had more branded searches than HubSpot among content marketing platforms worldwide. Skyword had about 42,400 branded searches, while HubSpot had 1,000. Skyword made up 4.3% of all content marketing platform searches we track, and HubSpot accounted for 0.1%. When we asked ChatGPT and Google AI Overviews about content marketing platforms, HubSpot appeared in four of the five answers and Skyword in none.
Who do people search for more?
Skyword, about 42 searches for every 1 for HubSpot
Who does AI mention more?
HubSpot, mentioned in 4 of 5 answers, Skyword in 0
Who does AI recommend more?
HubSpot, the only one of the two named
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Top content marketing platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, HubSpot was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Skyword 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.
See every answer about content marketing platforms
5 answers
Asked ChatGPT
“Which content marketing platform should I use?”
Asked ChatGPT
“What are the best content marketing platforms?”
Asked ChatGPT
“What's the best content marketing platform for a marketing team?”
Searched Google, AI Overview
“content marketing platform”
Searched Google, AI Overview
“content planning software”
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 HubSpot or Skyword more popular in search?
This chart shows how often people search Google for HubSpot and Skyword by name. Each line represents a brand's share of searches for all eight content marketing platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Skyword, HubSpot. The figures are in the table below the chart.
View monthly share of searches table
| Month | Skyword | HubSpot |
|---|---|---|
| Nov 2025 | 2.1% | 0.09% |
| Dec 2025 | 2.4% | 0.14% |
| Jan 2026 | 2.7% | 0.13% |
| Feb 2026 | 2.6% | 0.17% |
| Mar 2026 | 2.6% | 0.21% |
| Apr 2026 | 2.1% | 0.14% |
| May 2026 | 2.4% | 0.17% |
| Jun 2026 | 1.6% | 0.17% |
| Jul 2026 | 2% | 0.17% |
| Aug 2026 | 4.3% | 0.13% |
| Sep 2026 | 4.3% | 0.1% |
| Oct 2026 | — | — |
HubSpot sells other things too, so only its searches that name this product count here, like “hubspot content hub”.
How has branded search for HubSpot and Skyword changed worldwide over the last 12 months?
3 findings
- Skyword was ahead of HubSpot in every measured month of the 11 months ending September 2026.
- Across the 11 months ending September 2026, HubSpot’s share of searches among content marketing platforms worldwide moved from 0.09% to 0.1%, and its estimated monthly branded searches held steady at 1K.
- Across the 11 months ending September 2026, Skyword’s share of searches among content marketing platforms worldwide moved from 2.1% to 4.3%, and its estimated monthly branded searches moved from 23.5K to 42.4K.
How did search popularity change for content marketing platforms worldwide in September 2026?
1 change
Skyword’s share of searches among content marketing platforms worldwide has gained ground for 3 months in a row, from 1.6% to 4.3% in September 2026.
How are HubSpot’s and Skyword’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using HubSpot’s and Skyword’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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