Kindle Unlimited vs Kobo Plus:Which is more popular?
In September 2026, Kindle Unlimited had more branded searches than Kobo Plus among book subscription services worldwide. Kindle Unlimited had about 823,000 branded searches, while Kobo Plus had 49,500. Kindle Unlimited made up 11.7% of all book subscription service searches we track, and Kobo Plus accounted for 0.71%. When we asked ChatGPT and Google AI Overviews about book subscription services, Kindle Unlimited and Kobo Plus each appeared in four of the five answers. Kindle Unlimited was mentioned before Kobo Plus in four out of five answers.
Who do people search for more?
Kindle Unlimited, about 17 searches for every 1 for Kobo Plus
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Kindle Unlimited, named ahead of Kobo Plus in 4 of 5 answers
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Top book subscription services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kindle Unlimited was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Kobo Plus was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Kindle Unlimited was listed before Kobo Plus in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Kindle Unlimited1st
Kobo Plus2nd
Everand3rd
Audible4th
Libby5th
Book of the Month6th
Scribd7th
Storytel8th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Libby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Everand5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Kindle Unlimited4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kobo Plus4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Audible3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Scribd2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Book of the Month2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Storytel1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about book subscription services
5 answers
Asked ChatGPT
“Which book subscription service should I use?”
Asked ChatGPT
“What are the best book subscription services?”
Asked ChatGPT
“What's the best book subscription service for a good reader app?”
Searched Google, AI Overview
“audiobook subscription service”
Searched Google, AI Overview
“ebook subscription service”
Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.
Is Kindle Unlimited or Kobo Plus more popular in search?
This chart shows how often people search Google for Kindle Unlimited and Kobo Plus by name. Each line represents a brand's share of searches for all eight book subscription services we track, month by month, from English-language searches worldwide.
Share of searches by month for Kindle Unlimited, Kobo Plus. The figures are in the table below the chart.
View monthly share of searches table
| Month | Scribd | Audible | Kindle Unlimited | Libby | Storytel | Book of the Month | Kobo Plus | Everand |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.4% | 30.4% | 11.2% | 7.5% | 4.1% | 1% | 0.55% | 0.01% |
| Nov 2025 | 41.1% | 33.6% | 12.3% | 6.7% | 4.5% | 1.1% | 0.61% | 0.01% |
| Dec 2025 | 35% | 35% | 15.6% | 7% | 4.7% | 1.7% | 0.77% | 0.01% |
| Jan 2026 | 38.2% | 31.2% | 13.9% | 9.4% | 5.1% | 1.5% | 0.69% | 0.01% |
| Feb 2026 | 43.1% | 28.8% | 12.9% | 8.6% | 4.7% | 1.2% | 0.64% | 0.01% |
| Mar 2026 | 40.5% | 33.1% | 12.2% | 8.1% | 4.4% | 1.1% | 0.6% | 0.01% |
| Apr 2026 | 40.3% | 32.9% | 12.1% | 8.1% | 4.4% | 1.6% | 0.6% | 0.01% |
| May 2026 | 42.8% | 28.6% | 12.9% | 8.6% | 4.7% | 1.7% | 0.77% | 0.01% |
| Jun 2026 | 44.1% | 29.5% | 13.2% | 7.2% | 4% | 1.2% | 0.8% | 0.01% |
| Jul 2026 | 43.6% | 29.1% | 13.1% | 7.2% | 4.8% | 1.2% | 0.96% | 0.01% |
| Aug 2026 | 52.9% | 23.7% | 10.6% | 7.1% | 3.9% | 0.96% | 0.78% | 0.01% |
| Sep 2026 | 47.8% | 26.1% | 11.7% | 7.8% | 4.3% | 1.6% | 0.71% | 0.01% |
How has the Kindle Unlimited and Kobo Plus comparison changed over the last 12 months?
3 findings
- Kindle Unlimited was ahead of Kobo Plus in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kindle Unlimited’s share of searches among book subscription services worldwide moved from 11.2% to 11.7%, and its estimated monthly branded searches held steady at 823K.
- Across the 12 months ending September 2026, Kobo Plus’ share of searches among book subscription services worldwide moved from 0.55% to 0.71%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
How did search popularity change for book subscription services worldwide in September 2026?
2 changes
In September 2026, Kindle Unlimited gained share of searches among book subscription services worldwide, from 10.6% to 11.7%.
Estimated monthly branded searches for Kobo Plus worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kindle Unlimited’s and Kobo Plus’ 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.
Kindle Unlimited
1 branded search term
- kindle unlimited
Kobo Plus
1 branded search term
- kobo plus
Other head-to-heads among book subscription services
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