KPMG vs PwC:Which is more popular?
In September 2026, KPMG had more branded searches than PwC among accounting firms worldwide. KPMG had about 1.2 million branded searches, while PwC had 1 million. KPMG made up 21.7% of all accounting firm searches we track, and PwC accounted for 17.8%. When we asked ChatGPT and Google AI Overviews about accounting firms, KPMG and PwC each appeared in one of the three answers.
Who do people search for more?
KPMG, about 22% more searches than PwC
Who does AI mention more?
Both were mentioned in 1 of 3 answers.
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Top accounting firms in ChatGPT and Google AI Overviews
In three ChatGPT questions, KPMG and PwC were each mentioned in one out of three: in one of the three ChatGPT answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Deloitte1 of 3Named in 1 of 3 ChatGPT answers- KPMG1 of 3Named in 1 of 3 ChatGPT answers
PwC1 of 3Named in 1 of 3 ChatGPT answers
EY1 of 3Named in 1 of 3 ChatGPT answers
BDO1 of 3Named in 1 of 3 ChatGPT answers
Grant Thornton0 of 3Named in 0 of 3 ChatGPT answers
Forvis Mazars0 of 3Named in 0 of 3 ChatGPT answers
Baker Tilly0 of 3Named in 0 of 3 ChatGPT answers
See every answer about accounting firms
3 answers
Asked ChatGPT
“Which accounting firm should I hire?”
Asked ChatGPT
“What are the best accounting firms?”
Asked ChatGPT
“What's the best accounting firm for a small business?”
Searched Google, AI Overview
“accounting firms”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“small business accountant”
Google showed no AI Overview for this search.
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 19, 2026.
Is KPMG or PwC more popular in search?
This chart shows how often people search Google for KPMG and PwC by name. Each line represents a brand's share of searches for all eight accounting firms we track, month by month, from English-language searches worldwide.
Share of searches by month for KPMG, PwC. The figures are in the table below the chart.
View monthly share of searches table
| Month | Deloitte | KPMG | PwC | EY | Grant Thornton | Forvis Mazars | Baker Tilly | BDO |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.3% | 21.5% | 17.7% | 17.4% | 4.3% | 4.2% | 2.4% | 0.08% |
| Nov 2025 | 34.2% | 18.7% | 18.7% | 17.9% | 4.6% | 3.9% | 2.1% | 0.07% |
| Dec 2025 | 28.1% | 19% | 23.1% | 18.6% | 4.6% | 3.9% | 2.5% | 0.07% |
| Jan 2026 | 29.7% | 19.8% | 19.8% | 19% | 4.9% | 4.1% | 2.7% | 0.07% |
| Feb 2026 | 29.6% | 19.7% | 19.7% | 18.9% | 4.9% | 4.4% | 2.7% | 0.07% |
| Mar 2026 | 29.7% | 19.8% | 19.8% | 19% | 4.9% | 4.1% | 2.7% | 0.07% |
| Apr 2026 | 29.7% | 19.8% | 19.8% | 19% | 4.9% | 4.1% | 2.7% | 0.06% |
| May 2026 | 31.5% | 21% | 17.3% | 20.1% | 4.2% | 3.6% | 2.3% | 0.06% |
| Jun 2026 | 29.8% | 24.2% | 16.3% | 19% | 4% | 3.9% | 2.7% | 0.06% |
| Jul 2026 | 32.3% | 21.5% | 17.7% | 17.4% | 5.3% | 3.4% | 2.4% | 0.06% |
| Aug 2026 | 31.5% | 21% | 17.3% | 20.1% | 4.2% | 3.4% | 2.3% | 0.06% |
| Sep 2026 | 32.6% | 21.7% | 17.8% | 17.1% | 4.4% | 4% | 2.4% | 0.06% |
How has the KPMG and PwC comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: PwC took it in December 2025, KPMG took it in May 2026.
- Across the 12 months ending September 2026, KPMG’s share of searches among accounting firms worldwide moved from 21.5% to 21.7%, and its estimated monthly branded searches held steady at 1.2M.
- Across the 12 months ending September 2026, PwC’s share of searches among accounting firms worldwide moved from 17.7% to 17.8%, and its estimated monthly branded searches held steady at 1M.
How did search popularity change for accounting firms worldwide in September 2026?
2 changes
In September 2026, KPMG gained share of searches among accounting firms worldwide, from 21% to 21.7%.
In September 2026, PwC rose from 4th to 3rd among accounting firms worldwide.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using KPMG’s and PwC’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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