Legoland vs Universal Studios:Which is more popular by branded search?
In August 2026, Legoland had more branded searches than Universal Studios among theme parks worldwide. Legoland was estimated to have 1.5M branded searches compared to Universal Studios’ 1M, and held a 21% Share of Search versus Universal Studios’ 14%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Legoland or Universal Studios?
Compare the theme parks guests choose between. 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.
Share of Search by month for Legoland, Universal Studios. The figures are in the table below the chart.
View monthly share of search table
| Month | Disneyland | Legoland | Six Flags | Thorpe Park | Universal Studios | SeaWorld |
|---|---|---|---|---|---|---|
| Oct 2025 | 25.9% | 17.3% | 21.2% | 14.1% | 17.3% | 4.3% |
| Nov 2025 | 31.7% | 17.3% | 21.1% | 3.5% | 21.1% | 5.2% |
| Dec 2025 | 33.1% | 22.1% | 14.9% | 2.4% | 22.1% | 5.4% |
| Jan 2026 | 37.3% | 20.3% | 13.7% | 3.3% | 20.3% | 5% |
| Feb 2026 | 36.6% | 20% | 13.5% | 4.9% | 20% | 4.9% |
| Mar 2026 | 28.7% | 23.6% | 15.7% | 7.1% | 19.2% | 5.8% |
| Apr 2026 | 27.4% | 22.5% | 15% | 12.3% | 18.3% | 4.5% |
| May 2026 | 25.3% | 20.7% | 20.7% | 11.4% | 16.8% | 5.1% |
| Jun 2026 | 25.8% | 21.1% | 21.1% | 11.6% | 14.1% | 6.3% |
| Jul 2026 | 23.4% | 23.4% | 19.2% | 12.8% | 15.6% | 5.7% |
| Aug 2026 | 25.7% | 21% | 21% | 14% | 14% | 4.2% |
| Sep 2026 | — | — | — | — | — | — |
How has the Legoland and Universal Studios comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 11 months ending August 2026: Legoland took it in March 2026.
- Across the 11 months ending August 2026, Legoland’s estimated Share of Search among theme parks worldwide moved from 17.3% to 21%, and its estimated monthly branded searches moved from 1.2M to 1.5M.
- Across the 11 months ending August 2026, Universal Studios’ estimated Share of Search among theme parks worldwide moved from 17.3% to 14%, and its estimated monthly branded searches moved from 1.2M to 1M.
How did search popularity change for theme parks worldwide in August 2026?
3 changes
In August 2026, Thorpe Park overtook Universal Studios to rank 4th among theme parks worldwide, at 14%.
In August 2026, Legoland lost estimated Share of Search among theme parks worldwide, from 23.4% to 21%.
In August 2026, Universal Studios lost estimated Share of Search among theme parks worldwide, from 15.6% to 14%.
How each brand is measured
Brandwave collects information about searches that people make online using Legoland’s and Universal Studios’ 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.
Legoland
1 branded search term
- legoland
Universal Studios
1 branded search term
- universal studios
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.