Soundtoys vs Universal Audio:Which is more popular?
In October 2026, Soundtoys had more branded searches than Universal Audio among audio plugin brands worldwide. Soundtoys had about 33,100 branded searches, while Universal Audio had 14,800. Soundtoys made up 8.2% of all audio plugin brand searches we track, and Universal Audio accounted for 3.7%. When we asked ChatGPT and Google AI Overviews about audio plugin brands, Soundtoys appeared in three of the five answers and Universal Audio in two. Soundtoys was mentioned before Universal Audio in two out of three answers that named either.
Who do people search for more?
Soundtoys, about 2 searches for every 1 for Universal Audio
Who does AI mention more?
Soundtoys, mentioned in 3 of 5 answers, Universal Audio in 2
Who does AI recommend more?
Soundtoys, named ahead of Universal Audio in 2 of 3 answers
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Top audio plugin brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Soundtoys was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Universal Audio was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Soundtoys was listed before Universal Audio in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
FabFilter1st
Waves2nd- Soundtoys3rd
Universal Audio4th
iZotope5th
Native Instruments6th
Xfer Records7th
Plugin Alliance8th
Valhalla DSP9th
u-he10th- +5 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- FabFilter3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- iZotope3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Soundtoys3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Waves3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Plugin Alliance2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Universal Audio2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Native Instruments2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- u-he1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Valhalla DSP1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Xfer Records1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about audio plugin brands
5 answers
Asked ChatGPT
“What are the best VST plugins for mixing?”
Asked ChatGPT
“Which companies make the best audio plugins?”
Asked ChatGPT
“What plugins should I buy for music production?”
Searched Google, AI Overview
“vst plugins”
Searched Google, AI Overview
“audio plugins”
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 27, 2026.
Is Soundtoys or Universal Audio more popular in search?
This chart shows how often people search Google for Soundtoys and Universal Audio by name. Each line represents a brand's share of searches for all 15 audio plugin brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Soundtoys, Universal Audio. The figures are in the table below the chart.
View monthly share of searches table
| Month | FabFilter | Plugin Alliance | Slate Digital | iZotope | u-he | Soundtoys | Valhalla DSP | Waves | Universal Audio | Xfer Records | Kilohearts | Spectrasonics | Native Instruments | Output | Eventide |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 15.1% | 12.4% | 5.6% | 12.4% | 8.6% | 12.4% | 8.3% | 6.8% | 6.8% | 2.6% | 2% | 3.1% | 2% | 1.4% | 0.26% |
| Dec 2025 | 9.1% | 9.1% | 4% | 13.5% | 6.4% | 36.8% | 5% | 3.3% | 5% | 2% | 1.5% | 1.5% | 1.6% | 1.1% | 0.23% |
| Jan 2026 | 16.2% | 13.2% | 7.2% | 13.2% | 8.1% | 8.9% | 8.9% | 5.9% | 4.9% | 3.6% | 2.2% | 2.6% | 2.9% | 2% | 0.22% |
| Feb 2026 | 16.4% | 13.4% | 7.3% | 13.4% | 8.2% | 7.3% | 9% | 6% | 4.9% | 3.7% | 2.7% | 2.7% | 2.9% | 2% | 0.27% |
| Mar 2026 | 15.3% | 12.5% | 6.9% | 15.3% | 8.9% | 8.4% | 8.4% | 5.6% | 4.6% | 3.6% | 2.5% | 3.1% | 2.7% | 1.8% | 0.25% |
| Apr 2026 | 15% | 12.3% | 6.7% | 12.3% | 10.2% | 10.1% | 8.2% | 5.5% | 6.7% | 3.5% | 2.5% | 2.5% | 2.4% | 1.8% | 0.25% |
| May 2026 | 16.2% | 10.8% | 7.2% | 13.2% | 11% | 7.2% | 8.8% | 5.9% | 4.8% | 3.8% | 3.2% | 2.6% | 2.6% | 2.1% | 0.27% |
| Jun 2026 | 17.7% | 11.8% | 7.9% | 11.8% | 10.3% | 7.9% | 7.9% | 5.3% | 5.3% | 3.4% | 2.9% | 2.9% | 2.6% | 2% | 0.29% |
| Jul 2026 | 14.5% | 11.9% | 6.5% | 14.5% | 10.3% | 9.7% | 7.9% | 5.3% | 5.3% | 3.4% | 2.9% | 2.9% | 2.6% | 1.8% | 0.29% |
| Aug 2026 | 15.2% | 12.5% | 6.8% | 12.5% | 10.8% | 8.3% | 8.3% | 5.6% | 4.6% | 3.8% | 3% | 3% | 3% | 2.1% | 0.31% |
| Sep 2026 | 15.6% | 10.4% | 7% | 12.8% | 11.1% | 8.5% | 8.5% | 5.7% | 4.7% | 3.9% | 3.1% | 3.1% | 3.1% | 2.1% | 0.31% |
| Oct 2026 | 15% | 15% | 15% | 10% | 8.7% | 8.2% | 6.7% | 5.5% | 3.7% | 3.1% | 2.5% | 2.5% | 2.4% | 1.6% | 0.25% |
Universal Audio sells other things too, so only its searches that name this product count here, like “uad plugins”.
How has branded search for Soundtoys and Universal Audio changed worldwide over the last 12 months?
3 findings
- Soundtoys was ahead of Universal Audio in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Soundtoys’ share of searches among audio plugin brands worldwide moved from 12.4% to 8.2%, and its estimated monthly branded searches moved from 90.5K to 33.1K.
- Across the 12 months ending October 2026, Universal Audio’s share of searches among audio plugin brands worldwide moved from 6.8% to 3.7%, and its estimated monthly branded searches moved from 49.5K to 14.8K.
How did search popularity change for audio plugin brands worldwide in October 2026?
3 changes
In October 2026, Slate Digital overtook iZotope and 3 others to rank 3rd among audio plugin brands worldwide, with 15% of the searches.
In October 2026, Universal Audio lost share of searches among audio plugin brands worldwide, from 4.7% to 3.7%.
Estimated monthly branded searches for Soundtoys worldwide fell 63.4% over 12 measured months, from 90.5K to 33.1K in October 2026.
How are Soundtoys’ and Universal Audio’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Soundtoys’ and Universal Audio’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.
Soundtoys
1 branded search term
- soundtoys
Universal Audio
1 branded search term
- uad plugins
Other head-to-heads among audio plugin brands
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