Toptal vs Upwork:Which is more popular by branded search?
In August 2026, Upwork had more branded searches than Toptal among freelance marketplaces worldwide. Upwork was estimated to have 2.7M branded searches compared to Toptal’s 135K, and held a 30.6% Share of Search versus Toptal’s 1.5%. These are worldwide searches for English-language branded terms.
Follow Toptal vs Upwork and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Toptal or Upwork?
Compare the marketplaces people hire freelancers from. 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 Upwork, Toptal. The figures are in the table below the chart.
View monthly share of search table
| Month | Fiverr | Upwork | Freelancer | PeoplePerHour | Toptal |
|---|---|---|---|---|---|
| Oct 2025 | 50.3% | 27.6% | 18.4% | 2% | 1.7% |
| Nov 2025 | 50.7% | 27.8% | 18.5% | 1.7% | 1.4% |
| Dec 2025 | 45.6% | 30.6% | 20.4% | 1.8% | 1.5% |
| Jan 2026 | 47.4% | 31.8% | 17.4% | 1.9% | 1.6% |
| Feb 2026 | 45.6% | 30.6% | 20.4% | 1.8% | 1.5% |
| Mar 2026 | 47.6% | 31.9% | 17.4% | 1.6% | 1.6% |
| Apr 2026 | 47.5% | 31.9% | 17.4% | 1.9% | 1.3% |
| May 2026 | 45.5% | 30.5% | 20.3% | 2.2% | 1.5% |
| Jun 2026 | 45.6% | 30.6% | 20.4% | 1.8% | 1.5% |
| Jul 2026 | 45.6% | 30.6% | 20.4% | 1.8% | 1.5% |
| Aug 2026 | 45.6% | 30.6% | 20.4% | 1.8% | 1.5% |
| Sep 2026 | — | — | — | — | — |
How has the Toptal and Upwork comparison changed over the last 12 months?
3 findings
- Upwork was ahead of Toptal in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Toptal’s estimated Share of Search among freelance marketplaces worldwide moved from 1.7% to 1.5%, and its estimated monthly branded searches moved from 165K to 135K.
- Across the 11 months ending August 2026, Upwork’s estimated Share of Search among freelance marketplaces worldwide moved from 27.6% to 30.6%, and its estimated monthly branded searches held steady at 2.7M.
How did search popularity change for freelance marketplaces worldwide in August 2026?
1 change
Estimated monthly branded searches for Toptal worldwide fell 18.2% over 11 measured months, from 165K to 135K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Toptal’s and Upwork’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.
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.