Brandwave

How popular isAzure Data Factory?

In September 2026, people searched for Azure Data Factory by name about 880 times in New Zealand, about the same as the previous year. These searches made up 64.7% of all New Zealand data integration and ETL tool searches, placing Azure Data Factory first out of six tools. When we asked both ChatGPT and Google AI Overviews about data integration and ETL tools, Azure Data Factory appeared in three of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

Azure Data Factory is the most searched of 6 competitors and the third most recommended in AI answers.

  1. Azure Data FactoryShare of searches 64.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. FivetranShare of searches 25.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. AirbyteShare of searches 3.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  4. TalendShare of searches 2.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. MatillionShare of searches 2.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

+1 more

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Top data integration and ETL tools in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Azure Data Factory was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Azure Data Factory is the third most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Fivetran1st
  2. Matillion2nd
  3. Azure Data Factory3rd
  4. Airbyte4th
  5. Talend5th
  6. Stitch–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Fivetran5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Matillion5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Airbyte4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Azure Data Factory3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Talend1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stitch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about data integration and ETL tools

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which data integration and ETL tools compete with Azure Data Factory?

Azure Data Factory against data integration and ETL tools in New Zealand, by month

Share of searches by month for Azure Data Factory, Fivetran, Airbyte, Talend, Matillion. The figures are in the table below the chart.

View monthly share of searches table
MonthAzure Data FactoryFivetranAirbyteTalendMatillionStitch
Oct 202554%29.4%8.6%4.3%1.8%1.8%
Nov 202556.7%26.8%7.1%4.7%2.4%2.4%
Dec 202563.7%20.4%8%5.3%1.8%0.88%
Jan 202663.2%19.3%9.6%4.4%2.6%0.88%
Feb 202654.5%26.5%7.6%5.3%3%3%
Mar 202658.3%27.2%7.3%4%1.3%2%
Apr 202656.7%26.8%9.4%3.9%1.6%1.6%
May 202655.8%27.1%9.3%3.9%2.3%1.6%
Jun 202655.4%31.5%6.9%1.5%2.3%2.3%
Jul 202658.1%27.4%8.1%1.6%2.4%2.4%
Aug 202656.7%27.6%7.9%3.9%2.4%1.6%
Sep 202664.7%25.7%3.7%2.9%2.2%0.74%

  1. 1.Azure Data Factory

    64.7%

    Held 1st. 880 estimated branded searches, +22.2% vs prior month. Share +8 points.

  2. 2.Fivetran

    25.7%

    Held 2nd. 350 estimated branded searches, 0% vs prior month. Share -1.8 points.

  3. 3.Airbyte

    3.7%

    Held 3rd. 50 estimated branded searches, -50% vs prior month. Share -4.2 points.

  4. 4.Talend

    2.9%

    Held 4th. 40 estimated branded searches, -20% vs prior month. Share -1 points.

  5. 5.Matillion

    2.2%

    Held 5th. 30 estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Stitch

    0.74%

    Held 6th. 10 estimated branded searches, -50% vs prior month. Share -0.8 points.

Compare popularity between Azure Data Factory and its closest rivals

Every comparison with Azure Data Factory

3 comparisons

How has branded search demand for Azure Data Factory changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Azure Data Factory in New Zealand held steady at 880.
  • Across the 12 months ending September 2026, Azure Data Factory’s share of searches among data integration and ETL tools in New Zealand increased from 54% to 64.7%.

How did search popularity change for New Zealand data integration and ETL tools in September 2026?

5 changes

  1. In September 2026, Azure Data Factory gained share of searches among data integration and ETL tools in New Zealand, from 56.7% to 64.7%.

  2. In September 2026, Airbyte lost share of searches among data integration and ETL tools in New Zealand, from 7.9% to 3.7%.

  3. In September 2026, Fivetran lost share of searches among data integration and ETL tools in New Zealand, from 27.6% to 25.7%.

  4. In September 2026, Talend lost share of searches among data integration and ETL tools in New Zealand, from 3.9% to 2.9%.

  5. In September 2026, Stitch lost share of searches among data integration and ETL tools in New Zealand, from 1.6% to 0.74%.

How are Azure Data Factory’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Azure Data Factory’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • azure data factory

How the Brand Demand Index is measured

Who owns Azure Data Factory?

Azure Data Factory is owned by Microsoft. Brandwave also tracks Microsoft Copilot, Azure Pipelines, Azure Test Plans, Bing, GitHub Actions, GitHub Copilot, LinkedIn, LinkedIn Ads, LinkedIn Sales Navigator, Microsoft 365, Microsoft Advertising, Microsoft Authenticator, Microsoft Azure, Microsoft Bookings, Microsoft Clarity, Microsoft Defender for Business, Microsoft Defender for Endpoint, Microsoft Defender Vulnerability Management, Microsoft Dynamics 365, Microsoft Edge, Microsoft Entra, Microsoft Entra External ID, Microsoft Entra ID, Microsoft Entra Private Access, Microsoft Forms, Microsoft Places, Microsoft Planner, Microsoft Power Apps, Microsoft PowerPoint, Microsoft Surface, Microsoft Teams, Microsoft To Do, Microsoft Translator, Microsoft Visio, Microsoft Whiteboard, Minecraft, OneDrive, OneNote, Outlook, Power Automate, Power BI, SharePoint, Xbox and Xbox Game Pass, owned by the same company, in New Zealand.

Do you work for Azure Data Factory? To request corrections or removal please contact us via our support page and we will be happy to assist.

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