Brandwave

How popular isDeepL?

In October 2026, people searched for DeepL by name about 11,800 times in New Zealand, a 45.6% decrease from the previous year. These searches made up 2.3% of all New Zealand translation app searches, placing DeepL third out of six apps. When we asked both ChatGPT and Google AI Overviews about translation apps, DeepL appeared in all answers and was the second most recommended of the six.

Search and AI answers in October 2026

DeepL is the third most searched of 6 competitors and the second most recommended in the AI answers we collected.

  1. Google TranslateShare of searches 93%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. QuillBotShare of searches 4.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. DeepLShare of searches 2.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. ReversoShare of searches 0.34%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. PapagoShare of searches 0.17%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th

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Top translation apps in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, DeepL appeared in all five answers. DeepL is the second most recommended of the six.

Most recommended by AI

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

  1. Google Translate1st
  2. DeepL2nd
  3. Microsoft Translator3rd
  4. Papago4th
  5. QuillBot–
  6. Reverso–

Mentioned by AI

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

  • Google Translate5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • DeepL5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Microsoft Translator3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Papago1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • QuillBot0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Reverso0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about translation apps

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 19, 2026.

How often do people search for DeepL compared with other New Zealand translation apps?

DeepL against translation apps in New Zealand, by month

Share of searches by month for Google Translate, QuillBot, DeepL. The figures are in the table below the chart.

View monthly share of searches table
MonthGoogle TranslateQuillBotDeepLReversoPapagoMicrosoft Translator
Nov 202591.8%3.9%3.5%0.49%0.22%0.15%
Dec 202593.7%2.2%3.3%0.5%0.24%0.12%
Jan 202693.6%2.2%3.3%0.5%0.31%0.12%
Feb 202691%3.8%4.3%0.44%0.33%0.1%
Mar 202686.2%8.1%4.9%0.45%0.27%0.06%
Apr 202688.8%5.7%4.8%0.5%0.2%0.04%
May 202687.2%5.6%6.6%0.34%0.21%0.03%
Jun 202689.2%3.9%6.4%0.25%0.17%0.04%
Jul 202684.9%2.7%11.8%0.29%0.22%0.05%
Aug 202686.6%5.8%6.6%0.35%0.25%0.37%
Sep 202690.8%5.8%2.8%0.37%0.19%0.05%
Oct 202693%4.1%2.3%0.34%0.17%0.05%

  1. 1.Google Translate

    93%

    Held 1st. 470K estimated branded searches, -0.41% vs prior month. Share +2.2 points.

  2. 2.QuillBot

    4.1%

    Held 2nd. 20.7K estimated branded searches, -31.1% vs prior month. Share -1.7 points.

  3. 3.DeepL

    2.3%

    Held 3rd. 11.8K estimated branded searches, -18.5% vs prior month. Share -0.5 points.

  4. 4.Reverso

    0.34%

    Held 4th. 1.7K estimated branded searches, -9.5% vs prior month. Share 0 points.

  5. 5.Papago

    0.17%

    Held 5th. 840 estimated branded searches, -14.3% vs prior month. Share 0 points.

  6. 6.Microsoft Translator

    0.05%

    Held 6th. 260 estimated branded searches, +8.3% vs prior month. Share 0 points.

Compare popularity between DeepL and its closest rivals

Every comparison with DeepL

5 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for DeepL in New Zealand fell from 21.7K to 11.8K.
  • Across the 12 months ending October 2026, DeepL’s share of searches among translation apps in New Zealand decreased from 3.5% to 2.3%.
  • Across the 12 months ending October 2026, DeepL’s share of searches among translation apps in New Zealand peaked at 11.8% in July 2026 and was lowest at 2.3% in October 2026.

How did search popularity change for New Zealand translation apps in October 2026?

6 changes

  1. In October 2026, Google Translate gained share of searches among translation apps in New Zealand, from 90.8% to 93%.

  2. In October 2026, QuillBot lost share of searches among translation apps in New Zealand, from 5.8% to 4.1%.

  3. DeepL’s share of searches among translation apps in New Zealand has lost ground for 3 months in a row, from 11.8% to 2.3% in October 2026.

  4. Estimated monthly branded searches for Microsoft Translator in New Zealand fell 72% over 12 measured months, from 930 to 260 in October 2026.

  5. Estimated monthly branded searches for Reverso in New Zealand fell 44% over 12 measured months, from 3.1K to 1.7K in October 2026.

  6. Estimated monthly branded searches for Papago in New Zealand fell 39.1% over 12 measured months, from 1.4K to 840 in October 2026.

How are DeepL’s branded searches counted?

3 search terms

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

  • deepl
  • deepl translate
  • translate deepl

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