Brandwave

How popular isESET?

In September 2026, people searched for ESET by name about 820 times in New Zealand, a 44.2% decrease from the previous year. These searches made up 6.9% of all New Zealand antivirus software searches, placing ESET fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about antivirus software, ESET appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

ESET is the fifth most searched of 7 competitors and the second most recommended in AI answers.

  1. McAfeeShare of searches 32.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. MalwarebytesShare of searches 24.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. BitdefenderShare of searches 16.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. AvastShare of searches 11%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  5. ESETShare of searches 6.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd

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Top antivirus software in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, ESET appeared in all four answers. ESET is the second most recommended of the seven.

Most recommended by AI

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

  1. Bitdefender1st
  2. ESET2nd
  3. Norton3rd
  4. Microsoft Defender4th
  5. Avast5th
  6. McAfee–
  7. Malwarebytes–

Mentioned by AI

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

  • Bitdefender4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • ESET4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Norton4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Microsoft Defender3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Avast1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • McAfee0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Malwarebytes0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about antivirus software

4 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 20, 2026.

Which antivirus software compete with ESET?

ESET against antivirus software in New Zealand, by month

Share of searches by month for McAfee, Malwarebytes, Bitdefender, Avast, ESET, Norton, Microsoft Defender. The figures are in the table below the chart.

View monthly share of searches table
MonthMcAfeeMalwarebytesBitdefenderAvastESETNortonMicrosoft Defender
Oct 202525.7%23.9%18.4%10.1%11.2%8.2%2.5%
Nov 202527.7%21.7%19%10.6%10.9%7.3%2.7%
Dec 202529.2%25.3%15.3%11%8.5%8.6%2.2%
Jan 202626.4%25%17.7%10.4%8.8%9.2%2.5%
Feb 202629.3%24.1%17.4%9.3%8.1%9.2%2.7%
Mar 202625.6%26.7%19.9%9%9.3%6.6%3%
Apr 202623.8%29.2%18.1%9.8%8.5%7.4%3.2%
May 202624.9%28.6%19.1%8.8%7.8%7.9%3%
Jun 202622.4%30.3%19.7%8.9%8%8.2%2.4%
Jul 202617.8%33.4%22.5%8.7%8%7.5%2.2%
Aug 202621.8%30.9%20.1%9.6%7.2%7.6%2.7%
Sep 202632.2%24.4%16.4%11%6.9%6.3%2.8%

  1. 1.McAfee

    32.2%

    Moved from 2nd to 1st. 3.7K estimated branded searches, +44.4% vs prior month. Share +10.4 points.

  2. 2.Malwarebytes

    24.4%

    Moved from 1st to 2nd. 2.8K estimated branded searches, -22.8% vs prior month. Share -6.5 points.

  3. 3.Bitdefender

    16.4%

    Held 3rd. 1.9K estimated branded searches, -19.9% vs prior month. Share -3.6 points.

  4. 4.Avast

    11%

    Held 4th. 1.3K estimated branded searches, +12.4% vs prior month. Share +1.4 points.

  5. 5.ESET

    6.9%

    Moved from 6th to 5th. 790 estimated branded searches, -7.1% vs prior month. Share -0.4 points.

  6. 6.Norton

    6.3%

    Moved from 5th to 6th. 730 estimated branded searches, -18.9% vs prior month. Share -1.3 points.

  7. 7.Microsoft Defender

    2.8%

    Held 7th. 320 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between ESET and its closest rivals

Every comparison with ESET

11 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for ESET in New Zealand fell from 1.5K to 820.
  • Across the 12 months ending September 2026, ESET’s share of searches among antivirus software in New Zealand decreased from 11.2% to 6.9%.
  • Across the 12 months ending September 2026, ESET fell from 4th to 5th among antivirus software in New Zealand.

How did search popularity change for New Zealand antivirus software in September 2026?

6 changes

  1. In September 2026, McAfee overtook Malwarebytes to become the leader among antivirus software in New Zealand, with 32.2% of the searches.

  2. In September 2026, Avast gained share of searches among antivirus software in New Zealand, from 9.6% to 11%.

  3. In September 2026, Malwarebytes lost share of searches among antivirus software in New Zealand, from 30.9% to 24.4%.

  4. In September 2026, Bitdefender lost share of searches among antivirus software in New Zealand, from 20.1% to 16.4%.

  5. In September 2026, Norton lost share of searches among antivirus software in New Zealand, from 7.6% to 6.3%.

  6. ESET’s share of searches among antivirus software in New Zealand has lost ground for 3 months in a row, from 8% to 6.9% in September 2026.

How are ESET’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using ESET’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.

  • eset
  • eset antivirus
  • eset internet security
  • eset protect
  • eset security

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

How the Brand Demand Index is measured

Where does ESET compete?

ESET is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Antivirus software5th of 76.9%Shown above
Endpoint security platforms4th of 97.8%Show ranking
Endpoint protection brands4th of 98.2%Show ranking
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