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 8.2% of all New Zealand endpoint protection brand searches, placing ESET fourth out of nine brands. When we asked both ChatGPT and Google AI Overviews about endpoint protection brands, ESET appeared in two of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

ESET is the fourth most searched of 9 competitors and the fifth most recommended in AI answers.

  1. MalwarebytesShare of searches 44.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. FortinetShare of searches 19.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. CrowdStrikeShare of searches 17.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. ESETShare of searches 8.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. SentinelOneShare of searches 4.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th

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Top endpoint protection brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ESET was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. ESET is the fifth most recommended of the nine.

Most recommended by AI

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

  1. Microsoft Defender for Business1st
  2. CrowdStrike2nd
  3. Sophos Intercept X3rd
  4. Microsoft Defender for Endpoint4th
  5. ESET5th
  6. SentinelOne6th
  7. Acronis7th
  8. Malwarebytes–
  9. Fortinet–

Mentioned by AI

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

  • Microsoft Defender for Endpoint4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Microsoft Defender for Business4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CrowdStrike3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SentinelOne3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sophos Intercept X3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ESET2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Acronis1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Malwarebytes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fortinet0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about endpoint protection brands

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 endpoint protection brands compete with ESET?

ESET against endpoint protection brands in New Zealand, by month

Share of searches by month for Malwarebytes, Fortinet, CrowdStrike, ESET, SentinelOne, Acronis. The figures are in the table below the chart.

View monthly share of searches table
MonthMalwarebytesFortinetCrowdStrikeESETSentinelOneAcronisMicrosoft Defender for EndpointMicrosoft Defender for BusinessSophos Intercept X
Oct 202540.4%19.9%14.3%14%3.5%5.7%1.5%0.4%0.27%
Nov 202538.1%21.6%14.4%13.9%3.9%5.3%1.8%0.45%0.6%
Dec 202550.1%17.6%10.6%12.3%3.5%4.1%1.2%0.33%0.33%
Jan 202649.9%18.2%10.2%12.1%3.3%4%1.4%0.48%0.32%
Feb 202645%18.7%14.9%11.8%4.1%3.1%1.6%0.63%0.31%
Mar 202644.9%18.8%13.8%12%4.1%3.4%1.8%0.9%0.26%
Apr 202652.3%15%11.9%11.3%3.9%3.5%1.4%0.6%0.15%
May 202649.5%18.7%12.7%10.2%3.5%3.1%1.2%0.94%0.27%
Jun 202648.8%22.3%11.4%9.3%3.2%2.8%1.5%0.49%0.12%
Jul 202654.2%15.3%14.3%8.5%2.9%3.1%1.2%0.41%0.14%
Aug 202652.5%17%14.1%7.6%3.8%2.6%1.6%0.58%0.15%
Sep 202644.9%19.2%17.6%8.2%4.2%3.7%1.5%0.48%0.16%

  1. 1.Malwarebytes

    44.9%

    Held 1st. 2.8K estimated branded searches, -23% vs prior month. Share -7.6 points.

  2. 2.Fortinet

    19.2%

    Held 2nd. 1.2K estimated branded searches, +1.7% vs prior month. Share +2.2 points.

  3. 3.CrowdStrike

    17.6%

    Held 3rd. 1.1K estimated branded searches, +12.4% vs prior month. Share +3.5 points.

  4. 4.ESET

    8.2%

    Held 4th. 510 estimated branded searches, -1.9% vs prior month. Share +0.7 points.

  5. 5.SentinelOne

    4.2%

    Held 5th. 260 estimated branded searches, 0% vs prior month. Share +0.4 points.

  6. 6.Acronis

    3.7%

    Held 6th. 230 estimated branded searches, +27.8% vs prior month. Share +1.1 points.

  7. 7.Microsoft Defender for Endpoint

    1.5%

    Held 7th. 90 estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  8. 8.Microsoft Defender for Business

    0.48%

    Held 8th. 30 estimated branded searches, -25% vs prior month. Share -0.1 points.

  9. 9.Sophos Intercept X

    0.16%

    Held 9th. 10 estimated branded searches, 0% vs prior month. Share 0 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 endpoint protection brands in New Zealand decreased from 14% to 8.2%.
  • Across the 12 months ending September 2026, ESET’s share of searches among endpoint protection brands in New Zealand peaked at 14% in October 2025 and was lowest at 7.6% in August 2026.

How did search popularity change for New Zealand endpoint protection brands in September 2026?

6 changes

  1. In September 2026, CrowdStrike gained share of searches among endpoint protection brands in New Zealand, from 14.1% to 17.6%.

  2. In September 2026, Fortinet gained share of searches among endpoint protection brands in New Zealand, from 17% to 19.2%.

  3. In September 2026, Acronis gained share of searches among endpoint protection brands in New Zealand, from 2.6% to 3.7%.

  4. In September 2026, ESET gained share of searches among endpoint protection brands in New Zealand, from 7.6% to 8.2%.

  5. In September 2026, Malwarebytes lost share of searches among endpoint protection brands in New Zealand, from 52.5% to 44.9%.

  6. Estimated monthly branded searches for Sophos Intercept X in New Zealand fell 50% over 12 measured months, from 20 to 10 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%Show ranking
Endpoint security platforms4th of 97.8%Show ranking
Endpoint protection brands4th of 98.2%Shown above
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