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 7.8% of all New Zealand endpoint security platform searches, placing ESET fourth out of nine platforms. When we asked both ChatGPT and Google AI Overviews about endpoint security platforms, ESET appeared in one of the five answers and was the eighth most recommended of the nine.

Search and AI answers in September 2026

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

  1. MalwarebytesShare of searches 42.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. BitdefenderShare of searches 26.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. CrowdStrikeShare of searches 16.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. ESETShare of searches 7.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  5. SentinelOneShare of searches 4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

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Top endpoint security platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ESET was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. ESET is the eighth most recommended of the nine.

Most recommended by AI

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

  1. CrowdStrike1st
  2. SentinelOne2nd
  3. Microsoft Defender for Business3rd
  4. Microsoft Defender for Endpoint4th
  5. Bitdefender5th
  6. Sophos Intercept X6th
  7. Sophos Endpoint7th
  8. ESET8th
  9. Malwarebytes–

Mentioned by AI

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

  • CrowdStrike5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SentinelOne4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Microsoft Defender for Endpoint4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sophos Endpoint4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bitdefender3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Microsoft Defender for Business2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sophos Intercept X2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ESET1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Malwarebytes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about endpoint security platforms

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 security platforms compete with ESET?

ESET against endpoint security platforms in New Zealand, by month

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

View monthly share of searches table
MonthMalwarebytesBitdefenderCrowdStrikeESETSentinelOneMicrosoft Defender for EndpointMicrosoft Defender for BusinessSophos EndpointSophos Intercept X
Oct 202538.7%28.6%13.7%13.4%3.3%1.4%0.38%0.13%0.26%
Nov 202536%30.9%13.5%13.1%3.7%1.7%0.43%0.14%0.57%
Dec 202546.8%26.9%9.9%11.4%3.2%1.1%0.31%0.15%0.31%
Jan 202644.8%30.1%9.1%10.8%3%1.3%0.43%0.14%0.29%
Feb 202641.5%27.9%13.6%10.8%3.7%1.4%0.57%0.14%0.29%
Mar 202641.1%28.9%12.6%10.9%3.8%1.6%0.82%0.12%0.23%
Apr 202646.7%27.3%10.5%10%3.5%1.2%0.53%0.13%0.13%
May 202645.9%27.6%11.7%9.3%3.2%1.1%0.86%0.12%0.25%
Jun 202648.4%26%11.2%9.1%3.1%1.4%0.48%0.12%0.12%
Jul 202649.6%25.5%12.9%7.6%2.6%1.1%0.37%0.12%0.12%
Aug 202648.2%26.4%12.8%6.9%3.4%1.5%0.53%0.13%0.13%
Sep 202642.7%26.8%16.6%7.8%4%1.4%0.46%0.15%0.15%

  1. 1.Malwarebytes

    42.7%

    Held 1st. 2.8K estimated branded searches, -23.1% vs prior month. Share -5.5 points.

  2. 2.Bitdefender

    26.8%

    Held 2nd. 1.8K estimated branded searches, -11.6% vs prior month. Share +0.5 points.

  3. 3.CrowdStrike

    16.6%

    Held 3rd. 1.1K estimated branded searches, +12.4% vs prior month. Share +3.8 points.

  4. 4.ESET

    7.8%

    Held 4th. 510 estimated branded searches, -1.9% vs prior month. Share +0.9 points.

  5. 5.SentinelOne

    4%

    Held 5th. 260 estimated branded searches, 0% vs prior month. Share +0.5 points.

  6. 6.Microsoft Defender for Endpoint

    1.4%

    Held 6th. 90 estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  7. 7.Microsoft Defender for Business

    0.46%

    Held 7th. 30 estimated branded searches, -25% vs prior month. Share -0.1 points.

  8. 8.Sophos Endpoint

    0.15%

    Held 8th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Sophos Intercept X

    0.15%

    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 security platforms in New Zealand decreased from 13.4% to 7.8%.
  • Across the 12 months ending September 2026, ESET’s share of searches among endpoint security platforms in New Zealand peaked at 13.4% in October 2025 and was lowest at 6.9% in August 2026.

How did search popularity change for New Zealand endpoint security platforms in September 2026?

6 changes

  1. In September 2026, CrowdStrike gained share of searches among endpoint security platforms in New Zealand, from 12.8% to 16.6%.

  2. In September 2026, ESET gained share of searches among endpoint security platforms in New Zealand, from 6.9% to 7.8%.

  3. In September 2026, SentinelOne gained share of searches among endpoint security platforms in New Zealand, from 3.4% to 4%.

  4. In September 2026, Malwarebytes lost share of searches among endpoint security platforms in New Zealand, from 48.2% to 42.7%.

  5. Estimated monthly branded searches for Sophos Intercept X in New Zealand fell 50% over 12 measured months, from 20 to 10 in September 2026.

  6. Estimated monthly branded searches for Bitdefender in New Zealand fell 21.4% over 12 measured months, from 2.2K to 1.8K 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%Shown above
Endpoint protection brands4th of 98.2%Show ranking
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