Brandwave

How popular isFivetran?

In September 2026, people searched for Fivetran by name about 350 times in New Zealand, a 27.1% decrease from the previous year. These searches made up 25.7% of all New Zealand data integration and ETL tool searches, placing Fivetran second out of six tools. When we asked both ChatGPT and Google AI Overviews about data integration and ETL tools, Fivetran appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Fivetran is the second most searched of 6 competitors and the 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

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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, Fivetran appeared in all five answers. Fivetran is the 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 Fivetran?

Fivetran 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 Fivetran and its closest rivals

Every comparison with Fivetran

6 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fivetran in New Zealand fell from 480 to 350.
  • Across the 12 months ending September 2026, Fivetran’s share of searches among data integration and ETL tools in New Zealand decreased from 29.4% to 25.7%.
  • Across the 12 months ending September 2026, Fivetran’s share of searches among data integration and ETL tools in New Zealand peaked at 31.5% in June 2026 and was lowest at 19.3% in January 2026.

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 Fivetran’s branded searches counted?

4 search terms

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

  • fivetran
  • fivetran data integration
  • fivetran data pipeline
  • fivetran etl

Do you work for Fivetran? 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 Fivetran compete?

Fivetran is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Marketing data integration platforms2nd of 610.2%Show ranking
Data integration and ETL tools2nd of 625.7%Shown above
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