Brandwave

How popular isHubSpot?

In September 2026, people searched for HubSpot by name about 9,030 times in New Zealand, a 20.7% increase from the previous year. These searches made up 35.9% of all New Zealand content marketing platform searches, placing HubSpot second out of ten platforms. When we asked both ChatGPT and Google AI Overviews about content marketing platforms, HubSpot appeared in four of the five answers and was the most recommended of the ten.

Search and AI answers in September 2026

HubSpot is the second most searched of 10 competitors and the most recommended in AI answers.

  1. MailchimpShare of searches 51.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. HubSpotShare of searches 35.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. SemrushShare of searches 8.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. OptimizelyShare of searches 2.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  5. PlanableShare of searches 0.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th

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Top content marketing platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HubSpot was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. HubSpot is the most recommended of the ten.

Most recommended by AI

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

  1. HubSpot1st
  2. Semrush2nd
  3. CoSchedule3rd
  4. Optimizely4th
  5. StoryChief5th
  6. Mailchimp6th
  7. Planable7th
  8. Contently–
  9. Skyword–
  10. Uberflip–

Mentioned by AI

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

  • HubSpot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Semrush3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mailchimp2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Planable2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CoSchedule2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • StoryChief2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Optimizely1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Contently0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Skyword0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Uberflip0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about content marketing 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 content marketing platforms compete with HubSpot?

HubSpot against content marketing platforms in New Zealand, by month

Share of searches by month for Mailchimp, HubSpot, Semrush, Optimizely. The figures are in the table below the chart.

View monthly share of searches table
MonthMailchimpHubSpotSemrushOptimizelyPlanableContentlyCoScheduleSkywordStoryChiefUberflip
Oct 202559.4%28.7%8.3%2.4%0.68%0.36%0.04%0.08%0.04%0.04%
Nov 202560.3%28.6%7.9%1.9%0.69%0.37%0.08%0.04%0.08%0.04%
Dec 202559.2%28.8%8.1%2.3%1%0.42%0.06%0.06%0.06%0%
Jan 202649.9%36.1%10%2.4%1.1%0.25%0.15%0.05%0.05%0.05%
Feb 202655.3%32.2%9%2.2%0.96%0.18%0.05%0.05%0.05%0.05%
Mar 202654.8%32.4%9.1%2.2%0.96%0.33%0.07%0.07%0.04%0.04%
Apr 202651.5%36.5%8.5%2%0.89%0.38%0.04%0.08%0.04%0.04%
May 202651.2%36.6%8.4%2.5%0.89%0.3%0.04%0.04%0.04%0.04%
Jun 202647.5%41%7.8%2.3%1%0.27%0.08%0.04%0.04%0%
Jul 202654.9%32.2%9.1%2.2%1.2%0.32%0.05%0.05%0.05%0%
Aug 202646.4%39.9%9.3%2.8%0.98%0.33%0.09%0.09%0.05%0.05%
Sep 202651.7%35.9%8.4%2.5%0.9%0.38%0.04%0.04%0.04%0.04%

  1. 1.Mailchimp

    51.7%

    Held 1st. 12.1K estimated branded searches, +22.2% vs prior month. Share +5.2 points.

  2. 2.HubSpot

    35.9%

    Held 2nd. 8.4K estimated branded searches, -1.1% vs prior month. Share -3.9 points.

  3. 3.Semrush

    8.4%

    Held 3rd. 2K estimated branded searches, -1% vs prior month. Share -0.9 points.

  4. 4.Optimizely

    2.5%

    Held 4th. 590 estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Planable

    0.9%

    Held 5th. 210 estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Contently

    0.38%

    Held 6th. 90 estimated branded searches, +28.6% vs prior month. Share +0.1 points.

  7. 7.CoSchedule

    0.04%

    Held 7th. 10 estimated branded searches, -50% vs prior month. Share -0.1 points.

  8. 8.Skyword

    0.04%

    Held 8th. 10 estimated branded searches, -50% vs prior month. Share -0.1 points.

  9. 9.StoryChief

    0.04%

    Held 9th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Uberflip

    0.04%

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

Compare popularity between HubSpot and its closest rivals

Every comparison with HubSpot

19 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for HubSpot in New Zealand rose from 7.5K to 9K.
  • Across the 12 months ending September 2026, HubSpot’s share of searches among content marketing platforms in New Zealand increased from 28.7% to 35.9%.
  • Across the 12 months ending September 2026, HubSpot’s share of searches among content marketing platforms in New Zealand peaked at 41% in June 2026 and was lowest at 28.6% in November 2025.

How did search popularity change for New Zealand content marketing platforms in September 2026?

5 changes

  1. In September 2026, Mailchimp gained share of searches among content marketing platforms in New Zealand, from 46.4% to 51.7%.

  2. In September 2026, HubSpot lost share of searches among content marketing platforms in New Zealand, from 39.9% to 35.9%.

  3. In September 2026, Semrush lost share of searches among content marketing platforms in New Zealand, from 9.3% to 8.4%.

  4. Estimated monthly branded searches for Planable in New Zealand rose 23.5% over 12 measured months, from 170 to 210 in September 2026.

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

How are HubSpot’s branded searches counted?

8 search terms

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

  • hubspot
  • hubspot academy
  • hubspot api
  • hubspot crm
  • hubspot marketing
  • hubspot marketing automation
  • hubspot marketing hub
  • hubspot software

Do you work for HubSpot? 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 HubSpot compete?

HubSpot is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Content marketing platforms2nd of 1035.9%Shown above
CRM platforms1st of 841.9%Show ranking
Marketing automation platforms6th of 80.23%Show ranking
Customer engagement platforms1st of 1072.1%Show ranking
Marketing attribution platforms5th of 90.2%Show ranking
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Is HubSpot your brand?

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