Brandwave

How popular isMicrosoft Authenticator?

In September 2026, people searched for Microsoft Authenticator by name about 3,520 times in New Zealand, a 26.8% decrease from the previous year. These searches made up 39.5% of all New Zealand authenticator app searches, placing Microsoft Authenticator second out of seven apps. When we asked both ChatGPT and Google AI Overviews about authenticator apps, Microsoft Authenticator appeared in all answers and was the most recommended of the seven.

Search and AI answers in September 2026

Microsoft Authenticator is the second most searched of 7 competitors and the most recommended in AI answers.

  1. Google AuthenticatorShare of searches 51.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. Microsoft AuthenticatorShare of searches 39.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. AuthyShare of searches 4.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  4. Cisco DuoShare of searches 2.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Ente AuthShare of searches 1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top authenticator apps in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Microsoft Authenticator appeared in all five answers. Microsoft Authenticator is the most recommended of the seven.

Most recommended by AI

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

  1. Microsoft Authenticator1st
  2. 2FAS2nd
  3. Google Authenticator3rd
  4. Aegis Authenticator4th
  5. Ente Auth5th
  6. Authy6th
  7. Cisco Duo–

Mentioned by AI

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

  • Microsoft Authenticator5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Google Authenticator4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • 2FAS4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aegis Authenticator3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ente Auth2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Authy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cisco Duo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about authenticator apps

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 20, 2026.

Which authenticator apps compete with Microsoft Authenticator?

Microsoft Authenticator against authenticator apps in New Zealand, by month

Share of searches by month for Google Authenticator, Microsoft Authenticator, Authy, Cisco Duo. The figures are in the table below the chart.

View monthly share of searches table
MonthGoogle AuthenticatorMicrosoft AuthenticatorAuthyCisco DuoEnte Auth2FASAegis Authenticator
Oct 202545.3%46%5.4%1.8%0.86%0.48%0.19%
Nov 202544.8%46%5.3%2.2%1%0.46%0.23%
Dec 202545.8%43.2%5.8%3.4%1%0.59%0.15%
Jan 202647.7%43%4.7%2.7%0.9%0.7%0.4%
Feb 202649.3%42.5%4.2%2.4%0.8%0.53%0.18%
Mar 202649.1%42.2%4.2%2.6%0.79%0.79%0.26%
Apr 202647.6%44.1%4.4%2.2%0.72%0.72%0.2%
May 202655.5%36.5%4.6%1.6%0.89%0.57%0.24%
Jun 202663.5%29.5%3.7%1.7%0.81%0.66%0.15%
Jul 202659%33.7%3.6%2.1%0.92%0.59%0.17%
Aug 202656.8%36.1%3.6%1.9%0.99%0.45%0.18%
Sep 202651.3%39.5%4.4%2.8%1%0.78%0.22%

  1. 1.Google Authenticator

    51.3%

    Held 1st. 4.6K estimated branded searches, -27.5% vs prior month. Share -5.5 points.

  2. 2.Microsoft Authenticator

    39.5%

    Held 2nd. 3.5K estimated branded searches, -12.2% vs prior month. Share +3.4 points.

  3. 3.Authy

    4.4%

    Held 3rd. 390 estimated branded searches, -2.5% vs prior month. Share +0.8 points.

  4. 4.Cisco Duo

    2.8%

    Held 4th. 250 estimated branded searches, +19% vs prior month. Share +0.9 points.

  5. 5.Ente Auth

    1%

    Held 5th. 90 estimated branded searches, -18.2% vs prior month. Share 0 points.

  6. 6.2FAS

    0.78%

    Held 6th. 70 estimated branded searches, +40% vs prior month. Share +0.3 points.

  7. 7.Aegis Authenticator

    0.22%

    Held 7th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Microsoft Authenticator and its closest rivals

Every comparison with Microsoft Authenticator

5 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Microsoft Authenticator in New Zealand fell from 4.8K to 3.5K.
  • Across the 12 months ending September 2026, Microsoft Authenticator’s share of searches among authenticator apps in New Zealand decreased from 46% to 39.5%.
  • Across the 12 months ending September 2026, Microsoft Authenticator’s share of searches among authenticator apps in New Zealand peaked at 46% in November 2025 and was lowest at 29.5% in June 2026.
  • Across the 12 months ending September 2026, Microsoft Authenticator fell from 1st to 2nd among authenticator apps in New Zealand.

How did search popularity change for New Zealand authenticator apps in September 2026?

5 changes

  1. In September 2026, Microsoft Authenticator gained share of searches among authenticator apps in New Zealand, from 36.1% to 39.5%.

  2. In September 2026, Cisco Duo gained share of searches among authenticator apps in New Zealand, from 1.9% to 2.8%.

  3. In September 2026, Authy gained share of searches among authenticator apps in New Zealand, from 3.6% to 4.4%.

  4. In September 2026, Google Authenticator lost share of searches among authenticator apps in New Zealand, from 56.8% to 51.3%.

  5. Estimated monthly branded searches for 2FAS in New Zealand rose 40% over 12 measured months, from 50 to 70 in September 2026.

How are Microsoft Authenticator’s branded searches counted?

5 search terms

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

  • app microsoft authenticator
  • microsoft authenticator
  • microsoft authenticator 2fa
  • microsoft authenticator authenticator
  • microsoftauthenticator

How the Brand Demand Index is measured

Who owns Microsoft Authenticator?

Microsoft Authenticator is owned by Microsoft. Brandwave also tracks Microsoft Copilot, Azure Data Factory, Azure Pipelines, Azure Test Plans, Bing, GitHub Actions, GitHub Copilot, LinkedIn, LinkedIn Ads, LinkedIn Sales Navigator, Microsoft 365, Microsoft Advertising, Microsoft Azure, Microsoft Bookings, Microsoft Clarity, Microsoft Defender for Business, Microsoft Defender for Endpoint, Microsoft Defender Vulnerability Management, Microsoft Dynamics 365, Microsoft Edge, Microsoft Entra, Microsoft Entra External ID, Microsoft Entra ID, Microsoft Entra Private Access, Microsoft Forms, Microsoft Places, Microsoft Planner, Microsoft Power Apps, Microsoft PowerPoint, Microsoft Surface, Microsoft Teams, Microsoft To Do, Microsoft Translator, Microsoft Visio, Microsoft Whiteboard, Minecraft, OneDrive, OneNote, Outlook, Power Automate, Power BI, SharePoint, Xbox and Xbox Game Pass, owned by the same company, in New Zealand.

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

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