Brandwave

How popular isMicrosoft Defender?

In September 2026, people searched for Microsoft Defender by name about 320 times in New Zealand, about the same as the previous year. These searches made up 2.8% of all New Zealand antivirus software searches, placing Microsoft Defender seventh out of seven brands. When we asked both ChatGPT and Google AI Overviews about antivirus software, Microsoft Defender appeared in three of the four answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

Microsoft Defender is the seventh most searched of 7 competitors and the fourth most recommended in AI answers.

  1. McAfeeShare of searches 32.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. MalwarebytesShare of searches 24.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. BitdefenderShare of searches 16.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. AvastShare of searches 11%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  5. Microsoft DefenderShare of searches 2.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th

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Top antivirus software in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Microsoft Defender was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Microsoft Defender is the fourth most recommended of the seven.

Most recommended by AI

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

  1. Bitdefender1st
  2. ESET2nd
  3. Norton3rd
  4. Microsoft Defender4th
  5. Avast5th
  6. McAfee–
  7. Malwarebytes–

Mentioned by AI

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

  • Bitdefender4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • ESET4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Norton4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Microsoft Defender3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Avast1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • McAfee0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Malwarebytes0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about antivirus software

4 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 antivirus software compete with Microsoft Defender?

Microsoft Defender against antivirus software in New Zealand, by month

Share of searches by month for McAfee, Malwarebytes, Bitdefender, Avast, ESET, Norton, Microsoft Defender. The figures are in the table below the chart.

View monthly share of searches table
MonthMcAfeeMalwarebytesBitdefenderAvastESETNortonMicrosoft Defender
Oct 202525.7%23.9%18.4%10.1%11.2%8.2%2.5%
Nov 202527.7%21.7%19%10.6%10.9%7.3%2.7%
Dec 202529.2%25.3%15.3%11%8.5%8.6%2.2%
Jan 202626.4%25%17.7%10.4%8.8%9.2%2.5%
Feb 202629.3%24.1%17.4%9.3%8.1%9.2%2.7%
Mar 202625.6%26.7%19.9%9%9.3%6.6%3%
Apr 202623.8%29.2%18.1%9.8%8.5%7.4%3.2%
May 202624.9%28.6%19.1%8.8%7.8%7.9%3%
Jun 202622.4%30.3%19.7%8.9%8%8.2%2.4%
Jul 202617.8%33.4%22.5%8.7%8%7.5%2.2%
Aug 202621.8%30.9%20.1%9.6%7.2%7.6%2.7%
Sep 202632.2%24.4%16.4%11%6.9%6.3%2.8%

  1. 1.McAfee

    32.2%

    Moved from 2nd to 1st. 3.7K estimated branded searches, +44.4% vs prior month. Share +10.4 points.

  2. 2.Malwarebytes

    24.4%

    Moved from 1st to 2nd. 2.8K estimated branded searches, -22.8% vs prior month. Share -6.5 points.

  3. 3.Bitdefender

    16.4%

    Held 3rd. 1.9K estimated branded searches, -19.9% vs prior month. Share -3.6 points.

  4. 4.Avast

    11%

    Held 4th. 1.3K estimated branded searches, +12.4% vs prior month. Share +1.4 points.

  5. 5.ESET

    6.9%

    Moved from 6th to 5th. 790 estimated branded searches, -7.1% vs prior month. Share -0.4 points.

  6. 6.Norton

    6.3%

    Moved from 5th to 6th. 730 estimated branded searches, -18.9% vs prior month. Share -1.3 points.

  7. 7.Microsoft Defender

    2.8%

    Held 7th. 320 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Microsoft Defender and its closest rivals

Every comparison with Microsoft Defender

6 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Microsoft Defender in New Zealand held steady at 320.
  • Across the 12 months ending September 2026, Microsoft Defender’s share of searches among antivirus software in New Zealand peaked at 3.2% in April 2026 and was lowest at 2.2% in July 2026.

How did search popularity change for New Zealand antivirus software in September 2026?

6 changes

  1. In September 2026, McAfee overtook Malwarebytes to become the leader among antivirus software in New Zealand, with 32.2% of the searches.

  2. In September 2026, Avast gained share of searches among antivirus software in New Zealand, from 9.6% to 11%.

  3. In September 2026, Malwarebytes lost share of searches among antivirus software in New Zealand, from 30.9% to 24.4%.

  4. In September 2026, Bitdefender lost share of searches among antivirus software in New Zealand, from 20.1% to 16.4%.

  5. In September 2026, Norton lost share of searches among antivirus software in New Zealand, from 7.6% to 6.3%.

  6. ESET’s share of searches among antivirus software in New Zealand has lost ground for 3 months in a row, from 8% to 6.9% in September 2026.

How are Microsoft Defender’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Microsoft Defender’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • microsoft defender

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How the Brand Demand Index is measured

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