Brandwave

How popular isMicrosoft Entra ID?

In September 2026, people searched for Microsoft Entra ID by name about 740 times in New Zealand, a 13.8% increase from the previous year. These searches made up 21.7% of all New Zealand authentication platform searches, placing Microsoft Entra ID second out of ten platforms. When we asked both ChatGPT and Google AI Overviews about authentication platforms, Microsoft Entra ID appeared in three of the five answers and was the second most recommended of the ten.

Search and AI answers in September 2026

Microsoft Entra ID is the second most searched of 10 competitors and the second most recommended in AI answers.

  1. OktaShare of searches 43.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  2. Microsoft Entra IDShare of searches 21.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. Auth0Share of searches 17.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. WorkOSShare of searches 7.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Amazon CognitoShare of searches 4.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top authentication platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Microsoft Entra ID was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Microsoft Entra ID is the second most recommended of the ten.

Most recommended by AI

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

  1. Auth01st
  2. Microsoft Entra ID2nd
  3. Clerk3rd
  4. Amazon Cognito4th
  5. Okta5th
  6. WorkOS–
  7. Microsoft Entra External ID–
  8. Firebase–
  9. Stytch–
  10. Frontegg–

Mentioned by AI

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

  • Microsoft Entra ID3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Auth03 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazon Cognito3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Okta1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clerk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WorkOS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Microsoft Entra External ID0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Firebase0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stytch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Frontegg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about authentication 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 20, 2026.

Which authentication platforms compete with Microsoft Entra ID?

Microsoft Entra ID against authentication platforms in New Zealand, by month

Share of searches by month for Okta, Microsoft Entra ID, Auth0, WorkOS, Amazon Cognito. The figures are in the table below the chart.

View monthly share of searches table
MonthOktaMicrosoft Entra IDAuth0WorkOSAmazon CognitoMicrosoft Entra External IDClerkFirebaseStytchFrontegg
Oct 202554.8%16%15.3%4.7%3.7%2.2%1.5%1.2%0.25%0.25%
Nov 202554.6%14.4%16.6%4.3%3%1.6%2.4%1.9%0.82%0.27%
Dec 202555.2%12.1%16.9%5.5%2.8%2.1%3.1%1.4%0.69%0.34%
Jan 202655.9%13.6%17.4%4.6%2.6%1.4%2.3%1.2%0.58%0.29%
Feb 202649.3%19.3%18.1%4.5%2.4%2.7%2.4%0.89%0.3%0.3%
Mar 202654.5%16%16.4%4.7%3.2%1.6%2%0.9%0.45%0.23%
Apr 202654.3%14.7%16.6%5.3%2.5%1.9%3%1.1%0.28%0.28%
May 202646.4%19.9%18.9%7.1%2.3%1.3%2.8%0.77%0.26%0.26%
Jun 202649.6%21.4%15.2%6.6%1.7%1.7%1.7%1.2%0.49%0.25%
Jul 202656.4%18.9%11.8%5.4%2.6%1.2%2.1%0.94%0.47%0.24%
Aug 202646.9%23.6%13.6%7.6%3.3%1.1%1.9%0.81%1.1%0.27%
Sep 202643.4%21.7%17.6%7.9%4.1%1.8%1.5%1.2%0.59%0.29%

  1. 1.Okta

    43.4%

    Held 1st. 1.5K estimated branded searches, -14.5% vs prior month. Share -3.5 points.

  2. 2.Microsoft Entra ID

    21.7%

    Held 2nd. 740 estimated branded searches, -14.9% vs prior month. Share -1.9 points.

  3. 3.Auth0

    17.6%

    Held 3rd. 600 estimated branded searches, +20% vs prior month. Share +4 points.

  4. 4.WorkOS

    7.9%

    Held 4th. 270 estimated branded searches, -3.6% vs prior month. Share +0.3 points.

  5. 5.Amazon Cognito

    4.1%

    Held 5th. 140 estimated branded searches, +16.7% vs prior month. Share +0.9 points.

  6. 6.Microsoft Entra External ID

    1.8%

    Moved from 7th to 6th. 60 estimated branded searches, +50% vs prior month. Share +0.7 points.

  7. 7.Clerk

    1.5%

    Moved from 6th to 7th. 50 estimated branded searches, -28.6% vs prior month. Share -0.4 points.

  8. 8.Firebase

    1.2%

    Moved from 9th to 8th. 40 estimated branded searches, +33.3% vs prior month. Share +0.4 points.

  9. 9.Stytch

    0.59%

    Moved from 8th to 9th. 20 estimated branded searches, -50% vs prior month. Share -0.5 points.

  10. 10.Frontegg

    0.29%

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

Compare popularity between Microsoft Entra ID and its closest rivals

Every comparison with Microsoft Entra ID

6 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Microsoft Entra ID in New Zealand rose from 650 to 740.
  • Across the 12 months ending September 2026, Microsoft Entra ID’s share of searches among authentication platforms in New Zealand increased from 16% to 21.7%.
  • Across the 12 months ending September 2026, Microsoft Entra ID’s share of searches among authentication platforms in New Zealand peaked at 23.6% in August 2026 and was lowest at 12.1% in December 2025.

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

6 changes

  1. In September 2026, Microsoft Entra External ID overtook Clerk to rank 6th among authentication platforms in New Zealand, with 1.8% of the searches.

  2. In September 2026, Auth0 gained share of searches among authentication platforms in New Zealand, from 13.6% to 17.6%.

  3. In September 2026, Amazon Cognito gained share of searches among authentication platforms in New Zealand, from 3.3% to 4.1%.

  4. In September 2026, Okta lost share of searches among authentication platforms in New Zealand, from 46.9% to 43.4%.

  5. In September 2026, Microsoft Entra ID lost share of searches among authentication platforms in New Zealand, from 23.6% to 21.7%.

  6. In September 2026, Firebase rose from 9th to 8th among authentication platforms in New Zealand.

How are Microsoft Entra ID’s branded searches counted?

2 search terms

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

  • entra id
  • microsoft entra id

How the Brand Demand Index is measured

Who owns Microsoft Entra ID?

Microsoft Entra ID 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 Authenticator, 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 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 Entra ID? To request corrections or removal please contact us via our support page and we will be happy to assist.

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