How popular isNorton?
In September 2026, people searched for Norton by name about 730 times in New Zealand, a 29.8% decrease from the previous year. These searches made up 6.3% of all New Zealand antivirus software searches, placing Norton sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about antivirus software, Norton appeared in all answers and was the third most recommended of the seven.
Norton is the sixth most searched of 7 competitors and the third most recommended in AI answers.
McAfeeShare of searches 32.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
MalwarebytesShare of searches 24.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
BitdefenderShare of searches 16.4%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
AvastShare of searches 11%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
NortonShare of searches 6.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
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Top antivirus software in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Norton appeared in all four answers. Norton is the third most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Bitdefender1st
ESET2nd- Norton3rd
Microsoft Defender4th- Avast5th
- McAfee–
- 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
Asked ChatGPT
“Which antivirus product should I use in New Zealand?”
Asked ChatGPT
“What are the best antivirus products in New Zealand?”
Asked ChatGPT
“What's the best antivirus product in New Zealand for device protection?”
Searched Google, AI Overview
“antivirus software nz”
Searched Google, AI Overview
“antivirus for pc”
Google showed no AI Overview for this search.
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 Norton?
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
| Month | McAfee | Malwarebytes | Bitdefender | Avast | ESET | Norton | Microsoft Defender |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.7% | 23.9% | 18.4% | 10.1% | 11.2% | 8.2% | 2.5% |
| Nov 2025 | 27.7% | 21.7% | 19% | 10.6% | 10.9% | 7.3% | 2.7% |
| Dec 2025 | 29.2% | 25.3% | 15.3% | 11% | 8.5% | 8.6% | 2.2% |
| Jan 2026 | 26.4% | 25% | 17.7% | 10.4% | 8.8% | 9.2% | 2.5% |
| Feb 2026 | 29.3% | 24.1% | 17.4% | 9.3% | 8.1% | 9.2% | 2.7% |
| Mar 2026 | 25.6% | 26.7% | 19.9% | 9% | 9.3% | 6.6% | 3% |
| Apr 2026 | 23.8% | 29.2% | 18.1% | 9.8% | 8.5% | 7.4% | 3.2% |
| May 2026 | 24.9% | 28.6% | 19.1% | 8.8% | 7.8% | 7.9% | 3% |
| Jun 2026 | 22.4% | 30.3% | 19.7% | 8.9% | 8% | 8.2% | 2.4% |
| Jul 2026 | 17.8% | 33.4% | 22.5% | 8.7% | 8% | 7.5% | 2.2% |
| Aug 2026 | 21.8% | 30.9% | 20.1% | 9.6% | 7.2% | 7.6% | 2.7% |
| Sep 2026 | 32.2% | 24.4% | 16.4% | 11% | 6.9% | 6.3% | 2.8% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 32.2% | 3.7K | +44.4% | +10.4 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 24.4% | 2.8K | -22.8% | -6.5 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 16.4% | 1.9K | -19.9% | -3.6 points | |
| 4, held 4th | 11% | 1.3K | +12.4% | +1.4 points | |
| 5, moved from 6th to 5th | 6.9% | 790 | -7.1% | -0.4 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 6.3% | 730 | -18.9% | -1.3 pointsmoved from 5th to 6th | |
| 7, held 7th | 2.8% | 320 | 0% | +0.1 points |
1.
McAfee32.2%
Moved from 2nd to 1st. 3.7K estimated branded searches, +44.4% vs prior month. Share +10.4 points.
24.4%
Moved from 1st to 2nd. 2.8K estimated branded searches, -22.8% vs prior month. Share -6.5 points.
16.4%
Held 3rd. 1.9K estimated branded searches, -19.9% vs prior month. Share -3.6 points.
4.
Avast11%
Held 4th. 1.3K estimated branded searches, +12.4% vs prior month. Share +1.4 points.
5.
ESET6.9%
Moved from 6th to 5th. 790 estimated branded searches, -7.1% vs prior month. Share -0.4 points.
6.
Norton6.3%
Moved from 5th to 6th. 730 estimated branded searches, -18.9% vs prior month. Share -1.3 points.
2.8%
Held 7th. 320 estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare popularity between Norton and its closest rivals
Every comparison with Norton
6 comparisons
How has branded search demand for Norton changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Norton in New Zealand fell from 1K to 730.
- Across the 12 months ending September 2026, Norton’s share of searches among antivirus software in New Zealand decreased from 8.2% to 6.3%.
- Across the 12 months ending September 2026, Norton’s share of searches among antivirus software in New Zealand peaked at 9.2% in January 2026 and was lowest at 6.3% in September 2026.
How did search popularity change for New Zealand antivirus software in September 2026?
6 changes
In September 2026, McAfee overtook Malwarebytes to become the leader among antivirus software in New Zealand, with 32.2% of the searches.
In September 2026, Avast gained share of searches among antivirus software in New Zealand, from 9.6% to 11%.
In September 2026, Malwarebytes lost share of searches among antivirus software in New Zealand, from 30.9% to 24.4%.
In September 2026, Bitdefender lost share of searches among antivirus software in New Zealand, from 20.1% to 16.4%.
In September 2026, Norton lost share of searches among antivirus software in New Zealand, from 7.6% to 6.3%.
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 Norton’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Norton’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.
- norton antivirus
- norton antivirus plus
- norton mobile security
- norton security
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Where does Norton compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Antivirus software | 6th of 7 | 6.3% | Shown above |
| Antivirus plus brands | 3rd of 3 | 10% | Show ranking |
Is Norton your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.