---
title: "Phrase: search popularity and Share of Search in New Zealand"
description: "Phrase is a website localization platform. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/brands/phrase"
publisher: "Brandwave"
---

# Phrase: search popularity and Share of Search in New Zealand

Phrase is a website localization platform. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: Phrase
- **Market**: New Zealand
- **Measured month**: Aug 2026
- **Share of Search among localisation management platforms**: 20%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Localisation management platforms | 3 | 20% | 30 |

- [Localisation management platforms](/demand/nz/categories/nz-localisation-management-platforms)

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

- Across the 11 months ending August 2026, estimated monthly branded searches for Phrase in New Zealand held steady at 30.
- Across the 11 months ending August 2026, Phrase’s estimated Share of Search among localisation management platforms in New Zealand increased from 15% to 20%.
- Across the 11 months ending August 2026, Phrase’s estimated Share of Search among localisation management platforms in New Zealand peaked at 23.8% in May 2026 and was lowest at 6.7% in April 2026.
- Across the 11 months ending August 2026, Phrase rose from 4th to 3rd among localisation management platforms in New Zealand.

## How did search popularity change for New Zealand localisation management platforms in August 2026?

- In August 2026, Phrase gained estimated Share of Search among localisation management platforms in New Zealand, from 15.8% to 20%.
- In August 2026, Smartling gained estimated Share of Search among localisation management platforms in New Zealand, from 15.8% to 20%.
- In August 2026, Transifex gained estimated Share of Search among localisation management platforms in New Zealand, from 5.3% to 6.7%.
- In August 2026, Crowdin lost estimated Share of Search among localisation management platforms in New Zealand, from 31.6% to 26.7%.
- In August 2026, Lokalise lost estimated Share of Search among localisation management platforms in New Zealand, from 31.6% to 26.7%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Localisation management platforms | 30 | 15% | 4 |
| Nov 2025 | Localisation management platforms | 40 | 14.8% | 4 |
| Dec 2025 | Localisation management platforms | 30 | 15.8% | 3 |
| Jan 2026 | Localisation management platforms | 30 | 20% | 3 |
| Feb 2026 | Localisation management platforms | 30 | 15.8% | 3 |
| Mar 2026 | Localisation management platforms | 20 | 12.5% | 3 |
| Apr 2026 | Localisation management platforms | 10 | 6.7% | 4 |
| May 2026 | Localisation management platforms | 50 | 23.8% | 2 |
| Jun 2026 | Localisation management platforms | 40 | 18.2% | 3 |
| Jul 2026 | Localisation management platforms | 30 | 15.8% | 3 |
| Aug 2026 | Localisation management platforms | 30 | 20% | 3 |
| Sep 2026 | Localisation management platforms | — | — | — |

## How is Phrase measured?

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

- “phrase com”
- “phrase localization platform”
- “phrase software”
- “phrase strings”
- “phrase tms”
- “phrase translation”

## Which localisation management platforms compete with Phrase?

- [Crowdin](/demand/nz/brands/crowdin): Head-to-head: /demand/nz/compare/crowdin-vs-phrase
- [Lokalise](/demand/nz/brands/lokalise): Head-to-head: /demand/nz/compare/lokalise-vs-phrase
- [Smartling](/demand/nz/brands/smartling): Head-to-head: /demand/nz/compare/phrase-vs-smartling
- [Transifex](/demand/nz/brands/transifex): Head-to-head: /demand/nz/compare/phrase-vs-transifex

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Phrase: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/phrase

This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/phrase. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.