Brandwave

How popular isPhrase?

In October 2026, people searched for Phrase by name about 10 times in New Zealand, a 66.7% decrease from the previous year. These searches made up 4.8% of all New Zealand website localization platform searches, placing Phrase fifth out of six platforms. When we asked both ChatGPT and Google AI Overviews about website localization platforms, Phrase appeared in three of the five answers and was the fifth most recommended of the six.

Search and AI answers in October 2026

Phrase is the fifth most searched of 6 competitors and the fifth most recommended in the AI answers we collected.

  1. LocalizeShare of searches 42.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  2. WeglotShare of searches 23.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. CrowdinShare of searches 19%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. LokaliseShare of searches 4.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. PhraseShare of searches 4.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

+1 more

Phrase website (opens in a new tab)

Follow Phrase and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top website localization platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Phrase was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Phrase is the fifth most recommended of the six.

Most recommended by AI

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

  1. Weglot1st
  2. Lokalise2nd
  3. TranslatePress3rd
  4. Crowdin4th
  5. Phrase5th
  6. Localize6th

Mentioned by AI

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

  • Weglot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lokalise4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Localize3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Crowdin3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Phrase3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • TranslatePress3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about website localization platforms

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

How often do people search for Phrase compared with other New Zealand website localization platforms?

Phrase against website localization platforms in New Zealand, by month

Share of searches by month for Localize, Weglot, Crowdin, Lokalise, Phrase, TranslatePress. The figures are in the table below the chart.

View monthly share of searches table
MonthLocalizeWeglotCrowdinLokalisePhraseTranslatePress
Nov 202517.9%25%21.4%21.4%7.1%7.1%
Dec 202516.7%22.2%22.2%22.2%11.1%5.6%
Jan 202621.1%31.6%21.1%10.5%10.5%5.3%
Feb 202619.2%26.9%26.9%15.4%7.7%3.8%
Mar 202645.2%19.4%12.9%16.1%3.2%3.2%
Apr 202621.7%30.4%21.7%17.4%4.3%4.3%
May 202634.6%23.1%15.4%11.5%11.5%3.8%
Jun 202630.4%21.7%13%17.4%13%4.3%
Jul 202622.7%27.3%18.2%18.2%9.1%4.5%
Aug 202635%25%15%10%10%5%
Sep 202633.3%18.5%14.8%11.1%14.8%7.4%
Oct 202642.9%23.8%19%4.8%4.8%4.8%

  1. 1.Localize

    42.9%

    Held 1st. 90 estimated branded searches, 0% vs prior month. Share +9.5 points.

  2. 2.Weglot

    23.8%

    Held 2nd. 50 estimated branded searches, 0% vs prior month. Share +5.3 points.

  3. 3.Crowdin

    19%

    Held 3rd. 40 estimated branded searches, 0% vs prior month. Share +4.2 points.

  4. 4.Lokalise

    4.8%

    Moved from 5th to 4th. 10 estimated branded searches, -66.7% vs prior month. Share -6.3 points.

  5. 5.Phrase

    4.8%

    Moved from 4th to 5th. 10 estimated branded searches, -75% vs prior month. Share -10.1 points.

  6. 6.TranslatePress

    4.8%

    Held 6th. 10 estimated branded searches, -50% vs prior month. Share -2.6 points.

Compare popularity between Phrase and its closest rivals

Every comparison with Phrase

5 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Phrase in New Zealand fell from 30 to 10.
  • Across the 12 months ending October 2026, Phrase’s share of searches among website localization platforms in New Zealand decreased from 7.1% to 4.8%.
  • Across the 12 months ending October 2026, Phrase’s share of searches among website localization platforms in New Zealand peaked at 14.8% in September 2026 and was lowest at 3.2% in March 2026.

How did search popularity change for New Zealand website localization platforms in October 2026?

6 changes

  1. In October 2026, Localize gained share of searches among website localization platforms in New Zealand, from 33.3% to 42.9%.

  2. In October 2026, Weglot gained share of searches among website localization platforms in New Zealand, from 18.5% to 23.8%.

  3. In October 2026, Crowdin gained share of searches among website localization platforms in New Zealand, from 14.8% to 19%.

  4. In October 2026, Phrase lost share of searches among website localization platforms in New Zealand, from 14.8% to 4.8%.

  5. In October 2026, Lokalise lost share of searches among website localization platforms in New Zealand, from 11.1% to 4.8%.

  6. In October 2026, TranslatePress lost share of searches among website localization platforms in New Zealand, from 7.4% to 4.8%.

How are Phrase’s branded searches counted?

4 search terms

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 localization platform
  • phrase strings
  • phrase tms
  • phrase translation

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

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Phrase 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.

Start free