Brandwave

How popular isSerato?

In September 2026, people searched for Serato by name about 1,000 times in New Zealand, about the same as the previous year. These searches made up 38.8% of all New Zealand DJ software searches, placing Serato first out of seven brands. When we asked both ChatGPT and Google AI Overviews about DJ software, Serato appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Serato is the most searched of 7 competitors and the second most recommended in AI answers.

  1. SeratoShare of searches 38.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. rekordboxShare of searches 34.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. VirtualDJShare of searches 15.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. djayShare of searches 3.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. MixxxShare of searches 3.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 6th

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Top DJ software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Serato appeared in all five answers. Serato is the second most recommended of the seven.

Most recommended by AI

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

  1. rekordbox1st
  2. Serato2nd
  3. VirtualDJ3rd
  4. djay4th
  5. Traktor5th
  6. Mixxx6th
  7. Engine DJ–

Mentioned by AI

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

  • Serato5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • rekordbox5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • VirtualDJ5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mixxx5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • djay4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Traktor4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Engine DJ0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about DJ software

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 21, 2026.

Which DJ software compete with Serato?

Serato against DJ software in New Zealand, by month

Share of searches by month for Serato, rekordbox, VirtualDJ, djay, Mixxx, Traktor. The figures are in the table below the chart.

View monthly share of searches table
MonthSeratorekordboxVirtualDJdjayMixxxTraktorEngine DJ
Oct 202533.9%33.9%16.3%4.7%3.7%5.8%1.7%
Nov 202543.9%29.7%13.2%3.7%3%4.7%1.7%
Dec 202534.2%34.2%16.4%3.8%3.8%5.8%1.7%
Jan 202641.4%31.8%12.4%3.5%2.9%5.4%2.5%
Feb 202637.6%33.1%14.7%4.1%3.4%5.3%1.9%
Mar 202641.3%31.7%12.4%4.4%4.4%4.4%1.3%
Apr 202635.5%35.5%13.8%5%3.9%5%1.4%
May 202643.2%29.2%13%4.7%3.7%3.7%2.7%
Jun 202637.9%33.3%14.8%4.2%3.4%4.2%2.3%
Jul 202653.5%24.1%10.7%3%2.3%4.7%1.7%
Aug 202653.5%24.8%11%3.1%3.1%3.1%1.4%
Sep 202638.8%34.1%15.1%3.5%3.5%3.5%1.6%

  1. 1.Serato

    38.8%

    Held 1st. 1K estimated branded searches, -47.4% vs prior month. Share -14.8 points.

  2. 2.rekordbox

    34.1%

    Held 2nd. 880 estimated branded searches, 0% vs prior month. Share +9.3 points.

  3. 3.VirtualDJ

    15.1%

    Held 3rd. 390 estimated branded searches, 0% vs prior month. Share +4.1 points.

  4. 4.djay

    3.5%

    Held 4th. 90 estimated branded searches, -18.2% vs prior month. Share +0.4 points.

  5. 5.Mixxx

    3.5%

    Held 5th. 90 estimated branded searches, -18.2% vs prior month. Share +0.4 points.

  6. 6.Traktor

    3.5%

    Held 6th. 90 estimated branded searches, -18.2% vs prior month. Share +0.4 points.

  7. 7.Engine DJ

    1.6%

    Held 7th. 40 estimated branded searches, -20% vs prior month. Share +0.1 points.

Compare popularity between Serato and its closest rivals

Every comparison with Serato

6 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Serato in New Zealand held steady at 1K.
  • Across the 12 months ending September 2026, Serato’s share of searches among DJ software in New Zealand increased from 33.9% to 38.8%.
  • Across the 12 months ending September 2026, Serato’s share of searches among DJ software in New Zealand peaked at 53.5% in August 2026 and was lowest at 33.9% in October 2025.
  • Across the 12 months ending September 2026, Serato rose from 2nd to 1st among DJ software in New Zealand.

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

6 changes

  1. In September 2026, rekordbox gained share of searches among DJ software in New Zealand, from 24.8% to 34.1%.

  2. In September 2026, VirtualDJ gained share of searches among DJ software in New Zealand, from 11% to 15.1%.

  3. In September 2026, Serato lost share of searches among DJ software in New Zealand, from 53.5% to 38.8%.

  4. Estimated monthly branded searches for Traktor in New Zealand fell 47.1% over 12 measured months, from 170 to 90 in September 2026.

  5. Estimated monthly branded searches for djay in New Zealand fell 35.7% over 12 measured months, from 140 to 90 in September 2026.

  6. Estimated monthly branded searches for Engine DJ in New Zealand fell 20% over 12 measured months, from 50 to 40 in September 2026.

How are Serato’s branded searches counted?

1 search term

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

  • serato

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How the Brand Demand Index is measured

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