Brandwave

How popular isTailscale?

In September 2026, people searched for Tailscale by name about 5,400 times in New Zealand, an 86.2% increase from the previous year. These searches made up 89.3% of all New Zealand zero trust network access platform searches, placing Tailscale first out of eight platforms. When we asked both ChatGPT and Google AI Overviews about zero trust network access platforms, Tailscale appeared in one of the five answers.

Search and AI answers in September 2026

Tailscale is the most searched of 8 competitors and not listed in any AI answer.

  1. TailscaleShare of searches 89.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  2. OpenVPNShare of searches 6.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. TwingateShare of searches 1.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. Cloudflare OneShare of searches 1.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  5. Microsoft Entra Private AccessShare of searches 0.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

+3 more

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Top zero trust network access platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tailscale was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews.

Most recommended by AI

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

  1. Zscaler Private Access1st
  2. Cloudflare One2nd
  3. Microsoft Entra Private Access3rd
  4. Twingate4th
  5. Tailscale–
  6. OpenVPN–
  7. NordLayer–
  8. GoodAccess–

Mentioned by AI

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

  • Microsoft Entra Private Access3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zscaler Private Access3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cloudflare One2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tailscale1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Twingate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OpenVPN0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NordLayer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GoodAccess0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about zero trust network access 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 21, 2026.

Which zero trust network access platforms compete with Tailscale?

Tailscale against zero trust network access platforms in New Zealand, by month

Share of searches by month for Tailscale, OpenVPN. The figures are in the table below the chart.

View monthly share of searches table
MonthTailscaleOpenVPNTwingateCloudflare OneMicrosoft Entra Private AccessNordLayerGoodAccessZscaler Private Access
Oct 202576.7%12.7%8.5%0.26%0.53%0.53%0.26%0.53%
Nov 202579.2%13.1%5.7%0.55%0.27%0.55%0.27%0.27%
Dec 202579.9%13.2%4.7%0.55%0.28%0.83%0.28%0.28%
Jan 202681.4%10.9%5.9%0.68%0.23%0.45%0.23%0.23%
Feb 202682%10.9%4.8%0.68%0.68%0.46%0.23%0.23%
Mar 202684.6%9.2%4%0.77%0.38%0.58%0.19%0.19%
Apr 202685.4%9.3%3.3%0.78%0.39%0.39%0.19%0.19%
May 202683.8%9.1%4%1.3%0.57%0.76%0.19%0.19%
Jun 202683.7%9.1%3.2%2.1%0.76%0.57%0.19%0.38%
Jul 202688.5%6.4%2.3%1.5%0.49%0.49%0.16%0.16%
Aug 202687.4%7.8%2.3%1.5%0.32%0.49%0.16%0.16%
Sep 202689.3%6.4%1.8%1.2%0.5%0.5%0.17%0.17%

  1. 1.Tailscale

    89.3%

    Held 1st. 5.4K estimated branded searches, 0% vs prior month. Share +1.9 points.

  2. 2.OpenVPN

    6.4%

    Held 2nd. 390 estimated branded searches, -18.8% vs prior month. Share -1.3 points.

  3. 3.Twingate

    1.8%

    Held 3rd. 110 estimated branded searches, -21.4% vs prior month. Share -0.4 points.

  4. 4.Cloudflare One

    1.2%

    Held 4th. 70 estimated branded searches, -22.2% vs prior month. Share -0.3 points.

  5. 5.Microsoft Entra Private Access

    0.5%

    Moved from 6th to 5th. 30 estimated branded searches, +50% vs prior month. Share +0.2 points.

  6. 6.NordLayer

    0.5%

    Moved from 5th to 6th. 30 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.GoodAccess

    0.17%

    Held 7th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Zscaler Private Access

    0.17%

    Held 8th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Tailscale and its closest rivals

Every comparison with Tailscale

3 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tailscale in New Zealand rose from 2.9K to 5.4K.
  • Across the 12 months ending September 2026, Tailscale’s share of searches among zero trust network access platforms in New Zealand increased from 76.7% to 89.3%.

How did search popularity change for New Zealand zero trust network access platforms in September 2026?

6 changes

  1. In September 2026, Tailscale gained share of searches among zero trust network access platforms in New Zealand, from 87.4% to 89.3%.

  2. In September 2026, OpenVPN lost share of searches among zero trust network access platforms in New Zealand, from 7.8% to 6.4%.

  3. Twingate’s share of searches among zero trust network access platforms in New Zealand has lost ground for 3 months in a row, from 3.2% to 1.8% in September 2026.

  4. Cloudflare One’s share of searches among zero trust network access platforms in New Zealand has lost ground for 3 months in a row, from 2.1% to 1.2% in September 2026.

  5. In September 2026, Microsoft Entra Private Access rose from 6th to 5th among zero trust network access platforms in New Zealand.

  6. In September 2026, NordLayer fell from 5th to 6th among zero trust network access platforms in New Zealand.

How are Tailscale’s branded searches counted?

1 search term

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

  • tailscale

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How the Brand Demand Index is measured

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