---
title: "Upwork: search popularity and Share of Search in New Zealand"
description: "Upwork is a freelance marketplace used in New Zealand. 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/upwork"
publisher: "Brandwave"
---

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

Upwork is a freelance marketplace used in New Zealand. 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**: Upwork
- **Market**: New Zealand
- **Measured month**: Aug 2026
- **Share of Search among freelance marketplaces**: 41.8%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Freelance marketplaces | 2 | 41.8% | 5.3K |

- [Freelance marketplaces](/demand/nz/categories/nz-freelance-marketplaces)

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

- Across the 11 months ending August 2026, estimated monthly branded searches for Upwork in New Zealand held steady, from 5.1K to 5.3K.
- Across the 11 months ending August 2026, Upwork’s estimated Share of Search among freelance marketplaces in New Zealand increased from 31.3% to 41.8%.
- Across the 11 months ending August 2026, Upwork’s estimated Share of Search among freelance marketplaces in New Zealand peaked at 41.9% in July 2026 and was lowest at 31.3% in October 2025.

## How did search popularity change for New Zealand freelance marketplaces in August 2026?

- In August 2026, Toptal rose from 4th to 3rd among freelance marketplaces in New Zealand.
- In August 2026, Freelancer.com fell from 3rd to 4th among freelance marketplaces in New Zealand.
- Estimated monthly branded searches for Fiverr in New Zealand fell 34.7% over 11 measured months, from 10.7K to 7K in August 2026.
- Estimated monthly branded searches for 99designs in New Zealand fell 25% over 11 measured months, from 120 to 90 in August 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Freelance marketplaces | 5.1K | 31.3% | 2 |
| Nov 2025 | Freelance marketplaces | 5.1K | 35.8% | 2 |
| Dec 2025 | Freelance marketplaces | 5.1K | 36.1% | 2 |
| Jan 2026 | Freelance marketplaces | 6.4K | 40.5% | 2 |
| Feb 2026 | Freelance marketplaces | 5.3K | 36.3% | 2 |
| Mar 2026 | Freelance marketplaces | 6.8K | 41.8% | 2 |
| Apr 2026 | Freelance marketplaces | 6.6K | 41.3% | 2 |
| May 2026 | Freelance marketplaces | 5.6K | 37.7% | 2 |
| Jun 2026 | Freelance marketplaces | 5.4K | 37.4% | 2 |
| Jul 2026 | Freelance marketplaces | 5.3K | 41.9% | 2 |
| Aug 2026 | Freelance marketplaces | 5.3K | 41.8% | 2 |
| Sep 2026 | Freelance marketplaces | — | — | — |

## How is Upwork measured?

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

- “odesk upwork”
- “upwork”
- “upwork co m”
- “upwork com”
- “upwork freelance”
- “upwork freelance platform”
- “upwork freelance writing”
- “upwork hire”
- “upwork near me”
- “upwork nz”
- “upwork virtual assistant”

## Which freelance marketplaces compete with Upwork?

- [Fiverr](/demand/nz/brands/fiverr): Head-to-head: /demand/nz/compare/fiverr-vs-upwork
- [Toptal](/demand/nz/brands/toptal): Head-to-head: /demand/nz/compare/toptal-vs-upwork
- [Freelancer.com](/demand/nz/brands/freelancer-com): Head-to-head: /demand/nz/compare/freelancer-com-vs-upwork
- [99designs](/demand/nz/brands/99designs): Head-to-head: /demand/nz/compare/99designs-vs-upwork

## 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. "Upwork: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/upwork

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