How popular isYouTube in search?

Q: Who owns YouTube?

YouTube is owned by Google. Brandwave also tracks Chrome Remote Desktop, Display & Video 360, Firebase, Fitbit, Gmail, Google, Google Ads, Google Analytics, Google Authenticator, Google BigQuery, Google Chat, Google Chrome, Google Chromecast, Google Classroom, Google Cloud, Google DeepMind, Google Drive, Google Family Link, Google Forms, Google Gemini, Google Keep, Google Maps, Google Maps Platform, Google Meet, Google Nest, Google Nest Wifi, Google Pixel, Google Slides, Google Translate, Google Workspace, Looker Studio, Snapseed and YouTube Music, owned by the same company, in New Zealand.

In August 2026, there were an estimated 3.5M branded searches for YouTube in New Zealand which held steady over the last 11 months. YouTube holds 43% estimated Share of Search among New Zealand social media platforms and is ranked 1st of 9 competitors for search popularity.

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Which social media platforms compete with YouTube?

YouTube against social media platforms in New Zealand, by month

Month	YouTube	Facebook	Instagram	Pinterest	TikTok	Reddit	LinkedIn	Snapchat	Threads
Oct 2025	43.8%	30.3%	8.9%	4.8%	4.1%	3.9%	2.8%	1.6%	<0.01%
Nov 2025	44.6%	31%	7.5%	4.8%	4.2%	4%	2.4%	1.6%	<0.01%
Dec 2025	45.5%	31.6%	7.6%	4.1%	4.2%	3.9%	2%	1.1%	<0.01%
Jan 2026	44.8%	31.4%	7.5%	4%	4.2%	4.7%	2.4%	1.1%	<0.01%
Feb 2026	44.5%	31.3%	7.5%	4.8%	4.1%	3.8%	2.4%	1.6%	<0.01%
Mar 2026	46.9%	27.4%	7.8%	5.1%	4.4%	4.1%	2.5%	1.7%	<0.01%
Apr 2026	43.8%	30.9%	7.3%	4.7%	4.9%	4.6%	2.3%	1.5%	<0.01%
May 2026	42.6%	30.1%	8.6%	5.7%	4.8%	4.4%	2.3%	1.5%	<0.01%
Jun 2026	43.3%	30.6%	7.2%	5.8%	4.9%	4.4%	2.3%	1.5%	<0.01%
Jul 2026	44.2%	31.3%	7.4%	4.8%	4.1%	4.5%	2.4%	1.3%	<0.01%
Aug 2026	43%	30.5%	7.2%	5.7%	4.9%	4.5%	2.8%	1.5%	<0.01%
Sep 2026	—	—	—	—	—	—	—	—	—

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	YouTube Google	43%	3.5M	+<0.01%	-1.2 points
2, held 2nd	Facebook Meta	30.5%	2.5M	+0.4%	-0.8 points
3, held 3rd	Instagram Meta	7.2%	582K	-0.22%	-0.2 points
4, held 4th	Pinterest	5.7%	462K	+21.5%	+0.9 points
5, moved from 6th to 5th	TikTok	4.9%	395K	+21%	+0.7 pointsmoved from 6th to 5th
6, moved from 5th to 6th	Reddit	4.5%	361K	+1.7%	-0.1 pointsmoved from 5th to 6th
7, held 7th	LinkedIn Microsoft	2.8%	226K	+21.6%	+0.4 points
8, held 8th	Snapchat	1.5%	124K	+21%	+0.2 points
9, held 9th	Threads Meta	<0.01%	350	-16.7%	0 points

1.YouTube
43%
held 1st · 3.5M estimated branded searches · +<0.01% vs prior month · -1.2 points
2.Facebook
30.5%
held 2nd · 2.5M estimated branded searches · +0.4% vs prior month · -0.8 points
3.Instagram
7.2%
held 3rd · 582K estimated branded searches · -0.22% vs prior month · -0.2 points
4.Pinterest
5.7%
held 4th · 462K estimated branded searches · +21.5% vs prior month · +0.9 points
5.TikTok
4.9%
moved from 6th to 5th · 395K estimated branded searches · +21% vs prior month · +0.7 points
6.Reddit
4.5%
moved from 5th to 6th · 361K estimated branded searches · +1.7% vs prior month · -0.1 points
7.LinkedIn
2.8%
held 7th · 226K estimated branded searches · +21.6% vs prior month · +0.4 points
8.Snapchat
1.5%
held 8th · 124K estimated branded searches · +21% vs prior month · +0.2 points
9.Threads
<0.01%
held 9th · 350 estimated branded searches · -16.7% vs prior month · 0 points

Compare search popularity between YouTube and its closest rivals

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

3 findings

Across the 11 months ending August 2026, estimated monthly branded searches for YouTube in New Zealand held steady at 3.5M.
Across the 11 months ending August 2026, YouTube’s estimated Share of Search among social media platforms in New Zealand decreased from 43.8% to 43%.
Across the 11 months ending August 2026, YouTube’s estimated Share of Search among social media platforms in New Zealand peaked at 46.9% in March 2026 and was lowest at 42.6% in May 2026.

How did search popularity change for New Zealand social media platforms in August 2026?

6 changes

In August 2026, TikTok overtook Reddit to rank 5th among social media platforms in New Zealand, at 4.9%.
In August 2026, Pinterest gained estimated Share of Search among social media platforms in New Zealand, from 4.8% to 5.7%.
In August 2026, YouTube lost estimated Share of Search among social media platforms in New Zealand, from 44.2% to 43%.
In August 2026, Facebook lost estimated Share of Search among social media platforms in New Zealand, from 31.3% to 30.5%.
LinkedIn’s estimated Share of Search among social media platforms in New Zealand has gained ground for 3 months in a row, from 2.3% to 2.8% in August 2026.
Estimated monthly branded searches for Reddit in New Zealand rose 15.6% over 11 measured months, from 312K to 361K in August 2026.

How is YouTube measured?

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

22 branded search terms