---
title: "Ad blockers in New Zealand: Which brands are most popular in search?"
description: "Compare the ad blocking and tracker blocking tools New Zealanders browse with. Share of Search among AdBlock, uBlock Origin, AdGuard, Adblock Plus and Ghostery, the ad blockers Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/categories/nz-ad-blockers"
publisher: "Brandwave"
---

# Ad blockers in New Zealand: Which brands are most popular in search?

Compare the ad blocking and tracker blocking tools New Zealanders browse with. Share of Search among AdBlock, uBlock Origin, AdGuard, Adblock Plus and Ghostery, the ad blockers Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Ad blockers
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: AdBlock, 42.8%

## Which brand is most popular in search among ad blockers in New Zealand?

- AdBlock and uBlock Origin share the highest estimated Share of Search among ad blockers in New Zealand, at 42.8% and 42.7% in August 2026.
- Across the 11 months ending August 2026, AdBlock’s estimated Share of Search among ad blockers in New Zealand decreased from 43.4% to 42.8%.
- Across the 11 months ending August 2026, uBlock Origin’s estimated Share of Search among ad blockers in New Zealand increased from 39.5% to 42.7%.
- Across the 11 months ending August 2026, AdGuard’s estimated Share of Search among ad blockers in New Zealand increased from 9% to 9.6%.
- Across the 11 months ending August 2026, Adblock Plus’ estimated Share of Search among ad blockers in New Zealand decreased from 6.2% to 3.8%.
- Across the 11 months ending August 2026, Ghostery’s estimated Share of Search among ad blockers in New Zealand decreased from 1.8% to 1%.
- Across the 11 months ending August 2026, AdBlock’s estimated Share of Search among ad blockers in New Zealand peaked at 44.5% in November 2025 and was lowest at 37.7% in May 2026.
- Across the 11 months ending August 2026, uBlock Origin’s estimated Share of Search among ad blockers in New Zealand peaked at 47.1% in May 2026 and was lowest at 35.8% in December 2025.
- Across the 11 months ending August 2026, AdGuard’s estimated Share of Search among ad blockers in New Zealand peaked at 11.5% in January 2026 and was lowest at 8.1% in May 2026.
- Across the 11 months ending August 2026, Adblock Plus’ estimated Share of Search among ad blockers in New Zealand peaked at 7.2% in February 2026 and was lowest at 3.8% in August 2026.
- Across the 11 months ending August 2026, Ghostery’s estimated Share of Search among ad blockers in New Zealand peaked at 2.3% in February 2026 and was lowest at 1% in August 2026.

## Compare search popularity between leading brands

- [AdBlock vs uBlock Origin: compare search popularity](/demand/nz/compare/adblock-vs-ublock-origin): 42.8% against 42.7% Share of Search.
- [AdBlock vs AdGuard: compare search popularity](/demand/nz/compare/adblock-vs-adguard): 42.8% against 9.6% Share of Search.
- [AdBlock vs Adblock Plus: compare search popularity](/demand/nz/compare/adblock-vs-adblock-plus): 42.8% against 3.8% Share of Search.
- [uBlock Origin vs AdGuard: compare search popularity](/demand/nz/compare/adguard-vs-ublock-origin): 42.7% against 9.6% Share of Search.
- [uBlock Origin vs Adblock Plus: compare search popularity](/demand/nz/compare/adblock-plus-vs-ublock-origin): 42.7% against 3.8% Share of Search.
- [AdGuard vs Adblock Plus: compare search popularity](/demand/nz/compare/adblock-plus-vs-adguard): 9.6% against 3.8% Share of Search.

## How did search popularity change for New Zealand ad blockers in August 2026?

- In August 2026, AdBlock overtook uBlock Origin to take the highest estimated Share of Search among ad blockers in New Zealand, at 42.8%.
- In August 2026, AdGuard gained estimated Share of Search among ad blockers in New Zealand, from 9% to 9.6%.
- In August 2026, uBlock Origin lost estimated Share of Search among ad blockers in New Zealand, from 44.5% to 42.7%.
- In August 2026, Adblock Plus lost estimated Share of Search among ad blockers in New Zealand, from 4.4% to 3.8%.
- Ghostery’s estimated Share of Search among ad blockers in New Zealand has lost ground for 3 months in a row, from 1.7% to 1% in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | AdBlock | 42.8% | 6.8K | -11.7% | AdBlock |
| 2 | uBlock Origin | 42.7% | 6.8K | -18.8% | uBlock Origin |
| 3 | AdGuard | 9.6% | 1.5K | -9.5% | AdGuard |
| 4 | Adblock Plus | 3.8% | 610 | -25.6% | Adblock Plus |
| 5 | Ghostery | 1% | 160 | -23.8% | Ghostery |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | AdBlock | 6.2K | 43.4% | 1 |
| Oct 2025 | uBlock Origin | 5.6K | 39.5% | 2 |
| Oct 2025 | AdGuard | 1.3K | 9% | 3 |
| Oct 2025 | Adblock Plus | 880 | 6.2% | 4 |
| Oct 2025 | Ghostery | 260 | 1.8% | 5 |
| Nov 2025 | AdBlock | 6K | 44.5% | 1 |
| Nov 2025 | uBlock Origin | 5.2K | 38.4% | 2 |
| Nov 2025 | AdGuard | 1.3K | 9.6% | 3 |
| Nov 2025 | Adblock Plus | 810 | 6% | 4 |
| Nov 2025 | Ghostery | 190 | 1.4% | 5 |
| Dec 2025 | AdBlock | 5.8K | 43.5% | 1 |
| Dec 2025 | uBlock Origin | 4.8K | 35.8% | 2 |
| Dec 2025 | AdGuard | 1.5K | 11.5% | 3 |
| Dec 2025 | Adblock Plus | 960 | 7.1% | 4 |
| Dec 2025 | Ghostery | 290 | 2.2% | 5 |
| Jan 2026 | AdBlock | 6.1K | 43% | 1 |
| Jan 2026 | uBlock Origin | 5.2K | 36.6% | 2 |
| Jan 2026 | AdGuard | 1.6K | 11.5% | 3 |
| Jan 2026 | Adblock Plus | 980 | 6.9% | 4 |
| Jan 2026 | Ghostery | 280 | 2% | 5 |
| Feb 2026 | AdBlock | 6.1K | 43.2% | 1 |
| Feb 2026 | uBlock Origin | 5.2K | 37.1% | 2 |
| Feb 2026 | AdGuard | 1.4K | 10.2% | 3 |
| Feb 2026 | Adblock Plus | 1K | 7.2% | 4 |
| Feb 2026 | Ghostery | 320 | 2.3% | 5 |
| Mar 2026 | AdBlock | 6.4K | 42.1% | 1 |
| Mar 2026 | uBlock Origin | 6K | 39.1% | 2 |
| Mar 2026 | AdGuard | 1.5K | 9.7% | 3 |
| Mar 2026 | Adblock Plus | 1.1K | 7.2% | 4 |
| Mar 2026 | Ghostery | 280 | 1.8% | 5 |
| Apr 2026 | AdBlock | 6.6K | 41.8% | 1 |
| Apr 2026 | uBlock Origin | 6.2K | 39.6% | 2 |
| Apr 2026 | AdGuard | 1.5K | 9.6% | 3 |
| Apr 2026 | Adblock Plus | 1.1K | 7% | 4 |
| Apr 2026 | Ghostery | 310 | 2% | 5 |
| May 2026 | uBlock Origin | 8.8K | 47.1% | 1 |
| May 2026 | AdBlock | 7.1K | 37.7% | 2 |
| May 2026 | AdGuard | 1.5K | 8.1% | 3 |
| May 2026 | Adblock Plus | 1K | 5.4% | 4 |
| May 2026 | Ghostery | 310 | 1.7% | 5 |
| Jun 2026 | uBlock Origin | 8.7K | 47.1% | 1 |
| Jun 2026 | AdBlock | 7K | 38.4% | 2 |
| Jun 2026 | AdGuard | 1.6K | 8.7% | 3 |
| Jun 2026 | Adblock Plus | 850 | 4.6% | 4 |
| Jun 2026 | Ghostery | 210 | 1.1% | 5 |
| Jul 2026 | uBlock Origin | 8.3K | 44.5% | 1 |
| Jul 2026 | AdBlock | 7.7K | 41% | 2 |
| Jul 2026 | AdGuard | 1.7K | 9% | 3 |
| Jul 2026 | Adblock Plus | 820 | 4.4% | 4 |
| Jul 2026 | Ghostery | 210 | 1.1% | 5 |
| Aug 2026 | AdBlock | 6.8K | 42.8% | 1 |
| Aug 2026 | uBlock Origin | 6.8K | 42.7% | 2 |
| Aug 2026 | AdGuard | 1.5K | 9.6% | 3 |
| Aug 2026 | Adblock Plus | 610 | 3.8% | 4 |
| Aug 2026 | Ghostery | 160 | 1% | 5 |
| Sep 2026 | AdBlock | — | — | — |
| Sep 2026 | Adblock Plus | — | — | — |
| Sep 2026 | AdGuard | — | — | — |
| Sep 2026 | Ghostery | — | — | — |
| Sep 2026 | uBlock Origin | — | — | — |

## What is being compared

- **AdBlock**: Measured on the search terms “adblock”, “adblock ad blocker”, “adblock adblock”, “adblock block ads”, “adblock browser extension”, “adblock chrome”, “adblock chrome extension”, “adblock ext”, “adblock u origin”, “foxfire adblock”, “total adblock”, “total adblock ad blocker” and “twitch adblock”, summed into one figure.
- **Adblock Plus**: Measured on the search terms “adblock plus browser extension”, “adblock plus chrome”, “adblock plus for chromebook”, “adblockplus”, “adblockplus ad blocker” and “adblockplus org”, summed into one figure.
- **AdGuard**: Measured on the search terms “adguard”, “adguard ad blocker”, “adguard ad blocker android”, “adguard adblocker”, “adguard android”, “adguard chrome”, “adguard com”, “adguard extension” and “adguard home”, summed into one figure.
- **Ghostery**: Measured on the search terms “ghostery”, “ghostery block ads” and “ghostery com”, summed into one figure.
- **uBlock Origin**: Measured on the search terms “chrome extension ublock”, “ublock”, “ublock addon chrome”, “ublock origin”, “ublock origin adblocker”, “ublock origin block ads”, “ublock origin browser extension”, “ublock origin mozilla”, “ublockorigin”, “ublockorigin ad blocker” and “ublockorigin com”, summed into one figure.

- [AdBlock](/demand/nz/brands/adblock)
- [Adblock Plus](/demand/nz/brands/adblock-plus)
- [AdGuard](/demand/nz/brands/adguard)
- [Ghostery](/demand/nz/brands/ghostery)
- [uBlock Origin](/demand/nz/brands/ublock-origin)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among ad blockers in New Zealand?

AdBlock and uBlock Origin share the highest estimated Share of Search among ad blockers in New Zealand, at 42.8% and 42.7% in August 2026.

## Cite this page

Brandwave. "Ad blockers in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-ad-blockers

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