Microsoft Entra ID vs WorkOS:Which is more popular?
In September 2026, Microsoft Entra ID had more branded searches than WorkOS among authentication platforms in New Zealand. Microsoft Entra ID had about 740 branded searches, while WorkOS had 270. Microsoft Entra ID made up 21.7% of all authentication platform searches we track, and WorkOS accounted for 7.9%. When we asked ChatGPT and Google AI Overviews about authentication platforms, Microsoft Entra ID appeared in three of the five answers and WorkOS in none.
Who do people search for more?
Microsoft Entra ID, about 3 searches for every 1 for WorkOS
Who does AI mention more?
Microsoft Entra ID, mentioned in 3 of 5 answers, WorkOS in 0
Who does AI recommend more?
Microsoft Entra ID, the only one of the two named
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Top authentication platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Microsoft Entra ID was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. WorkOS did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Microsoft Entra ID3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Auth03 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Amazon Cognito3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Microsoft Entra External ID2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Okta1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Clerk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Firebase1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Stytch1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
WorkOS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Frontegg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about authentication platforms
5 answers
Asked ChatGPT
“Which authentication platform should I use in New Zealand?”
Asked ChatGPT
“What are the best authentication platforms in New Zealand?”
Asked ChatGPT
“What's the best authentication platform in New Zealand for login for apps?”
Searched Google, AI Overview
“authentication platform”
Searched Google, AI Overview
“identity platform”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Microsoft Entra ID or WorkOS more popular in search?
This chart shows how often people search Google for Microsoft Entra ID and WorkOS by name. Each line represents a brand's share of searches for all ten authentication platforms we track, month by month, from searches in New Zealand.
Share of searches by month for Microsoft Entra ID, WorkOS. The figures are in the table below the chart.
View monthly share of searches table
| Month | Okta | Microsoft Entra ID | Auth0 | WorkOS | Amazon Cognito | Microsoft Entra External ID | Clerk | Firebase | Stytch | Frontegg |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.8% | 16% | 15.3% | 4.7% | 3.7% | 2.2% | 1.5% | 1.2% | 0.25% | 0.25% |
| Nov 2025 | 54.6% | 14.4% | 16.6% | 4.3% | 3% | 1.6% | 2.4% | 1.9% | 0.82% | 0.27% |
| Dec 2025 | 55.2% | 12.1% | 16.9% | 5.5% | 2.8% | 2.1% | 3.1% | 1.4% | 0.69% | 0.34% |
| Jan 2026 | 55.9% | 13.6% | 17.4% | 4.6% | 2.6% | 1.4% | 2.3% | 1.2% | 0.58% | 0.29% |
| Feb 2026 | 49.3% | 19.3% | 18.1% | 4.5% | 2.4% | 2.7% | 2.4% | 0.89% | 0.3% | 0.3% |
| Mar 2026 | 54.5% | 16% | 16.4% | 4.7% | 3.2% | 1.6% | 2% | 0.9% | 0.45% | 0.23% |
| Apr 2026 | 54.3% | 14.7% | 16.6% | 5.3% | 2.5% | 1.9% | 3% | 1.1% | 0.28% | 0.28% |
| May 2026 | 46.4% | 19.9% | 18.9% | 7.1% | 2.3% | 1.3% | 2.8% | 0.77% | 0.26% | 0.26% |
| Jun 2026 | 49.6% | 21.4% | 15.2% | 6.6% | 1.7% | 1.7% | 1.7% | 1.2% | 0.49% | 0.25% |
| Jul 2026 | 56.4% | 18.9% | 11.8% | 5.4% | 2.6% | 1.2% | 2.1% | 0.94% | 0.47% | 0.24% |
| Aug 2026 | 46.9% | 23.6% | 13.6% | 7.6% | 3.3% | 1.1% | 1.9% | 0.81% | 1.1% | 0.27% |
| Sep 2026 | 43.4% | 21.7% | 17.6% | 7.9% | 4.1% | 1.8% | 1.5% | 1.2% | 0.59% | 0.29% |
How has the Microsoft Entra ID and WorkOS comparison changed over the last 12 months?
3 findings
- Microsoft Entra ID was ahead of WorkOS in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Microsoft Entra ID’s share of searches among authentication platforms in New Zealand moved from 16% to 21.7%, and its estimated monthly branded searches moved from 650 to 740.
- Across the 12 months ending September 2026, WorkOS’s share of searches among authentication platforms in New Zealand moved from 4.7% to 7.9%, and its estimated monthly branded searches moved from 190 to 270.
How did search popularity change for New Zealand authentication platforms in September 2026?
2 changes
In September 2026, Microsoft Entra ID lost share of searches among authentication platforms in New Zealand, from 23.6% to 21.7%.
Estimated monthly branded searches for WorkOS in New Zealand rose 42.1% over 12 measured months, from 190 to 270 in September 2026.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Microsoft Entra ID’s and WorkOS’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Microsoft Entra ID
2 branded search terms
- entra id
- microsoft entra id
WorkOS
3 branded search terms
- workos
- workos authentication
- workos sso
Other head-to-heads among authentication platforms
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