Brandwave

HubSpot vs Optimizely:Which is more popular?

In September 2026, HubSpot had more branded searches than Optimizely among content marketing platforms in New Zealand. HubSpot had about 8,430 branded searches, while Optimizely had 590. HubSpot made up 35.9% of all content marketing platform searches we track, and Optimizely accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about content marketing platforms, HubSpot appeared in four of the five answers and Optimizely in one. HubSpot was mentioned before Optimizely in three out of four answers that named either.

Among content marketing platforms in New Zealand in September 2026

Who do people search for more?

HubSpot, about 14 searches for every 1 for Optimizely

HubSpot 8.4K searchesOptimizely 590 searches

Who does AI mention more?

HubSpot, mentioned in 4 of 5 answers, Optimizely in 1

HubSpot in 4 of 5Optimizely in 1 of 5

Who does AI recommend more?

HubSpot, named ahead of Optimizely in 3 of 4 answers

HubSpot first in 3Optimizely first in 1

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Top content marketing platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HubSpot was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Optimizely was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. HubSpot was listed before Optimizely in three out of four answers that named either.

Most recommended by AI

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

  1. HubSpot1st
  2. Semrush2nd
  3. CoSchedule3rd
  4. Optimizely4th
  5. StoryChief5th
  6. Mailchimp6th
  7. Planable7th
  8. Contently–
  9. Skyword–
  10. Uberflip–

Mentioned by AI

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

  • HubSpot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Semrush3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mailchimp2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Planable2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CoSchedule2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • StoryChief2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Optimizely1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Contently0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Skyword0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Uberflip0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about content marketing 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.

Is HubSpot or Optimizely more popular in search?

This chart shows how often people search Google for HubSpot and Optimizely by name. Each line represents a brand's share of searches for all ten content marketing platforms we track, month by month, from searches in New Zealand.

HubSpot and Optimizely among content marketing platforms in New Zealand, by month

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

View monthly share of searches table
MonthMailchimpHubSpotSemrushOptimizelyPlanableContentlyCoScheduleSkywordStoryChiefUberflip
Oct 202559.4%28.7%8.3%2.4%0.68%0.36%0.04%0.08%0.04%0.04%
Nov 202560.3%28.6%7.9%1.9%0.69%0.37%0.08%0.04%0.08%0.04%
Dec 202559.2%28.8%8.1%2.3%1%0.42%0.06%0.06%0.06%0%
Jan 202649.9%36.1%10%2.4%1.1%0.25%0.15%0.05%0.05%0.05%
Feb 202655.3%32.2%9%2.2%0.96%0.18%0.05%0.05%0.05%0.05%
Mar 202654.8%32.4%9.1%2.2%0.96%0.33%0.07%0.07%0.04%0.04%
Apr 202651.5%36.5%8.5%2%0.89%0.38%0.04%0.08%0.04%0.04%
May 202651.2%36.6%8.4%2.5%0.89%0.3%0.04%0.04%0.04%0.04%
Jun 202647.5%41%7.8%2.3%1%0.27%0.08%0.04%0.04%0%
Jul 202654.9%32.2%9.1%2.2%1.2%0.32%0.05%0.05%0.05%0%
Aug 202646.4%39.9%9.3%2.8%0.98%0.33%0.09%0.09%0.05%0.05%
Sep 202651.7%35.9%8.4%2.5%0.9%0.38%0.04%0.04%0.04%0.04%

How has the HubSpot and Optimizely comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand content marketing platforms in September 2026?

1 change

  1. In September 2026, HubSpot lost share of searches among content marketing platforms in New Zealand, from 39.9% to 35.9%.

How are branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using HubSpot’s and Optimizely’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.

HubSpot

6 branded search terms

  • hubspot
  • hubspot academy
  • hubspot api
  • hubspot marketing
  • hubspot marketing automation
  • hubspot marketing hub

Optimizely

1 branded search term

  • optimizely

How the Brand Demand Index is measured

Other head-to-heads among content marketing platforms

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