Endpoint protection brands in New Zealand:Which are most popular?
In September 2026, Malwarebytes was the most searched endpoint protection brand in New Zealand, accounting for 44.9% of all searches among the nine brands we track. When we checked with ChatGPT and Google AI Overviews, Microsoft Defender for Endpoint and Microsoft Defender for Business were mentioned most often, in four of the five answers. Microsoft Defender for Business was recommended most often, coming first in two out of five responses.
MalwarebytesShare of searches 44.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
FortinetShare of searches 19.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
CrowdStrikeShare of searches 17.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
ESETShare of searches 8.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
SentinelOneShare of searches 4.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
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Top endpoint protection brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Microsoft Defender for Endpoint and Microsoft Defender for Business were mentioned most often, in four of the five answers. Microsoft Defender for Business was recommended most often, coming first in two out of five answers. CrowdStrike was second, and Sophos Intercept X was third. Malwarebytes, which ranked first in searches, was not mentioned at all.
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 Defender for Endpoint4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Microsoft Defender for Business4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- CrowdStrike3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- SentinelOne3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Sophos Intercept X3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- ESET2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Acronis1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Malwarebytes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Fortinet0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about endpoint protection brands
5 answers
Asked ChatGPT
“Which endpoint protection brand should I use in New Zealand?”
Asked ChatGPT
“What are the best endpoint protection brands in New Zealand?”
Asked ChatGPT
“What's the best endpoint protection brand in New Zealand for a small business?”
Searched Google, AI Overview
“endpoint protection software”
Searched Google, AI Overview
“best endpoint protection”
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.
Which endpoint protection brands do people search for most?
This chart shows how often people search Google for each endpoint protection brand by name. Each line represents a brand's share of searches for all nine endpoint protection brands we track, month by month, from searches in New Zealand.
Share of searches by month for Malwarebytes, Fortinet, CrowdStrike, ESET, SentinelOne, Acronis. The figures are in the table below the chart.
View monthly share of searches table
| Month | Malwarebytes | Fortinet | CrowdStrike | ESET | SentinelOne | Acronis | Microsoft Defender for Endpoint | Microsoft Defender for Business | Sophos Intercept X |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.4% | 19.9% | 14.3% | 14% | 3.5% | 5.7% | 1.5% | 0.4% | 0.27% |
| Nov 2025 | 38.1% | 21.6% | 14.4% | 13.9% | 3.9% | 5.3% | 1.8% | 0.45% | 0.6% |
| Dec 2025 | 50.1% | 17.6% | 10.6% | 12.3% | 3.5% | 4.1% | 1.2% | 0.33% | 0.33% |
| Jan 2026 | 49.9% | 18.2% | 10.2% | 12.1% | 3.3% | 4% | 1.4% | 0.48% | 0.32% |
| Feb 2026 | 45% | 18.7% | 14.9% | 11.8% | 4.1% | 3.1% | 1.6% | 0.63% | 0.31% |
| Mar 2026 | 44.9% | 18.8% | 13.8% | 12% | 4.1% | 3.4% | 1.8% | 0.9% | 0.26% |
| Apr 2026 | 52.3% | 15% | 11.9% | 11.3% | 3.9% | 3.5% | 1.4% | 0.6% | 0.15% |
| May 2026 | 49.5% | 18.7% | 12.7% | 10.2% | 3.5% | 3.1% | 1.2% | 0.94% | 0.27% |
| Jun 2026 | 48.8% | 22.3% | 11.4% | 9.3% | 3.2% | 2.8% | 1.5% | 0.49% | 0.12% |
| Jul 2026 | 54.2% | 15.3% | 14.3% | 8.5% | 2.9% | 3.1% | 1.2% | 0.41% | 0.14% |
| Aug 2026 | 52.5% | 17% | 14.1% | 7.6% | 3.8% | 2.6% | 1.6% | 0.58% | 0.15% |
| Sep 2026 | 44.9% | 19.2% | 17.6% | 8.2% | 4.2% | 3.7% | 1.5% | 0.48% | 0.16% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44.9% | 2.8K | -23% | -7.6 points | |
| 2, held 2nd | 19.2% | 1.2K | +1.7% | +2.2 points | |
| 3, held 3rd | 17.6% | 1.1K | +12.4% | +3.5 points | |
| 4, held 4th | 8.2% | 510 | -1.9% | +0.7 points | |
| 5, held 5th | 4.2% | 260 | 0% | +0.4 points | |
| 6, held 6th | 3.7% | 230 | +27.8% | +1.1 points | |
| 7, held 7th | 1.5% | 90 | -18.2% | -0.1 points | |
| 8, held 8th | 0.48% | 30 | -25% | -0.1 points | |
| 9, held 9th | 0.16% | 10 | 0% | 0 points |
44.9%
Held 1st. 2.8K estimated branded searches, -23% vs prior month. Share -7.6 points.
2.
Fortinet19.2%
Held 2nd. 1.2K estimated branded searches, +1.7% vs prior month. Share +2.2 points.
17.6%
Held 3rd. 1.1K estimated branded searches, +12.4% vs prior month. Share +3.5 points.
4.
ESET8.2%
Held 4th. 510 estimated branded searches, -1.9% vs prior month. Share +0.7 points.
4.2%
Held 5th. 260 estimated branded searches, 0% vs prior month. Share +0.4 points.
6.
Acronis3.7%
Held 6th. 230 estimated branded searches, +27.8% vs prior month. Share +1.1 points.
Held 7th. 90 estimated branded searches, -18.2% vs prior month. Share -0.1 points.
Held 8th. 30 estimated branded searches, -25% vs prior month. Share -0.1 points.
0.16%
Held 9th. 10 estimated branded searches, 0% vs prior month. Share 0 points.
Which brand is most popular in search among endpoint protection brands in New Zealand?
9 brands
In September 2026, Malwarebytes was the most searched among endpoint protection brands in New Zealand, with an estimated 2.8K branded searches, 44.9% of all searches for the nine we track. Fortinet is in 2nd place, 25.7 percentage points behind at 19.2%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Malwarebytes | 40.4% → 44.9% | 54.2%Jul 2026 | 38.1%Nov 2025 | 1st |
| Fortinet | 19.9% → 19.2% | 22.3%Jun 2026 | 15%Apr 2026 | 2nd |
| CrowdStrike | 14.3% → 17.6% | 17.6%Sep 2026 | 10.2%Jan 2026 | 3rd |
| ESET | 14% → 8.2% | 14%Oct 2025 | 7.6%Aug 2026 | 4th |
| SentinelOne | 3.5% → 4.2% | 4.2%Sep 2026 | 2.9%Jul 2026 | 6th → 5th |
| Acronis | 5.7% → 3.7% | 5.7%Oct 2025 | 2.6%Aug 2026 | 5th → 6th |
| Microsoft Defender for Endpoint | 1.5% | 1.8%Nov 2025 | 1.2%Dec 2025 | 7th |
| Microsoft Defender for Business | 0.4% → 0.48% | 0.94%May 2026 | 0.33%Dec 2025 | 8th |
| Sophos Intercept X | 0.27% → 0.16% | 0.6%Nov 2025 | 0.12%Jun 2026 | 9th |
Each finding as a sentence
- Across the 12 months ending September 2026, Malwarebytes’ share of searches among endpoint protection brands in New Zealand increased from 40.4% to 44.9%.
- Across the 12 months ending September 2026, Fortinet’s share of searches among endpoint protection brands in New Zealand decreased from 19.9% to 19.2%.
- Across the 12 months ending September 2026, CrowdStrike’s share of searches among endpoint protection brands in New Zealand increased from 14.3% to 17.6%.
- Across the 12 months ending September 2026, ESET’s share of searches among endpoint protection brands in New Zealand decreased from 14% to 8.2%.
- Across the 12 months ending September 2026, SentinelOne’s share of searches among endpoint protection brands in New Zealand increased from 3.5% to 4.2%.
- Across the 12 months ending September 2026, Acronis’ share of searches among endpoint protection brands in New Zealand decreased from 5.7% to 3.7%.
- Across the 12 months ending September 2026, Malwarebytes’ share of searches among endpoint protection brands in New Zealand peaked at 54.2% in July 2026 and was lowest at 38.1% in November 2025.
- Across the 12 months ending September 2026, Fortinet’s share of searches among endpoint protection brands in New Zealand peaked at 22.3% in June 2026 and was lowest at 15% in April 2026.
- Across the 12 months ending September 2026, CrowdStrike’s share of searches among endpoint protection brands in New Zealand peaked at 17.6% in September 2026 and was lowest at 10.2% in January 2026.
- Across the 12 months ending September 2026, ESET’s share of searches among endpoint protection brands in New Zealand peaked at 14% in October 2025 and was lowest at 7.6% in August 2026.
- Across the 12 months ending September 2026, SentinelOne’s share of searches among endpoint protection brands in New Zealand peaked at 4.2% in September 2026 and was lowest at 2.9% in July 2026.
- Across the 12 months ending September 2026, Acronis’ share of searches among endpoint protection brands in New Zealand peaked at 5.7% in October 2025 and was lowest at 2.6% in August 2026.
- Across the 12 months ending September 2026, SentinelOne rose from 6th to 5th among endpoint protection brands in New Zealand.
- Across the 12 months ending September 2026, Acronis fell from 5th to 6th among endpoint protection brands in New Zealand.
- Across the 12 months ending September 2026, Microsoft Defender for Endpoint, Microsoft Defender for Business and Sophos Intercept X held steady: their share of searches among endpoint protection brands in New Zealand each moved less than 0.5 percentage points.
How did search popularity change for New Zealand endpoint protection brands in September 2026?
7 changes
In September 2026, CrowdStrike gained share of searches among endpoint protection brands in New Zealand, from 14.1% to 17.6%.
In September 2026, Fortinet gained share of searches among endpoint protection brands in New Zealand, from 17% to 19.2%.
In September 2026, Acronis gained share of searches among endpoint protection brands in New Zealand, from 2.6% to 3.7%.
In September 2026, ESET gained share of searches among endpoint protection brands in New Zealand, from 7.6% to 8.2%.
In September 2026, Malwarebytes lost share of searches among endpoint protection brands in New Zealand, from 52.5% to 44.9%.
Estimated monthly branded searches for Sophos Intercept X in New Zealand fell 50% over 12 measured months, from 20 to 10 in September 2026.
Estimated monthly branded searches for Microsoft Defender for Endpoint in New Zealand fell 18.2% over 12 measured months, from 110 to 90 in September 2026.
Compare popularity between leading brands
- Malwarebytes vs Fortinet: compare popularity
- Malwarebytes vs CrowdStrike: compare popularity
- Malwarebytes vs ESET: compare popularity
- Malwarebytes vs SentinelOne: compare popularity
- Fortinet vs CrowdStrike: compare popularity
- Fortinet vs ESET: compare popularity
- Fortinet vs SentinelOne: compare popularity
- CrowdStrike vs ESET: compare popularity
- CrowdStrike vs SentinelOne: compare popularity
- ESET vs SentinelOne: compare popularity
- Compare any of these brands
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