---
title: "Endpoint protection brands in New Zealand: Which are searched most?"
description: "Compare the endpoint protection brands people buy. Share of Search among Malwarebytes, Fortinet, CrowdStrike, ESET, SentinelOne, Acronis, Microsoft Defender for Endpoint, Microsoft Defender for Business and Sophos Intercept X, the endpoint protection brands 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-endpoint-protection-brands"
publisher: "Brandwave"
---

# Endpoint protection brands in New Zealand: Which are searched most?

Compare the endpoint protection brands people buy. Share of Search among Malwarebytes, Fortinet, CrowdStrike, ESET, SentinelOne, Acronis, Microsoft Defender for Endpoint, Microsoft Defender for Business and Sophos Intercept X, the endpoint protection brands 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**: Endpoint protection brands
- **Market**: New Zealand
- **Brands compared**: 9
- **Month measured**: Sep 2026
- **Highest Share of Search**: Malwarebytes, 44.9%

## Which brand is most popular in search among endpoint protection brands in New Zealand?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Microsoft Defender for Business | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| CrowdStrike | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| Sophos Intercept X | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| Microsoft Defender for Endpoint | 4th | 3 of 3 | 1 of 2 | 4 of 5 |
| ESET | 5th | 1 of 3 | 1 of 2 | 2 of 5 |
| SentinelOne | 6th | 2 of 3 | 1 of 2 | 3 of 5 |
| Acronis | 7th | 0 of 3 | 1 of 2 | 1 of 5 |
| Malwarebytes | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Fortinet | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about endpoint protection brands

- Asked ChatGPT "Which endpoint protection brand should I use in New Zealand?": 1. Microsoft Defender for Business, 2. CrowdStrike, 3. Sophos Intercept X, 4. SentinelOne, 5. Microsoft Defender for Endpoint
- Asked ChatGPT "What are the best endpoint protection brands in New Zealand?": 1. Microsoft Defender for Endpoint, 2. CrowdStrike, 3. Sophos Intercept X, 4. ESET, 5. SentinelOne, 6. Microsoft Defender for Business
- Asked ChatGPT "What's the best endpoint protection brand in New Zealand for a small business?": 1. Microsoft Defender for Business, 2. Sophos Intercept X, 3. Microsoft Defender for Endpoint
- Searched Google, AI Overview "endpoint protection software": 1. CrowdStrike, 2. SentinelOne, 3. Microsoft Defender for Endpoint
- Searched Google, AI Overview "best endpoint protection": 1. ESET, 2. Microsoft Defender for Business, 3. Acronis

Not named in any answer: Malwarebytes and Fortinet.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Malwarebytes vs Fortinet: compare search popularity](/demand/nz/compare/fortinet-vs-malwarebytes): 44.9% against 19.2% Share of Search.
- [Malwarebytes vs CrowdStrike: compare search popularity](/demand/nz/compare/crowdstrike-vs-malwarebytes): 44.9% against 17.6% Share of Search.
- [Malwarebytes vs ESET: compare search popularity](/demand/nz/compare/eset-vs-malwarebytes): 44.9% against 8.2% Share of Search.
- [Malwarebytes vs SentinelOne: compare search popularity](/demand/nz/compare/malwarebytes-vs-sentinelone): 44.9% against 4.2% Share of Search.
- [Fortinet vs CrowdStrike: compare search popularity](/demand/nz/compare/crowdstrike-vs-fortinet): 19.2% against 17.6% Share of Search.
- [Fortinet vs ESET: compare search popularity](/demand/nz/compare/eset-vs-fortinet): 19.2% against 8.2% Share of Search.
- [Fortinet vs SentinelOne: compare search popularity](/demand/nz/compare/fortinet-vs-sentinelone): 19.2% against 4.2% Share of Search.
- [CrowdStrike vs ESET: compare search popularity](/demand/nz/compare/crowdstrike-vs-eset): 17.6% against 8.2% Share of Search.
- [CrowdStrike vs SentinelOne: compare search popularity](/demand/nz/compare/crowdstrike-vs-sentinelone): 17.6% against 4.2% Share of Search.
- [ESET vs SentinelOne: compare search popularity](/demand/nz/compare/eset-vs-sentinelone): 8.2% against 4.2% Share of Search.

## How did search popularity change for New Zealand endpoint protection brands in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Malwarebytes | 44.9% | 2.8K | -23.0% | Malwarebytes |
| 2 | Fortinet | 19.2% | 1.2K | +1.7% | Fortinet |
| 3 | CrowdStrike | 17.6% | 1.1K | +12.4% | CrowdStrike |
| 4 | ESET | 8.2% | 510 | -1.9% | ESET |
| 5 | SentinelOne | 4.2% | 260 | 0.0% | SentinelOne |
| 6 | Acronis | 3.7% | 230 | +27.8% | Acronis |
| 7 | Microsoft Defender for Endpoint | 1.5% | 90 | -18.2% | Microsoft |
| 8 | Microsoft Defender for Business | 0.48% | 30 | -25.0% | Microsoft |
| 9 | Sophos Intercept X | 0.16% | 10 | 0.0% | Sophos Intercept X |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Malwarebytes | 3K | 40.4% | 1 |
| Oct 2025 | Fortinet | 1.5K | 19.9% | 2 |
| Oct 2025 | CrowdStrike | 1.1K | 14.3% | 3 |
| Oct 2025 | ESET | 1.1K | 14% | 4 |
| Oct 2025 | Acronis | 430 | 5.7% | 5 |
| Oct 2025 | SentinelOne | 260 | 3.5% | 6 |
| Oct 2025 | Microsoft Defender for Endpoint | 110 | 1.5% | 7 |
| Oct 2025 | Microsoft Defender for Business | 30 | 0.4% | 8 |
| Oct 2025 | Sophos Intercept X | 20 | 0.27% | 9 |
| Nov 2025 | Malwarebytes | 2.5K | 38.1% | 1 |
| Nov 2025 | Fortinet | 1.4K | 21.6% | 2 |
| Nov 2025 | CrowdStrike | 950 | 14.4% | 3 |
| Nov 2025 | ESET | 920 | 13.9% | 4 |
| Nov 2025 | Acronis | 350 | 5.3% | 5 |
| Nov 2025 | SentinelOne | 260 | 3.9% | 6 |
| Nov 2025 | Microsoft Defender for Endpoint | 120 | 1.8% | 7 |
| Nov 2025 | Sophos Intercept X | 40 | 0.6% | 8 |
| Nov 2025 | Microsoft Defender for Business | 30 | 0.45% | 9 |
| Dec 2025 | Malwarebytes | 3K | 50.1% | 1 |
| Dec 2025 | Fortinet | 1.1K | 17.6% | 2 |
| Dec 2025 | ESET | 740 | 12.3% | 3 |
| Dec 2025 | CrowdStrike | 640 | 10.6% | 4 |
| Dec 2025 | Acronis | 250 | 4.1% | 5 |
| Dec 2025 | SentinelOne | 210 | 3.5% | 6 |
| Dec 2025 | Microsoft Defender for Endpoint | 70 | 1.2% | 7 |
| Dec 2025 | Microsoft Defender for Business | 20 | 0.33% | 8 |
| Dec 2025 | Sophos Intercept X | 20 | 0.33% | 9 |
| Jan 2026 | Malwarebytes | 3.1K | 49.9% | 1 |
| Jan 2026 | Fortinet | 1.1K | 18.2% | 2 |
| Jan 2026 | ESET | 760 | 12.1% | 3 |
| Jan 2026 | CrowdStrike | 640 | 10.2% | 4 |
| Jan 2026 | Acronis | 250 | 4% | 5 |
| Jan 2026 | SentinelOne | 210 | 3.3% | 6 |
| Jan 2026 | Microsoft Defender for Endpoint | 90 | 1.4% | 7 |
| Jan 2026 | Microsoft Defender for Business | 30 | 0.48% | 8 |
| Jan 2026 | Sophos Intercept X | 20 | 0.32% | 9 |
| Feb 2026 | Malwarebytes | 2.9K | 45% | 1 |
| Feb 2026 | Fortinet | 1.2K | 18.7% | 2 |
| Feb 2026 | CrowdStrike | 950 | 14.9% | 3 |
| Feb 2026 | ESET | 750 | 11.8% | 4 |
| Feb 2026 | SentinelOne | 260 | 4.1% | 5 |
| Feb 2026 | Acronis | 200 | 3.1% | 6 |
| Feb 2026 | Microsoft Defender for Endpoint | 100 | 1.6% | 7 |
| Feb 2026 | Microsoft Defender for Business | 40 | 0.63% | 8 |
| Feb 2026 | Sophos Intercept X | 20 | 0.31% | 9 |
| Mar 2026 | Malwarebytes | 3.5K | 44.9% | 1 |
| Mar 2026 | Fortinet | 1.5K | 18.8% | 2 |
| Mar 2026 | CrowdStrike | 1.1K | 13.8% | 3 |
| Mar 2026 | ESET | 930 | 12% | 4 |
| Mar 2026 | SentinelOne | 320 | 4.1% | 5 |
| Mar 2026 | Acronis | 260 | 3.4% | 6 |
| Mar 2026 | Microsoft Defender for Endpoint | 140 | 1.8% | 7 |
| Mar 2026 | Microsoft Defender for Business | 70 | 0.9% | 8 |
| Mar 2026 | Sophos Intercept X | 20 | 0.26% | 9 |
| Apr 2026 | Malwarebytes | 3.5K | 52.3% | 1 |
| Apr 2026 | Fortinet | 1K | 15% | 2 |
| Apr 2026 | CrowdStrike | 790 | 11.9% | 3 |
| Apr 2026 | ESET | 750 | 11.3% | 4 |
| Apr 2026 | SentinelOne | 260 | 3.9% | 5 |
| Apr 2026 | Acronis | 230 | 3.5% | 6 |
| Apr 2026 | Microsoft Defender for Endpoint | 90 | 1.4% | 7 |
| Apr 2026 | Microsoft Defender for Business | 40 | 0.6% | 8 |
| Apr 2026 | Sophos Intercept X | 10 | 0.15% | 9 |
| May 2026 | Malwarebytes | 3.7K | 49.5% | 1 |
| May 2026 | Fortinet | 1.4K | 18.7% | 2 |
| May 2026 | CrowdStrike | 950 | 12.7% | 3 |
| May 2026 | ESET | 760 | 10.2% | 4 |
| May 2026 | SentinelOne | 260 | 3.5% | 5 |
| May 2026 | Acronis | 230 | 3.1% | 6 |
| May 2026 | Microsoft Defender for Endpoint | 90 | 1.2% | 7 |
| May 2026 | Microsoft Defender for Business | 70 | 0.94% | 8 |
| May 2026 | Sophos Intercept X | 20 | 0.27% | 9 |
| Jun 2026 | Malwarebytes | 4K | 48.8% | 1 |
| Jun 2026 | Fortinet | 1.8K | 22.3% | 2 |
| Jun 2026 | CrowdStrike | 930 | 11.4% | 3 |
| Jun 2026 | ESET | 760 | 9.3% | 4 |
| Jun 2026 | SentinelOne | 260 | 3.2% | 5 |
| Jun 2026 | Acronis | 230 | 2.8% | 6 |
| Jun 2026 | Microsoft Defender for Endpoint | 120 | 1.5% | 7 |
| Jun 2026 | Microsoft Defender for Business | 40 | 0.49% | 8 |
| Jun 2026 | Sophos Intercept X | 10 | 0.12% | 9 |
| Jul 2026 | Malwarebytes | 4K | 54.2% | 1 |
| Jul 2026 | Fortinet | 1.1K | 15.3% | 2 |
| Jul 2026 | CrowdStrike | 1.1K | 14.3% | 3 |
| Jul 2026 | ESET | 620 | 8.5% | 4 |
| Jul 2026 | Acronis | 230 | 3.1% | 5 |
| Jul 2026 | SentinelOne | 210 | 2.9% | 6 |
| Jul 2026 | Microsoft Defender for Endpoint | 90 | 1.2% | 7 |
| Jul 2026 | Microsoft Defender for Business | 30 | 0.41% | 8 |
| Jul 2026 | Sophos Intercept X | 10 | 0.14% | 9 |
| Aug 2026 | Malwarebytes | 3.6K | 52.5% | 1 |
| Aug 2026 | Fortinet | 1.2K | 17% | 2 |
| Aug 2026 | CrowdStrike | 970 | 14.1% | 3 |
| Aug 2026 | ESET | 520 | 7.6% | 4 |
| Aug 2026 | SentinelOne | 260 | 3.8% | 5 |
| Aug 2026 | Acronis | 180 | 2.6% | 6 |
| Aug 2026 | Microsoft Defender for Endpoint | 110 | 1.6% | 7 |
| Aug 2026 | Microsoft Defender for Business | 40 | 0.58% | 8 |
| Aug 2026 | Sophos Intercept X | 10 | 0.15% | 9 |
| Sep 2026 | Malwarebytes | 2.8K | 44.9% | 1 |
| Sep 2026 | Fortinet | 1.2K | 19.2% | 2 |
| Sep 2026 | CrowdStrike | 1.1K | 17.6% | 3 |
| Sep 2026 | ESET | 510 | 8.2% | 4 |
| Sep 2026 | SentinelOne | 260 | 4.2% | 5 |
| Sep 2026 | Acronis | 230 | 3.7% | 6 |
| Sep 2026 | Microsoft Defender for Endpoint | 90 | 1.5% | 7 |
| Sep 2026 | Microsoft Defender for Business | 30 | 0.48% | 8 |
| Sep 2026 | Sophos Intercept X | 10 | 0.16% | 9 |

## What is being compared

- **Acronis**: Measured on the search terms “acronis” and “acronis image true”, summed into one figure.
- **CrowdStrike**: Measured on the search terms “crowdstrike” and “crowdstrike falcon”, summed into one figure.
- **ESET**: Measured on the search terms “eset” and “eset protect”, summed into one figure.
- **Fortinet**: Measured on the search terms “fortigate”, “fortigate 100f”, “fortigate 40f”, “fortigate 60e”, “fortigate 60f” and “fortinet”, summed into one figure.
- **Malwarebytes**: Measured on the search terms “malwarebytes”, “malwarebytes os x” and “mbam malwarebytes”, summed into one figure.
- **Microsoft Defender for Business**: Measured on the search term “microsoft defender for business”.
- **Microsoft Defender for Endpoint**: Measured on the search terms “defender for endpoint” and “microsoft defender for endpoint”, summed into one figure.
- **SentinelOne**: Measured on the search term “sentinelone”.
- **Sophos Intercept X**: Measured on the search term “sophos intercept x”.

- [Acronis](/demand/nz/brands/acronis)
- [CrowdStrike](/demand/nz/brands/crowdstrike)
- [ESET](/demand/nz/brands/eset)
- [Fortinet](/demand/nz/brands/fortinet)
- [Malwarebytes](/demand/nz/brands/malwarebytes)
- [Microsoft Defender for Business](/demand/nz/brands/microsoft-defender-business)
- [Microsoft Defender for Endpoint](/demand/nz/brands/microsoft-defender-endpoint)
- [SentinelOne](/demand/nz/brands/sentinelone)
- [Sophos Intercept X](/demand/nz/brands/sophos-intercept-x)

## Methodology

- [How is the Brand Demand Index 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 endpoint protection brands in New Zealand?

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.

## Cite this page

Brandwave. "Endpoint protection brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-endpoint-protection-brands

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