ESET vs Fortinet:Which is more popular?
In September 2026, Fortinet had more branded searches than ESET among endpoint protection brands in New Zealand. Fortinet had about 1,190 branded searches, while ESET had 510. Fortinet made up 19.2% of all endpoint protection brand searches we track, and ESET accounted for 8.2%. When we asked ChatGPT and Google AI Overviews about endpoint protection brands, ESET appeared in two of the five answers and Fortinet in none.
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Top endpoint protection brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ESET was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Fortinet 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 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.
Is ESET or Fortinet more popular in search?
This chart shows how often people search Google for ESET and Fortinet 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 Fortinet, ESET. 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% |
How has the ESET and Fortinet comparison changed over the last 12 months?
3 findings
- Fortinet was ahead of ESET in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ESET’s share of searches among endpoint protection brands in New Zealand moved from 14% to 8.2%, and its estimated monthly branded searches moved from 1.1K to 510.
- Across the 12 months ending September 2026, Fortinet’s share of searches among endpoint protection brands in New Zealand moved from 19.9% to 19.2%, and its estimated monthly branded searches moved from 1.5K to 1.2K.
How did search popularity change for New Zealand endpoint protection brands in September 2026?
2 changes
In September 2026, Fortinet gained share of searches among endpoint protection brands in New Zealand, from 17% to 19.2%.
In September 2026, ESET gained share of searches among endpoint protection brands in New Zealand, from 7.6% to 8.2%.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using ESET’s and Fortinet’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.
Other head-to-heads among endpoint protection brands
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