Brandwave

ESET vs Microsoft Defender for Business:Which is more popular?

In September 2026, ESET had more branded searches than Microsoft Defender for Business among endpoint protection brands in New Zealand. ESET had about 510 branded searches, while Microsoft Defender for Business had 30. ESET made up 8.2% of all endpoint protection brand searches we track, and Microsoft Defender for Business accounted for 0.48%. When we asked ChatGPT and Google AI Overviews about endpoint protection brands, Microsoft Defender for Business appeared in four of the five answers and ESET in two. ESET and Microsoft Defender for Business were each mentioned first in two of the four answers that named either.

Among endpoint protection brands in New Zealand in September 2026

Who do people search for more?

ESET, about 17 searches for every 1 for Microsoft Defender for Business

ESET 510 searchesMicrosoft Defender for Business 30 searches

Who does AI mention more?

Microsoft Defender for Business, mentioned in 4 of 5 answers, ESET in 2

Microsoft Defender for Business in 4 of 5ESET in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

ESET first in 2Microsoft Defender for Business first in 2

Follow ESET vs Microsoft Defender for Business and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top endpoint protection brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Microsoft Defender for Business was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. ESET and Microsoft Defender for Business were each listed first in two of the four answers that named either.

Most recommended by AI

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

  1. Microsoft Defender for Business1st
  2. CrowdStrike2nd
  3. Sophos Intercept X3rd
  4. Microsoft Defender for Endpoint4th
  5. ESET5th
  6. SentinelOne6th
  7. Acronis7th
  8. Malwarebytes–
  9. Fortinet–

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

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 Microsoft Defender for Business more popular in search?

This chart shows how often people search Google for ESET and Microsoft Defender for Business 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.

ESET and Microsoft Defender for Business among endpoint protection brands in New Zealand, by month

Share of searches by month for ESET, Microsoft Defender for Business. The figures are in the table below the chart.

View monthly share of searches table
MonthMalwarebytesFortinetCrowdStrikeESETSentinelOneAcronisMicrosoft Defender for EndpointMicrosoft Defender for BusinessSophos Intercept X
Oct 202540.4%19.9%14.3%14%3.5%5.7%1.5%0.4%0.27%
Nov 202538.1%21.6%14.4%13.9%3.9%5.3%1.8%0.45%0.6%
Dec 202550.1%17.6%10.6%12.3%3.5%4.1%1.2%0.33%0.33%
Jan 202649.9%18.2%10.2%12.1%3.3%4%1.4%0.48%0.32%
Feb 202645%18.7%14.9%11.8%4.1%3.1%1.6%0.63%0.31%
Mar 202644.9%18.8%13.8%12%4.1%3.4%1.8%0.9%0.26%
Apr 202652.3%15%11.9%11.3%3.9%3.5%1.4%0.6%0.15%
May 202649.5%18.7%12.7%10.2%3.5%3.1%1.2%0.94%0.27%
Jun 202648.8%22.3%11.4%9.3%3.2%2.8%1.5%0.49%0.12%
Jul 202654.2%15.3%14.3%8.5%2.9%3.1%1.2%0.41%0.14%
Aug 202652.5%17%14.1%7.6%3.8%2.6%1.6%0.58%0.15%
Sep 202644.9%19.2%17.6%8.2%4.2%3.7%1.5%0.48%0.16%

How has the ESET and Microsoft Defender for Business comparison changed over the last 12 months?

3 findings

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

1 change

  1. 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?

3 search terms

Brandwave collects information about searches that people make online using ESET’s and Microsoft Defender for Business’ 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.

ESET

2 branded search terms

  • eset
  • eset protect

Microsoft Defender for Business

1 branded search term

  • microsoft defender for business

How the Brand Demand Index is measured

Other head-to-heads among endpoint protection brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free