---
title: "VPN services in New Zealand: Which brands are most popular in search?"
description: "Compare the VPN services New Zealanders use. Share of Search among NordVPN, Surfshark, ExpressVPN, CyberGhost and Proton VPN, the VPN services 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-vpn-services"
publisher: "Brandwave"
---

# VPN services in New Zealand: Which brands are most popular in search?

Compare the VPN services New Zealanders use. Share of Search among NordVPN, Surfshark, ExpressVPN, CyberGhost and Proton VPN, the VPN services 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**: VPN services
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: NordVPN, 72.8%

## Which brand is most popular in search among VPN services in New Zealand?

- In August 2026, NordVPN was the most searched among VPN services in New Zealand, with an estimated 8.3K branded searches and 72.8% estimated Share of Search within this set.
- Surfshark is in 2nd place, 50.4 percentage points behind at 22.4% Share of Search.
- Across the 11 months ending August 2026, NordVPN’s estimated Share of Search among VPN services in New Zealand increased from 72% to 72.8%.
- Across the 11 months ending August 2026, ExpressVPN’s estimated Share of Search among VPN services in New Zealand increased from 1.9% to 2.6%.
- Across the 11 months ending August 2026, CyberGhost’s estimated Share of Search among VPN services in New Zealand decreased from 3.5% to 2.1%.
- Across the 11 months ending August 2026, NordVPN’s estimated Share of Search among VPN services in New Zealand peaked at 76.1% in March 2026 and was lowest at 71.7% in November 2025.
- Across the 11 months ending August 2026, Surfshark’s estimated Share of Search among VPN services in New Zealand peaked at 22.8% in December 2025 and was lowest at 18.6% in July 2026.
- Across the 11 months ending August 2026, ExpressVPN’s estimated Share of Search among VPN services in New Zealand peaked at 3.4% in July 2026 and was lowest at 1.9% in October 2025.
- Across the 11 months ending August 2026, CyberGhost’s estimated Share of Search among VPN services in New Zealand peaked at 3.7% in November 2025 and was lowest at 2.1% in July 2026.
- Across the 11 months ending August 2026, ExpressVPN rose from 4th to 3rd among VPN services in New Zealand.
- Across the 11 months ending August 2026, CyberGhost fell from 3rd to 4th among VPN services in New Zealand.
- Across the 11 months ending August 2026, Surfshark and Proton VPN held steady: their estimated Share of Search among VPN services in New Zealand each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [NordVPN vs Surfshark: compare search popularity](/demand/nz/compare/nordvpn-vs-surfshark): 72.8% against 22.4% Share of Search.
- [NordVPN vs ExpressVPN: compare search popularity](/demand/nz/compare/expressvpn-vs-nordvpn): 72.8% against 2.6% Share of Search.
- [NordVPN vs CyberGhost: compare search popularity](/demand/nz/compare/cyberghost-vs-nordvpn): 72.8% against 2.1% Share of Search.
- [Surfshark vs ExpressVPN: compare search popularity](/demand/nz/compare/expressvpn-vs-surfshark): 22.4% against 2.6% Share of Search.
- [Surfshark vs CyberGhost: compare search popularity](/demand/nz/compare/cyberghost-vs-surfshark): 22.4% against 2.1% Share of Search.
- [ExpressVPN vs CyberGhost: compare search popularity](/demand/nz/compare/cyberghost-vs-expressvpn): 2.6% against 2.1% Share of Search.

## How did search popularity change for New Zealand VPN services in August 2026?

- In August 2026, Surfshark gained estimated Share of Search among VPN services in New Zealand, from 18.6% to 22.4%.
- In August 2026, NordVPN lost estimated Share of Search among VPN services in New Zealand, from 75.8% to 72.8%.
- In August 2026, ExpressVPN lost estimated Share of Search among VPN services in New Zealand, from 3.4% to 2.6%.
- Estimated monthly branded searches for CyberGhost in New Zealand fell 51% over 11 measured months, from 490 to 240 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | NordVPN | 72.8% | 8.3K | -22.5% | NordVPN |
| 2 | Surfshark | 22.4% | 2.6K | -2.7% | Surfshark |
| 3 | ExpressVPN | 2.6% | 300 | -37.5% | ExpressVPN |
| 4 | CyberGhost | 2.1% | 240 | -17.2% | CyberGhost |
| 5 | Proton VPN | 0.09% | 10 | -50.0% | Proton VPN |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | NordVPN | 10.1K | 72% | 1 |
| Oct 2025 | Surfshark | 3.1K | 22.6% | 2 |
| Oct 2025 | CyberGhost | 490 | 3.5% | 3 |
| Oct 2025 | ExpressVPN | 260 | 1.9% | 4 |
| Oct 2025 | Proton VPN | 10 | 0.07% | 5 |
| Nov 2025 | NordVPN | 10K | 71.7% | 1 |
| Nov 2025 | Surfshark | 3.1K | 22.4% | 2 |
| Nov 2025 | CyberGhost | 510 | 3.7% | 3 |
| Nov 2025 | ExpressVPN | 290 | 2.1% | 4 |
| Nov 2025 | Proton VPN | 20 | 0.14% | 5 |
| Dec 2025 | NordVPN | 9.8K | 71.8% | 1 |
| Dec 2025 | Surfshark | 3.1K | 22.8% | 2 |
| Dec 2025 | CyberGhost | 410 | 3% | 3 |
| Dec 2025 | ExpressVPN | 310 | 2.3% | 4 |
| Dec 2025 | Proton VPN | 20 | 0.15% | 5 |
| Jan 2026 | NordVPN | 10.3K | 72.5% | 1 |
| Jan 2026 | Surfshark | 3.1K | 22% | 2 |
| Jan 2026 | CyberGhost | 420 | 2.9% | 3 |
| Jan 2026 | ExpressVPN | 350 | 2.5% | 4 |
| Jan 2026 | Proton VPN | 20 | 0.14% | 5 |
| Feb 2026 | NordVPN | 10.2K | 75.1% | 1 |
| Feb 2026 | Surfshark | 2.7K | 19.7% | 2 |
| Feb 2026 | CyberGhost | 340 | 2.5% | 3 |
| Feb 2026 | ExpressVPN | 340 | 2.5% | 4 |
| Feb 2026 | Proton VPN | 20 | 0.15% | 5 |
| Mar 2026 | NordVPN | 10.4K | 76.1% | 1 |
| Mar 2026 | Surfshark | 2.6K | 19% | 2 |
| Mar 2026 | CyberGhost | 340 | 2.5% | 3 |
| Mar 2026 | ExpressVPN | 310 | 2.3% | 4 |
| Mar 2026 | Proton VPN | 20 | 0.15% | 5 |
| Apr 2026 | NordVPN | 9.9K | 75.3% | 1 |
| Apr 2026 | Surfshark | 2.6K | 19.9% | 2 |
| Apr 2026 | ExpressVPN | 340 | 2.6% | 3 |
| Apr 2026 | CyberGhost | 280 | 2.1% | 4 |
| Apr 2026 | Proton VPN | 20 | 0.15% | 5 |
| May 2026 | NordVPN | 10.2K | 75.3% | 1 |
| May 2026 | Surfshark | 2.6K | 19.4% | 2 |
| May 2026 | ExpressVPN | 360 | 2.7% | 3 |
| May 2026 | CyberGhost | 340 | 2.5% | 4 |
| May 2026 | Proton VPN | 20 | 0.15% | 5 |
| Jun 2026 | NordVPN | 12.7K | 76% | 1 |
| Jun 2026 | Surfshark | 3.1K | 18.8% | 2 |
| Jun 2026 | ExpressVPN | 430 | 2.6% | 3 |
| Jun 2026 | CyberGhost | 420 | 2.5% | 4 |
| Jun 2026 | Proton VPN | 10 | 0.06% | 5 |
| Jul 2026 | NordVPN | 10.7K | 75.8% | 1 |
| Jul 2026 | Surfshark | 2.6K | 18.6% | 2 |
| Jul 2026 | ExpressVPN | 480 | 3.4% | 3 |
| Jul 2026 | CyberGhost | 290 | 2.1% | 4 |
| Jul 2026 | Proton VPN | 20 | 0.14% | 5 |
| Aug 2026 | NordVPN | 8.3K | 72.8% | 1 |
| Aug 2026 | Surfshark | 2.6K | 22.4% | 2 |
| Aug 2026 | ExpressVPN | 300 | 2.6% | 3 |
| Aug 2026 | CyberGhost | 240 | 2.1% | 4 |
| Aug 2026 | Proton VPN | 10 | 0.09% | 5 |
| Sep 2026 | CyberGhost | — | — | — |
| Sep 2026 | ExpressVPN | — | — | — |
| Sep 2026 | NordVPN | — | — | — |
| Sep 2026 | Proton VPN | — | — | — |
| Sep 2026 | Surfshark | — | — | — |

## What is being compared

- **CyberGhost**: Measured on the search terms “cyberghost”, “cyberghost app”, “cyberghost free trial”, “cyberghost new zealand” and “cyberghostvpn com”, summed into one figure.
- **ExpressVPN**: Measured on the search terms “expressvpn app”, “expressvpn com”, “expressvpn cost”, “expressvpn free trial”, “expressvpn near me”, “expressvpn new zealand”, “expressvpn nz” and “expressvpn online”, summed into one figure.
- **NordVPN**: Measured on the search terms “mac nordvpn”, “nordvpn”, “nordvpn app”, “nordvpn com”, “nordvpn cost”, “nordvpn deals”, “nordvpn download”, “nordvpn free”, “nordvpn free trial”, “nordvpn nz”, “nordvpn online”, “nordvpn price”, “nordvpn streaming”, “nordvpn torrenting” and “nordvpn voucher”, summed into one figure.
- **Proton VPN**: Measured on the search terms “proton vpn new zealand” and “protonvpn com”, summed into one figure.
- **Surfshark**: Measured on the search terms “surfshark”, “surfshark app”, “surfshark com”, “surfshark free trial”, “surfshark new zealand”, “surfshark nz” and “surfshark online”, summed into one figure.

- [CyberGhost](/demand/nz/brands/cyberghost)
- [ExpressVPN](/demand/nz/brands/expressvpn)
- [NordVPN](/demand/nz/brands/nordvpn)
- [Proton VPN](/demand/nz/brands/proton-vpn)
- [Surfshark](/demand/nz/brands/surfshark)

## Methodology

- [How is branded search demand 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 VPN services in New Zealand?

In August 2026, NordVPN was the most searched among VPN services in New Zealand, with an estimated 8.3K branded searches and 72.8% estimated Share of Search within this set.

## Cite this page

Brandwave. "VPN services in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-vpn-services

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