---
title: "Universities in New Zealand: Which brands are most popular in search?"
description: "New Zealand's eight universities, compared through branded searches in New Zealand. Share of Search among University of Auckland, AUT, Massey University, Victoria University of Wellington, University of Waikato, University of Otago, University of Canterbury and Lincoln University, the universities 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/universities"
publisher: "Brandwave"
---

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

New Zealand's eight universities, compared through branded searches in New Zealand. Share of Search among University of Auckland, AUT, Massey University, Victoria University of Wellington, University of Waikato, University of Otago, University of Canterbury and Lincoln University, the universities 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**: Universities
- **Market**: New Zealand
- **Brands compared**: 8
- **Month measured**: Aug 2026
- **Highest Share of Search**: University of Auckland, 28.5%

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

- In August 2026, University of Auckland was the most searched among universities in New Zealand, with an estimated 140K branded searches and 28.5% estimated Share of Search within this set.
- AUT is in 2nd place, 15 percentage points behind at 13.5% Share of Search.
- Across the 11 months ending August 2026, University of Auckland’s estimated Share of Search among universities in New Zealand increased from 26.3% to 28.5%.
- Across the 11 months ending August 2026, AUT’s estimated Share of Search among universities in New Zealand decreased from 14.6% to 13.5%.
- Across the 11 months ending August 2026, Massey University’s estimated Share of Search among universities in New Zealand decreased from 14.2% to 13.1%.
- Across the 11 months ending August 2026, Victoria University of Wellington’s estimated Share of Search among universities in New Zealand increased from 10.4% to 11.7%.
- Across the 11 months ending August 2026, University of Otago’s estimated Share of Search among universities in New Zealand decreased from 10.8% to 9.1%.
- Across the 11 months ending August 2026, University of Auckland’s estimated Share of Search among universities in New Zealand peaked at 30.9% in June 2026 and was lowest at 22.4% in February 2026.
- Across the 11 months ending August 2026, AUT’s estimated Share of Search among universities in New Zealand peaked at 14.6% in October 2025 and was lowest at 11.1% in January 2026.
- Across the 11 months ending August 2026, Massey University’s estimated Share of Search among universities in New Zealand peaked at 15.6% in December 2025 and was lowest at 10.8% in March 2026.
- Across the 11 months ending August 2026, Victoria University of Wellington’s estimated Share of Search among universities in New Zealand peaked at 13.5% in July 2026 and was lowest at 9.3% in January 2026.
- Across the 11 months ending August 2026, University of Waikato’s estimated Share of Search among universities in New Zealand peaked at 15.8% in March 2026 and was lowest at 10.7% in January 2026.
- Across the 11 months ending August 2026, University of Otago’s estimated Share of Search among universities in New Zealand peaked at 12.9% in February 2026 and was lowest at 8.4% in June 2026.
- Across the 11 months ending August 2026, University of Canterbury’s estimated Share of Search among universities in New Zealand peaked at 9.7% in February 2026 and was lowest at 7.4% in November 2025.
- Across the 11 months ending August 2026, Lincoln University’s estimated Share of Search among universities in New Zealand peaked at 5.7% in February 2026 and was lowest at 4.5% in June 2026.
- Across the 11 months ending August 2026, Victoria University of Wellington rose from 6th to 4th among universities in New Zealand.
- Across the 11 months ending August 2026, University of Otago fell from 4th to 6th among universities in New Zealand.
- Across the 11 months ending August 2026, University of Waikato, University of Canterbury and Lincoln University held steady: their estimated Share of Search among universities in New Zealand each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [University of Auckland vs AUT: compare search popularity](/demand/nz/compare/aut-vs-university-of-auckland): 28.5% against 13.5% Share of Search.
- [University of Auckland vs Massey University: compare search popularity](/demand/nz/compare/massey-university-vs-university-of-auckland): 28.5% against 13.1% Share of Search.
- [University of Auckland vs Victoria University of Wellington: compare search popularity](/demand/nz/compare/university-of-auckland-vs-victoria-university-of-wellington): 28.5% against 11.7% Share of Search.
- [University of Auckland vs University of Waikato: compare search popularity](/demand/nz/compare/university-of-auckland-vs-university-of-waikato): 28.5% against 11.1% Share of Search.
- [AUT vs Massey University: compare search popularity](/demand/nz/compare/aut-vs-massey-university): 13.5% against 13.1% Share of Search.
- [AUT vs Victoria University of Wellington: compare search popularity](/demand/nz/compare/aut-vs-victoria-university-of-wellington): 13.5% against 11.7% Share of Search.
- [AUT vs University of Waikato: compare search popularity](/demand/nz/compare/aut-vs-university-of-waikato): 13.5% against 11.1% Share of Search.
- [Massey University vs Victoria University of Wellington: compare search popularity](/demand/nz/compare/massey-university-vs-victoria-university-of-wellington): 13.1% against 11.7% Share of Search.
- [Massey University vs University of Waikato: compare search popularity](/demand/nz/compare/massey-university-vs-university-of-waikato): 13.1% against 11.1% Share of Search.
- [Victoria University of Wellington vs University of Waikato: compare search popularity](/demand/nz/compare/university-of-waikato-vs-victoria-university-of-wellington): 11.7% against 11.1% Share of Search.

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

- In August 2026, Massey University overtook University of Waikato to rank 3rd among universities in New Zealand, at 13.1%.
- In August 2026, AUT overtook Victoria University of Wellington to rank 2nd among universities in New Zealand, at 13.5%.
- In August 2026, University of Auckland gained estimated Share of Search among universities in New Zealand, from 26.9% to 28.5%.
- In August 2026, University of Otago gained estimated Share of Search among universities in New Zealand, from 8.5% to 9.1%.
- In August 2026, Victoria University of Wellington lost estimated Share of Search among universities in New Zealand, from 13.5% to 11.7%.
- In August 2026, University of Waikato lost estimated Share of Search among universities in New Zealand, from 12.7% to 11.1%.
- In August 2026, Lincoln University lost estimated Share of Search among universities in New Zealand, from 5.5% to 4.8%.
- Estimated monthly branded searches for University of Canterbury in New Zealand rose 22.4% over 11 measured months, from 33.1K to 40.5K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | University of Auckland | 28.5% | 140K | -0.0% | University of Auckland |
| 2 | AUT | 13.5% | 66.2K | 0.0% | AUT |
| 3 | Massey University | 13.1% | 64.3K | 0.0% | Massey University |
| 4 | Victoria University of Wellington | 11.7% | 57.6K | -18.2% | Victoria University of Wellington |
| 5 | University of Waikato | 11.1% | 54.2K | -18.1% | University of Waikato |
| 6 | University of Otago | 9.1% | 44.4K | 0.0% | University of Otago |
| 7 | University of Canterbury | 8.3% | 40.5K | 0.0% | University of Canterbury |
| 8 | Lincoln University | 4.8% | 23.5K | -17.3% | Lincoln University |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | University of Auckland | 108K | 26.3% | 1 |
| Oct 2025 | AUT | 60.2K | 14.6% | 2 |
| Oct 2025 | Massey University | 58.6K | 14.2% | 3 |
| Oct 2025 | University of Otago | 44.4K | 10.8% | 4 |
| Oct 2025 | University of Waikato | 44.4K | 10.8% | 5 |
| Oct 2025 | Victoria University of Wellington | 43K | 10.4% | 6 |
| Oct 2025 | University of Canterbury | 33.1K | 8% | 7 |
| Oct 2025 | Lincoln University | 19.7K | 4.8% | 8 |
| Nov 2025 | University of Auckland | 108K | 29.8% | 1 |
| Nov 2025 | AUT | 49.3K | 13.6% | 2 |
| Nov 2025 | Massey University | 47.9K | 13.2% | 3 |
| Nov 2025 | University of Waikato | 40.3K | 11.1% | 4 |
| Nov 2025 | University of Otago | 36.2K | 10% | 5 |
| Nov 2025 | Victoria University of Wellington | 35.2K | 9.7% | 6 |
| Nov 2025 | University of Canterbury | 27.1K | 7.4% | 7 |
| Nov 2025 | Lincoln University | 19.4K | 5.3% | 8 |
| Dec 2025 | University of Auckland | 62.7K | 24.9% | 1 |
| Dec 2025 | Massey University | 39.2K | 15.6% | 2 |
| Dec 2025 | AUT | 30.2K | 12% | 3 |
| Dec 2025 | University of Otago | 29.6K | 11.8% | 4 |
| Dec 2025 | Victoria University of Wellington | 27.6K | 11% | 5 |
| Dec 2025 | University of Waikato | 26.9K | 10.7% | 6 |
| Dec 2025 | University of Canterbury | 22.2K | 8.8% | 7 |
| Dec 2025 | Lincoln University | 13.1K | 5.2% | 8 |
| Jan 2026 | University of Auckland | 114K | 30.3% | 1 |
| Jan 2026 | Massey University | 47.9K | 12.7% | 2 |
| Jan 2026 | University of Otago | 44.4K | 11.8% | 3 |
| Jan 2026 | AUT | 41.9K | 11.1% | 4 |
| Jan 2026 | University of Waikato | 40.3K | 10.7% | 5 |
| Jan 2026 | Victoria University of Wellington | 35.2K | 9.3% | 6 |
| Jan 2026 | University of Canterbury | 33.1K | 8.8% | 7 |
| Jan 2026 | Lincoln University | 19.7K | 5.2% | 8 |
| Feb 2026 | University of Auckland | 114K | 22.4% | 1 |
| Feb 2026 | AUT | 66.2K | 12.9% | 2 |
| Feb 2026 | University of Otago | 66.2K | 12.9% | 3 |
| Feb 2026 | Massey University | 64.3K | 12.6% | 4 |
| Feb 2026 | Victoria University of Wellington | 61.6K | 12% | 5 |
| Feb 2026 | University of Waikato | 60.2K | 11.8% | 6 |
| Feb 2026 | University of Canterbury | 49.5K | 9.7% | 7 |
| Feb 2026 | Lincoln University | 29K | 5.7% | 8 |
| Mar 2026 | University of Auckland | 182K | 29% | 1 |
| Mar 2026 | University of Waikato | 99K | 15.8% | 2 |
| Mar 2026 | AUT | 73.6K | 11.7% | 3 |
| Mar 2026 | Victoria University of Wellington | 72.6K | 11.6% | 4 |
| Mar 2026 | Massey University | 67.6K | 10.8% | 5 |
| Mar 2026 | University of Otago | 54.2K | 8.6% | 6 |
| Mar 2026 | University of Canterbury | 49.5K | 7.9% | 7 |
| Mar 2026 | Lincoln University | 28.7K | 4.6% | 8 |
| Apr 2026 | University of Auckland | 108K | 27.1% | 1 |
| Apr 2026 | Massey University | 55.3K | 13.9% | 2 |
| Apr 2026 | University of Waikato | 54.2K | 13.6% | 3 |
| Apr 2026 | Victoria University of Wellington | 48.6K | 12.2% | 4 |
| Apr 2026 | AUT | 44.4K | 11.1% | 5 |
| Apr 2026 | University of Otago | 36.2K | 9.1% | 6 |
| Apr 2026 | University of Canterbury | 33.1K | 8.3% | 7 |
| Apr 2026 | Lincoln University | 19.1K | 4.8% | 8 |
| May 2026 | University of Auckland | 140K | 28.7% | 1 |
| May 2026 | Massey University | 64.3K | 13.2% | 2 |
| May 2026 | University of Waikato | 60.2K | 12.4% | 3 |
| May 2026 | Victoria University of Wellington | 59.4K | 12.2% | 4 |
| May 2026 | AUT | 54.2K | 11.1% | 5 |
| May 2026 | University of Otago | 44.4K | 9.1% | 6 |
| May 2026 | University of Canterbury | 40.5K | 8.3% | 7 |
| May 2026 | Lincoln University | 23.8K | 4.9% | 8 |
| Jun 2026 | University of Auckland | 132K | 30.9% | 1 |
| Jun 2026 | Massey University | 55.3K | 12.9% | 2 |
| Jun 2026 | University of Waikato | 54.2K | 12.6% | 3 |
| Jun 2026 | AUT | 49.3K | 11.5% | 4 |
| Jun 2026 | Victoria University of Wellington | 48.6K | 11.3% | 5 |
| Jun 2026 | University of Otago | 36.2K | 8.4% | 6 |
| Jun 2026 | University of Canterbury | 33.1K | 7.7% | 7 |
| Jun 2026 | Lincoln University | 19.4K | 4.5% | 8 |
| Jul 2026 | University of Auckland | 140K | 26.9% | 1 |
| Jul 2026 | Victoria University of Wellington | 70.4K | 13.5% | 2 |
| Jul 2026 | AUT | 66.2K | 12.7% | 3 |
| Jul 2026 | University of Waikato | 66.2K | 12.7% | 4 |
| Jul 2026 | Massey University | 64.3K | 12.4% | 5 |
| Jul 2026 | University of Otago | 44.4K | 8.5% | 6 |
| Jul 2026 | University of Canterbury | 40.5K | 7.8% | 7 |
| Jul 2026 | Lincoln University | 28.4K | 5.5% | 8 |
| Aug 2026 | University of Auckland | 140K | 28.5% | 1 |
| Aug 2026 | AUT | 66.2K | 13.5% | 2 |
| Aug 2026 | Massey University | 64.3K | 13.1% | 3 |
| Aug 2026 | Victoria University of Wellington | 57.6K | 11.7% | 4 |
| Aug 2026 | University of Waikato | 54.2K | 11.1% | 5 |
| Aug 2026 | University of Otago | 44.4K | 9.1% | 6 |
| Aug 2026 | University of Canterbury | 40.5K | 8.3% | 7 |
| Aug 2026 | Lincoln University | 23.5K | 4.8% | 8 |
| Sep 2026 | AUT | — | — | — |
| Sep 2026 | Lincoln University | — | — | — |
| Sep 2026 | Massey University | — | — | — |
| Sep 2026 | University of Auckland | — | — | — |
| Sep 2026 | University of Canterbury | — | — | — |
| Sep 2026 | University of Otago | — | — | — |
| Sep 2026 | University of Waikato | — | — | — |
| Sep 2026 | Victoria University of Wellington | — | — | — |

## What is being compared

- **AUT**: Measured on the search terms “auckland university of technology”, “aut”, “aut auckland” and “aut university”, summed into one figure.
- **Lincoln University**: Measured on the search terms “lincoln university”, “lincoln university new zealand” and “lincoln university nz”, summed into one figure.
- **Massey University**: Measured on the search terms “massey”, “massey uni” and “massey university”, summed into one figure.
- **University of Auckland**: Measured on the search terms “auckland university”, “university of auckland”, “university of auckland new zealand”, “uoa” and “uoa auckland”, summed into one figure.
- **University of Canterbury**: Measured on the search terms “canterbury university” and “university of canterbury”, summed into one figure.
- **University of Otago**: Measured on the search terms “otago uni”, “otago university” and “university of otago”, summed into one figure.
- **University of Waikato**: Measured on the search terms “university of waikato”, “waikato uni” and “waikato university”, summed into one figure.
- **Victoria University of Wellington**: Measured on the search terms “vic uni wellington”, “victoria university of wellington” and “victoria university wellington”, summed into one figure.

- [AUT](/demand/nz/brands/aut)
- [Lincoln University](/demand/nz/brands/lincoln-university-nz)
- [Massey University](/demand/nz/brands/massey-university)
- [University of Auckland](/demand/nz/brands/university-of-auckland)
- [University of Canterbury](/demand/nz/brands/university-of-canterbury)
- [University of Otago](/demand/nz/brands/university-of-otago)
- [University of Waikato](/demand/nz/brands/university-of-waikato)
- [Victoria University of Wellington](/demand/nz/brands/victoria-university-of-wellington)

## 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 universities in New Zealand?

In August 2026, University of Auckland was the most searched among universities in New Zealand, with an estimated 140K branded searches and 28.5% estimated Share of Search within this set.

## Cite this page

Brandwave. "Universities in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/universities

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