Brandwave

Auth0 vs Microsoft Entra External ID:Which is more popular?

In September 2026, Auth0 had more branded searches than Microsoft Entra External ID among authentication platforms in New Zealand. Auth0 had about 600 branded searches, while Microsoft Entra External ID had 60. Auth0 made up 17.6% of all authentication platform searches we track, and Microsoft Entra External ID accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about authentication platforms, Auth0 appeared in three of the five answers and Microsoft Entra External ID in two. Auth0 was mentioned before Microsoft Entra External ID in every answer.

Among authentication platforms in New Zealand in September 2026

Who do people search for more?

Auth0, about 10 searches for every 1 for Microsoft Entra External ID

Auth0 600 searchesMicrosoft Entra External ID 60 searches

Who does AI mention more?

Auth0, mentioned in 3 of 5 answers, Microsoft Entra External ID in 2

Auth0 in 3 of 5Microsoft Entra External ID in 2 of 5

Who does AI recommend more?

Auth0, named ahead of Microsoft Entra External ID in every answer

Auth0 first in 3Microsoft Entra External ID never first

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Top authentication platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Auth0 was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Microsoft Entra External ID was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Auth0 was listed before Microsoft Entra External ID in every answer.

Most recommended by AI

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

  1. Auth01st
  2. Microsoft Entra ID2nd
  3. Amazon Cognito3rd
  4. Clerk4th
  5. Okta5th
  6. Microsoft Entra External ID6th
  7. Firebase7th
  8. WorkOS–
  9. Stytch–
  10. Frontegg–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Microsoft Entra ID3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Auth03 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazon Cognito3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Microsoft Entra External ID2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Okta1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clerk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Firebase1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stytch1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • WorkOS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Frontegg0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about authentication platforms

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 20, 2026.

Is Auth0 or Microsoft Entra External ID more popular in search?

This chart shows how often people search Google for Auth0 and Microsoft Entra External ID by name. Each line represents a brand's share of searches for all ten authentication platforms we track, month by month, from searches in New Zealand.

Auth0 and Microsoft Entra External ID among authentication platforms in New Zealand, by month

Share of searches by month for Auth0, Microsoft Entra External ID. The figures are in the table below the chart.

View monthly share of searches table
MonthOktaMicrosoft Entra IDAuth0WorkOSAmazon CognitoMicrosoft Entra External IDClerkFirebaseStytchFrontegg
Oct 202554.8%16%15.3%4.7%3.7%2.2%1.5%1.2%0.25%0.25%
Nov 202554.6%14.4%16.6%4.3%3%1.6%2.4%1.9%0.82%0.27%
Dec 202555.2%12.1%16.9%5.5%2.8%2.1%3.1%1.4%0.69%0.34%
Jan 202655.9%13.6%17.4%4.6%2.6%1.4%2.3%1.2%0.58%0.29%
Feb 202649.3%19.3%18.1%4.5%2.4%2.7%2.4%0.89%0.3%0.3%
Mar 202654.5%16%16.4%4.7%3.2%1.6%2%0.9%0.45%0.23%
Apr 202654.3%14.7%16.6%5.3%2.5%1.9%3%1.1%0.28%0.28%
May 202646.4%19.9%18.9%7.1%2.3%1.3%2.8%0.77%0.26%0.26%
Jun 202649.6%21.4%15.2%6.6%1.7%1.7%1.7%1.2%0.49%0.25%
Jul 202656.4%18.9%11.8%5.4%2.6%1.2%2.1%0.94%0.47%0.24%
Aug 202646.9%23.6%13.6%7.6%3.3%1.1%1.9%0.81%1.1%0.27%
Sep 202643.4%21.7%17.6%7.9%4.1%1.8%1.5%1.2%0.59%0.29%

How has the Auth0 and Microsoft Entra External ID comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand authentication platforms in September 2026?

2 changes

  1. In September 2026, Microsoft Entra External ID overtook Clerk to rank 6th among authentication platforms in New Zealand, with 1.8% of the searches.

  2. In September 2026, Auth0 gained share of searches among authentication platforms in New Zealand, from 13.6% to 17.6%.

How are branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Auth0’s and Microsoft Entra External ID’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.

Auth0

4 branded search terms

  • auth0
  • auth0 authentication
  • auth0 identity
  • auth0 sso

Microsoft Entra External ID

2 branded search terms

  • azure ad b2c
  • entra external id

How the Brand Demand Index is measured

Other head-to-heads among authentication platforms

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