Brandwave

Auth0 vs Microsoft Entra ID:Which is more popular?

In September 2026, Microsoft Entra ID had more branded searches than Auth0 among authentication platforms in New Zealand. Microsoft Entra ID had about 740 branded searches, while Auth0 had 600. Microsoft Entra ID made up 21.7% of all authentication platform searches we track, and Auth0 accounted for 17.6%. When we asked ChatGPT and Google AI Overviews about authentication platforms, Auth0 and Microsoft Entra ID each appeared in three of the five answers. Auth0 was mentioned before Microsoft Entra ID in every answer.

Among authentication platforms in New Zealand in September 2026

Who do people search for more?

Microsoft Entra ID, about 23% more searches than Auth0

Microsoft Entra ID 740 searchesAuth0 600 searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

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

Who does AI recommend more?

Auth0, named ahead of Microsoft Entra ID in every answer

Auth0 first in 3Microsoft Entra ID never first

Follow Auth0 vs Microsoft Entra ID 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 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 ID was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Auth0 was listed before Microsoft Entra 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. Clerk3rd
  4. Amazon Cognito4th
  5. Okta5th
  6. WorkOS–
  7. Microsoft Entra External ID–
  8. Firebase–
  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
  • 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
  • WorkOS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Microsoft Entra External ID0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Firebase0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Stytch0 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 ID more popular in search?

This chart shows how often people search Google for Auth0 and Microsoft Entra 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 ID among authentication platforms in New Zealand, by month

Share of searches by month for Microsoft Entra ID, Auth0. 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 ID comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Auth0 took it in November 2025, Microsoft Entra ID took it in February 2026, Auth0 took it in March 2026, Microsoft Entra ID took it in May 2026.
  • Across the 12 months ending September 2026, Auth0’s share of searches among authentication platforms in New Zealand moved from 15.3% to 17.6%, and its estimated monthly branded searches moved from 620 to 600.
  • Across the 12 months ending September 2026, Microsoft Entra ID’s share of searches among authentication platforms in New Zealand moved from 16% to 21.7%, and its estimated monthly branded searches moved from 650 to 740.

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

2 changes

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

  2. In September 2026, Microsoft Entra ID lost share of searches among authentication platforms in New Zealand, from 23.6% to 21.7%.

How are branded searches counted?

6 search terms

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

2 branded search terms

  • entra id
  • microsoft entra id

How the Brand Demand Index is measured

Other head-to-heads among authentication platforms

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