Brandwave

Bitdefender vs Microsoft Defender for Endpoint:Which is more popular?

In September 2026, Bitdefender had more branded searches than Microsoft Defender for Endpoint among endpoint security platforms in New Zealand. Bitdefender had about 1,760 branded searches, while Microsoft Defender for Endpoint had 90. Bitdefender made up 26.8% of all endpoint security platform searches we track, and Microsoft Defender for Endpoint accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about endpoint security platforms, Microsoft Defender for Endpoint appeared in four of the five answers and Bitdefender in three. Bitdefender and Microsoft Defender for Endpoint were each mentioned first in two of the four answers that named either.

Among endpoint security platforms in New Zealand in September 2026

Who do people search for more?

Bitdefender, about 20 searches for every 1 for Microsoft Defender for Endpoint

Bitdefender 1.8K searchesMicrosoft Defender for Endpoint 90 searches

Who does AI mention more?

Microsoft Defender for Endpoint, mentioned in 4 of 5 answers, Bitdefender in 3

Microsoft Defender for Endpoint in 4 of 5Bitdefender in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Bitdefender first in 2Microsoft Defender for Endpoint first in 2

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Top endpoint security platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Microsoft Defender for Endpoint was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Bitdefender was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Bitdefender and Microsoft Defender for Endpoint 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. CrowdStrike1st
  2. SentinelOne2nd
  3. Microsoft Defender for Business3rd
  4. Microsoft Defender for Endpoint4th
  5. Bitdefender5th
  6. Sophos Intercept X6th
  7. Sophos Endpoint7th
  8. ESET8th
  9. Malwarebytes–

Mentioned by AI

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

  • CrowdStrike5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SentinelOne4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Microsoft Defender for Endpoint4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sophos Endpoint4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bitdefender3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Microsoft Defender for Business2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sophos Intercept X2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ESET1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Malwarebytes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about endpoint security 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 21, 2026.

Is Bitdefender or Microsoft Defender for Endpoint more popular in search?

This chart shows how often people search Google for Bitdefender and Microsoft Defender for Endpoint by name. Each line represents a brand's share of searches for all nine endpoint security platforms we track, month by month, from searches in New Zealand.

Bitdefender and Microsoft Defender for Endpoint among endpoint security platforms in New Zealand, by month

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

View monthly share of searches table
MonthMalwarebytesBitdefenderCrowdStrikeESETSentinelOneMicrosoft Defender for EndpointMicrosoft Defender for BusinessSophos EndpointSophos Intercept X
Oct 202538.7%28.6%13.7%13.4%3.3%1.4%0.38%0.13%0.26%
Nov 202536%30.9%13.5%13.1%3.7%1.7%0.43%0.14%0.57%
Dec 202546.8%26.9%9.9%11.4%3.2%1.1%0.31%0.15%0.31%
Jan 202644.8%30.1%9.1%10.8%3%1.3%0.43%0.14%0.29%
Feb 202641.5%27.9%13.6%10.8%3.7%1.4%0.57%0.14%0.29%
Mar 202641.1%28.9%12.6%10.9%3.8%1.6%0.82%0.12%0.23%
Apr 202646.7%27.3%10.5%10%3.5%1.2%0.53%0.13%0.13%
May 202645.9%27.6%11.7%9.3%3.2%1.1%0.86%0.12%0.25%
Jun 202648.4%26%11.2%9.1%3.1%1.4%0.48%0.12%0.12%
Jul 202649.6%25.5%12.9%7.6%2.6%1.1%0.37%0.12%0.12%
Aug 202648.2%26.4%12.8%6.9%3.4%1.5%0.53%0.13%0.13%
Sep 202642.7%26.8%16.6%7.8%4%1.4%0.46%0.15%0.15%

How has the Bitdefender and Microsoft Defender for Endpoint comparison changed over the last 12 months?

3 findings

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

2 changes

  1. Estimated monthly branded searches for Bitdefender in New Zealand fell 21.4% over 12 measured months, from 2.2K to 1.8K in September 2026.

  2. Estimated monthly branded searches for Microsoft Defender for Endpoint in New Zealand fell 18.2% over 12 measured months, from 110 to 90 in September 2026.

How are branded searches counted?

6 search terms

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

Bitdefender

4 branded search terms

  • bitdefender
  • bitdefender av
  • bitdefender cen
  • bitdefender total sec

Microsoft Defender for Endpoint

2 branded search terms

  • defender for endpoint
  • microsoft defender for endpoint

How the Brand Demand Index is measured

Other head-to-heads among endpoint security platforms

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