Contra vs Upwork:Which is more popular in New Zealand?
In October 2026, Upwork had more branded searches than Contra among freelance marketplaces in New Zealand. Upwork had about 3,720 branded searches, while Contra had 10. Upwork made up 39.7% of all freelance marketplace searches we track, and Contra accounted for 0.11%. When we asked ChatGPT and Google AI Overviews about freelance marketplaces, Upwork appeared in all five answers and Contra in two. Upwork was mentioned before Contra in every answer.
Who do people search for more?
Upwork, about 372 searches for every 1 for Contra
Who does AI mention more?
Upwork, mentioned in every answer we collected
Who does AI recommend more?
Upwork, named ahead of Contra in every answer
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Top freelance marketplaces in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Upwork appeared in all five answers. Contra was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Upwork was listed before Contra in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Upwork1st
Fiverr2nd
Contra3rd
Zealancer4th
Toptal5th
Freelancer5th
99designs7th
DesignCrowd–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Upwork5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fiverr4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Toptal2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- 99designs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Freelancer2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Contra2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Zealancer2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- DesignCrowd0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about freelance marketplaces
5 answers
Asked ChatGPT
“Which freelance marketplace should I use in New Zealand?”
Asked ChatGPT
“What are the best freelance marketplaces in New Zealand?”
Asked ChatGPT
“What's the best freelance marketplace in New Zealand for a small business hiring contractors?”
Searched Google, AI Overview
“best freelance marketplace”
Searched Google, AI Overview
“hire contractors online”
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 Contra or Upwork more popular in search?
This chart shows how often people search Google for Contra and Upwork by name. Each line represents a brand's share of searches for all eight freelance marketplaces we track, month by month, from searches in New Zealand.
Share of searches by month for Upwork, Contra. The figures are in the table below the chart.
View monthly share of searches table
| Month | Fiverr | Upwork | Toptal | 99designs | DesignCrowd | Freelancer | Contra | Zealancer |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 61.9% | 34.8% | 1.4% | 0.53% | 0.38% | 0.53% | 0.08% | 0.3% |
| Dec 2025 | 62.3% | 34.8% | 1.4% | 0.61% | 0.38% | 0.38% | 0.08% | 0.15% |
| Jan 2026 | 57.6% | 39.2% | 1.5% | 0.35% | 0.49% | 0.63% | 0.07% | 0.21% |
| Feb 2026 | 62% | 35.6% | 1.1% | 0.38% | 0.38% | 0.38% | 0.08% | 0.15% |
| Mar 2026 | 55.3% | 41.5% | 1.5% | 0.67% | 0.47% | 0.34% | 0.07% | 0.2% |
| Apr 2026 | 56.6% | 41% | 1.2% | 0.34% | 0.34% | 0.27% | 0.07% | 0.21% |
| May 2026 | 59.9% | 37.5% | 1.2% | 0.51% | 0.29% | 0.37% | 0.07% | 0.15% |
| Jun 2026 | 60.7% | 36.4% | 1.1% | 0.52% | 0.52% | 0.52% | 0.07% | 0.07% |
| Jul 2026 | 56.3% | 40.9% | 1.2% | 0.42% | 0.42% | 0.59% | 0.08% | 0.08% |
| Aug 2026 | 56.4% | 40.6% | 1.5% | 0.59% | 0.42% | 0.25% | 0.08% | 0.17% |
| Sep 2026 | 57.4% | 40.2% | 1% | 0.52% | 0.43% | 0.17% | 0.09% | 0.17% |
| Oct 2026 | 57.9% | 39.7% | 1.3% | 0.43% | 0.32% | 0.21% | 0.11% | 0.11% |
How has branded search for Contra and Upwork changed in New Zealand over the last 12 months?
3 findings
- Upwork was ahead of Contra in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Contra’s share of searches among freelance marketplaces in New Zealand moved from 0.08% to 0.11%, and its estimated monthly branded searches held steady at 10.
- Across the 12 months ending October 2026, Upwork’s share of searches among freelance marketplaces in New Zealand moved from 34.8% to 39.7%, and its estimated monthly branded searches moved from 4.6K to 3.7K.
How did search popularity change for New Zealand freelance marketplaces in October 2026?
2 changes
In October 2026, Upwork lost share of searches among freelance marketplaces in New Zealand, from 40.2% to 39.7%.
In October 2026, Contra rose from 8th to 7th among freelance marketplaces in New Zealand.
How are Contra’s and Upwork’s branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Contra’s and Upwork’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.
Other head-to-heads among freelance marketplaces
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