Brandwave

ESET vs Microsoft Defender for Business:Which is more popular?

In September 2026, ESET had more branded searches than Microsoft Defender for Business among endpoint security platforms in New Zealand. ESET had about 510 branded searches, while Microsoft Defender for Business had 30. ESET made up 7.8% of all endpoint security platform searches we track, and Microsoft Defender for Business accounted for 0.46%. When we asked ChatGPT and Google AI Overviews about endpoint security platforms, Microsoft Defender for Business appeared in two of the five answers and ESET in one. Microsoft Defender for Business was mentioned before ESET in two out of three answers that named either.

Among endpoint security platforms in New Zealand in September 2026

Who do people search for more?

ESET, about 17 searches for every 1 for Microsoft Defender for Business

ESET 510 searchesMicrosoft Defender for Business 30 searches

Who does AI mention more?

Microsoft Defender for Business, mentioned in 2 of 5 answers, ESET in 1

Microsoft Defender for Business in 2 of 5ESET in 1 of 5

Who does AI recommend more?

Microsoft Defender for Business, named ahead of ESET in 2 of 3 answers

Microsoft Defender for Business first in 2ESET first in 1

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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 Business was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. ESET was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Microsoft Defender for Business was listed before ESET in two out of three 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 ESET or Microsoft Defender for Business more popular in search?

This chart shows how often people search Google for ESET and Microsoft Defender for Business 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.

ESET and Microsoft Defender for Business among endpoint security platforms in New Zealand, by month

Share of searches by month for ESET, Microsoft Defender for Business. 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 ESET and Microsoft Defender for Business comparison changed over the last 12 months?

3 findings

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

1 change

  1. In September 2026, ESET gained share of searches among endpoint security platforms in New Zealand, from 6.9% to 7.8%.

How are branded searches counted?

3 search terms

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

ESET

2 branded search terms

  • eset
  • eset protect

Microsoft Defender for Business

1 branded search term

  • microsoft defender for business

How the Brand Demand Index is measured

Other head-to-heads among endpoint security platforms

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