Brandwave

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

In September 2026, Fortinet had more branded searches than Microsoft Defender for Endpoint among endpoint protection brands in New Zealand. Fortinet had about 1,190 branded searches, while Microsoft Defender for Endpoint had 90. Fortinet made up 19.2% of all endpoint protection brand searches we track, and Microsoft Defender for Endpoint accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about endpoint protection brands, Microsoft Defender for Endpoint appeared in four of the five answers and Fortinet in none.

Among endpoint protection brands in New Zealand in September 2026

Who do people search for more?

Fortinet, about 13 searches for every 1 for Microsoft Defender for Endpoint

Fortinet 1.2K searchesMicrosoft Defender for Endpoint 90 searches

Who does AI mention more?

Microsoft Defender for Endpoint, mentioned in 4 of 5 answers, Fortinet in 0

Microsoft Defender for Endpoint in 4 of 5Fortinet in 0 of 5

Who does AI recommend more?

Microsoft Defender for Endpoint, the only one of the two named

Microsoft Defender for Endpoint first in 4Fortinet never named

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Top endpoint protection brands 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 all three ChatGPT answers and in one of the two Google AI Overviews. Fortinet did not appear in any of the five answers.

Most recommended by AI

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

  1. Microsoft Defender for Business1st
  2. CrowdStrike2nd
  3. Sophos Intercept X3rd
  4. Microsoft Defender for Endpoint4th
  5. ESET5th
  6. SentinelOne6th
  7. Acronis7th
  8. Malwarebytes–
  9. Fortinet–

Mentioned by AI

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

  • Microsoft Defender for Endpoint4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Microsoft Defender for Business4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CrowdStrike3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SentinelOne3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sophos Intercept X3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ESET2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Acronis1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Malwarebytes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fortinet0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about endpoint protection brands

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 Fortinet or Microsoft Defender for Endpoint more popular in search?

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

Fortinet and Microsoft Defender for Endpoint among endpoint protection brands in New Zealand, by month

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

View monthly share of searches table
MonthMalwarebytesFortinetCrowdStrikeESETSentinelOneAcronisMicrosoft Defender for EndpointMicrosoft Defender for BusinessSophos Intercept X
Oct 202540.4%19.9%14.3%14%3.5%5.7%1.5%0.4%0.27%
Nov 202538.1%21.6%14.4%13.9%3.9%5.3%1.8%0.45%0.6%
Dec 202550.1%17.6%10.6%12.3%3.5%4.1%1.2%0.33%0.33%
Jan 202649.9%18.2%10.2%12.1%3.3%4%1.4%0.48%0.32%
Feb 202645%18.7%14.9%11.8%4.1%3.1%1.6%0.63%0.31%
Mar 202644.9%18.8%13.8%12%4.1%3.4%1.8%0.9%0.26%
Apr 202652.3%15%11.9%11.3%3.9%3.5%1.4%0.6%0.15%
May 202649.5%18.7%12.7%10.2%3.5%3.1%1.2%0.94%0.27%
Jun 202648.8%22.3%11.4%9.3%3.2%2.8%1.5%0.49%0.12%
Jul 202654.2%15.3%14.3%8.5%2.9%3.1%1.2%0.41%0.14%
Aug 202652.5%17%14.1%7.6%3.8%2.6%1.6%0.58%0.15%
Sep 202644.9%19.2%17.6%8.2%4.2%3.7%1.5%0.48%0.16%

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

3 findings

How did search popularity change for New Zealand endpoint protection brands in September 2026?

2 changes

  1. In September 2026, Fortinet gained share of searches among endpoint protection brands in New Zealand, from 17% to 19.2%.

  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?

8 search terms

Brandwave collects information about searches that people make online using Fortinet’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.

Fortinet

6 branded search terms

  • fortigate
  • fortigate 100f
  • fortigate 40f
  • fortigate 60e
  • fortigate 60f
  • fortinet

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 protection brands

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