Brandwave

Microsoft Entra ID vs WorkOS:Which is more popular?

In September 2026, Microsoft Entra ID had more branded searches than WorkOS among authentication platforms in New Zealand. Microsoft Entra ID had about 740 branded searches, while WorkOS had 270. Microsoft Entra ID made up 21.7% of all authentication platform searches we track, and WorkOS accounted for 7.9%. When we asked ChatGPT and Google AI Overviews about authentication platforms, Microsoft Entra ID appeared in three of the five answers and WorkOS in none.

Among authentication platforms in New Zealand in September 2026

Who do people search for more?

Microsoft Entra ID, about 3 searches for every 1 for WorkOS

Microsoft Entra ID 740 searchesWorkOS 270 searches

Who does AI mention more?

Microsoft Entra ID, mentioned in 3 of 5 answers, WorkOS in 0

Microsoft Entra ID in 3 of 5WorkOS in 0 of 5

Who does AI recommend more?

Microsoft Entra ID, the only one of the two named

Microsoft Entra ID first in 2WorkOS never named

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Top authentication platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. WorkOS 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. 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 Microsoft Entra ID or WorkOS more popular in search?

This chart shows how often people search Google for Microsoft Entra ID and WorkOS 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.

Microsoft Entra ID and WorkOS among authentication platforms in New Zealand, by month

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

3 findings

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

2 changes

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

  2. Estimated monthly branded searches for WorkOS in New Zealand rose 42.1% over 12 measured months, from 190 to 270 in September 2026.

How are branded searches counted?

5 search terms

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

Microsoft Entra ID

2 branded search terms

  • entra id
  • microsoft entra id

WorkOS

3 branded search terms

  • workos
  • workos authentication
  • workos sso

How the Brand Demand Index is measured

Other head-to-heads among authentication platforms

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