Phrase vs Smartling:Which is more popular by branded search in New Zealand?
In August 2026, Phrase and Smartling were level on Share of Search among localisation management platforms in New Zealand, with an estimated 30 branded searches each, at 20% estimated Share of Search each.
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Which is more popular in search, Phrase or Smartling?
Compare translation and localisation workflow platforms used by New Zealand teams. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Phrase, Smartling. The figures are in the table below the chart.
View monthly share of search table
| Month | Crowdin | Lokalise | Phrase | Smartling | Transifex |
|---|---|---|---|---|---|
| Oct 2025 | 30% | 30% | 15% | 20% | 5% |
| Nov 2025 | 29.6% | 29.6% | 14.8% | 18.5% | 7.4% |
| Dec 2025 | 26.3% | 31.6% | 15.8% | 15.8% | 10.5% |
| Jan 2026 | 33.3% | 20% | 20% | 20% | 6.7% |
| Feb 2026 | 42.1% | 26.3% | 15.8% | 10.5% | 5.3% |
| Mar 2026 | 31.3% | 37.5% | 12.5% | 12.5% | 6.3% |
| Apr 2026 | 40% | 26.7% | 6.7% | 20% | 6.7% |
| May 2026 | 19% | 23.8% | 23.8% | 19% | 14.3% |
| Jun 2026 | 22.7% | 31.8% | 18.2% | 18.2% | 9.1% |
| Jul 2026 | 31.6% | 31.6% | 15.8% | 15.8% | 5.3% |
| Aug 2026 | 26.7% | 26.7% | 20% | 20% | 6.7% |
| Sep 2026 | — | — | — | — | — |
How has the Phrase and Smartling comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 11 months ending August 2026: Phrase took it in February 2026, Smartling took it in April 2026, Phrase took it in May 2026.
- Across the 11 months ending August 2026, Phrase’s estimated Share of Search among localisation management platforms in New Zealand moved from 15% to 20%, and its estimated monthly branded searches held steady at 30.
- Across the 11 months ending August 2026, Smartling’s estimated Share of Search among localisation management platforms in New Zealand held steady at 20%, and its estimated monthly branded searches moved from 40 to 30.
How did search popularity change for New Zealand localisation management platforms in August 2026?
2 changes
In August 2026, Phrase gained estimated Share of Search among localisation management platforms in New Zealand, from 15.8% to 20%.
In August 2026, Smartling gained estimated Share of Search among localisation management platforms in New Zealand, from 15.8% to 20%.
How each brand is measured
Brandwave collects information about searches that people make online using Phrase’s and Smartling’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.
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