Threads vs WhatsApp:Which is more popular?
In September 2026, WhatsApp had more branded searches than Threads among social media platforms in New Zealand. WhatsApp had about 184,000 branded searches, while Threads had 440. WhatsApp made up 2.3% of all social media platform searches we track, and Threads accounted for <0.01%. When we asked ChatGPT and Google AI Overviews about social media platforms, WhatsApp appeared in two of the five answers and Threads in none.
Who do people search for more?
WhatsApp, about 418 searches for every 1 for Threads
Who does AI mention more?
WhatsApp, mentioned in 2 of 5 answers, Threads in 0
Who does AI recommend more?
WhatsApp, the only one of the two named
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Top social media platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, WhatsApp was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Threads 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Facebook5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Instagram5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
TikTok5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
YouTube4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Reddit4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
LinkedIn3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Snapchat3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Pinterest2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- WhatsApp2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Threads0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about social media platforms
5 answers
Asked ChatGPT
“Which social media platform should I use in New Zealand?”
Asked ChatGPT
“What are the best social media platforms in New Zealand?”
Asked ChatGPT
“What's the best social media platform in New Zealand for sharing and browsing?”
Searched Google, AI Overview
“social media platforms nz”
Searched Google, AI Overview
“popular social media apps”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Threads or WhatsApp more popular in search?
This chart shows how often people search Google for Threads and WhatsApp by name. Each line represents a brand's share of searches for all ten social media platforms we track, month by month, from searches in New Zealand.
Share of searches by month for WhatsApp, Threads. The figures are in the table below the chart.
View monthly share of searches table
| Month | YouTube | TikTok | Snapchat | Threads | ||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 42.9% | 30.2% | 8.7% | 4.1% | 4.7% | 3.4% | 2.1% | 2.5% | 1.5% | <0.01% |
| Nov 2025 | 43.8% | 30.9% | 7.3% | 4.1% | 4.8% | 3.5% | 1.9% | 2.1% | 1.5% | <0.01% |
| Dec 2025 | 44.8% | 31.6% | 7.4% | 4.2% | 4% | 3.5% | 1.6% | 1.8% | 1.1% | <0.01% |
| Jan 2026 | 44% | 31.2% | 7.3% | 4.1% | 3.9% | 4.2% | 2% | 2.1% | 1% | <0.01% |
| Feb 2026 | 43.8% | 31% | 7.2% | 4.1% | 4.8% | 3.5% | 1.9% | 2.1% | 1.5% | <0.01% |
| Mar 2026 | 46.2% | 27.2% | 7.7% | 4.3% | 5% | 3.7% | 2% | 2.3% | 1.6% | <0.01% |
| Apr 2026 | 42.9% | 30.7% | 7.1% | 4.9% | 4.7% | 4.1% | 2.1% | 2.1% | 1.5% | <0.01% |
| May 2026 | 41.7% | 29.8% | 8.4% | 4.7% | 5.5% | 4% | 2.3% | 2% | 1.5% | <0.01% |
| Jun 2026 | 42.4% | 30.2% | 7% | 4.8% | 5.6% | 4% | 2.3% | 2.1% | 1.5% | <0.01% |
| Jul 2026 | 43.4% | 30.9% | 7.2% | 4.1% | 4.7% | 4.1% | 2.1% | 2.1% | 1.3% | <0.01% |
| Aug 2026 | 42.2% | 30.2% | 7% | 4.8% | 5.6% | 4% | 2.3% | 2.5% | 1.5% | <0.01% |
| Sep 2026 | 42.8% | 30.6% | 7.1% | 4.9% | 4.7% | 4.1% | 2.3% | 2.1% | 1.5% | <0.01% |
How has the Threads and WhatsApp comparison changed over the last 12 months?
3 findings
- WhatsApp was ahead of Threads in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Threads’ share of searches among social media platforms in New Zealand held steady at <0.01%, and its estimated monthly branded searches moved from 370 to 440.
- Across the 12 months ending September 2026, WhatsApp’s share of searches among social media platforms in New Zealand moved from 2.1% to 2.3%, and its estimated monthly branded searches moved from 165K to 184K.
How did search popularity change for New Zealand social media platforms in September 2026?
2 changes
In September 2026, WhatsApp rose from 8th to 7th among social media platforms in New Zealand.
Estimated monthly branded searches for Threads in New Zealand rose 18.9% over 12 measured months, from 370 to 440 in September 2026.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Threads’ and WhatsApp’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 social media platforms
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