Brandwave

How popular isTurboTax in search?

In September 2026, there were an estimated 550K branded searches for TurboTax in United States which is down 33.2% over the last 12 months. TurboTax holds 42% estimated Share of Search among United States tax preparation software and is ranked 1st of 5 competitors for search popularity.

Share of Search, September 2026
  1. TurboTax42%
  2. H&R Block34.4%
  3. FreeTaxUSA18.8%
  4. TaxAct3.1%
  5. TaxSlayer1.7%
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Where does TurboTax compete?

TurboTax is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Tax preparation software1st of 542%Shown below
Tax preparation services1st of 647.5%Show ranking

Which tax preparation software compete with TurboTax?

TurboTax against tax preparation software in United States, by month

Share of Search by month for TurboTax, H&R Block, FreeTaxUSA, TaxAct. The figures are in the table below the chart.

View monthly share of search table
MonthTurboTaxH&R BlockFreeTaxUSATaxActTaxSlayer
Oct 202544.8%36.7%13.4%3.3%1.8%
Nov 202534.4%51.4%10.3%2.5%1.4%
Dec 202541.7%41.7%12.5%2.5%1.7%
Jan 202652.4%23.5%19.2%3.2%1.7%
Feb 202647.4%25.9%21.2%3.5%1.9%
Mar 202645.3%24.8%24.8%3.3%1.8%
Apr 202647.1%21.1%25.7%4.2%1.9%
May 202642.3%28.3%23.1%3.1%3.1%
Jun 202639.8%32.5%21.8%3.6%2.4%
Jul 202644.7%29.9%20%3.3%2.2%
Aug 202642%34.4%18.8%3.1%1.7%
Sep 202642%34.4%18.8%3.1%1.7%

  1. 1.TurboTax

    42%

    Held 1st. 550K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.H&R Block

    34.4%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.FreeTaxUSA

    18.8%

    Held 3rd. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.TaxAct

    3.1%

    Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.TaxSlayer

    1.7%

    Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between TurboTax and its closest rivals

Every comparison with TurboTax

How has branded search demand for TurboTax changed in United States over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for TurboTax in United States fell from 823K to 550K.
  • Across the 12 months ending September 2026, TurboTax’s estimated Share of Search among tax preparation software in United States decreased from 44.8% to 42%.
  • Across the 12 months ending September 2026, TurboTax’s estimated Share of Search among tax preparation software in United States peaked at 52.4% in January 2026 and was lowest at 34.4% in November 2025.

How did search popularity change for United States tax preparation software in September 2026?

  1. Estimated monthly branded searches for TurboTax in United States fell 33.2% over 12 measured months, from 823K to 550K in September 2026.

  2. Estimated monthly branded searches for H&R Block in United States fell 33.1% over 12 measured months, from 673K to 450K in September 2026.

  3. Estimated monthly branded searches for TaxAct in United States fell 33.1% over 12 measured months, from 60.5K to 40.5K in September 2026.

  4. Estimated monthly branded searches for TaxSlayer in United States fell 32.9% over 12 measured months, from 33.1K to 22.2K in September 2026.

How is TurboTax measured?

Brandwave collects information about searches that people make online using TurboTax’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • turbotax

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How the Brand Demand Index is measured

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