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 47.5% estimated Share of Search among United States tax preparation services and is ranked 1st of 6 competitors for search popularity.

Share of Search, September 2026
  1. TurboTax47.5%
  2. H&R Block38.8%
  3. Liberty Tax4.7%
  4. Jackson Hewitt3.6%
  5. TaxAct3.5%
  6. TaxSlayer1.9%
TurboTax website (opens in a new tab)

Follow TurboTax and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Which tax preparation services compete with TurboTax?

TurboTax against tax preparation services in United States, by month

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

View monthly share of search table
MonthTurboTaxH&R BlockLiberty TaxJackson HewittTaxActTaxSlayer
Oct 202548.2%39.4%3.4%3.6%3.5%1.9%
Nov 202534.3%51.3%3.6%7%2.5%1.4%
Dec 202535.7%35.7%5.4%19.7%2.1%1.4%
Jan 202660%26.9%2.1%5.5%3.6%2%
Feb 202656.4%30.9%2.1%4.2%4.2%2.3%
Mar 202656.6%31%2.5%3.5%4.2%2.3%
Apr 202660.4%27.1%2.1%2.5%5.4%2.4%
May 202650.3%33.6%4.1%4.6%3.7%3.7%
Jun 202646.3%37.9%4.6%4.3%4.2%2.8%
Jul 202650.8%34%5.1%3.8%3.7%2.5%
Aug 202647.8%39.1%4.8%3%3.5%1.9%
Sep 202647.5%38.8%4.7%3.6%3.5%1.9%

  1. 1.TurboTax

    47.5%

    Held 1st. 550K estimated branded searches, 0% vs prior month. Share -0.3 points.

  2. 2.H&R Block

    38.8%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share -0.2 points.

  3. 3.Liberty Tax

    4.7%

    Held 3rd. 54.9K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Jackson Hewitt

    3.6%

    Moved from 5th to 4th. 41.5K estimated branded searches, +21.7% vs prior month. Share +0.6 points.

  5. 5.TaxAct

    3.5%

    Moved from 4th to 5th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.TaxSlayer

    1.9%

    Held 6th. 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 services in United States decreased from 48.2% to 47.5%.
  • Across the 12 months ending September 2026, TurboTax’s estimated Share of Search among tax preparation services in United States peaked at 60.4% in April 2026 and was lowest at 34.3% in November 2025.

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

  1. In September 2026, Jackson Hewitt overtook TaxAct to rank 4th among tax preparation services in United States, with 3.6% estimated Share of Search.

  2. TaxSlayer’s estimated Share of Search among tax preparation services in United States has lost ground for 3 months in a row, from 2.8% to 1.9% in September 2026.

  3. TaxAct’s estimated Share of Search among tax preparation services in United States has lost ground for 3 months in a row, from 4.2% to 3.5% in September 2026.

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

  5. 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.

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%Show ranking
Tax preparation services1st of 647.5%Shown above

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

Do you work for TurboTax? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is TurboTax your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free