Brandwave

How popular isVisa in search?

In September 2026, there were an estimated 49.3K branded searches for Visa in United States which is down 27.1% over the last 12 months. Visa holds 0.37% estimated Share of Search among United States credit cards and is ranked 4th of 6 competitors for search popularity.

Share of Search, September 2026
  1. Capital One69%
  2. American Express25.3%
  3. Discover5%
  4. Visa0.37%
  5. Barclaycard0.25%
  6. Mastercard0.07%
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Which credit cards compete with Visa?

Visa against credit cards in United States, by month

Share of Search by month for Capital One, American Express, Discover, Visa. The figures are in the table below the chart.

View monthly share of search table
MonthCapital OneAmerican ExpressDiscoverVisaBarclaycardMastercard
Oct 202567.1%24.6%7.3%0.5%0.36%0.13%
Nov 202567.1%24.6%7.3%0.5%0.36%0.09%
Dec 202567.1%24.6%7.3%0.54%0.36%0.09%
Jan 202667%24.6%7.3%0.64%0.36%0.13%
Feb 202667.2%24.6%7.4%0.46%0.3%0.09%
Mar 202666.5%24.4%8.2%0.44%0.36%0.11%
Apr 202666.6%24.4%8.2%0.4%0.36%0.11%
May 202666.6%24.4%8.2%0.4%0.3%0.09%
Jun 202667.2%24.6%7.3%0.44%0.3%0.11%
Jul 202667.2%24.6%7.4%0.41%0.24%0.11%
Aug 202668.2%25%6.1%0.37%0.25%0.09%
Sep 202669%25.3%5%0.37%0.25%0.07%

  1. 1.Capital One

    69%

    Held 1st. 9.1M estimated branded searches, 0% vs prior month. Share +0.8 points.

  2. 2.American Express

    25.3%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Discover

    5%

    Held 3rd. 669K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

  4. 4.Visa

    0.37%

    Held 4th. 49.3K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Barclaycard

    0.25%

    Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Mastercard

    0.07%

    Held 6th. 9.9K estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare search popularity between Visa and its closest rivals

Every comparison with Visa

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Visa in United States fell from 67.6K to 49.3K.
  • Across the 12 months ending September 2026, Visa’s estimated Share of Search among credit cards in United States held steady, from 0.5% to 0.37%.

How did search popularity change for United States credit cards in September 2026?

  1. In September 2026, Capital One gained estimated Share of Search among credit cards in United States, from 68.2% to 69%.

  2. In September 2026, Discover lost estimated Share of Search among credit cards in United States, from 6.1% to 5%.

  3. American Express’ estimated Share of Search among credit cards in United States has gained ground for 3 months in a row, from 24.6% to 25.3% in September 2026.

  4. Estimated monthly branded searches for Mastercard in United States fell 45.3% over 12 measured months, from 18.1K to 9.9K in September 2026.

  5. Estimated monthly branded searches for Barclaycard in United States fell 33.1% over 12 measured months, from 49.5K to 33.1K in September 2026.

  6. Estimated monthly branded searches for Visa in United States fell 27.1% over 12 measured months, from 67.6K to 49.3K in September 2026.

How is Visa measured?

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

2 branded search terms

  • visa card
  • visa credit card

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How the Brand Demand Index is measured

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