--- title: "H&R Block vs TurboTax: Which is searched more in United States?" description: "Which is more popular in search, H&R Block or TurboTax? Compare estimated monthly branded-search demand and Share of Search inside the Tax preparation services set in United States. 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." canonical: "https://gobrandwave.com/demand/us/categories/us-tax-preparation-services/compare/hr-block-vs-turbotax" publisher: "Brandwave" --- # H&R Block vs TurboTax: Which is searched more in United States? Which is more popular in search, H&R Block or TurboTax? Compare estimated monthly branded-search demand and Share of Search inside the Tax preparation services set in United States. 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. ## Key facts - **Compared**: H&R Block and TurboTax - **Competitive set**: Tax preparation services - **Market**: United States - **Month measured**: Sep 2026 - **H&R Block Share of Search**: 38.8% - **TurboTax Share of Search**: 47.5% ## Which is more popular in search, H&R Block or TurboTax? - In September 2026, TurboTax had more branded searches than H&R Block among tax preparation services in United States. TurboTax was estimated to have 550K branded searches compared to H&R Block’s 450K, and held a 47.5% Share of Search versus H&R Block’s 38.8%. - The lead changed hands 2 times in the 12 months ending September 2026: H&R Block took it in November 2025, TurboTax took it in January 2026. - Across the 12 months ending September 2026, H&R Block’s estimated Share of Search among tax preparation services in United States moved from 39.4% to 38.8%, and its estimated monthly branded searches moved from 673K to 450K. - Across the 12 months ending September 2026, TurboTax’s estimated Share of Search among tax preparation services in United States moved from 48.2% to 47.5%, and its estimated monthly branded searches moved from 823K to 550K. ## How did search popularity change for United States tax preparation services in September 2026? - Estimated monthly branded searches for TurboTax in United States fell 33.2% over 12 measured months, from 823K to 550K in September 2026. - 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. ## Month by month | Month | H&R Block estimated searches | H&R Block Share of Search | H&R Block rank | TurboTax estimated searches | TurboTax Share of Search | TurboTax rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 673K | 39.4% | 2 | 823K | 48.2% | 1 | | Nov 2025 | 823K | 51.3% | 1 | 550K | 34.3% | 2 | | Dec 2025 | 823K | 35.7% | 1 | 823K | 35.7% | 2 | | Jan 2026 | 3.4M | 26.9% | 2 | 7.5M | 60% | 1 | | Feb 2026 | 5M | 30.9% | 2 | 9.1M | 56.4% | 1 | | Mar 2026 | 3.4M | 31% | 2 | 6.1M | 56.6% | 1 | | Apr 2026 | 3.4M | 27.1% | 2 | 7.5M | 60.4% | 1 | | May 2026 | 550K | 33.6% | 2 | 823K | 50.3% | 1 | | Jun 2026 | 450K | 37.9% | 2 | 550K | 46.3% | 1 | | Jul 2026 | 368K | 34% | 2 | 550K | 50.8% | 1 | | Aug 2026 | 450K | 39.1% | 2 | 550K | 47.8% | 1 | | Sep 2026 | 450K | 38.8% | 2 | 550K | 47.5% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using H&R Block’s and TurboTax’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. - **H&R Block**: Measured on the search term “h&r block”. - **TurboTax**: Measured on the search term “turbotax”. - [H&R Block profile](/demand/us/brands/hr-block) - [TurboTax profile](/demand/us/brands/turbotax) - [All tax preparation services in United States](/demand/us/categories/us-tax-preparation-services): The set both shares are measured inside, 6 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, H&R Block or TurboTax? In September 2026, TurboTax had more branded searches than H&R Block among tax preparation services in United States. TurboTax was estimated to have 550K branded searches compared to H&R Block’s 450K, and held a 47.5% Share of Search versus H&R Block’s 38.8%. ## Cite this page Brandwave. "H&R Block vs TurboTax: Which is searched more in United States?". https://gobrandwave.com/demand/us/categories/us-tax-preparation-services/compare/hr-block-vs-turbotax This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-tax-preparation-services/compare/hr-block-vs-turbotax. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.