---
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 software 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/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 software 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 software
- **Market**: United States
- **Month measured**: Sep 2026
- **H&R Block Share of Search**: 34.4%
- **TurboTax Share of Search**: 42%

## 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 software in United States. TurboTax was estimated to have 550K branded searches compared to H&R Block’s 450K, and held a 42% Share of Search versus H&R Block’s 34.4%.
- 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 software in United States moved from 36.7% to 34.4%, 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 software in United States moved from 44.8% to 42%, and its estimated monthly branded searches moved from 823K to 550K.

## How did search popularity change for United States tax preparation software 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 | 36.7% | 2 | 823K | 44.8% | 1 |
| Nov 2025 | 823K | 51.4% | 1 | 550K | 34.4% | 2 |
| Dec 2025 | 823K | 41.7% | 1 | 823K | 41.7% | 2 |
| Jan 2026 | 3.4M | 23.5% | 2 | 7.5M | 52.4% | 1 |
| Feb 2026 | 5M | 25.9% | 2 | 9.1M | 47.4% | 1 |
| Mar 2026 | 3.4M | 24.8% | 3 | 6.1M | 45.3% | 1 |
| Apr 2026 | 3.4M | 21.1% | 3 | 7.5M | 47.1% | 1 |
| May 2026 | 550K | 28.3% | 2 | 823K | 42.3% | 1 |
| Jun 2026 | 450K | 32.5% | 2 | 550K | 39.8% | 1 |
| Jul 2026 | 368K | 29.9% | 2 | 550K | 44.7% | 1 |
| Aug 2026 | 450K | 34.4% | 2 | 550K | 42% | 1 |
| Sep 2026 | 450K | 34.4% | 2 | 550K | 42% | 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 software in United States](/demand/us/categories/us-tax-preparation-software): The set both shares are measured inside, 5 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 software in United States. TurboTax was estimated to have 550K branded searches compared to H&R Block’s 450K, and held a 42% Share of Search versus H&R Block’s 34.4%.

## Cite this page

Brandwave. "H&R Block vs TurboTax: Which is searched more in United States?". https://gobrandwave.com/demand/us/compare/hr-block-vs-turbotax

This page is also available as HTML at https://gobrandwave.com/demand/us/compare/hr-block-vs-turbotax. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.