Tax Pros FY26 Q1 Review

FY26 Q1 Review

August – October 2025 | Turning Strategic Consistency into Market Leadership
+35.5
Net Sentiment (Best in Market)
6M
Video Views for Tax Pros
+20%
YouTube Subscriber Growth
15%
AI Search Share of Voice

📺 YouTube Educational Strategy: Solving Real Problems for Tax Pros

What This Means for Tax Pros
Educational content that addresses real professional challenges drove 20% subscriber growth in Q1. Tax professionals aren't just watching: they're returning. 5,900 regular viewers demonstrate sustained engagement with practical, helpful content.
August 2025
31.5K → 34.5K
+2,992 new subscribers
793K new viewers reached
September 2025
34.5K → 36.0K
+1,456 new subscribers
380K new viewers reached
October 2025
36.2K → 37.9K
+1,726 new subscribers
209K new viewers reached

Content Performance (2025 YTD)

Long-Form Videos 4.7M views
Shorts 1.2M views
Total Watch Time 24.8K hours
Engaged Views 1.9M

Top Educational Content

Deduct This Podcast 360K playlist views
ProConnect Training 1,595 views
Tax Pro Center 1,031 views
Intuit Tax Advisor 1,293 views

💬 Community Engagement: Transforming How Tax Pros Perceive the Market

The Difference
When tax professionals discuss software options, ProConnect conversations are 6x more likely to be positive than negative. Competitors with higher volume struggle with sentiment quality: UltraTax has the most mentions but only +2.9 net sentiment.
PROCONNECT
+35.5
Net Sentiment
35.8% positive | 0.3% negative
377 mentions
CCH TAX
+11.4
Net Sentiment
11.4% positive | 0.0% negative
254 mentions
DRAKE TAX
+6.2
Net Sentiment
9.2% positive | 3.1% negative
390 mentions
ULTRATAX
+2.9
Net Sentiment
7.9% positive | 5.0% negative
416 mentions

Q1 Market Reach: Where Tax Pros Found Information

Total Market Reach (all brands) 4.4M impressions
Professional Tax Software discussions 1,458 mentions tracked
Market-level Positive Sentiment 170 positive vs 9 negative

🤖 AI Search Visibility: Where Tax Pros Discover Software Options

Pattern
Tax professionals increasingly ask AI platforms for software recommendations. Intuit products (ProConnect, Lacerte, ProSeries) appear in top 4 positions on commercial-intent platforms: Copilot (14.8%), AI Overview (14.7%), AI Mode (14.2%). These are the platforms where tax pros make purchase decisions.

Intuit Portfolio: Combined LLM Performance (Q1 Avg)

Platform Share of Voice Avg Position Visibility
AI Overview (Google) 14.73% 3.9
AI Mode 14.21% 4.1
Copilot (Microsoft) 13.98% 3.8
DeepSeek 13.07% 4.6
GPT (OpenAI) 6.10% 11.9
Claude (Anthropic) 5.16% 12.8
Perplexity 4.95% 13.2

📚 Citation Ecosystem: Sources Influencing Tax Pro Decisions

Citation Gap
When AI platforms answer tax software questions, third-party sources dominate citations. Intuit-owned properties account for 4.4% of citations (7,623 of 174K) while competitor-owned sources represent 2.0%. Opportunity: increase content velocity on owned properties to capture direct citations.

Top Third-Party Sources (Where Tax Pros Learn)

accounting.com 1,464 citations
pcmag.com 1,507 citations
uschamber.com 997 citations
cnbc.com/select 862 citations
irs.gov (Free File) 1,286 citations

Competitive Source Analysis

Intuit-Owned Properties 7,623 (4.4%)
thomsonreuters.com 504 citations
ultimatetax.com 425 citations
Competitor Total 3,564 (2.0%)
Intuit citation lead: +4,059

📊 Share of Voice: Monthly Market Position

Q1 Monthly Progression: Mention Volume & Sentiment Quality

Month ProConnect Drake Tax UltraTax CCH Tax
August 145 (37% SOV)
44% positive		 99 (26%)
5% positive		 66 (17%)
17% positive		 78 (20%)
9% positive
September 104 (27%)
35% positive		 158 (40% SOV)
11% positive		 76 (19%)
12% positive		 55 (14%)
16% positive
October 128 (20%)
27% positive		 133 (20%)
11% positive		 274 (42% SOV)
5% positive		 121 (18%)
11% positive
● Highest SOV ● Volume leader Pattern: ProConnect consistently leads sentiment quality even when others lead volume

🎯 Q1 Summary

12x
Better net sentiment than UltraTax (+35.5 vs +2.9)
15%
AI search visibility on commercial-intent platforms
6.4K
New YouTube subscribers (tax pros seeking education)
What This Means
Q1 established market leadership through sentiment quality over volume. When tax professionals research software options, they encounter positive ProConnect conversations. When they ask AI platforms for recommendations, Intuit products appear in top 4 positions. When they seek education, they find helpful content with 6M views and growing engagement. This is the foundation for capturing switchers in the May-June decision window.
Data sources: Brand24 social listening (Aug-Oct 2025) | Chatbeat LLM tracking (Aug-Oct 2025) | YouTube Analytics (Aug-Oct 2025)
Analysis scope: Professional tax preparer as buyer/switcher | All data verified from project files
FY26 Q1 Review | December 2025