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Alternative Market Briefing

U.S. ETFs take in USD195.1bn in October as Vanguard reclaims top spot from iShares

Monday, November 09, 2026

Matthias Knab, Opalesque:

The U.S. ETF industry gathered estimated net inflows of USD195.1bn in October, even as weakness in technology stocks and emerging Asia weighed on markets, according to LSEG Lipper's monthly review of the sector.

Assets under management rose by USD58.9bn to USD16,357.8bn at the end of October, up from USD16,298.9bn at the end of September. The increase came entirely from new money: market performance subtracted USD136.2bn, which inflows more than offset.

Vanguard back on top

Vanguard overtook iShares to become the largest ETF promoter in the U.S., ending the month with USD4,663.9bn against USD4,632.4bn for the BlackRock unit. The two have been competing for the lead since early 2026, and Vanguard briefly moved ahead in June before slipping back by month end. State Street SPDR ranks a distant third.

Vanguard was also October's best-selling promoter with USD58.7bn of estimated net inflows, ahead of iShares at USD38.6bn and State Street SPDR at USD18.8bn. The ten best-selling promoters together took in USD160.7bn, while 151 of the 521 ETF promoters in the U.S. recorded net outflows totalling USD8.4bn.

Concentration remains a defining feature of the market. The ten largest promoters hold USD14,416.0bn, or 88.13% of industry assets, and only 143 promoters manage USD1bn or more.

Equities lead, bonds close behind

Equity ETFs posted the highest estimated net inflows at USD104.0bn, followed by bond ETFs at U......................

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