Nope no data, that's why I prefixed with "I don't think". It's a sentiment from six months of reading product reviews and forum discussions. I took some good time building a new desktop.

People were recommending Noctua for long term durability, sure. But seems it's a minority who's willing to pay the premium for that.

Some data would of course be interesting.

Edit: Mindfactory is one of the few that publishes numbers. On a quick glance (didn't sum totals) looks like Arctic leads, followed by be quiet! and Noctua on the third spot. be quiet! is a German brand so that gets somewhat biased.

https://www.mindfactory.de/Hardware/Kuehlung+Luft/Gehaeuselu...

I did a quick data extraction on that linked Mindfactory segment, and be quiet! leads after all. As said, not quite representative but maybe indicative.

  be quiet!      100.060
  Arctic          60.850
  Noctua          45.290
  Noiseblocker    23.840
  Xilence         23.050