diff --git a/.changeset/unlucky-days-play.md b/.changeset/unlucky-days-play.md
new file mode 100644
index 0000000000..b847ebd2fc
--- /dev/null
+++ b/.changeset/unlucky-days-play.md
@@ -0,0 +1,5 @@
+---
+'@backstage/plugin-notifications': patch
+---
+
+Fix infinite loop in the notification title counter
diff --git a/plugins/notifications/src/components/NotificationsSideBarItem/NotificationsSideBarItem.tsx b/plugins/notifications/src/components/NotificationsSideBarItem/NotificationsSideBarItem.tsx
index b15e5a34c6..6daea5ee34 100644
--- a/plugins/notifications/src/components/NotificationsSideBarItem/NotificationsSideBarItem.tsx
+++ b/plugins/notifications/src/components/NotificationsSideBarItem/NotificationsSideBarItem.tsx
@@ -97,11 +97,14 @@ export const NotificationsSidebarItem = (props?: {
   useEffect(() => {
     if (!loading && !error && value) {
       setUnreadCount(value.unread);
-      if (titleCounterEnabled) {
-        setNotificationCount(value.unread);
-      }
     }
-  }, [loading, error, value, titleCounterEnabled, setNotificationCount]);
+  }, [loading, error, value]);
+
+  useEffect(() => {
+    if (titleCounterEnabled) {
+      setNotificationCount(unreadCount);
+    }
+  }, [titleCounterEnabled, unreadCount, setNotificationCount]);
 
   // TODO: Figure out if the count can be added to hasNotifications
   return (
diff --git a/plugins/notifications/src/hooks/useTitleCounter.ts b/plugins/notifications/src/hooks/useTitleCounter.ts
index d4ba22b946..d794678ea6 100644
--- a/plugins/notifications/src/hooks/useTitleCounter.ts
+++ b/plugins/notifications/src/hooks/useTitleCounter.ts
@@ -13,12 +13,13 @@
  * See the License for the specific language governing permissions and
  * limitations under the License.
  */
-import { useCallback, useEffect, useState } from 'react';
+import { useCallback, useEffect, useRef, useState } from 'react';
 
 /** @public */
 export function useTitleCounter() {
   const [title, setTitle] = useState(document.title);
   const [count, setCount] = useState(0);
+  const titleTimer = useRef<undefined | number>(undefined);
 
   const getPrefix = (value: number) => {
     return value === 0 ? '' : `(${value}) `;
@@ -28,28 +29,43 @@ export function useTitleCounter() {
     return currentTitle.replace(/^\(\d+\)\s/, '');
   };
 
-  useEffect(() => {
-    document.title = title;
-  }, [title]);
-
   useEffect(() => {
     const baseTitle = cleanTitle(title);
-    setTitle(`${getPrefix(count)}${baseTitle}`);
+    const shownTitle = `${getPrefix(count)}${baseTitle}`;
+    if (document.title !== shownTitle) {
+      window.clearTimeout(titleTimer.current);
+      document.title = shownTitle;
+      // Need to do this in timeout as the React Helmet overrides the title after this effect
+      titleTimer.current = window.setTimeout(() => {
+        document.title = shownTitle;
+      }, 50);
+    }
     return () => {
+      window.clearTimeout(titleTimer.current);
       document.title = cleanTitle(title);
     };
   }, [title, count]);
 
-  const titleElement = document.querySelector('title');
-  if (titleElement) {
-    new MutationObserver(() => {
-      setTitle(document.title);
-    }).observe(titleElement, {
-      subtree: true,
-      characterData: true,
-      childList: true,
-    });
-  }
+  useEffect(() => {
+    const titleElement = document.querySelector('title');
+    let observer: MutationObserver | undefined;
+    if (titleElement) {
+      observer = new MutationObserver(mutations => {
+        if (mutations?.[0]?.target?.textContent) {
+          setTitle(mutations[0].target.textContent);
+        }
+      });
+      observer.observe(titleElement, {
+        characterData: true,
+        childList: true,
+      });
+    }
+    return () => {
+      if (observer) {
+        observer.disconnect();
+      }
+    };
+  }, []);
 
   const setNotificationCount = useCallback(
     (newCount: number) => setCount(newCount),