How popular isBose?
In September 2026, people searched for Bose by name about 49,100 times in Australia, a 16.9% increase from the previous year. These searches made up 9.7% of all Australia headphone brand searches, placing Bose third out of ten brands. When we asked both ChatGPT and Google AI Overviews about headphone brands, Bose appeared in four of the five answers and was the second most recommended of the ten.
Bose is the third most searched of 10 competitors and the second most recommended in AI answers.
Apple AirPodsShare of searches 60.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
SonyShare of searches 9.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
BoseShare of searches 9.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
JBLShare of searches 7.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
BeatsShare of searches 6.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top headphone brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bose was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Bose is the second most recommended of the ten.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Sony1st
- Bose2nd
- Apple AirPods3rd
Soundcore4th
Sennheiser5th- JBL–
- Beats–
Skullcandy–
Jabra–
Marshall–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Apple AirPods5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Bose4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Soundcore3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Sennheiser2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- JBL1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Beats0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Skullcandy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Jabra0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Marshall0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about headphone brands
5 answers
Asked ChatGPT
“What are the best noise cancelling headphones?”
Asked ChatGPT
“Which wireless earbuds should I buy in Australia?”
Asked ChatGPT
“Which headphones are best for travel?”
Searched Google, AI Overview
“noise cancelling headphones”
Searched Google, AI Overview
“best headphones”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Which headphone brands compete with Bose?
Share of searches by month for Apple AirPods, Sony, Bose, JBL, Beats. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple AirPods | Sony | Bose | JBL | Beats | Skullcandy | Jabra | Sennheiser | Marshall | Soundcore |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 60.2% | 9.7% | 9.6% | 9% | 4.4% | 2% | 1.6% | 2% | 1.1% | 0.39% |
| Nov 2025 | 61.4% | 9.9% | 9.8% | 8.5% | 4.5% | 1.7% | 1.3% | 1.7% | 0.9% | 0.33% |
| Dec 2025 | 63.5% | 10.3% | 8.3% | 8.3% | 3.8% | 1.7% | 1.1% | 1.7% | 0.93% | 0.34% |
| Jan 2026 | 62.6% | 10.1% | 8.7% | 8.7% | 3.8% | 1.7% | 1.4% | 1.7% | 0.9% | 0.5% |
| Feb 2026 | 59.7% | 10.4% | 9.5% | 8.9% | 4.4% | 2% | 1.6% | 2% | 1% | 0.58% |
| Mar 2026 | 62.2% | 10.4% | 8.1% | 8.7% | 3.7% | 2% | 1.4% | 2% | 0.9% | 0.59% |
| Apr 2026 | 60.4% | 10.1% | 9.6% | 9% | 3.6% | 2% | 1.6% | 2% | 1.1% | 0.59% |
| May 2026 | 61.4% | 10.3% | 9.3% | 8.5% | 3.7% | 2% | 1.3% | 1.6% | 1.1% | 0.73% |
| Jun 2026 | 60.7% | 10.2% | 9.7% | 9.1% | 3.7% | 2% | 1.3% | 1.6% | 1.1% | 0.57% |
| Jul 2026 | 60.4% | 10.1% | 9.6% | 9.1% | 3.6% | 2% | 1.3% | 2% | 1.3% | 0.57% |
| Aug 2026 | 61.6% | 9.9% | 9.3% | 8.6% | 3.7% | 2.5% | 1.4% | 1.4% | 1.1% | 0.6% |
| Sep 2026 | 60.7% | 9.8% | 9.7% | 7.4% | 6.7% | 2% | 1.1% | 1.1% | 0.89% | 0.71% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 60.7% | 246K | 0% | -1 points | |
| 2, held 2nd | 9.8% | 39.7K | 0% | -0.2 points | |
| 3, held 3rd | 9.7% | 39.2K | +5.9% | +0.4 points | |
| 4, held 4th | 7.4% | 30.2K | -12% | -1.1 points | |
| 5, held 5th | 6.7% | 27.1K | +83.1% | +3 points | |
| 6, held 6th | 2% | 8.1K | -18.2% | -0.5 points | |
| 7, held 7th | 1.1% | 4.4K | -18.5% | -0.3 points | |
| 8, held 8th | 1.1% | 4.4K | -18.5% | -0.3 points | |
| 9, held 9th | 0.89% | 3.6K | -18.2% | -0.2 points | |
| 10, held 10th | 0.71% | 2.9K | +20.8% | +0.1 points |
60.7%
Held 1st. 246K estimated branded searches, 0% vs prior month. Share -1 points.
2.
Sony9.8%
Held 2nd. 39.7K estimated branded searches, 0% vs prior month. Share -0.2 points.
3.
Bose9.7%
Held 3rd. 39.2K estimated branded searches, +5.9% vs prior month. Share +0.4 points.
4.
JBL7.4%
Held 4th. 30.2K estimated branded searches, -12% vs prior month. Share -1.1 points.
5.
Beats6.7%
Held 5th. 27.1K estimated branded searches, +83.1% vs prior month. Share +3 points.
2%
Held 6th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
7.
Jabra1.1%
Held 7th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
1.1%
Held 8th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
9.
Marshall0.89%
Held 9th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
10.
Soundcore0.71%
Held 10th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.1 points.
Compare popularity between Bose and its closest rivals
Every comparison with Bose
17 comparisons
How has branded search demand for Bose changed in Australia over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Bose in Australia rose from 42K to 49.1K.
- Across the 12 months ending September 2026, Bose’s share of searches among headphone brands in Australia peaked at 9.8% in November 2025 and was lowest at 8.1% in March 2026.
How did search popularity change for Australia headphone brands in September 2026?
6 changes
In September 2026, Beats gained share of searches among headphone brands in Australia, from 3.7% to 6.7%.
In September 2026, JBL lost share of searches among headphone brands in Australia, from 8.6% to 7.4%.
In September 2026, Apple AirPods lost share of searches among headphone brands in Australia, from 61.6% to 60.7%.
Estimated monthly branded searches for Soundcore in Australia rose 123.1% over 12 measured months, from 1.3K to 2.9K in September 2026.
Estimated monthly branded searches for Skullcandy in Australia rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026.
Estimated monthly branded searches for Sony in Australia rose 22.2% over 12 measured months, from 32.5K to 39.7K in September 2026.
How are Bose’s branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Bose’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- bose earbuds
- bose headphones
- bose speaker
Do you work for Bose? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Bose compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Headphone brands | 3rd of 10 | 9.7% | Shown above |
| Speaker brands | 6th of 12 | 6.4% | Show ranking |
Is Bose your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.