Brandwave

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 6.4% of all Australia speaker brand searches, placing Bose sixth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about speaker brands, Bose appeared in one of the five answers and was the joint fourth most recommended of the 12.

Search and AI answers in September 2026

Bose is the sixth most searched of 12 competitors and the joint fourth most recommended in AI answers.

  1. JBLShare of searches 48.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. SonosShare of searches 14.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. Ultimate EarsShare of searches 8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. MarshallShare of searches 7.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. BoseShare of searches 6.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th

+7 more

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Top speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bose was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bose is the joint fourth most recommended of the 12.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. JBL1st
  2. KEF2nd
  3. Bowers & Wilkins3rd
  4. Sonos4th
  5. Bose4th
  6. Sony4th
  7. Ultimate Ears–
  8. Marshall–
  9. Bang & Olufsen–
  10. Edifier–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • JBL5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sony2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sonos1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bose1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bowers & Wilkins1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KEF1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ultimate Ears0 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
  • Bang & Olufsen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Edifier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about speaker brands

5 answers

  • Asked ChatGPT

    “What's the best bluetooth speaker in Australia?”

    1. 1JBL
    2. 2Bose

  • Asked ChatGPT

    “Which home speaker brand has the best sound?”

    1. 1KEF
    2. 2Bowers & Wilkins
    3. 3Sonos
    4. 4JBL

  • Asked ChatGPT

    “Which wireless speaker is best for parties?”

    1. 1JBL
    2. 2Sony

  • Searched Google, AI Overview

    “bluetooth speaker”

    1. 1Sony
    2. 2JBL

  • Searched Google, AI Overview

    “speakers”

    1. 1JBL

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 speaker brands compete with Bose?

Bose against speaker brands in Australia, by month

Share of searches by month for JBL, Sonos, Ultimate Ears, Marshall, Bang & Olufsen, Bose, Bowers & Wilkins, Edifier. The figures are in the table below the chart.

View monthly share of searches table
MonthJBLSonosUltimate EarsMarshallBang & OlufsenBoseBowers & WilkinsEdifierSonyKEFQ AcousticsDALI
Oct 202544.2%16.2%9.3%7.2%5.9%7.2%3.2%2.1%2.1%1.2%0.73%0.53%
Nov 202544.1%16.1%10.6%8.8%4.8%7.2%2.6%2.1%1.8%0.93%0.49%0.35%
Dec 202551.2%12.6%10.5%6.9%4.6%6.9%2%1.7%2%0.74%0.41%0.41%
Jan 202645%16.5%9.5%7.4%4.9%7.4%2.7%2.2%2.2%1.2%0.65%0.54%
Feb 202640.2%18%8.4%8%6.6%8%3.6%2.4%1.9%1.6%0.59%0.71%
Mar 202638.4%21%8.1%7.7%6.3%7.7%3.4%2.7%2.3%1.2%0.56%0.68%
Apr 202649.1%14.7%6.9%6.6%6.6%6.6%2.9%2.4%1.9%1.3%0.58%0.58%
May 202642.3%15.5%7.3%8.5%6.9%8.5%3.8%2.5%2.1%1.4%0.75%0.62%
Jun 202645%16.5%6.3%9%6%7.4%3.3%2.2%1.8%1.4%0.65%0.54%
Jul 202645%13.5%7.4%9%6%7.4%3.3%2.7%2.2%2.2%0.74%0.65%
Aug 202646.9%14.1%7.5%9.4%6.3%6.3%2.8%2.3%1.8%1.5%0.63%0.56%
Sep 202648.1%14.4%8%7.9%6.4%6.4%2.3%2.3%1.9%1%0.57%0.47%

  1. 1.JBL

    48.1%

    Held 1st. 74K estimated branded searches, 0% vs prior month. Share +1.2 points.

  2. 2.Sonos

    14.4%

    Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +0.4 points.

  3. 3.Ultimate Ears

    8%

    Moved from 4th to 3rd. 12.3K estimated branded searches, +4.2% vs prior month. Share +0.5 points.

  4. 4.Marshall

    7.9%

    Moved from 3rd to 4th. 12.1K estimated branded searches, -18.2% vs prior month. Share -1.5 points.

  5. 5.Bang & Olufsen

    6.4%

    Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Bose

    6.4%

    Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Bowers & Wilkins

    2.3%

    Held 7th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  8. 8.Edifier

    2.3%

    Held 8th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Sony

    1.9%

    Held 9th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.KEF

    1%

    Held 10th. 1.6K estimated branded searches, -33.3% vs prior month. Share -0.5 points.

  11. 11.Q Acoustics

    0.57%

    Held 11th. 880 estimated branded searches, -12% vs prior month. Share -0.1 points.

  12. 12.DALI

    0.47%

    Held 12th. 720 estimated branded searches, -18.2% 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?

4 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 speaker brands in Australia decreased from 7.2% to 6.4%.
  • Across the 12 months ending September 2026, Bose’s share of searches among speaker brands in Australia peaked at 8.5% in May 2026 and was lowest at 6.3% in August 2026.
  • Across the 12 months ending September 2026, Bose fell from 4th to 6th among speaker brands in Australia.

How did search popularity change for Australia speaker brands in September 2026?

6 changes

  1. In September 2026, Ultimate Ears overtook Marshall to rank 3rd among speaker brands in Australia, with 8% of the searches.

  2. In September 2026, JBL gained share of searches among speaker brands in Australia, from 46.9% to 48.1%.

  3. In September 2026, Marshall lost share of searches among speaker brands in Australia, from 9.4% to 7.9%.

  4. Estimated monthly branded searches for Edifier in Australia rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.

  5. Estimated monthly branded searches for Bang & Olufsen in Australia rose 22.2% over 12 measured months, from 8.1K to 9.9K in September 2026.

  6. Estimated monthly branded searches for Bowers & Wilkins in Australia fell 18.2% over 12 measured months, from 4.4K to 3.6K 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.

How the Brand Demand Index is measured

Where does Bose compete?

Bose is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Headphone brands3rd of 109.7%Show ranking
Speaker brands6th of 126.4%Shown above
Creator with pink hair and a pink jacket

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