Brandwave

How popular isBowers & Wilkins?

In September 2026, people searched for Bowers & Wilkins by name about 3,600 times in Australia, an 18.2% decrease from the previous year. These searches made up 2.3% of all Australia speaker brand searches, placing Bowers & Wilkins seventh out of 12 brands. When we asked both ChatGPT and Google AI Overviews about speaker brands, Bowers & Wilkins appeared in one of the five answers and was the third most recommended of the 12.

Search and AI answers in September 2026

Bowers & Wilkins is the seventh most searched of 12 competitors and the third 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. Bowers & WilkinsShare of searches 2.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd

+7 more

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Top speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bowers & Wilkins was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bowers & Wilkins is the third 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 Bowers & Wilkins?

Bowers & Wilkins 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 Bowers & Wilkins and its closest rivals

Every comparison with Bowers & Wilkins

11 comparisons

How has branded search demand for Bowers & Wilkins changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bowers & Wilkins in Australia fell from 4.4K to 3.6K.
  • Across the 12 months ending September 2026, Bowers & Wilkins’ share of searches among speaker brands in Australia decreased from 3.2% to 2.3%.
  • Across the 12 months ending September 2026, Bowers & Wilkins’ share of searches among speaker brands in Australia peaked at 3.8% in May 2026 and was lowest at 2% in December 2025.

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 Bowers & Wilkins’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Bowers & Wilkins’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

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