Brandwave

How popular isSony?

In September 2026, people searched for Sony by name about 59,100 times in Australia, a 13.9% increase from the previous year. These searches made up 5.8% of all Australia camera brand searches, placing Sony fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about camera brands, Sony appeared in four of the five answers and was the second most recommended of the nine.

Search and AI answers in September 2026

Sony is the fifth most searched of 9 competitors and the second most recommended in AI answers.

  1. GoProShare of searches 35.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  2. Insta360Share of searches 29.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  3. CanonShare of searches 10.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. DJIShare of searches 8.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. SonyShare of searches 5.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

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Top camera brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sony was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Sony is the second most recommended of the nine.

Most recommended by AI

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

  1. Canon1st
  2. Sony2nd
  3. Fujifilm3rd
  4. Nikon4th
  5. DJI5th
  6. GoPro6th
  7. Insta3607th
  8. OM System–
  9. Panasonic Lumix–

Mentioned by AI

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

  • Canon4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sony4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fujifilm3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nikon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • GoPro1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Insta3601 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DJI1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OM System0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Panasonic Lumix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about camera brands

5 answers

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 camera brands compete with Sony?

Sony against camera brands in Australia, by month

Share of searches by month for GoPro, Insta360, Canon, DJI, Sony, Fujifilm, Nikon. The figures are in the table below the chart.

View monthly share of searches table
MonthGoProInsta360CanonDJISonyFujifilmNikonOM SystemPanasonic Lumix
Oct 202540.3%27%9.9%6.6%6.6%4.4%2.9%0.67%1.6%
Nov 202537.9%31%9.3%6.2%6.2%5.1%2.3%0.51%1.5%
Dec 202538.3%31.3%9.4%6.3%6.3%4.2%2.3%0.52%1.5%
Jan 202637.6%30.8%9.2%6.2%6.2%5%2.7%0.81%1.5%
Feb 202635.6%29.1%10.6%7.1%7.1%4.7%3.2%0.88%1.7%
Mar 202632.5%32.5%9.7%6.5%7.9%5.3%2.9%0.8%1.9%
Apr 202634.3%34.3%8.4%6.9%6.9%4.6%2.5%0.69%1.7%
May 202635%28.6%10.5%8.6%7%4.7%3.1%0.92%1.7%
Jun 202632.8%32.8%9.8%8%6.6%5.4%2.4%0.66%1.6%
Jul 202631.7%31.7%9.5%9.5%7.8%5.2%2.3%0.83%1.5%
Aug 202628.9%35.3%10.6%8.6%7.1%4.7%2.6%0.93%1.4%
Sep 202635.6%29.1%10.6%8.7%5.8%4.8%2.6%1.4%1.4%

  1. 1.GoPro

    35.6%

    Moved from 2nd to 1st. 60.5K estimated branded searches, +22.2% vs prior month. Share +6.7 points.

  2. 2.Insta360

    29.1%

    Moved from 1st to 2nd. 49.5K estimated branded searches, -18.2% vs prior month. Share -6.2 points.

  3. 3.Canon

    10.6%

    Held 3rd. 18.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.DJI

    8.7%

    Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Sony

    5.8%

    Held 5th. 9.9K estimated branded searches, -18.2% vs prior month. Share -1.2 points.

  6. 6.Fujifilm

    4.8%

    Held 6th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Nikon

    2.6%

    Held 7th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.OM System

    1.4%

    Moved from 9th to 8th. 2.4K estimated branded searches, +50% vs prior month. Share +0.5 points.

  9. 9.Panasonic Lumix

    1.4%

    Moved from 8th to 9th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Sony and its closest rivals

Every comparison with Sony

33 comparisons

How has branded search demand for Sony changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sony in Australia rose from 51.9K to 59.1K.
  • Across the 12 months ending September 2026, Sony’s share of searches among camera brands in Australia decreased from 6.6% to 5.8%.
  • Across the 12 months ending September 2026, Sony’s share of searches among camera brands in Australia peaked at 7.9% in March 2026 and was lowest at 5.8% in September 2026.

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

6 changes

  1. In September 2026, GoPro overtook Insta360 to become the leader among camera brands in Australia, with 35.6% of the searches.

  2. In September 2026, Insta360 lost share of searches among camera brands in Australia, from 35.3% to 29.1%.

  3. In September 2026, Sony lost share of searches among camera brands in Australia, from 7.1% to 5.8%.

  4. OM System’s share of searches among camera brands in Australia has gained ground for 3 months in a row, from 0.66% to 1.4% in September 2026.

  5. In September 2026, Panasonic Lumix fell from 8th to 9th among camera brands in Australia.

  6. Estimated monthly branded searches for DJI in Australia rose 49.5% over 12 measured months, from 9.9K to 14.8K in September 2026.

How are Sony’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Sony’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.

  • sony camera
  • sony earbuds
  • sony headphones
  • sony speaker
  • sony tv

How the Brand Demand Index is measured

Who owns Sony?

Sony is owned by Sony. Brandwave does not track any other brands owned by Sony.

Do you work for Sony? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Sony compete?

Sony is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Headphone brands2nd of 109.8%Show ranking
Camera brands5th of 95.8%Shown above
Speaker brands9th of 121.9%Show ranking
TV brands6th of 97%Show ranking
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Is Sony your brand?

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