Headphone brands in Australia:Which are most popular?

Name: Headphone brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Apple AirPods was the most searched headphone brand in Australia, accounting for 60.7% of all searches among the ten brands we track. When we checked with ChatGPT and Google AI Overviews, Apple AirPods and Sony showed up in every answer. Sony was recommended most often, coming first in all four responses that gave a list.

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Top headphone brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Apple AirPods and Sony appeared every time. Sony was recommended most often, coming first in all four answers that gave a list. Bose was second, and Apple AirPods was third. Beats, which ranked fifth in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Apple AirPods	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Sony	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Bose	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Soundcore	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Sennheiser	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
JBL	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Beats	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Skullcandy	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Jabra	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Marshall	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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?”
1. 1Sony
2. 2Bose
3. 3Sennheiser
4. 4Apple AirPods
Asked ChatGPT
“Which wireless earbuds should I buy in Australia?”
1. 1Sony
2. 2Apple AirPods
3. 3Soundcore
Asked ChatGPT
“Which headphones are best for travel?”
1. 1Sony
2. 2Bose
3. 3Soundcore
4. 4Apple AirPods
Searched Google, AI Overview
“noise cancelling headphones”
1. 1Sony
2. 2Bose
3. 3Soundcore
4. 4JBL
5. 5Apple AirPods
Searched Google, AI Overview
“best headphones”
1. 1Sony
2. 2Bose
3. 3Apple AirPods
4. 4Sennheiser

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 do people search for most?

This chart shows how often people search Google for each headphone brand by name. Each line represents a brand's share of searches for all ten headphone brands we track, month by month, from searches in Australia.

Share of searches among headphone brands in Australia, by month

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	Apple AirPods Apple	60.7%	246K	0%	-1 points
2, held 2nd	Sony	9.8%	39.7K	0%	-0.2 points
3, held 3rd	Bose	9.7%	39.2K	+5.9%	+0.4 points
4, held 4th	JBL	7.4%	30.2K	-12%	-1.1 points
5, held 5th	Beats	6.7%	27.1K	+83.1%	+3 points
6, held 6th	Skullcandy	2%	8.1K	-18.2%	-0.5 points
7, held 7th	Jabra	1.1%	4.4K	-18.5%	-0.3 points
8, held 8th	Sennheiser	1.1%	4.4K	-18.5%	-0.3 points
9, held 9th	Marshall	0.89%	3.6K	-18.2%	-0.2 points
10, held 10th	Soundcore Anker	0.71%	2.9K	+20.8%	+0.1 points

1.Apple AirPods
60.7%
Held 1st. 246K estimated branded searches, 0% vs prior month. Share -1 points.
2.Sony
9.8%
Held 2nd. 39.7K estimated branded searches, 0% vs prior month. Share -0.2 points.
3.Bose
9.7%
Held 3rd. 39.2K estimated branded searches, +5.9% vs prior month. Share +0.4 points.
4.JBL
7.4%
Held 4th. 30.2K estimated branded searches, -12% vs prior month. Share -1.1 points.
5.Beats
6.7%
Held 5th. 27.1K estimated branded searches, +83.1% vs prior month. Share +3 points.
6.Skullcandy
2%
Held 6th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
7.Jabra
1.1%
Held 7th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
8.Sennheiser
1.1%
Held 8th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
9.Marshall
0.89%
Held 9th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
10.Soundcore
0.71%
Held 10th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.1 points.

Which brand is most popular in search among headphone brands in Australia?

10 brands

In September 2026, Apple AirPods was the most searched among headphone brands in Australia, with an estimated 246K branded searches, 60.7% of all searches for the ten we track. Sony is in 2nd place, 50.9 percentage points behind at 9.8%.

Australia headphone brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Apple AirPods	60.2% → 60.7%	63.5%Dec 2025	59.7%Feb 2026	1st
Sony	9.7% → 9.8%	10.4%Mar 2026	9.7%Oct 2025	2nd
Bose	9.6% → 9.7%	9.8%Nov 2025	8.1%Mar 2026	3rd
JBL	9% → 7.4%	9.1%Jun 2026	7.4%Sep 2026	4th
Beats	4.4% → 6.7%	6.7%Sep 2026	3.6%Apr 2026	5th
Skullcandy	2%	2.5%Aug 2026	1.7%Nov 2025	7th → 6th
Jabra	1.6% → 1.1%	1.6%Oct 2025	1.1%Sep 2026	8th → 7th
Sennheiser	2% → 1.1%	2%Mar 2026	1.1%Sep 2026	6th → 8th
Marshall	1.1% → 0.89%	1.3%Jul 2026	0.89%Sep 2026	9th
Soundcore	0.39% → 0.71%	0.73%May 2026	0.33%Nov 2025	10th

Each finding as a sentence

Across the 12 months ending September 2026, JBL’s share of searches among headphone brands in Australia decreased from 9% to 7.4%.
Across the 12 months ending September 2026, Beats’ share of searches among headphone brands in Australia increased from 4.4% to 6.7%.
Across the 12 months ending September 2026, Jabra’s share of searches among headphone brands in Australia decreased from 1.6% to 1.1%.
Across the 12 months ending September 2026, Sennheiser’s share of searches among headphone brands in Australia decreased from 2% to 1.1%.
Across the 12 months ending September 2026, Apple AirPods’ share of searches among headphone brands in Australia peaked at 63.5% in December 2025 and was lowest at 59.7% in February 2026.
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.
Across the 12 months ending September 2026, JBL’s share of searches among headphone brands in Australia peaked at 9.1% in June 2026 and was lowest at 7.4% in September 2026.
Across the 12 months ending September 2026, Beats’ share of searches among headphone brands in Australia peaked at 6.7% in September 2026 and was lowest at 3.6% in April 2026.
Across the 12 months ending September 2026, Skullcandy rose from 7th to 6th among headphone brands in Australia.
Across the 12 months ending September 2026, Jabra rose from 8th to 7th among headphone brands in Australia.
Across the 12 months ending September 2026, Sennheiser fell from 6th to 8th among headphone brands in Australia.
Across the 12 months ending September 2026, Apple AirPods, Sony, Bose, Marshall and Soundcore held steady: their share of searches among headphone brands in Australia each moved less than 0.5 percentage points.

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

8 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.
Estimated monthly branded searches for Bose in Australia rose 22.1% over 12 measured months, from 32.1K to 39.2K in September 2026.
Estimated monthly branded searches for Sennheiser in Australia fell 33.3% over 12 measured months, from 6.6K to 4.4K in September 2026.

How are branded searches counted for headphone brands?

13 search terms

Each brand's share of searches among headphone brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.