---
title: "Headphone brands in Australia: Which are searched most?"
description: "Compare the headphone and earbud brands Australians buy. Share of Search among Apple AirPods, Sony, Bose, JBL, Beats, Skullcandy, Jabra, Sennheiser, Marshall and Soundcore, the headphone brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-headphone-brands"
publisher: "Brandwave"
---

# Headphone brands in Australia: Which are searched most?

Compare the headphone and earbud brands Australians buy. Share of Search among Apple AirPods, Sony, Bose, JBL, Beats, Skullcandy, Jabra, Sennheiser, Marshall and Soundcore, the headphone brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Headphone brands
- **Market**: Australia
- **Brands compared**: 10
- **Month measured**: Sep 2026
- **Highest Share of Search**: Apple AirPods, 60.7%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Sony | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Bose | 2nd | 2 of 3 | 2 of 2 | 4 of 5 |
| Apple AirPods | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Soundcore | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Sennheiser | 5th | 1 of 3 | 1 of 2 | 2 of 5 |
| JBL | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 |
| Beats | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Skullcandy | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Jabra | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Marshall | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about headphone brands

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

Not named in any answer: Beats, Skullcandy, Jabra and Marshall.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026.

## Compare search popularity between leading brands

- [Apple AirPods vs Sony: compare search popularity](/demand/au/compare/airpods-vs-sony): 60.7% against 9.8% Share of Search.
- [Apple AirPods vs Bose: compare search popularity](/demand/au/compare/airpods-vs-bose): 60.7% against 9.7% Share of Search.
- [Apple AirPods vs JBL: compare search popularity](/demand/au/compare/airpods-vs-jbl): 60.7% against 7.4% Share of Search.
- [Apple AirPods vs Beats: compare search popularity](/demand/au/compare/airpods-vs-beats): 60.7% against 6.7% Share of Search.
- [Sony vs Bose: compare search popularity](/demand/au/compare/bose-vs-sony): 9.8% against 9.7% Share of Search.
- [Sony vs JBL: compare search popularity](/demand/au/compare/jbl-vs-sony): 9.8% against 7.4% Share of Search.
- [Sony vs Beats: compare search popularity](/demand/au/compare/beats-vs-sony): 9.8% against 6.7% Share of Search.
- [Bose vs JBL: compare search popularity](/demand/au/compare/bose-vs-jbl): 9.7% against 7.4% Share of Search.
- [Bose vs Beats: compare search popularity](/demand/au/compare/beats-vs-bose): 9.7% against 6.7% Share of Search.
- [JBL vs Beats: compare search popularity](/demand/au/compare/beats-vs-jbl): 7.4% against 6.7% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Apple AirPods | 60.7% | 246K | 0.0% | Apple |
| 2 | Sony | 9.8% | 39.7K | 0.0% | Sony |
| 3 | Bose | 9.7% | 39.2K | +5.9% | Bose |
| 4 | JBL | 7.4% | 30.2K | -12.0% | JBL |
| 5 | Beats | 6.7% | 27.1K | +83.1% | Beats |
| 6 | Skullcandy | 2% | 8.1K | -18.2% | Skullcandy |
| 7 | Jabra | 1.1% | 4.4K | -18.5% | Jabra |
| 8 | Sennheiser | 1.1% | 4.4K | -18.5% | Sennheiser |
| 9 | Marshall | 0.89% | 3.6K | -18.2% | Marshall |
| 10 | Soundcore | 0.71% | 2.9K | +20.8% | Anker |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Apple AirPods | 201K | 60.2% | 1 |
| Oct 2025 | Sony | 32.5K | 9.7% | 2 |
| Oct 2025 | Bose | 32.1K | 9.6% | 3 |
| Oct 2025 | JBL | 30.2K | 9% | 4 |
| Oct 2025 | Beats | 14.8K | 4.4% | 5 |
| Oct 2025 | Sennheiser | 6.6K | 2% | 6 |
| Oct 2025 | Skullcandy | 6.6K | 2% | 7 |
| Oct 2025 | Jabra | 5.4K | 1.6% | 8 |
| Oct 2025 | Marshall | 3.6K | 1.1% | 9 |
| Oct 2025 | Soundcore | 1.3K | 0.39% | 10 |
| Nov 2025 | Apple AirPods | 301K | 61.4% | 1 |
| Nov 2025 | Sony | 48.6K | 9.9% | 2 |
| Nov 2025 | Bose | 47.9K | 9.8% | 3 |
| Nov 2025 | JBL | 41.9K | 8.5% | 4 |
| Nov 2025 | Beats | 22.2K | 4.5% | 5 |
| Nov 2025 | Sennheiser | 8.1K | 1.7% | 6 |
| Nov 2025 | Skullcandy | 8.1K | 1.7% | 7 |
| Nov 2025 | Jabra | 6.6K | 1.3% | 8 |
| Nov 2025 | Marshall | 4.4K | 0.9% | 9 |
| Nov 2025 | Soundcore | 1.6K | 0.33% | 10 |
| Dec 2025 | Apple AirPods | 301K | 63.5% | 1 |
| Dec 2025 | Sony | 48.6K | 10.3% | 2 |
| Dec 2025 | Bose | 39.2K | 8.3% | 3 |
| Dec 2025 | JBL | 39.2K | 8.3% | 4 |
| Dec 2025 | Beats | 18.1K | 3.8% | 5 |
| Dec 2025 | Sennheiser | 8.1K | 1.7% | 6 |
| Dec 2025 | Skullcandy | 8.1K | 1.7% | 7 |
| Dec 2025 | Jabra | 5.4K | 1.1% | 8 |
| Dec 2025 | Marshall | 4.4K | 0.93% | 9 |
| Dec 2025 | Soundcore | 1.6K | 0.34% | 10 |
| Jan 2026 | Apple AirPods | 201K | 62.6% | 1 |
| Jan 2026 | Sony | 32.5K | 10.1% | 2 |
| Jan 2026 | Bose | 28K | 8.7% | 3 |
| Jan 2026 | JBL | 28K | 8.7% | 4 |
| Jan 2026 | Beats | 12.1K | 3.8% | 5 |
| Jan 2026 | Sennheiser | 5.4K | 1.7% | 6 |
| Jan 2026 | Skullcandy | 5.4K | 1.7% | 7 |
| Jan 2026 | Jabra | 4.4K | 1.4% | 8 |
| Jan 2026 | Marshall | 2.9K | 0.9% | 9 |
| Jan 2026 | Soundcore | 1.6K | 0.5% | 10 |
| Feb 2026 | Apple AirPods | 165K | 59.7% | 1 |
| Feb 2026 | Sony | 28.8K | 10.4% | 2 |
| Feb 2026 | Bose | 26.2K | 9.5% | 3 |
| Feb 2026 | JBL | 24.7K | 8.9% | 4 |
| Feb 2026 | Beats | 12.1K | 4.4% | 5 |
| Feb 2026 | Sennheiser | 5.4K | 2% | 6 |
| Feb 2026 | Skullcandy | 5.4K | 2% | 7 |
| Feb 2026 | Jabra | 4.4K | 1.6% | 8 |
| Feb 2026 | Marshall | 2.9K | 1% | 9 |
| Feb 2026 | Soundcore | 1.6K | 0.58% | 10 |
| Mar 2026 | Apple AirPods | 201K | 62.2% | 1 |
| Mar 2026 | Sony | 33.7K | 10.4% | 2 |
| Mar 2026 | JBL | 28K | 8.7% | 3 |
| Mar 2026 | Bose | 26.2K | 8.1% | 4 |
| Mar 2026 | Beats | 12.1K | 3.7% | 5 |
| Mar 2026 | Sennheiser | 6.6K | 2% | 6 |
| Mar 2026 | Skullcandy | 6.6K | 2% | 7 |
| Mar 2026 | Jabra | 4.4K | 1.4% | 8 |
| Mar 2026 | Marshall | 2.9K | 0.9% | 9 |
| Mar 2026 | Soundcore | 1.9K | 0.59% | 10 |
| Apr 2026 | Apple AirPods | 165K | 60.4% | 1 |
| Apr 2026 | Sony | 27.6K | 10.1% | 2 |
| Apr 2026 | Bose | 26.2K | 9.6% | 3 |
| Apr 2026 | JBL | 24.7K | 9% | 4 |
| Apr 2026 | Beats | 9.9K | 3.6% | 5 |
| Apr 2026 | Sennheiser | 5.4K | 2% | 6 |
| Apr 2026 | Skullcandy | 5.4K | 2% | 7 |
| Apr 2026 | Jabra | 4.4K | 1.6% | 8 |
| Apr 2026 | Marshall | 2.9K | 1.1% | 9 |
| Apr 2026 | Soundcore | 1.6K | 0.59% | 10 |
| May 2026 | Apple AirPods | 201K | 61.4% | 1 |
| May 2026 | Sony | 33.7K | 10.3% | 2 |
| May 2026 | Bose | 30.3K | 9.3% | 3 |
| May 2026 | JBL | 28K | 8.5% | 4 |
| May 2026 | Beats | 12.1K | 3.7% | 5 |
| May 2026 | Skullcandy | 6.6K | 2% | 6 |
| May 2026 | Sennheiser | 5.4K | 1.6% | 7 |
| May 2026 | Jabra | 4.4K | 1.3% | 8 |
| May 2026 | Marshall | 3.6K | 1.1% | 9 |
| May 2026 | Soundcore | 2.4K | 0.73% | 10 |
| Jun 2026 | Apple AirPods | 201K | 60.7% | 1 |
| Jun 2026 | Sony | 33.7K | 10.2% | 2 |
| Jun 2026 | Bose | 32.1K | 9.7% | 3 |
| Jun 2026 | JBL | 30.2K | 9.1% | 4 |
| Jun 2026 | Beats | 12.1K | 3.7% | 5 |
| Jun 2026 | Skullcandy | 6.6K | 2% | 6 |
| Jun 2026 | Sennheiser | 5.4K | 1.6% | 7 |
| Jun 2026 | Jabra | 4.4K | 1.3% | 8 |
| Jun 2026 | Marshall | 3.6K | 1.1% | 9 |
| Jun 2026 | Soundcore | 1.9K | 0.57% | 10 |
| Jul 2026 | Apple AirPods | 201K | 60.4% | 1 |
| Jul 2026 | Sony | 33.7K | 10.1% | 2 |
| Jul 2026 | Bose | 32.1K | 9.6% | 3 |
| Jul 2026 | JBL | 30.2K | 9.1% | 4 |
| Jul 2026 | Beats | 12.1K | 3.6% | 5 |
| Jul 2026 | Sennheiser | 6.6K | 2% | 6 |
| Jul 2026 | Skullcandy | 6.6K | 2% | 7 |
| Jul 2026 | Jabra | 4.4K | 1.3% | 8 |
| Jul 2026 | Marshall | 4.4K | 1.3% | 9 |
| Jul 2026 | Soundcore | 1.9K | 0.57% | 10 |
| Aug 2026 | Apple AirPods | 246K | 61.6% | 1 |
| Aug 2026 | Sony | 39.7K | 9.9% | 2 |
| Aug 2026 | Bose | 37K | 9.3% | 3 |
| Aug 2026 | JBL | 34.3K | 8.6% | 4 |
| Aug 2026 | Beats | 14.8K | 3.7% | 5 |
| Aug 2026 | Skullcandy | 9.9K | 2.5% | 6 |
| Aug 2026 | Jabra | 5.4K | 1.4% | 7 |
| Aug 2026 | Sennheiser | 5.4K | 1.4% | 8 |
| Aug 2026 | Marshall | 4.4K | 1.1% | 9 |
| Aug 2026 | Soundcore | 2.4K | 0.6% | 10 |
| Sep 2026 | Apple AirPods | 246K | 60.7% | 1 |
| Sep 2026 | Sony | 39.7K | 9.8% | 2 |
| Sep 2026 | Bose | 39.2K | 9.7% | 3 |
| Sep 2026 | JBL | 30.2K | 7.4% | 4 |
| Sep 2026 | Beats | 27.1K | 6.7% | 5 |
| Sep 2026 | Skullcandy | 8.1K | 2% | 6 |
| Sep 2026 | Jabra | 4.4K | 1.1% | 7 |
| Sep 2026 | Sennheiser | 4.4K | 1.1% | 8 |
| Sep 2026 | Marshall | 3.6K | 0.89% | 9 |
| Sep 2026 | Soundcore | 2.9K | 0.71% | 10 |

## What is being compared

- **Apple AirPods**: Measured on the search term “airpods”.
- **Beats**: Measured on the search term “beats headphones”.
- **Bose**: Measured on the search terms “bose earbuds” and “bose headphones”, summed into one figure.
- **Jabra**: Measured on the search term “jabra earbuds”.
- **JBL**: Measured on the search terms “jbl earbuds” and “jbl headphones”, summed into one figure.
- **Marshall**: Measured on the search term “marshall headphones”.
- **Sennheiser**: Measured on the search term “sennheiser headphones”.
- **Skullcandy**: Measured on the search term “skullcandy”.
- **Sony**: Measured on the search terms “sony earbuds” and “sony headphones”, summed into one figure.
- **Soundcore**: Measured on the search term “soundcore earbuds”.

- [Apple AirPods](/demand/au/brands/airpods)
- [Beats](/demand/au/brands/beats)
- [Bose](/demand/au/brands/bose)
- [Jabra](/demand/au/brands/jabra)
- [JBL](/demand/au/brands/jbl)
- [Marshall](/demand/au/brands/marshall-audio)
- [Sennheiser](/demand/au/brands/sennheiser)
- [Skullcandy](/demand/au/brands/skullcandy)
- [Sony](/demand/au/brands/sony)
- [Soundcore](/demand/au/brands/soundcore)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Headphone brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-headphone-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-headphone-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.