Speaker brands in Australia:Which are most popular?

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

In September 2026, JBL was the most searched speaker brand in Australia, accounting for 48.1% of all searches among the 12 brands we track. When we checked with ChatGPT and Google AI Overviews, JBL showed up in every answer. JBL was recommended most often, coming first in two out of three responses that gave a list.

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Top speaker brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, JBL appeared every time. JBL was recommended most often, coming first in two out of three answers that gave a list. KEF was second, and Bowers & Wilkins was third. Ultimate Ears, which ranked third 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
JBL	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Sony	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Sonos	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Bose	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Bowers & Wilkins	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
KEF	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Ultimate Ears	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
Bang & Olufsen	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Edifier	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Q Acoustics	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
DALI	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Q Acoustics0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
DALI0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

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 do people search for most?

This chart shows how often people search Google for each speaker brand by name. Each line represents a brand's share of searches for all 12 speaker brands we track, month by month, from searches in Australia.

Share of searches among speaker brands in Australia, by month

Month	JBL	Sonos	Ultimate Ears	Marshall	Bang & Olufsen	Bose	Bowers & Wilkins	Edifier	Sony	KEF	Q Acoustics	DALI
Oct 2025	44.2%	16.2%	9.3%	7.2%	5.9%	7.2%	3.2%	2.1%	2.1%	1.2%	0.73%	0.53%
Nov 2025	44.1%	16.1%	10.6%	8.8%	4.8%	7.2%	2.6%	2.1%	1.8%	0.93%	0.49%	0.35%
Dec 2025	51.2%	12.6%	10.5%	6.9%	4.6%	6.9%	2%	1.7%	2%	0.74%	0.41%	0.41%
Jan 2026	45%	16.5%	9.5%	7.4%	4.9%	7.4%	2.7%	2.2%	2.2%	1.2%	0.65%	0.54%
Feb 2026	40.2%	18%	8.4%	8%	6.6%	8%	3.6%	2.4%	1.9%	1.6%	0.59%	0.71%
Mar 2026	38.4%	21%	8.1%	7.7%	6.3%	7.7%	3.4%	2.7%	2.3%	1.2%	0.56%	0.68%
Apr 2026	49.1%	14.7%	6.9%	6.6%	6.6%	6.6%	2.9%	2.4%	1.9%	1.3%	0.58%	0.58%
May 2026	42.3%	15.5%	7.3%	8.5%	6.9%	8.5%	3.8%	2.5%	2.1%	1.4%	0.75%	0.62%
Jun 2026	45%	16.5%	6.3%	9%	6%	7.4%	3.3%	2.2%	1.8%	1.4%	0.65%	0.54%
Jul 2026	45%	13.5%	7.4%	9%	6%	7.4%	3.3%	2.7%	2.2%	2.2%	0.74%	0.65%
Aug 2026	46.9%	14.1%	7.5%	9.4%	6.3%	6.3%	2.8%	2.3%	1.8%	1.5%	0.63%	0.56%
Sep 2026	48.1%	14.4%	8%	7.9%	6.4%	6.4%	2.3%	2.3%	1.9%	1%	0.57%	0.47%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	JBL	48.1%	74K	0%	+1.2 points
2, held 2nd	Sonos	14.4%	22.2K	0%	+0.4 points
3, moved from 4th to 3rd	Ultimate Ears Logitech	8%	12.3K	+4.2%	+0.5 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Marshall	7.9%	12.1K	-18.2%	-1.5 pointsmoved from 3rd to 4th
5, held 5th	Bang & Olufsen	6.4%	9.9K	0%	+0.2 points
6, held 6th	Bose	6.4%	9.9K	0%	+0.2 points
7, held 7th	Bowers & Wilkins	2.3%	3.6K	-18.2%	-0.4 points
8, held 8th	Edifier	2.3%	3.6K	0%	+0.1 points
9, held 9th	Sony	1.9%	2.9K	0%	0 points
10, held 10th	KEF	1%	1.6K	-33.3%	-0.5 points
11, held 11th	Q Acoustics	0.57%	880	-12%	-0.1 points
12, held 12th	DALI	0.47%	720	-18.2%	-0.1 points

1.JBL
48.1%
Held 1st. 74K estimated branded searches, 0% vs prior month. Share +1.2 points.
2.Sonos
14.4%
Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +0.4 points.
3.Ultimate Ears
8%
Moved from 4th to 3rd. 12.3K estimated branded searches, +4.2% vs prior month. Share +0.5 points.
4.Marshall
7.9%
Moved from 3rd to 4th. 12.1K estimated branded searches, -18.2% vs prior month. Share -1.5 points.
5.Bang & Olufsen
6.4%
Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share +0.2 points.
6.Bose
6.4%
Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share +0.2 points.
7.Bowers & Wilkins
2.3%
Held 7th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.4 points.
8.Edifier
2.3%
Held 8th. 3.6K estimated branded searches, 0% vs prior month. Share +0.1 points.
9.Sony
1.9%
Held 9th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
10.KEF
1%
Held 10th. 1.6K estimated branded searches, -33.3% vs prior month. Share -0.5 points.
11.Q Acoustics
0.57%
Held 11th. 880 estimated branded searches, -12% vs prior month. Share -0.1 points.
12.DALI
0.47%
Held 12th. 720 estimated branded searches, -18.2% vs prior month. Share -0.1 points.

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

12 brands

In September 2026, JBL was the most searched among speaker brands in Australia, with an estimated 74K branded searches, 48.1% of all searches for the 12 we track. Sonos is in 2nd place, 33.7 percentage points behind at 14.4%.

Australia speaker brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
JBL	44.2% → 48.1%	51.2%Dec 2025	38.4%Mar 2026	1st
Sonos	16.2% → 14.4%	21%Mar 2026	12.6%Dec 2025	2nd
Ultimate Ears	9.3% → 8%	10.6%Nov 2025	6.3%Jun 2026	3rd
Marshall	7.2% → 7.9%	9.4%Aug 2026	6.6%Apr 2026	5th → 4th
Bang & Olufsen	5.9% → 6.4%	6.9%May 2026	4.6%Dec 2025	6th → 5th
Bose	7.2% → 6.4%	8.5%May 2026	6.3%Aug 2026	4th → 6th
Bowers & Wilkins	3.2% → 2.3%	3.8%May 2026	2%Dec 2025	7th
Edifier	2.1% → 2.3%	2.7%Mar 2026	1.7%Dec 2025	8th
Sony	2.1% → 1.9%	2.3%Mar 2026	1.8%Nov 2025	9th
KEF	1.2% → 1%	2.2%Jul 2026	0.74%Dec 2025	10th
Q Acoustics	0.73% → 0.57%	0.75%May 2026	0.41%Dec 2025	11th
DALI	0.53% → 0.47%	0.71%Feb 2026	0.35%Nov 2025	12th

Each finding as a sentence

Across the 12 months ending September 2026, JBL’s share of searches among speaker brands in Australia increased from 44.2% to 48.1%.
Across the 12 months ending September 2026, Sonos’ share of searches among speaker brands in Australia decreased from 16.2% to 14.4%.
Across the 12 months ending September 2026, Ultimate Ears’ share of searches among speaker brands in Australia decreased from 9.3% to 8%.
Across the 12 months ending September 2026, Marshall’s share of searches among speaker brands in Australia increased from 7.2% to 7.9%.
Across the 12 months ending September 2026, Bang & Olufsen’s share of searches among speaker brands in Australia increased from 5.9% to 6.4%.
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, Bowers & Wilkins’ share of searches among speaker brands in Australia decreased from 3.2% to 2.3%.
Across the 12 months ending September 2026, JBL’s share of searches among speaker brands in Australia peaked at 51.2% in December 2025 and was lowest at 38.4% in March 2026.
Across the 12 months ending September 2026, Sonos’ share of searches among speaker brands in Australia peaked at 21% in March 2026 and was lowest at 12.6% in December 2025.
Across the 12 months ending September 2026, Ultimate Ears’ share of searches among speaker brands in Australia peaked at 10.6% in November 2025 and was lowest at 6.3% in June 2026.
Across the 12 months ending September 2026, Marshall’s share of searches among speaker brands in Australia peaked at 9.4% in August 2026 and was lowest at 6.6% in April 2026.
Across the 12 months ending September 2026, Bang & Olufsen’s share of searches among speaker brands in Australia peaked at 6.9% in May 2026 and was lowest at 4.6% in December 2025.
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, 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.
Across the 12 months ending September 2026, Edifier’s share of searches among speaker brands in Australia peaked at 2.7% in March 2026 and was lowest at 1.7% in December 2025.
Across the 12 months ending September 2026, KEF’s share of searches among speaker brands in Australia peaked at 2.2% in July 2026 and was lowest at 0.74% in December 2025.
Across the 12 months ending September 2026, Marshall rose from 5th to 4th among speaker brands in Australia.
Across the 12 months ending September 2026, Bang & Olufsen rose from 6th to 5th among speaker brands in Australia.
Across the 12 months ending September 2026, Bose fell from 4th to 6th among speaker brands in Australia.
Across the 12 months ending September 2026, Edifier, Sony, KEF, Q Acoustics and DALI held steady: their share of searches among speaker brands in Australia each moved less than 0.5 percentage points.

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

7 changes

In September 2026, Ultimate Ears overtook Marshall to rank 3rd among speaker brands in Australia, with 8% of the searches.
In September 2026, JBL gained share of searches among speaker brands in Australia, from 46.9% to 48.1%.
In September 2026, Marshall lost share of searches among speaker brands in Australia, from 9.4% to 7.9%.
Estimated monthly branded searches for Edifier in Australia rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.
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.
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.
Estimated monthly branded searches for Q Acoustics in Australia fell 12% over 12 measured months, from 1K to 880 in September 2026.

How are branded searches counted for speaker brands?

13 search terms

Each brand's share of searches among speaker 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.