---
title: "Speaker brands in Australia: Which are searched most?"
description: "Compare the speaker and home audio brands Australians buy. Share of Search among JBL, Sonos, Ultimate Ears, Marshall, Bang & Olufsen, Bose, Bowers & Wilkins, Edifier, Sony, KEF, Q Acoustics and DALI, the speaker 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-speaker-brands"
publisher: "Brandwave"
---

# Speaker brands in Australia: Which are searched most?

Compare the speaker and home audio brands Australians buy. Share of Search among JBL, Sonos, Ultimate Ears, Marshall, Bang & Olufsen, Bose, Bowers & Wilkins, Edifier, Sony, KEF, Q Acoustics and DALI, the speaker 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**: Speaker brands
- **Market**: Australia
- **Brands compared**: 12
- **Month measured**: Sep 2026
- **Highest Share of Search**: JBL, 48.1%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| JBL | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| KEF | 2nd | 1 of 3 | 0 of 2 | 1 of 5 |
| Bowers & Wilkins | 3rd | 1 of 3 | 0 of 2 | 1 of 5 |
| Sonos | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Bose | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Sony | 4th | 1 of 3 | 1 of 2 | 2 of 5 |
| Ultimate Ears | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Marshall | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Bang & Olufsen | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Edifier | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Q Acoustics | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| DALI | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about speaker brands

- Asked ChatGPT "What's the best bluetooth speaker in Australia?": 1. JBL, 2. Bose
- Asked ChatGPT "Which home speaker brand has the best sound?": 1. KEF, 2. Bowers & Wilkins, 3. Sonos, 4. JBL
- Asked ChatGPT "Which wireless speaker is best for parties?": 1. JBL, 2. Sony
- Searched Google, AI Overview "bluetooth speaker": 1. Sony, 2. JBL
- Searched Google, AI Overview "speakers": 1. JBL

Not named in any answer: Ultimate Ears, Marshall, Bang & Olufsen, Edifier, Q Acoustics and DALI.

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

- [JBL vs Sonos: compare search popularity](/demand/au/compare/jbl-vs-sonos): 48.1% against 14.4% Share of Search.
- [JBL vs Ultimate Ears: compare search popularity](/demand/au/compare/jbl-vs-ultimate-ears): 48.1% against 8% Share of Search.
- [JBL vs Marshall: compare search popularity](/demand/au/compare/jbl-vs-marshall-audio): 48.1% against 7.9% Share of Search.
- [JBL vs Bang & Olufsen: compare search popularity](/demand/au/compare/bang-and-olufsen-vs-jbl): 48.1% against 6.4% Share of Search.
- [Sonos vs Ultimate Ears: compare search popularity](/demand/au/compare/sonos-vs-ultimate-ears): 14.4% against 8% Share of Search.
- [Sonos vs Marshall: compare search popularity](/demand/au/compare/marshall-audio-vs-sonos): 14.4% against 7.9% Share of Search.
- [Sonos vs Bang & Olufsen: compare search popularity](/demand/au/compare/bang-and-olufsen-vs-sonos): 14.4% against 6.4% Share of Search.
- [Ultimate Ears vs Marshall: compare search popularity](/demand/au/compare/marshall-audio-vs-ultimate-ears): 8% against 7.9% Share of Search.
- [Ultimate Ears vs Bang & Olufsen: compare search popularity](/demand/au/compare/bang-and-olufsen-vs-ultimate-ears): 8% against 6.4% Share of Search.
- [Marshall vs Bang & Olufsen: compare search popularity](/demand/au/compare/bang-and-olufsen-vs-marshall-audio): 7.9% against 6.4% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | JBL | 48.1% | 74K | 0.0% | JBL |
| 2 | Sonos | 14.4% | 22.2K | 0.0% | Sonos |
| 3 | Ultimate Ears | 8% | 12.3K | +4.2% | Logitech |
| 4 | Marshall | 7.9% | 12.1K | -18.2% | Marshall |
| 5 | Bang & Olufsen | 6.4% | 9.9K | 0.0% | Bang & Olufsen |
| 6 | Bose | 6.4% | 9.9K | 0.0% | Bose |
| 7 | Bowers & Wilkins | 2.3% | 3.6K | -18.2% | Bowers & Wilkins |
| 8 | Edifier | 2.3% | 3.6K | 0.0% | Edifier |
| 9 | Sony | 1.9% | 2.9K | 0.0% | Sony |
| 10 | KEF | 1% | 1.6K | -33.3% | KEF |
| 11 | Q Acoustics | 0.57% | 880 | -12.0% | Q Acoustics |
| 12 | DALI | 0.47% | 720 | -18.2% | DALI |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | JBL | 60.5K | 44.2% | 1 |
| Oct 2025 | Sonos | 22.2K | 16.2% | 2 |
| Oct 2025 | Ultimate Ears | 12.8K | 9.3% | 3 |
| Oct 2025 | Bose | 9.9K | 7.2% | 4 |
| Oct 2025 | Marshall | 9.9K | 7.2% | 5 |
| Oct 2025 | Bang & Olufsen | 8.1K | 5.9% | 6 |
| Oct 2025 | Bowers & Wilkins | 4.4K | 3.2% | 7 |
| Oct 2025 | Edifier | 2.9K | 2.1% | 8 |
| Oct 2025 | Sony | 2.9K | 2.1% | 9 |
| Oct 2025 | KEF | 1.6K | 1.2% | 10 |
| Oct 2025 | Q Acoustics | 1K | 0.73% | 11 |
| Oct 2025 | DALI | 720 | 0.53% | 12 |
| Nov 2025 | JBL | 90.5K | 44.1% | 1 |
| Nov 2025 | Sonos | 33.1K | 16.1% | 2 |
| Nov 2025 | Ultimate Ears | 21.7K | 10.6% | 3 |
| Nov 2025 | Marshall | 18.1K | 8.8% | 4 |
| Nov 2025 | Bose | 14.8K | 7.2% | 5 |
| Nov 2025 | Bang & Olufsen | 9.9K | 4.8% | 6 |
| Nov 2025 | Bowers & Wilkins | 5.4K | 2.6% | 7 |
| Nov 2025 | Edifier | 4.4K | 2.1% | 8 |
| Nov 2025 | Sony | 3.6K | 1.8% | 9 |
| Nov 2025 | KEF | 1.9K | 0.93% | 10 |
| Nov 2025 | Q Acoustics | 1K | 0.49% | 11 |
| Nov 2025 | DALI | 720 | 0.35% | 12 |
| Dec 2025 | JBL | 110K | 51.2% | 1 |
| Dec 2025 | Sonos | 27.1K | 12.6% | 2 |
| Dec 2025 | Ultimate Ears | 22.5K | 10.5% | 3 |
| Dec 2025 | Bose | 14.8K | 6.9% | 4 |
| Dec 2025 | Marshall | 14.8K | 6.9% | 5 |
| Dec 2025 | Bang & Olufsen | 9.9K | 4.6% | 6 |
| Dec 2025 | Bowers & Wilkins | 4.4K | 2% | 7 |
| Dec 2025 | Sony | 4.4K | 2% | 8 |
| Dec 2025 | Edifier | 3.6K | 1.7% | 9 |
| Dec 2025 | KEF | 1.6K | 0.74% | 10 |
| Dec 2025 | DALI | 880 | 0.41% | 11 |
| Dec 2025 | Q Acoustics | 880 | 0.41% | 12 |
| Jan 2026 | JBL | 60.5K | 45% | 1 |
| Jan 2026 | Sonos | 22.2K | 16.5% | 2 |
| Jan 2026 | Ultimate Ears | 12.8K | 9.5% | 3 |
| Jan 2026 | Bose | 9.9K | 7.4% | 4 |
| Jan 2026 | Marshall | 9.9K | 7.4% | 5 |
| Jan 2026 | Bang & Olufsen | 6.6K | 4.9% | 6 |
| Jan 2026 | Bowers & Wilkins | 3.6K | 2.7% | 7 |
| Jan 2026 | Edifier | 2.9K | 2.2% | 8 |
| Jan 2026 | Sony | 2.9K | 2.2% | 9 |
| Jan 2026 | KEF | 1.6K | 1.2% | 10 |
| Jan 2026 | Q Acoustics | 880 | 0.65% | 11 |
| Jan 2026 | DALI | 720 | 0.54% | 12 |
| Feb 2026 | JBL | 40.5K | 40.2% | 1 |
| Feb 2026 | Sonos | 18.1K | 18% | 2 |
| Feb 2026 | Ultimate Ears | 8.5K | 8.4% | 3 |
| Feb 2026 | Bose | 8.1K | 8% | 4 |
| Feb 2026 | Marshall | 8.1K | 8% | 5 |
| Feb 2026 | Bang & Olufsen | 6.6K | 6.6% | 6 |
| Feb 2026 | Bowers & Wilkins | 3.6K | 3.6% | 7 |
| Feb 2026 | Edifier | 2.4K | 2.4% | 8 |
| Feb 2026 | Sony | 1.9K | 1.9% | 9 |
| Feb 2026 | KEF | 1.6K | 1.6% | 10 |
| Feb 2026 | DALI | 720 | 0.71% | 11 |
| Feb 2026 | Q Acoustics | 590 | 0.59% | 12 |
| Mar 2026 | JBL | 40.5K | 38.4% | 1 |
| Mar 2026 | Sonos | 22.2K | 21% | 2 |
| Mar 2026 | Ultimate Ears | 8.5K | 8.1% | 3 |
| Mar 2026 | Bose | 8.1K | 7.7% | 4 |
| Mar 2026 | Marshall | 8.1K | 7.7% | 5 |
| Mar 2026 | Bang & Olufsen | 6.6K | 6.3% | 6 |
| Mar 2026 | Bowers & Wilkins | 3.6K | 3.4% | 7 |
| Mar 2026 | Edifier | 2.9K | 2.7% | 8 |
| Mar 2026 | Sony | 2.4K | 2.3% | 9 |
| Mar 2026 | KEF | 1.3K | 1.2% | 10 |
| Mar 2026 | DALI | 720 | 0.68% | 11 |
| Mar 2026 | Q Acoustics | 590 | 0.56% | 12 |
| Apr 2026 | JBL | 60.5K | 49.1% | 1 |
| Apr 2026 | Sonos | 18.1K | 14.7% | 2 |
| Apr 2026 | Ultimate Ears | 8.5K | 6.9% | 3 |
| Apr 2026 | Bang & Olufsen | 8.1K | 6.6% | 4 |
| Apr 2026 | Bose | 8.1K | 6.6% | 5 |
| Apr 2026 | Marshall | 8.1K | 6.6% | 6 |
| Apr 2026 | Bowers & Wilkins | 3.6K | 2.9% | 7 |
| Apr 2026 | Edifier | 2.9K | 2.4% | 8 |
| Apr 2026 | Sony | 2.4K | 1.9% | 9 |
| Apr 2026 | KEF | 1.6K | 1.3% | 10 |
| Apr 2026 | DALI | 720 | 0.58% | 11 |
| Apr 2026 | Q Acoustics | 720 | 0.58% | 12 |
| May 2026 | JBL | 49.5K | 42.3% | 1 |
| May 2026 | Sonos | 18.1K | 15.5% | 2 |
| May 2026 | Bose | 9.9K | 8.5% | 3 |
| May 2026 | Marshall | 9.9K | 8.5% | 4 |
| May 2026 | Ultimate Ears | 8.5K | 7.3% | 5 |
| May 2026 | Bang & Olufsen | 8.1K | 6.9% | 6 |
| May 2026 | Bowers & Wilkins | 4.4K | 3.8% | 7 |
| May 2026 | Edifier | 2.9K | 2.5% | 8 |
| May 2026 | Sony | 2.4K | 2.1% | 9 |
| May 2026 | KEF | 1.6K | 1.4% | 10 |
| May 2026 | Q Acoustics | 880 | 0.75% | 11 |
| May 2026 | DALI | 720 | 0.62% | 12 |
| Jun 2026 | JBL | 60.5K | 45% | 1 |
| Jun 2026 | Sonos | 22.2K | 16.5% | 2 |
| Jun 2026 | Marshall | 12.1K | 9% | 3 |
| Jun 2026 | Bose | 9.9K | 7.4% | 4 |
| Jun 2026 | Ultimate Ears | 8.5K | 6.3% | 5 |
| Jun 2026 | Bang & Olufsen | 8.1K | 6% | 6 |
| Jun 2026 | Bowers & Wilkins | 4.4K | 3.3% | 7 |
| Jun 2026 | Edifier | 2.9K | 2.2% | 8 |
| Jun 2026 | Sony | 2.4K | 1.8% | 9 |
| Jun 2026 | KEF | 1.9K | 1.4% | 10 |
| Jun 2026 | Q Acoustics | 880 | 0.65% | 11 |
| Jun 2026 | DALI | 720 | 0.54% | 12 |
| Jul 2026 | JBL | 60.5K | 45% | 1 |
| Jul 2026 | Sonos | 18.1K | 13.5% | 2 |
| Jul 2026 | Marshall | 12.1K | 9% | 3 |
| Jul 2026 | Ultimate Ears | 10K | 7.4% | 4 |
| Jul 2026 | Bose | 9.9K | 7.4% | 5 |
| Jul 2026 | Bang & Olufsen | 8.1K | 6% | 6 |
| Jul 2026 | Bowers & Wilkins | 4.4K | 3.3% | 7 |
| Jul 2026 | Edifier | 3.6K | 2.7% | 8 |
| Jul 2026 | KEF | 2.9K | 2.2% | 9 |
| Jul 2026 | Sony | 2.9K | 2.2% | 10 |
| Jul 2026 | Q Acoustics | 1K | 0.74% | 11 |
| Jul 2026 | DALI | 880 | 0.65% | 12 |
| Aug 2026 | JBL | 74K | 46.9% | 1 |
| Aug 2026 | Sonos | 22.2K | 14.1% | 2 |
| Aug 2026 | Marshall | 14.8K | 9.4% | 3 |
| Aug 2026 | Ultimate Ears | 11.8K | 7.5% | 4 |
| Aug 2026 | Bang & Olufsen | 9.9K | 6.3% | 5 |
| Aug 2026 | Bose | 9.9K | 6.3% | 6 |
| Aug 2026 | Bowers & Wilkins | 4.4K | 2.8% | 7 |
| Aug 2026 | Edifier | 3.6K | 2.3% | 8 |
| Aug 2026 | Sony | 2.9K | 1.8% | 9 |
| Aug 2026 | KEF | 2.4K | 1.5% | 10 |
| Aug 2026 | Q Acoustics | 1K | 0.63% | 11 |
| Aug 2026 | DALI | 880 | 0.56% | 12 |
| Sep 2026 | JBL | 74K | 48.1% | 1 |
| Sep 2026 | Sonos | 22.2K | 14.4% | 2 |
| Sep 2026 | Ultimate Ears | 12.3K | 8% | 3 |
| Sep 2026 | Marshall | 12.1K | 7.9% | 4 |
| Sep 2026 | Bang & Olufsen | 9.9K | 6.4% | 5 |
| Sep 2026 | Bose | 9.9K | 6.4% | 6 |
| Sep 2026 | Bowers & Wilkins | 3.6K | 2.3% | 7 |
| Sep 2026 | Edifier | 3.6K | 2.3% | 8 |
| Sep 2026 | Sony | 2.9K | 1.9% | 9 |
| Sep 2026 | KEF | 1.6K | 1% | 10 |
| Sep 2026 | Q Acoustics | 880 | 0.57% | 11 |
| Sep 2026 | DALI | 720 | 0.47% | 12 |

## What is being compared

- **Bang & Olufsen**: Measured on the search term “bang and olufsen”.
- **Bose**: Measured on the search term “bose speaker”.
- **Bowers & Wilkins**: Measured on the search term “bowers and wilkins”.
- **DALI**: Measured on the search term “dali speakers”.
- **Edifier**: Measured on the search term “edifier”.
- **JBL**: Measured on the search term “jbl speaker”.
- **KEF**: Measured on the search term “kef speakers”.
- **Marshall**: Measured on the search term “marshall speaker”.
- **Q Acoustics**: Measured on the search term “q acoustics”.
- **Sonos**: Measured on the search term “sonos”.
- **Sony**: Measured on the search term “sony speaker”.
- **Ultimate Ears**: Measured on the search terms “ue boom” and “ultimate ears”, summed into one figure.

- [Bang & Olufsen](/demand/au/brands/bang-and-olufsen)
- [Bose](/demand/au/brands/bose)
- [Bowers & Wilkins](/demand/au/brands/bowers-wilkins)
- [DALI](/demand/au/brands/dali)
- [Edifier](/demand/au/brands/edifier)
- [JBL](/demand/au/brands/jbl)
- [KEF](/demand/au/brands/kef)
- [Marshall](/demand/au/brands/marshall-audio)
- [Q Acoustics](/demand/au/brands/q-acoustics)
- [Sonos](/demand/au/brands/sonos)
- [Sony](/demand/au/brands/sony)
- [Ultimate Ears](/demand/au/brands/ultimate-ears)

## 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 speaker brands in Australia?

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.

## Cite this page

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

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