Brandwave

Bang & Olufsen vs Sony:Which is more popular?

In September 2026, Bang & Olufsen had more branded searches than Sony among speaker brands in Australia. Bang & Olufsen had about 9,900 branded searches, while Sony had 2,900. Bang & Olufsen made up 6.4% of all speaker brand searches we track, and Sony accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about speaker brands, Sony appeared in two of the five answers and Bang & Olufsen in none.

Among speaker brands in Australia in September 2026

Who do people search for more?

Bang & Olufsen, about 3 searches for every 1 for Sony

Bang & Olufsen 9.9K searchesSony 2.9K searches

Who does AI mention more?

Sony, mentioned in 2 of 5 answers, Bang & Olufsen in 0

Sony in 2 of 5Bang & Olufsen in 0 of 5

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Top speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sony was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Bang & Olufsen did not appear in any of the five answers.

Most recommended by AI

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

  1. JBL1st
  2. KEF2nd
  3. Bowers & Wilkins3rd
  4. Sonos4th
  5. Bose4th
  6. Sony4th
  7. Ultimate Ears–
  8. Marshall–
  9. Bang & Olufsen–
  10. Edifier–
  11. +2 more

Mentioned by AI

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

  • 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

+2 more

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.

Is Bang & Olufsen or Sony more popular in search?

This chart shows how often people search Google for Bang & Olufsen and Sony 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.

Bang & Olufsen and Sony among speaker brands in Australia, by month

Share of searches by month for Bang & Olufsen, Sony. The figures are in the table below the chart.

View monthly share of searches table
MonthJBLSonosUltimate EarsMarshallBang & OlufsenBoseBowers & WilkinsEdifierSonyKEFQ AcousticsDALI
Oct 202544.2%16.2%9.3%7.2%5.9%7.2%3.2%2.1%2.1%1.2%0.73%0.53%
Nov 202544.1%16.1%10.6%8.8%4.8%7.2%2.6%2.1%1.8%0.93%0.49%0.35%
Dec 202551.2%12.6%10.5%6.9%4.6%6.9%2%1.7%2%0.74%0.41%0.41%
Jan 202645%16.5%9.5%7.4%4.9%7.4%2.7%2.2%2.2%1.2%0.65%0.54%
Feb 202640.2%18%8.4%8%6.6%8%3.6%2.4%1.9%1.6%0.59%0.71%
Mar 202638.4%21%8.1%7.7%6.3%7.7%3.4%2.7%2.3%1.2%0.56%0.68%
Apr 202649.1%14.7%6.9%6.6%6.6%6.6%2.9%2.4%1.9%1.3%0.58%0.58%
May 202642.3%15.5%7.3%8.5%6.9%8.5%3.8%2.5%2.1%1.4%0.75%0.62%
Jun 202645%16.5%6.3%9%6%7.4%3.3%2.2%1.8%1.4%0.65%0.54%
Jul 202645%13.5%7.4%9%6%7.4%3.3%2.7%2.2%2.2%0.74%0.65%
Aug 202646.9%14.1%7.5%9.4%6.3%6.3%2.8%2.3%1.8%1.5%0.63%0.56%
Sep 202648.1%14.4%8%7.9%6.4%6.4%2.3%2.3%1.9%1%0.57%0.47%

How has the Bang & Olufsen and Sony comparison changed over the last 12 months?

3 findings
  • Bang & Olufsen was ahead of Sony in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bang & Olufsen’s share of searches among speaker brands in Australia moved from 5.9% to 6.4%, and its estimated monthly branded searches moved from 8.1K to 9.9K.
  • Across the 12 months ending September 2026, Sony’s share of searches among speaker brands in Australia moved from 2.1% to 1.9%, and its estimated monthly branded searches held steady at 2.9K.

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

1 change

  1. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bang & Olufsen’s and Sony’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Bang & Olufsen

1 branded search term

  • bang and olufsen

Sony

1 branded search term

  • sony speaker

How the Brand Demand Index is measured

Other head-to-heads among speaker brands

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