Brandwave

How popular isBose in search?

In September 2026, there were an estimated 619K branded searches for Bose worldwide which is down 11.4% over the last 12 months. Bose holds 9.3% estimated Share of Search among bluetooth speaker brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. JBL65.5%
  2. Sonos13%
  3. Bose9.3%
  4. Marshall7.7%
  5. Bang & Olufsen4.5%
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Which bluetooth speaker brands compete with Bose?

Bose against bluetooth speaker brands worldwide, by month

Share of Search by month for JBL, Sonos, Bose, Marshall, Bang & Olufsen. The figures are in the table below the chart.

View monthly share of search table
MonthJBLSonosBoseMarshallBang & Olufsen
Oct 202563.7%13.8%11%6.7%4.7%
Nov 202564.5%14.6%11.7%5%4.1%
Dec 202568.3%12.5%10.8%5.1%3.4%
Jan 202668.3%12.3%9.1%6.1%4.2%
Feb 202665.7%13.7%10.2%5.7%4.7%
Mar 202663.5%15.6%10.2%6.4%4.4%
Apr 202671.6%11.1%8.4%5.2%3.6%
May 202667.1%13.4%9.6%5.4%4.5%
Jun 202669.1%11.3%9.5%6.4%3.7%
Jul 202668.2%11.1%9.5%7.5%3.6%
Aug 202666.9%12.1%9.7%7.2%4.2%
Sep 202665.5%13%9.3%7.7%4.5%

  1. 1.JBL

    65.5%

    Held 1st. 4.4M estimated branded searches, -9.7% vs prior month. Share -1.4 points.

  2. 2.Sonos

    13%

    Held 2nd. 865K estimated branded searches, -1.1% vs prior month. Share +0.9 points.

  3. 3.Bose

    9.3%

    Held 3rd. 619K estimated branded searches, -11.3% vs prior month. Share -0.4 points.

  4. 4.Marshall

    7.7%

    Held 4th. 509K estimated branded searches, -1.7% vs prior month. Share +0.5 points.

  5. 5.Bang & Olufsen

    4.5%

    Held 5th. 301K estimated branded searches, 0% vs prior month. Share +0.4 points.

Compare search popularity between Bose and its closest rivals

Every comparison with Bose

How has branded search demand for Bose changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Bose worldwide fell from 699K to 619K.
  • Across the 12 months ending September 2026, Bose’s estimated Share of Search among bluetooth speaker brands worldwide decreased from 11% to 9.3%.
  • Across the 12 months ending September 2026, Bose’s estimated Share of Search among bluetooth speaker brands worldwide peaked at 11.7% in November 2025 and was lowest at 8.4% in April 2026.

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

  1. In September 2026, Sonos gained estimated Share of Search among bluetooth speaker brands worldwide, from 12.1% to 13%.

  2. In September 2026, JBL lost estimated Share of Search among bluetooth speaker brands worldwide, from 66.9% to 65.5%.

  3. Estimated monthly branded searches for Marshall worldwide rose 19.2% over 12 measured months, from 427K to 509K in September 2026.

  4. Estimated monthly branded searches for Bose worldwide fell 11.4% over 12 measured months, from 699K to 619K in September 2026.

Where does Bose compete?

Bose is ranked in 20 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Headphone brands5th of 92.3%Show ranking
Earbud brands3rd of 53.1%Show ranking
Home cinema brands5th of 84.2%Show ranking
Bluetooth headphones brands4th of 75.5%Show ranking
Wireless earbud brands4th of 65.5%Show ranking
Party speaker brands4th of 65.6%Show ranking
Wireless headphones brands4th of 45.9%Show ranking
Earphones brands3rd of 66.2%Show ranking
Ear buds brands3rd of 36.9%Show ranking
Wireless speaker brands3rd of 36.9%Show ranking
Surround sound system brands4th of 78.4%Show ranking
Speaker brands3rd of 69.2%Show ranking
Bluetooth speaker brands3rd of 59.3%Shown above
Soundbar brands3rd of 59.3%Show ranking
Bluetooth receiver brands3rd of 49.6%Show ranking
Portable speaker brands3rd of 522.4%Show ranking
Smart speaker brands2nd of 524.5%Show ranking
Soundbar with subwoofer brands1st of 344.3%Show ranking
Over-ear headphone brands1st of 549.3%Show ranking
PA systems1st of 485.1%Show ranking

How is Bose measured?

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

8 branded search terms

  • bluetooth speaker bose
  • bose bluetooth speaker
  • bose headphone
  • bose pa
  • bose quietcomfort
  • bose soundlink
  • bose speaker
  • speaker bose

Do you work for Bose? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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