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 <0.01% estimated Share of Search among headphone brands worldwide and is ranked 8th of 9 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. AirPods59.1%
  2. JBL17.3%
  3. Sony14.2%
  4. Beats5.9%
  5. Skullcandy2.2%
  6. Jabra1.2%
  7. Sennheiser0.02%
  8. Bose<0.01%
  9. Marshall<0.01%
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Which headphone brands compete with Bose?

Bose against headphone brands worldwide, by month

Share of Search by month for AirPods, JBL, Sony, Beats, Skullcandy, Bose. The figures are in the table below the chart.

View monthly share of search table
MonthAirPodsJBLSonyBeatsSkullcandyJabraSennheiserBoseMarshall
Oct 202563.8%15.6%11.3%5.8%2.1%1.4%0.02%<0.01%<0.01%
Nov 202562.9%17.2%11.3%5.5%2%1.1%0.02%<0.01%<0.01%
Dec 202562.1%18.1%11.4%5.4%2%0.89%0.02%<0.01%<0.01%
Jan 202657.3%19.2%14.1%5.9%2.2%1.2%0.02%<0.01%<0.01%
Feb 202657.1%17.6%15%6.3%2.3%1.6%0.02%<0.01%<0.01%
Mar 202659.9%16.5%13.9%5.7%2.5%1.4%0.02%<0.01%<0.01%
Apr 202653.1%23.3%14%5.9%2.2%1.5%0.02%<0.01%<0.01%
May 202654.1%21.8%14.6%6%2.2%1.3%0.02%<0.01%<0.01%
Jun 202654.6%21.9%14.2%5.8%2.1%1.3%0.02%<0.01%<0.01%
Jul 202653.3%21.4%16.2%5.7%2.1%1.3%0.02%<0.01%<0.01%
Aug 202654.4%20.9%15.8%5.3%2.4%1.2%0.02%<0.01%<0.01%
Sep 202659.1%17.3%14.2%5.9%2.2%1.2%0.02%<0.01%<0.01%

  1. 1.AirPods

    59.1%

    Held 1st. 14.9M estimated branded searches, +18.3% vs prior month. Share +4.7 points.

  2. 2.JBL

    17.3%

    Held 2nd. 4.4M estimated branded searches, -9.7% vs prior month. Share -3.6 points.

  3. 3.Sony

    14.2%

    Held 3rd. 3.6M estimated branded searches, -1.8% vs prior month. Share -1.6 points.

  4. 4.Beats

    5.9%

    Held 4th. 1.5M estimated branded searches, +23% vs prior month. Share +0.7 points.

  5. 5.Skullcandy

    2.2%

    Held 5th. 550K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Jabra

    1.2%

    Held 6th. 300K estimated branded searches, +4.7% vs prior month. Share 0 points.

  7. 7.Sennheiser

    0.02%

    Held 7th. 4.1K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Bose

    <0.01%

    Held 8th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Marshall

    <0.01%

    Held 9th. 1.6K estimated branded searches, 0% vs prior month. Share 0 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 headphone brands worldwide held steady at <0.01%.

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

  1. In September 2026, AirPods gained estimated Share of Search among headphone brands worldwide, from 54.4% to 59.1%.

  2. In September 2026, Beats gained estimated Share of Search among headphone brands worldwide, from 5.3% to 5.9%.

  3. In September 2026, JBL lost estimated Share of Search among headphone brands worldwide, from 20.9% to 17.3%.

  4. In September 2026, Sony lost estimated Share of Search among headphone brands worldwide, from 15.8% to 14.2%.

  5. Estimated monthly branded searches for Bose worldwide fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

  6. Estimated monthly branded searches for Sennheiser worldwide fell 18.2% over 12 measured months, from 5K to 4.1K 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 brands8th of 9<0.01%Shown above
Earbud brands5th of 50.01%Show ranking
Home cinema brands8th of 80.01%Show ranking
Bluetooth headphones brands7th of 70.02%Show ranking
Wireless earbud brands6th of 60.02%Show ranking
Wireless headphones brands4th of 40.02%Show ranking
Party speaker brands6th of 60.11%Show ranking
Earphones brands5th of 60.02%Show ranking
Ear buds brands3rd of 30.02%Show ranking
Wireless speaker brands3rd of 30.02%Show ranking
Bluetooth receiver brands4th of 40.03%Show ranking
Surround sound system brands7th of 70.03%Show ranking
Speaker brands5th of 60.04%Show ranking
Bluetooth speaker brands4th of 50.04%Show ranking
Soundbar brands5th of 50.04%Show ranking
Portable speaker brands3rd of 522.4%Show ranking
Smart speaker brands5th of 52.2%Show ranking
Over-ear headphone brands1st of 549.3%Show ranking
Soundbar with subwoofer brands3rd of 31.1%Show ranking
PA systems4th of 41.6%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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