Brandwave

How popular isBose?

In September 2026, people searched for Bose by name about 1.3 million times worldwide, about the same as the previous year. These searches made up 1.5% of all global wireless earbud brand searches, placing Bose seventh out of nine brands. When we asked both ChatGPT and Google AI Overviews about wireless earbud brands, Bose appeared in all answers and was the second most recommended of the nine.

Search and AI answers in September 2026

Bose is the seventh most searched of 9 competitors and the second most recommended in AI answers.

  1. Apple AirPodsShare of searches 58.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. JBLShare of searches 14.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  3. SonyShare of searches 14%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. BeatsShare of searches 5.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  5. BoseShare of searches 1.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

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Top wireless earbud brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bose appeared in all five answers. Bose is the second most recommended of the nine.

Most recommended by AI

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

  1. Sony1st
  2. Bose2nd
  3. Apple AirPods3rd
  4. Soundcore4th
  5. Samsung5th
  6. Beats6th
  7. Jabra7th
  8. JBL8th
  9. Skullcandy–

Mentioned by AI

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

  • Apple AirPods5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bose5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Soundcore4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Beats3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Samsung3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • JBL2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jabra1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Skullcandy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about wireless earbud brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which wireless earbud brands compete with Bose?

Bose against wireless earbud brands worldwide, by month

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

View monthly share of searches table
MonthApple AirPodsJBLSonyBeatsSkullcandySoundcoreBoseJabraSamsung
Oct 202563.5%12.9%11.3%5.8%2.1%1.7%0.81%1.4%0.58%
Nov 202562.5%14.6%11.3%5.5%2%1.6%0.94%1.1%0.55%
Dec 202562.1%15.2%11.4%5.4%2%1.6%0.93%0.89%0.45%
Jan 202657.4%15.9%14.1%6%2.2%1.8%0.83%1.2%0.6%
Feb 202656.4%14.6%14.8%6.2%2.3%2.3%0.88%1.6%0.89%
Mar 202659.2%13.8%13.7%5.6%2.5%2.1%0.96%1.4%0.8%
Apr 202652.9%20%13.9%5.8%2.2%2.2%0.82%1.5%0.72%
May 202653.6%18.3%14.5%5.9%2.2%2.7%0.83%1.3%0.73%
Jun 202654.5%18%14.2%5.8%2.1%2.6%0.82%1.3%0.71%
Jul 202653.4%17.6%16.2%5.7%2.1%2.1%0.81%1.3%0.82%
Aug 202654.2%17.2%15.7%5.2%2.4%2.4%0.9%1.2%0.75%
Sep 202658.2%14.4%14%5.9%2.1%2.1%1.5%1.2%0.59%

  1. 1.Apple AirPods

    58.2%

    Held 1st. 14.9M estimated branded searches, +18.3% vs prior month. Share +4 points.

  2. 2.JBL

    14.4%

    Held 2nd. 3.7M estimated branded searches, -8% vs prior month. Share -2.8 points.

  3. 3.Sony

    14%

    Held 3rd. 3.6M estimated branded searches, -1.8% vs prior month. Share -1.7 points.

  4. 4.Beats

    5.9%

    Held 4th. 1.5M estimated branded searches, +23% vs prior month. Share +0.6 points.

  5. 5.Skullcandy

    2.1%

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

  6. 6.Soundcore

    2.1%

    Held 6th. 550K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Bose

    1.5%

    Moved from 8th to 7th. 377K estimated branded searches, +79.7% vs prior month. Share +0.6 points.

  8. 8.Jabra

    1.2%

    Moved from 7th to 8th. 300K estimated branded searches, +4.7% vs prior month. Share -0.1 points.

  9. 9.Samsung

    0.59%

    Held 9th. 151K estimated branded searches, -14.2% vs prior month. Share -0.2 points.

Compare popularity between Bose and its closest rivals

Every comparison with Bose

50 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bose worldwide held steady at 1.3M.
  • Across the 12 months ending September 2026, Bose’s share of searches among wireless earbud brands worldwide increased from 0.81% to 1.5%.
  • Across the 12 months ending September 2026, Bose rose from 8th to 7th among wireless earbud brands worldwide.

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

6 changes

  1. In September 2026, Bose overtook Jabra to rank 7th among wireless earbud brands worldwide, with 1.5% of the searches.

  2. In September 2026, Apple AirPods gained share of searches among wireless earbud brands worldwide, from 54.2% to 58.2%.

  3. In September 2026, Beats gained share of searches among wireless earbud brands worldwide, from 5.2% to 5.9%.

  4. In September 2026, JBL lost share of searches among wireless earbud brands worldwide, from 17.2% to 14.4%.

  5. In September 2026, Sony lost share of searches among wireless earbud brands worldwide, from 15.7% to 14%.

  6. Estimated monthly branded searches for Soundcore worldwide rose 22.2% over 12 measured months, from 450K to 550K in September 2026.

How are Bose’s branded searches counted?

18 search terms

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.

  • bluetooth speaker bose
  • bose bluetooth speaker
  • bose ear buds
  • bose earbud
  • bose earphones
  • bose headphone
  • bose home cinema
  • bose open earbuds
  • bose pa
  • bose quietcomfort
  • bose soundbar
  • bose soundlink
  • bose speaker
  • bose surround sound system
  • bose ultra open earbuds
  • bose wireless earbud
  • bose wireless headphones
  • 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

Where does Bose compete?

Bose is ranked in 18 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Wireless earbud brands7th of 91.5%Shown above
Headphone brands9th of 100.04%Show ranking
Wireless headphones brands8th of 100.06%Show ranking
Ear buds brands5th of 51.6%Show ranking
Earphones brands7th of 80.13%Show ranking
Bluetooth speaker brands5th of 95.5%Show ranking
Surround sound system brands10th of 100.09%Show ranking
Party speaker brands7th of 70.11%Show ranking
Soundbar brands5th of 83.9%Show ranking
Home cinema brands11th of 120.19%Show ranking
Wireless headset brands9th of 90.02%Show ranking
Speaker brands8th of 90.03%Show ranking
Over-ear headphone brands3rd of 718.1%Show ranking
Soundbar with subwoofer brands4th of 52.9%Show ranking
Open-ear headphone brands4th of 67.5%Show ranking
Smart speaker brands5th of 52.2%Show ranking
Bluetooth receiver brands5th of 70.82%Show ranking
PA systems5th of 51.6%Show ranking
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