Brandwave

How popular isBowers & Wilkins?

In September 2026, people searched for Bowers & Wilkins by name about 188,000 times worldwide, a 16.5% decrease from the previous year. These searches made up 0.1% of all global headphone brand searches, placing Bowers & Wilkins 12th out of 15 brands. When we asked both ChatGPT and Google AI Overviews about headphone brands, Bowers & Wilkins appeared in two of the five answers and was the fifth most recommended of the 15.

Search and AI answers in September 2026

Bowers & Wilkins is the 12th most searched of 15 competitors and the fifth most recommended in AI answers.

  1. Apple AirPodsShare of searches 68.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  2. SonyShare of searches 7.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. BeatsShare of searches 5.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  4. BoseShare of searches 5.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. Bowers & WilkinsShare of searches 0.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+10 more

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Top headphone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bowers & Wilkins was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Bowers & Wilkins is the fifth most recommended of the 15.

Most recommended by AI

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

  1. Sony1st
  2. Bose2nd
  3. Sennheiser3rd
  4. Soundcore4th
  5. Bowers & Wilkins5th
  6. Apple AirPods6th
  7. Audio-Technica7th
  8. JBL8th
  9. Beats9th
  10. Beyerdynamic10th
  11. +5 more

Mentioned by AI

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

  • 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
  • Sennheiser4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Soundcore4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Apple AirPods3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bowers & Wilkins2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Beats1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • JBL1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beyerdynamic1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Audio-Technica1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about headphone 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 headphone brands compete with Bowers & Wilkins?

Bowers & Wilkins against headphone brands worldwide, by month

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

View monthly share of searches table
MonthApple AirPodsSonyBeatsBoseJBLSkullcandySamsungSennheiserMarshallSoundcoreJabraBowers & WilkinsBeyerdynamicAudio-TechnicaBuddyPhones
Oct 202571.1%7.3%5.6%4.5%3%2.4%1.5%1.6%0.98%0.99%0.88%0.1%0.05%0.04%0.01%
Nov 202569.6%7.5%6.5%5.8%2.6%2.2%1.5%1.8%0.92%0.72%0.68%0.09%0.05%0.04%<0.01%
Dec 202569.1%7.1%7.6%5.4%3.1%2.2%1.5%1.5%0.91%0.81%0.64%0.09%0.05%0.03%0.01%
Jan 202668%8%6.1%4.9%3.7%2.6%1.7%1.8%1.1%1%0.89%0.11%0.06%0.05%0.01%
Feb 202665.5%9.1%5.8%5.1%3.8%2.7%2.2%1.9%1.4%1.2%1.1%0.13%0.07%0.06%0.01%
Mar 202667.7%8.3%5.6%4.8%3.4%2.9%1.9%1.8%1.2%1.2%0.98%0.12%0.05%0.05%0.02%
Apr 202666.9%8%5.5%5.2%3.9%2.7%1.9%1.9%1.4%1.3%1%0.11%0.06%0.05%0.01%
May 202665.6%9.1%5.4%5.2%4.1%2.7%2%1.9%1.3%1.4%1%0.13%0.05%0.05%0.01%
Jun 202666.8%8.1%5.4%5.3%4%2.6%1.9%1.8%1.3%1.5%0.99%0.15%0.05%0.05%0.02%
Jul 202666.7%8.1%5.2%5.3%4%2.6%2%1.8%1.4%1.6%0.96%0.18%0.05%0.05%0.02%
Aug 202666.3%8.5%5.3%5.5%3.7%2.9%1.9%1.7%1.5%1.5%0.93%0.14%0.05%0.05%0.02%
Sep 202668.9%7.2%5.8%5.2%3.5%2.5%1.7%1.5%1.3%1.3%0.87%0.1%0.05%0.04%0.01%

  1. 1.Apple AirPods

    68.9%

    Held 1st. 14.9M estimated branded searches, +18.3% vs prior month. Share +2.6 points.

  2. 2.Sony

    7.2%

    Held 2nd. 1.5M estimated branded searches, -4.1% vs prior month. Share -1.3 points.

  3. 3.Beats

    5.8%

    Moved from 4th to 3rd. 1.3M estimated branded searches, +25.6% vs prior month. Share +0.5 points.

  4. 4.Bose

    5.2%

    Moved from 3rd to 4th. 1.1M estimated branded searches, +8.8% vs prior month. Share -0.2 points.

  5. 5.JBL

    3.5%

    Held 5th. 763K estimated branded searches, +7.8% vs prior month. Share -0.2 points.

  6. 6.Skullcandy

    2.5%

    Held 6th. 550K estimated branded searches, 0% vs prior month. Share -0.4 points.

  7. 7.Samsung

    1.7%

    Held 7th. 361K estimated branded searches, 0% vs prior month. Share -0.2 points.

  8. 8.Sennheiser

    1.5%

    Held 8th. 322K estimated branded searches, -0.83% vs prior month. Share -0.2 points.

  9. 9.Marshall

    1.3%

    Moved from 10th to 9th. 288K estimated branded searches, 0% vs prior month. Share -0.2 points.

  10. 10.Soundcore

    1.3%

    Moved from 9th to 10th. 271K estimated branded searches, -7% vs prior month. Share -0.3 points.

  11. 11.Jabra

    0.87%

    Held 11th. 188K estimated branded searches, +6.7% vs prior month. Share -0.1 points.

  12. 12.Bowers & Wilkins

    0.1%

    Held 12th. 22.5K estimated branded searches, -15.4% vs prior month. Share 0 points.

  13. 13.Beyerdynamic

    0.05%

    Held 13th. 10K estimated branded searches, 0% vs prior month. Share 0 points.

  14. 14.Audio-Technica

    0.04%

    Held 14th. 9.1K estimated branded searches, 0% vs prior month. Share 0 points.

  15. 15.BuddyPhones

    0.01%

    Held 15th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.

Bowers & Wilkins, Sony and 6 other brands sell other things too, so only their searches that name this product count here, like “bowers wilkins earbuds”.

Compare popularity between Bowers & Wilkins and its closest rivals

Every comparison with Bowers & Wilkins

19 comparisons

How has branded search demand for Bowers & Wilkins changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bowers & Wilkins worldwide fell from 225K to 188K.
  • Across the 12 months ending September 2026, Bowers & Wilkins’ share of searches among headphone brands worldwide held steady at 0.1%.

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

6 changes

  1. In September 2026, Beats overtook Bose to rank 3rd among headphone brands worldwide, with 5.8% of the searches.

  2. In September 2026, Apple AirPods gained share of searches among headphone brands worldwide, from 66.3% to 68.9%.

  3. In September 2026, Sony lost share of searches among headphone brands worldwide, from 8.5% to 7.2%.

  4. In September 2026, Marshall rose from 10th to 9th among headphone brands worldwide.

  5. In September 2026, Soundcore fell from 9th to 10th among headphone brands worldwide.

  6. Estimated monthly branded searches for BuddyPhones worldwide rose 20.8% over 12 measured months, from 2.4K to 2.9K in September 2026.

How are Bowers & Wilkins’ branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Bowers & Wilkins’ 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.

  • bowers & wilkins
  • bowers wilkins
  • bowers wilkins earbuds
  • bowers wilkins headphones
  • bowers&wilkins

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How the Brand Demand Index is measured

Where does Bowers & Wilkins compete?

Bowers & Wilkins is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Headphone brands12th of 150.1%Shown above
Speaker brands6th of 95.3%Show ranking
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