Brandwave

How popular isGoogle in search?

In August 2026, there were an estimated 414M branded searches for Google worldwide which held steady over the last 11 months. Google holds 49.9% estimated Share of Search among smart speaker brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Amazon49.9%
  2. Google49.9%
  3. Bose0.13%
  4. Sonos0.11%
  5. Apple HomePod0.02%
Google website (opens in a new tab)

Follow Google and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Which smart speaker brands compete with Google?

Google against smart speaker brands worldwide, by month

Share of Search by month for Amazon, Google. The figures are in the table below the chart.

View monthly share of search table
MonthAmazonGoogleBoseSonosApple HomePod
Oct 202549.9%49.9%0.13%0.11%0.02%
Nov 202554.8%44.8%0.19%0.14%0.02%
Dec 202554.8%44.9%0.18%0.12%0.03%
Jan 202649.9%49.9%0.12%0.11%0.02%
Feb 202649.9%49.9%0.12%0.11%0.02%
Mar 202649.9%49.9%0.11%0.11%0.02%
Apr 202644.8%54.9%0.12%0.1%0.02%
May 202649.9%49.9%0.11%0.11%0.02%
Jun 202649.9%49.9%0.11%0.09%0.02%
Jul 202649.9%49.9%0.11%0.09%0.02%
Aug 202649.9%49.9%0.13%0.11%0.02%
Sep 2026—————

  1. 1.Amazon

    49.9%

    Held 1st. 414M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Google

    49.9%

    Held 2nd. 414M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Bose

    0.13%

    Held 3rd. 1.1M estimated branded searches, +13.2% vs prior month. Share 0 points.

  4. 4.Sonos

    0.11%

    Held 4th. 877K estimated branded searches, +16.3% vs prior month. Share 0 points.

  5. 5.Apple HomePod

    0.02%

    Held 5th. 165K estimated branded searches, +22.2% vs prior month. Share 0 points.

Compare search popularity between Google and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Google worldwide held steady at 414M.
  • Across the 11 months ending August 2026, Google’s estimated Share of Search among smart speaker brands worldwide peaked at 54.9% in April 2026 and was lowest at 44.8% in November 2025.

How did search popularity change for smart speaker brands worldwide in August 2026?

  1. Estimated monthly branded searches for Apple HomePod worldwide fell 17.9% over 11 measured months, from 201K to 165K in August 2026.

Where does Google compete?

Google is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Streaming device brands2nd of 549.5%Show ranking
Smart speaker brands2nd of 549.9%Shown above
Smartphone brands1st of 593.7%Show ranking
Generative AI platforms1st of 598%Show ranking
Range extender brands1st of 699.3%Show ranking

How is Google measured?

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

1 branded search term

  • google

How the Brand Demand Index is measured

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

Creator with pink hair and a pink jacket

Is Google your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free