Brandwave

How popular isKobo in search?

In September 2026, there were an estimated 823K branded searches for Kobo worldwide which is up 22.3% over the last 12 months. Kobo holds 12% estimated Share of Search among audiobook and ebook services 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. Kindle48.9%
  2. Audible26.7%
  3. Kobo12%
  4. Libby8%
  5. Storytel4.4%
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Which audiobook and ebook services compete with Kobo?

Kobo against audiobook and ebook services worldwide, by month

Share of Search by month for Kindle, Audible, Kobo, Libby, Storytel. The figures are in the table below the chart.

View monthly share of search table
MonthKindleAudibleKoboLibbyStorytel
Oct 202547.1%31.5%9.5%7.7%4.2%
Nov 202551.7%28.3%10.4%5.7%3.8%
Dec 202550.6%27.7%12.4%5.6%3.7%
Jan 202648.9%26.8%11.9%8%4.4%
Feb 202648.9%26.7%12%8%4.4%
Mar 202646.1%30.8%11.3%7.6%4.1%
Apr 202646.1%30.8%11.3%7.6%4.1%
May 202648.9%26.7%12%8%4.4%
Jun 202650%27.3%12.3%6.7%3.7%
Jul 202649.6%27.1%12.2%6.7%4.5%
Aug 202647.6%26%14.2%7.8%4.3%
Sep 202648.9%26.7%12%8%4.4%

  1. 1.Kindle

    48.9%

    Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share +1.2 points.

  2. 2.Audible

    26.7%

    Held 2nd. 1.8M estimated branded searches, 0% vs prior month. Share +0.7 points.

  3. 3.Kobo

    12%

    Held 3rd. 823K estimated branded searches, -17.7% vs prior month. Share -2.2 points.

  4. 4.Libby

    8%

    Held 4th. 550K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Storytel

    4.4%

    Held 5th. 301K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare search popularity between Kobo and its closest rivals

Every comparison with Kobo

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Kobo worldwide rose from 673K to 823K.
  • Across the 12 months ending September 2026, Kobo’s estimated Share of Search among audiobook and ebook services worldwide increased from 9.5% to 12%.
  • Across the 12 months ending September 2026, Kobo’s estimated Share of Search among audiobook and ebook services worldwide peaked at 14.2% in August 2026 and was lowest at 9.5% in October 2025.

How did search popularity change for audiobook and ebook services worldwide in September 2026?

  1. In September 2026, Kindle gained estimated Share of Search among audiobook and ebook services worldwide, from 47.6% to 48.9%.

  2. In September 2026, Audible gained estimated Share of Search among audiobook and ebook services worldwide, from 26% to 26.7%.

  3. In September 2026, Kobo lost estimated Share of Search among audiobook and ebook services worldwide, from 14.2% to 12%.

Where does Kobo compete?

Kobo is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Audiobook and ebook services3rd of 512%Shown above
E-reader brands2nd of 715%Show ranking
Ebook readers2nd of 615.7%Show ranking

How is Kobo measured?

Brandwave collects information about searches that people make online using Kobo’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

  • kobo

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How the Brand Demand Index is measured

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