Brandwave

How popular isSony?

In September 2026, people searched for Sony by name about 4.6 million times worldwide, a 15% increase from the previous year. These searches made up 32.2% of all global bluetooth speaker brand searches, placing Sony second out of nine brands. When we asked both ChatGPT and Google AI Overviews about bluetooth speaker brands, Sony appeared in three of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Sony is the second most searched of 9 competitors and the fifth most recommended in AI answers.

  1. JBLShare of searches 39.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. SonyShare of searches 32.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. SonosShare of searches 7.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  4. SoundcoreShare of searches 6.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. BoseShare of searches 5.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

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Top bluetooth speaker brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. JBL1st
  2. Bose2nd
  3. Soundcore3rd
  4. Ultimate Ears4th
  5. Sony5th
  6. Marshall6th
  7. Sonos7th
  8. Bang & Olufsen–
  9. KEF–

Mentioned by AI

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

  • JBL5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Soundcore5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bose4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ultimate Ears4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sony3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Marshall2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sonos1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bang & Olufsen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KEF0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bluetooth speaker 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 bluetooth speaker brands compete with Sony?

Sony against bluetooth speaker brands worldwide, by month

Share of searches by month for JBL, Sony, Sonos, Soundcore, Bose, Marshall, Bang & Olufsen. The figures are in the table below the chart.

View monthly share of searches table
MonthJBLSonySonosSoundcoreBoseMarshallBang & OlufsenKEFUltimate Ears
Oct 202540%29.1%8.7%5.5%6.9%4.2%3%1.7%0.98%
Nov 202542.1%27.8%9.6%4.8%7.6%3.2%2.7%1.3%0.97%
Dec 202544.4%28%8.1%4.9%7%3.2%2.2%1.3%0.96%
Jan 202642.2%31%7.6%4.8%5.6%3.7%2.6%1.5%0.86%
Feb 202638.6%32.8%8.1%6%6%3.3%2.8%1.6%0.91%
Mar 202638%31.8%9.3%5.9%6.1%3.7%2.6%1.5%1%
Apr 202646.4%27.8%7.2%5.3%5.4%3.3%2.3%1.3%0.95%
May 202642.3%28.4%8.4%6.3%6.1%3.4%2.9%1.4%0.94%
Jun 202643.7%28.3%7.2%6.3%6%4%2.3%1.3%0.94%
Jul 202641.7%31.5%6.8%5.3%5.8%4.5%2.2%1.3%0.9%
Aug 202640.9%31%7.4%5.8%5.9%4.3%2.5%1.3%0.84%
Sep 202639.1%32.2%7.7%6.1%5.5%4.5%2.7%1.3%0.82%

  1. 1.JBL

    39.1%

    Held 1st. 4.4M estimated branded searches, -9.7% vs prior month. Share -1.8 points.

  2. 2.Sony

    32.2%

    Held 2nd. 3.6M estimated branded searches, -1.8% vs prior month. Share +1.2 points.

  3. 3.Sonos

    7.7%

    Held 3rd. 865K estimated branded searches, -1.1% vs prior month. Share +0.3 points.

  4. 4.Soundcore

    6.1%

    Moved from 5th to 4th. 681K estimated branded searches, -0.13% vs prior month. Share +0.3 points.

  5. 5.Bose

    5.5%

    Moved from 4th to 5th. 617K estimated branded searches, -11.3% vs prior month. Share -0.4 points.

  6. 6.Marshall

    4.5%

    Held 6th. 503K estimated branded searches, -1.5% vs prior month. Share +0.2 points.

  7. 7.Bang & Olufsen

    2.7%

    Held 7th. 301K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.KEF

    1.3%

    Held 8th. 143K estimated branded searches, -4.9% vs prior month. Share 0 points.

  9. 9.Ultimate Ears

    0.82%

    Held 9th. 91.7K estimated branded searches, -7.5% vs prior month. Share 0 points.

Compare popularity between Sony and its closest rivals

Every comparison with Sony

67 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sony worldwide rose from 4M to 4.6M.
  • Across the 12 months ending September 2026, Sony’s share of searches among bluetooth speaker brands worldwide increased from 29.1% to 32.2%.
  • Across the 12 months ending September 2026, Sony’s share of searches among bluetooth speaker brands worldwide peaked at 32.8% in February 2026 and was lowest at 27.8% in April 2026.

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

6 changes

  1. In September 2026, Sony gained share of searches among bluetooth speaker brands worldwide, from 31% to 32.2%.

  2. In September 2026, JBL lost share of searches among bluetooth speaker brands worldwide, from 40.9% to 39.1%.

  3. In September 2026, Soundcore rose from 5th to 4th among bluetooth speaker brands worldwide.

  4. In September 2026, Bose fell from 4th to 5th among bluetooth speaker brands worldwide.

  5. Estimated monthly branded searches for Marshall worldwide rose 19.5% over 12 measured months, from 421K to 503K in September 2026.

  6. Estimated monthly branded searches for KEF worldwide fell 14.9% over 12 measured months, from 168K to 143K in September 2026.

How are Sony’s branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Sony’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.

  • sony
  • sony camera
  • sony cyber shot
  • sony headphone
  • sony headphones
  • sony memory card
  • sony projector
  • sony sd card
  • sony wh 1000xm5
  • sony wh 1000xm6

How the Brand Demand Index is measured

Who owns Sony?

Sony is owned by Sony. Brandwave also tracks PlayStation and PlayStation VR2, owned by the same company, worldwide.

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

Where does Sony compete?

Sony is ranked in 24 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 brands3rd of 914%Show ranking
Headphone brands3rd of 1014.2%Show ranking
Wireless headphones brands3rd of 1014.4%Show ranking
Ear buds brands3rd of 515.5%Show ranking
Earphones brands3rd of 815.6%Show ranking
Bluetooth speaker brands2nd of 932.2%Shown above
Surround sound system brands2nd of 1038.2%Show ranking
Party speaker brands2nd of 738.3%Show ranking
Soundbar brands2nd of 834.4%Show ranking
Home cinema brands2nd of 1241%Show ranking
Wireless headset brands1st of 939.5%Show ranking
Kids headphones1st of 555.2%Show ranking
Camera brands1st of 853.1%Show ranking
TV brands1st of 749.9%Show ranking
Projector brands1st of 946.4%Show ranking
Camera lens brands1st of 764.6%Show ranking
Television brands1st of 559.6%Show ranking
Wide angle lens brands1st of 576.6%Show ranking
Telephoto lens brands1st of 477.9%Show ranking
Studio headphone brands1st of 688.6%Show ranking
Home theater projector brands1st of 686.8%Show ranking
Over-ear headphone brands1st of 738.1%Show ranking
Memory card brands4th of 70.96%Show ranking
Laser projector brands4th of 106.5%Show ranking
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