Brandwave

How popular isSony in search?

In September 2026, there were an estimated 4M branded searches for Sony worldwide which is up 22.3% over the last 12 months. Sony holds 14.2% estimated Share of Search among headphone brands worldwide and is ranked 3rd of 9 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. AirPods59.1%
  2. JBL17.3%
  3. Sony14.2%
  4. Beats5.9%
  5. Skullcandy2.2%
  6. Jabra1.2%
  7. Sennheiser0.02%
  8. Bose<0.01%
  9. Marshall<0.01%
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Where does Sony compete?

Sony is ranked in 22 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Headphone brands3rd of 914.2%Shown below
Earbud brands2nd of 519%Show ranking
Gaming console brands3rd of 517.8%Show ranking
Home cinema brands3rd of 827.8%Show ranking
Bluetooth headphones brands2nd of 735.5%Show ranking
Wireless earbud brands2nd of 635.5%Show ranking
Wireless headphones brands2nd of 438%Show ranking
Party speaker brands2nd of 638.7%Show ranking
Earphones brands2nd of 644%Show ranking
Ear buds brands2nd of 345.1%Show ranking
Wireless speaker brands2nd of 345.1%Show ranking
Kids headphones2nd of 647.9%Show ranking
Camera brands1st of 754.3%Show ranking
TV brands1st of 749.9%Show ranking
Surround sound system brands1st of 766%Show ranking
Television brands1st of 559.6%Show ranking
Camera lenses1st of 676.5%Show ranking
Camera lens brands1st of 576.6%Show ranking
Telephoto lens brands1st of 378.6%Show ranking
Wide angle lens brands1st of 378.6%Show ranking
Studio headphone brands1st of 688.6%Show ranking
Home theater projector brands1st of 488.5%Show ranking

Which headphone brands compete with Sony?

Sony against headphone brands worldwide, by month

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

View monthly share of search table
MonthAirPodsJBLSonyBeatsSkullcandyJabraSennheiserBoseMarshall
Oct 202563.8%15.6%11.3%5.8%2.1%1.4%0.02%<0.01%<0.01%
Nov 202562.9%17.2%11.3%5.5%2%1.1%0.02%<0.01%<0.01%
Dec 202562.1%18.1%11.4%5.4%2%0.89%0.02%<0.01%<0.01%
Jan 202657.3%19.2%14.1%5.9%2.2%1.2%0.02%<0.01%<0.01%
Feb 202657.1%17.6%15%6.3%2.3%1.6%0.02%<0.01%<0.01%
Mar 202659.9%16.5%13.9%5.7%2.5%1.4%0.02%<0.01%<0.01%
Apr 202653.1%23.3%14%5.9%2.2%1.5%0.02%<0.01%<0.01%
May 202654.1%21.8%14.6%6%2.2%1.3%0.02%<0.01%<0.01%
Jun 202654.6%21.9%14.2%5.8%2.1%1.3%0.02%<0.01%<0.01%
Jul 202653.3%21.4%16.2%5.7%2.1%1.3%0.02%<0.01%<0.01%
Aug 202654.4%20.9%15.8%5.3%2.4%1.2%0.02%<0.01%<0.01%
Sep 202659.1%17.3%14.2%5.9%2.2%1.2%0.02%<0.01%<0.01%

  1. 1.AirPods

    59.1%

    Held 1st. 14.9M estimated branded searches, +18.3% vs prior month. Share +4.7 points.

  2. 2.JBL

    17.3%

    Held 2nd. 4.4M estimated branded searches, -9.7% vs prior month. Share -3.6 points.

  3. 3.Sony

    14.2%

    Held 3rd. 3.6M estimated branded searches, -1.8% vs prior month. Share -1.6 points.

  4. 4.Beats

    5.9%

    Held 4th. 1.5M estimated branded searches, +23% vs prior month. Share +0.7 points.

  5. 5.Skullcandy

    2.2%

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

  6. 6.Jabra

    1.2%

    Held 6th. 300K estimated branded searches, +4.7% vs prior month. Share 0 points.

  7. 7.Sennheiser

    0.02%

    Held 7th. 4.1K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Bose

    <0.01%

    Held 8th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Marshall

    <0.01%

    Held 9th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Sony and its closest rivals

Every comparison with Sony

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Sony worldwide rose from 3.2M to 4M.
  • Across the 12 months ending September 2026, Sony’s estimated Share of Search among headphone brands worldwide increased from 11.3% to 14.2%.
  • Across the 12 months ending September 2026, Sony’s estimated Share of Search among headphone brands worldwide peaked at 16.2% in July 2026 and was lowest at 11.3% in October 2025.

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

  1. In September 2026, AirPods gained estimated Share of Search among headphone brands worldwide, from 54.4% to 59.1%.

  2. In September 2026, Beats gained estimated Share of Search among headphone brands worldwide, from 5.3% to 5.9%.

  3. In September 2026, JBL lost estimated Share of Search among headphone brands worldwide, from 20.9% to 17.3%.

  4. In September 2026, Sony lost estimated Share of Search among headphone brands worldwide, from 15.8% to 14.2%.

  5. Estimated monthly branded searches for Bose worldwide fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

  6. Estimated monthly branded searches for Sennheiser worldwide fell 18.2% over 12 measured months, from 5K to 4.1K in September 2026.

How is Sony measured?

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.

4 branded search terms

  • sony
  • sony camera
  • sony cyber shot
  • sony headphone

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.

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