How popular isSony in search?
In August 2026, there were an estimated 2.7M branded searches for Sony worldwide which is up 22.3% over the last 11 months. Sony holds 17% estimated Share of Search among gaming console brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Xbox46.5%
Nintendo Switch20.8%
Sony17%
ASUS12.2%- Valve3.4%
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Which gaming console brands compete with Sony?
Share of Search by month for Xbox, Nintendo Switch, Sony, ASUS, Valve. The figures are in the table below the chart.
View monthly share of search table
| Month | Xbox | Nintendo Switch | Sony | ASUS | Valve |
|---|---|---|---|---|---|
| Oct 2025 | 45.8% | 25% | 13.7% | 12.2% | 3.4% |
| Nov 2025 | 46% | 25.2% | 13.8% | 10% | 5% |
| Dec 2025 | 47.1% | 25.7% | 14.1% | 10.2% | 2.8% |
| Jan 2026 | 46.1% | 20.6% | 16.9% | 12.3% | 4.1% |
| Feb 2026 | 45% | 20.1% | 16.5% | 14.4% | 4% |
| Mar 2026 | 38.6% | 31.5% | 14.1% | 12.4% | 3.5% |
| Apr 2026 | 44.1% | 24.1% | 16.1% | 11.7% | 4% |
| May 2026 | 41.8% | 27.9% | 15.3% | 11.2% | 3.8% |
| Jun 2026 | 48% | 21.5% | 14.4% | 12.6% | 3.5% |
| Jul 2026 | 49.4% | 18.1% | 18.1% | 10.8% | 3.6% |
| Aug 2026 | 46.5% | 20.8% | 17% | 12.2% | 3.4% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 46.5% | 7.5M | 0% | -2.9 points | |
| 2, held 2nd | 20.8% | 3.4M | +22.3% | +2.7 points | |
| 3, held 3rd | 17% | 2.7M | 0% | -1.1 points | |
| 4, held 4th | 12.2% | 2M | +20.4% | +1.4 points | |
| 5, held 5th | 3.4% | 550K | 0% | -0.2 points |
1.
Xbox46.5%
Held 1st. 7.5M estimated branded searches, 0% vs prior month. Share -2.9 points.
20.8%
Held 2nd. 3.4M estimated branded searches, +22.3% vs prior month. Share +2.7 points.
3.
Sony17%
Held 3rd. 2.7M estimated branded searches, 0% vs prior month. Share -1.1 points.
4.
ASUS12.2%
Held 4th. 2M estimated branded searches, +20.4% vs prior month. Share +1.4 points.
5.Valve
3.4%
Held 5th. 550K estimated branded searches, 0% vs prior month. Share -0.2 points.
Compare search popularity between Sony and its closest rivals
How has branded search demand for Sony changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Sony worldwide rose from 2.2M to 2.7M.
- Across the 11 months ending August 2026, Sony’s estimated Share of Search among gaming console brands worldwide increased from 13.7% to 17%.
- Across the 11 months ending August 2026, Sony’s estimated Share of Search among gaming console brands worldwide peaked at 18.1% in July 2026 and was lowest at 13.7% in October 2025.
How did search popularity change for gaming console brands worldwide in August 2026?
4 changes
In August 2026, Nintendo Switch gained estimated Share of Search among gaming console brands worldwide, from 18.1% to 20.8%.
In August 2026, ASUS gained estimated Share of Search among gaming console brands worldwide, from 10.8% to 12.2%.
In August 2026, Xbox lost estimated Share of Search among gaming console brands worldwide, from 49.4% to 46.5%.
In August 2026, Sony lost estimated Share of Search among gaming console brands worldwide, from 18.1% to 17%.
Where does Sony compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Gaming console brands | 3rd of 5 | 17% | Shown above |
| Earbud brands | 2nd of 5 | 26.1% | Show ranking |
| Party speaker brands | 1st of 6 | 34.2% | Show ranking |
| Television brands | 1st of 5 | 51.2% | Show ranking |
| Kids headphones | 1st of 6 | 52.8% | Show ranking |
| Camera brands | 1st of 5 | 61.7% | Show ranking |
| Camera lenses | 1st of 6 | 74.8% | Show ranking |
| Studio headphone brands | 1st of 6 | 81.4% | Show ranking |
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 this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
1 branded search term
- sony
Who owns Sony?
Sony is owned by Sony. Brandwave also tracks 
PlayStation, owned by the same company, worldwide.
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Is Sony 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.