Bose vs Sony:Which is more popular?
In September 2026, Sony had more branded searches than Bose among bluetooth speaker brands worldwide. Sony had about 3.6 million branded searches, while Bose had 617,000. Sony made up 32.2% of all bluetooth speaker brand searches we track, and Bose accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about bluetooth speaker brands, Bose appeared in four of the five answers and Sony in three. Bose was mentioned before Sony in four out of five answers.
Follow Bose vs Sony 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
Top bluetooth speaker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bose was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Bose was listed before Sony in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
JBL1st
Bose2nd
Soundcore3rd
Ultimate Ears4th
Sony5th
Marshall6th
Sonos7th
Bang & Olufsen–
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
Asked ChatGPT
“Which Bluetooth speaker brand should I buy?”
Asked ChatGPT
“What are the best Bluetooth speaker brands?”
Asked ChatGPT
“What's the best Bluetooth speaker brand for portable music?”
Searched Google, AI Overview
“portable bluetooth speaker”
Searched Google, AI Overview
“waterproof bluetooth speaker”
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.
Is Bose or Sony more popular in search?
This chart shows how often people search Google for Bose and Sony by name. Each line represents a brand's share of searches for all nine bluetooth speaker brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Sony, Bose. The figures are in the table below the chart.
View monthly share of searches table
| Month | JBL | Sony | Sonos | Soundcore | Bose | Marshall | Bang & Olufsen | KEF | Ultimate Ears |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40% | 29.1% | 8.7% | 5.5% | 6.9% | 4.2% | 3% | 1.7% | 0.98% |
| Nov 2025 | 42.1% | 27.8% | 9.6% | 4.8% | 7.6% | 3.2% | 2.7% | 1.3% | 0.97% |
| Dec 2025 | 44.4% | 28% | 8.1% | 4.9% | 7% | 3.2% | 2.2% | 1.3% | 0.96% |
| Jan 2026 | 42.2% | 31% | 7.6% | 4.8% | 5.6% | 3.7% | 2.6% | 1.5% | 0.86% |
| Feb 2026 | 38.6% | 32.8% | 8.1% | 6% | 6% | 3.3% | 2.8% | 1.6% | 0.91% |
| Mar 2026 | 38% | 31.8% | 9.3% | 5.9% | 6.1% | 3.7% | 2.6% | 1.5% | 1% |
| Apr 2026 | 46.4% | 27.8% | 7.2% | 5.3% | 5.4% | 3.3% | 2.3% | 1.3% | 0.95% |
| May 2026 | 42.3% | 28.4% | 8.4% | 6.3% | 6.1% | 3.4% | 2.9% | 1.4% | 0.94% |
| Jun 2026 | 43.7% | 28.3% | 7.2% | 6.3% | 6% | 4% | 2.3% | 1.3% | 0.94% |
| Jul 2026 | 41.7% | 31.5% | 6.8% | 5.3% | 5.8% | 4.5% | 2.2% | 1.3% | 0.9% |
| Aug 2026 | 40.9% | 31% | 7.4% | 5.8% | 5.9% | 4.3% | 2.5% | 1.3% | 0.84% |
| Sep 2026 | 39.1% | 32.2% | 7.7% | 6.1% | 5.5% | 4.5% | 2.7% | 1.3% | 0.82% |
How has the Bose and Sony comparison changed over the last 12 months?
3 findings
- Sony was ahead of Bose in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bose’s share of searches among bluetooth speaker brands worldwide moved from 6.9% to 5.5%, and its estimated monthly branded searches moved from 697K to 617K.
- Across the 12 months ending September 2026, Sony’s share of searches among bluetooth speaker brands worldwide moved from 29.1% to 32.2%, and its estimated monthly branded searches moved from 2.9M to 3.6M.
How did search popularity change for bluetooth speaker brands worldwide in September 2026?
2 changes
In September 2026, Sony gained share of searches among bluetooth speaker brands worldwide, from 31% to 32.2%.
In September 2026, Bose fell from 4th to 5th among bluetooth speaker brands worldwide.
How are branded searches counted?
10 search terms
Brandwave collects information about searches that people make online using Bose’s and Sony’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among bluetooth speaker brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.