---
title: "Headphone brands: Which are searched most?"
description: "Compare the headphone and earbud brands people buy. Share of Search among AirPods, JBL, Sony, Beats, Skullcandy, Jabra, Sennheiser, Bose and Marshall, the headphone brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/headphone-brands"
publisher: "Brandwave"
---

# Headphone brands: Which are searched most?

Compare the headphone and earbud brands people buy. Share of Search among AirPods, JBL, Sony, Beats, Skullcandy, Jabra, Sennheiser, Bose and Marshall, the headphone brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Headphone brands
- **Market**: Global
- **Brands compared**: 9
- **Month measured**: Sep 2026
- **Highest Share of Search**: AirPods, 59.1%

## Which brand is most popular in search among headphone brands worldwide?

- In September 2026, AirPods was the most searched among headphone brands worldwide, with an estimated 14.9M branded searches and 59.1% estimated Share of Search within this set.
- JBL is in 2nd place, 41.8 percentage points behind at 17.3% Share of Search.
- Across the 12 months ending September 2026, AirPods’ estimated Share of Search among headphone brands worldwide decreased from 63.8% to 59.1%.
- Across the 12 months ending September 2026, JBL’s estimated Share of Search among headphone brands worldwide increased from 15.6% to 17.3%.
- 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, AirPods’ estimated Share of Search among headphone brands worldwide peaked at 63.8% in October 2025 and was lowest at 53.1% in April 2026.
- Across the 12 months ending September 2026, JBL’s estimated Share of Search among headphone brands worldwide peaked at 23.3% in April 2026 and was lowest at 15.6% in October 2025.
- 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.
- Across the 12 months ending September 2026, Beats’ estimated Share of Search among headphone brands worldwide peaked at 6.3% in February 2026 and was lowest at 5.3% in August 2026.
- Across the 12 months ending September 2026, Beats, Skullcandy, Jabra, Sennheiser, Bose and Marshall held steady: their estimated Share of Search among headphone brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [AirPods vs JBL: compare search popularity](/demand/global-en/compare/airpods-vs-jbl): 59.1% against 17.3% Share of Search.
- [AirPods vs Sony: compare search popularity](/demand/global-en/compare/airpods-vs-sony): 59.1% against 14.2% Share of Search.
- [AirPods vs Beats: compare search popularity](/demand/global-en/compare/airpods-vs-beats): 59.1% against 5.9% Share of Search.
- [AirPods vs Skullcandy: compare search popularity](/demand/global-en/compare/airpods-vs-skullcandy): 59.1% against 2.2% Share of Search.
- [JBL vs Sony: compare search popularity](/demand/global-en/compare/jbl-vs-sony): 17.3% against 14.2% Share of Search.
- [JBL vs Beats: compare search popularity](/demand/global-en/compare/beats-vs-jbl): 17.3% against 5.9% Share of Search.
- [JBL vs Skullcandy: compare search popularity](/demand/global-en/compare/jbl-vs-skullcandy): 17.3% against 2.2% Share of Search.
- [Sony vs Beats: compare search popularity](/demand/global-en/compare/beats-vs-sony): 14.2% against 5.9% Share of Search.
- [Sony vs Skullcandy: compare search popularity](/demand/global-en/compare/skullcandy-vs-sony): 14.2% against 2.2% Share of Search.
- [Beats vs Skullcandy: compare search popularity](/demand/global-en/compare/beats-vs-skullcandy): 5.9% against 2.2% Share of Search.

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

- In September 2026, AirPods gained estimated Share of Search among headphone brands worldwide, from 54.4% to 59.1%.
- In September 2026, Beats gained estimated Share of Search among headphone brands worldwide, from 5.3% to 5.9%.
- In September 2026, JBL lost estimated Share of Search among headphone brands worldwide, from 20.9% to 17.3%.
- In September 2026, Sony lost estimated Share of Search among headphone brands worldwide, from 15.8% to 14.2%.
- Estimated monthly branded searches for Bose worldwide fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.
- Estimated monthly branded searches for Sennheiser worldwide fell 18.2% over 12 measured months, from 5K to 4.1K in September 2026.
- Estimated monthly branded searches for Jabra worldwide fell 15.9% over 12 measured months, from 356K to 300K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | AirPods | 59.1% | 14.9M | +18.3% | Apple |
| 2 | JBL | 17.3% | 4.4M | -9.7% | JBL |
| 3 | Sony | 14.2% | 3.6M | -1.8% | Sony |
| 4 | Beats | 5.9% | 1.5M | +23.0% | Beats |
| 5 | Skullcandy | 2.2% | 550K | 0.0% | Skullcandy |
| 6 | Jabra | 1.2% | 300K | +4.7% | Jabra |
| 7 | Sennheiser | 0.02% | 4.1K | 0.0% | Sennheiser |
| 8 | Bose | <0.01% | 1.9K | 0.0% | Bose |
| 9 | Marshall | <0.01% | 1.6K | 0.0% | Marshall |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | AirPods | 16.6M | 63.8% | 1 |
| Oct 2025 | JBL | 4M | 15.6% | 2 |
| Oct 2025 | Sony | 2.9M | 11.3% | 3 |
| Oct 2025 | Beats | 1.5M | 5.8% | 4 |
| Oct 2025 | Skullcandy | 550K | 2.1% | 5 |
| Oct 2025 | Jabra | 356K | 1.4% | 6 |
| Oct 2025 | Sennheiser | 5K | 0.02% | 7 |
| Oct 2025 | Bose | 2.4K | <0.01% | 8 |
| Oct 2025 | Marshall | 1.6K | <0.01% | 9 |
| Nov 2025 | AirPods | 21M | 62.9% | 1 |
| Nov 2025 | JBL | 5.7M | 17.2% | 2 |
| Nov 2025 | Sony | 3.8M | 11.3% | 3 |
| Nov 2025 | Beats | 1.8M | 5.5% | 4 |
| Nov 2025 | Skullcandy | 673K | 2% | 5 |
| Nov 2025 | Jabra | 356K | 1.1% | 6 |
| Nov 2025 | Sennheiser | 5.1K | 0.02% | 7 |
| Nov 2025 | Bose | 2.9K | <0.01% | 8 |
| Nov 2025 | Marshall | 1.9K | <0.01% | 9 |
| Dec 2025 | AirPods | 21M | 62.1% | 1 |
| Dec 2025 | JBL | 6.1M | 18.1% | 2 |
| Dec 2025 | Sony | 3.9M | 11.4% | 3 |
| Dec 2025 | Beats | 1.8M | 5.4% | 4 |
| Dec 2025 | Skullcandy | 673K | 2% | 5 |
| Dec 2025 | Jabra | 300K | 0.89% | 6 |
| Dec 2025 | Sennheiser | 5.1K | 0.02% | 7 |
| Dec 2025 | Bose | 2.9K | <0.01% | 8 |
| Dec 2025 | Marshall | 1.9K | <0.01% | 9 |
| Jan 2026 | AirPods | 14.4M | 57.3% | 1 |
| Jan 2026 | JBL | 4.8M | 19.2% | 2 |
| Jan 2026 | Sony | 3.6M | 14.1% | 3 |
| Jan 2026 | Beats | 1.5M | 5.9% | 4 |
| Jan 2026 | Skullcandy | 550K | 2.2% | 5 |
| Jan 2026 | Jabra | 311K | 1.2% | 6 |
| Jan 2026 | Sennheiser | 4.2K | 0.02% | 7 |
| Jan 2026 | Bose | 1.9K | <0.01% | 8 |
| Jan 2026 | Marshall | 1.6K | <0.01% | 9 |
| Feb 2026 | AirPods | 11.1M | 57.1% | 1 |
| Feb 2026 | JBL | 3.4M | 17.6% | 2 |
| Feb 2026 | Sony | 2.9M | 15% | 3 |
| Feb 2026 | Beats | 1.2M | 6.3% | 4 |
| Feb 2026 | Skullcandy | 450K | 2.3% | 5 |
| Feb 2026 | Jabra | 311K | 1.6% | 6 |
| Feb 2026 | Sennheiser | 4.2K | 0.02% | 7 |
| Feb 2026 | Bose | 1.6K | <0.01% | 8 |
| Feb 2026 | Marshall | 1.3K | <0.01% | 9 |
| Mar 2026 | AirPods | 12.9M | 59.9% | 1 |
| Mar 2026 | JBL | 3.6M | 16.5% | 2 |
| Mar 2026 | Sony | 3M | 13.9% | 3 |
| Mar 2026 | Beats | 1.2M | 5.7% | 4 |
| Mar 2026 | Skullcandy | 550K | 2.5% | 5 |
| Mar 2026 | Jabra | 311K | 1.4% | 6 |
| Mar 2026 | Sennheiser | 4.2K | 0.02% | 7 |
| Mar 2026 | Bose | 1.6K | <0.01% | 8 |
| Mar 2026 | Marshall | 1.6K | <0.01% | 9 |
| Apr 2026 | AirPods | 11.1M | 53.1% | 1 |
| Apr 2026 | JBL | 4.9M | 23.3% | 2 |
| Apr 2026 | Sony | 2.9M | 14% | 3 |
| Apr 2026 | Beats | 1.2M | 5.9% | 4 |
| Apr 2026 | Skullcandy | 450K | 2.2% | 5 |
| Apr 2026 | Jabra | 311K | 1.5% | 6 |
| Apr 2026 | Sennheiser | 4.2K | 0.02% | 7 |
| Apr 2026 | Bose | 1.9K | <0.01% | 8 |
| Apr 2026 | Marshall | 1.3K | <0.01% | 9 |
| May 2026 | AirPods | 11.1M | 54.1% | 1 |
| May 2026 | JBL | 4.5M | 21.8% | 2 |
| May 2026 | Sony | 3M | 14.6% | 3 |
| May 2026 | Beats | 1.2M | 6% | 4 |
| May 2026 | Skullcandy | 450K | 2.2% | 5 |
| May 2026 | Jabra | 275K | 1.3% | 6 |
| May 2026 | Sennheiser | 4.1K | 0.02% | 7 |
| May 2026 | Bose | 1.9K | <0.01% | 8 |
| May 2026 | Marshall | 1.3K | <0.01% | 9 |
| Jun 2026 | AirPods | 11.5M | 54.6% | 1 |
| Jun 2026 | JBL | 4.6M | 21.9% | 2 |
| Jun 2026 | Sony | 3M | 14.2% | 3 |
| Jun 2026 | Beats | 1.2M | 5.8% | 4 |
| Jun 2026 | Skullcandy | 450K | 2.1% | 5 |
| Jun 2026 | Jabra | 275K | 1.3% | 6 |
| Jun 2026 | Sennheiser | 4.1K | 0.02% | 7 |
| Jun 2026 | Bose | 1.9K | <0.01% | 8 |
| Jun 2026 | Marshall | 1.3K | <0.01% | 9 |
| Jul 2026 | AirPods | 11.5M | 53.3% | 1 |
| Jul 2026 | JBL | 4.6M | 21.4% | 2 |
| Jul 2026 | Sony | 3.5M | 16.2% | 3 |
| Jul 2026 | Beats | 1.2M | 5.7% | 4 |
| Jul 2026 | Skullcandy | 450K | 2.1% | 5 |
| Jul 2026 | Jabra | 275K | 1.3% | 6 |
| Jul 2026 | Sennheiser | 4K | 0.02% | 7 |
| Jul 2026 | Bose | 1.6K | <0.01% | 8 |
| Jul 2026 | Marshall | 1.6K | <0.01% | 9 |
| Aug 2026 | AirPods | 12.6M | 54.4% | 1 |
| Aug 2026 | JBL | 4.8M | 20.9% | 2 |
| Aug 2026 | Sony | 3.7M | 15.8% | 3 |
| Aug 2026 | Beats | 1.2M | 5.3% | 4 |
| Aug 2026 | Skullcandy | 550K | 2.4% | 5 |
| Aug 2026 | Jabra | 286K | 1.2% | 6 |
| Aug 2026 | Sennheiser | 4.1K | 0.02% | 7 |
| Aug 2026 | Bose | 1.9K | <0.01% | 8 |
| Aug 2026 | Marshall | 1.6K | <0.01% | 9 |
| Sep 2026 | AirPods | 14.9M | 59.1% | 1 |
| Sep 2026 | JBL | 4.4M | 17.3% | 2 |
| Sep 2026 | Sony | 3.6M | 14.2% | 3 |
| Sep 2026 | Beats | 1.5M | 5.9% | 4 |
| Sep 2026 | Skullcandy | 550K | 2.2% | 5 |
| Sep 2026 | Jabra | 300K | 1.2% | 6 |
| Sep 2026 | Sennheiser | 4.1K | 0.02% | 7 |
| Sep 2026 | Bose | 1.9K | <0.01% | 8 |
| Sep 2026 | Marshall | 1.6K | <0.01% | 9 |

## What is being compared

- **AirPods**: Measured on the search terms “airpods”, “airpods 4”, “airpods pro” and “airpods pro 3”, summed into one figure.
- **Beats**: Measured on the search term “beats”.
- **Bose**: Measured on the search term “bluetooth speaker bose”.
- **Jabra**: Measured on the search terms “jabra”, “jabra evolve2 65” and “jabra headphone”, summed into one figure.
- **JBL**: Measured on the search terms “jbl”, “jbl charge 6”, “jbl partybox” and “jbl speaker”, summed into one figure.
- **Marshall**: Measured on the search term “bluetooth speaker marshall”.
- **Sennheiser**: Measured on the search terms “headphone sennheiser” and “sennheiser com”, summed into one figure.
- **Skullcandy**: Measured on the search term “skullcandy”.
- **Sony**: Measured on the search terms “sony”, “sony cyber shot” and “sony headphone”, summed into one figure.

- [AirPods](/demand/global-en/brands/airpods)
- [Beats](/demand/global-en/brands/beats)
- [Bose](/demand/global-en/brands/bose)
- [Jabra](/demand/global-en/brands/jabra)
- [JBL](/demand/global-en/brands/jbl)
- [Marshall](/demand/global-en/brands/marshall-audio)
- [Sennheiser](/demand/global-en/brands/sennheiser)
- [Skullcandy](/demand/global-en/brands/skullcandy)
- [Sony](/demand/global-en/brands/sony)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among headphone brands worldwide?

In September 2026, AirPods was the most searched among headphone brands worldwide, with an estimated 14.9M branded searches and 59.1% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Headphone brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/headphone-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/headphone-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.