Brandwave

KEF vs Sonos:Which is more popular?

In September 2026, Sonos had more branded searches than KEF among speaker brands worldwide. Sonos had about 673,000 branded searches, while KEF had 143,000. Sonos made up 11.6% of all speaker brand searches we track, and KEF accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about speaker brands, Sonos appeared in all five answers and KEF in four. Sonos was mentioned before KEF in three out of four answers.

Among speaker brands worldwide in September 2026

Who do people search for more?

Sonos, about 5 searches for every 1 for KEF

Sonos 673K searchesKEF 143K searches

Who does AI mention more?

Sonos, mentioned in every answer we collected

Sonos in 5 of 5KEF in 4 of 5

Who does AI recommend more?

Sonos, named ahead of KEF in 3 of 4 answers

Sonos first in 3KEF first in 1

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Top speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sonos appeared in all five answers. KEF was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Sonos was listed before KEF in three out of four answers.

Most recommended by AI

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

  1. JBL1st
  2. Sonos2nd
  3. Bose3rd
  4. KEF4th
  5. Bowers & Wilkins5th
  6. Marshall6th
  7. Klipsch7th
  8. Ultimate Ears8th
  9. Bang & Olufsen–

Mentioned by AI

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

  • Sonos5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JBL4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • KEF4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bowers & Wilkins3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bose3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Klipsch2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ultimate Ears2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Marshall2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bang & Olufsen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about 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.

Is KEF or Sonos more popular in search?

This chart shows how often people search Google for KEF and Sonos by name. Each line represents a brand's share of searches for all nine speaker brands we track, month by month, from English-language searches worldwide.

KEF and Sonos among speaker brands worldwide, by month

Share of searches by month for Sonos, KEF. The figures are in the table below the chart.

View monthly share of searches table
MonthJBLSonosBang & OlufsenBowers & WilkinsKEFKlipschUltimate EarsBoseMarshall
Oct 202572.9%12.2%5.4%3.6%3%2%0.73%0.04%0.03%
Nov 202574%12.9%4.8%3.2%2.3%2.1%0.64%0.04%0.02%
Dec 202577.6%10.4%3.8%3.1%2.2%2.1%0.63%0.04%0.02%
Jan 202675.6%10.5%4.7%3.1%2.7%2.6%0.63%0.03%0.03%
Feb 202673.2%11.8%5.3%3.5%3.1%2.4%0.71%0.03%0.03%
Mar 202672.1%13.6%5%3.3%2.9%2.2%0.82%0.03%0.03%
Apr 202679.5%9%4%2.7%2.2%1.8%0.66%0.03%0.02%
May 202675.2%11.3%5.1%3.4%2.4%1.9%0.68%0.03%0.02%
Jun 202678.2%9.3%4.2%3.4%2.3%1.9%0.69%0.03%0.02%
Jul 202678.6%9.4%4.2%2.8%2.4%1.9%0.69%0.03%0.03%
Aug 202676.7%10.7%4.8%2.6%2.4%2.1%0.64%0.03%0.03%
Sep 202675.3%11.6%5.2%2.8%2.5%1.9%0.57%0.03%0.03%

How has the KEF and Sonos comparison changed over the last 12 months?

3 findings
  • Sonos was ahead of KEF in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, KEF’s share of searches among speaker brands worldwide moved from 3% to 2.5%, and its estimated monthly branded searches moved from 168K to 143K.
  • Across the 12 months ending September 2026, Sonos’ share of searches among speaker brands worldwide moved from 12.2% to 11.6%, and its estimated monthly branded searches held steady at 673K.

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

2 changes

  1. In September 2026, Sonos gained share of searches among speaker brands worldwide, from 10.7% to 11.6%.

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

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using KEF’s and Sonos’ 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.

KEF

2 branded search terms

  • kef
  • kef speakers

Sonos

1 branded search term

  • sonos

How the Brand Demand Index is measured

Other head-to-heads among speaker brands

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