Audible vs Kobo:Which is searched more?
In September 2026, Audible had more branded searches than Kobo among audiobook and ebook services worldwide. Audible was estimated to have 1.8M branded searches compared to Kobo’s 823K, and held a 26.7% Share of Search versus Kobo’s 12%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Audible or Kobo?
Compare the audiobook and ebook services people choose between. 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.
Share of Search by month for Audible, Kobo. The figures are in the table below the chart.
View monthly share of search table
| Month | Kindle | Audible | Kobo | Libby | Storytel |
|---|---|---|---|---|---|
| Oct 2025 | 47.1% | 31.5% | 9.5% | 7.7% | 4.2% |
| Nov 2025 | 51.7% | 28.3% | 10.4% | 5.7% | 3.8% |
| Dec 2025 | 50.6% | 27.7% | 12.4% | 5.6% | 3.7% |
| Jan 2026 | 48.9% | 26.8% | 11.9% | 8% | 4.4% |
| Feb 2026 | 48.9% | 26.7% | 12% | 8% | 4.4% |
| Mar 2026 | 46.1% | 30.8% | 11.3% | 7.6% | 4.1% |
| Apr 2026 | 46.1% | 30.8% | 11.3% | 7.6% | 4.1% |
| May 2026 | 48.9% | 26.7% | 12% | 8% | 4.4% |
| Jun 2026 | 50% | 27.3% | 12.3% | 6.7% | 3.7% |
| Jul 2026 | 49.6% | 27.1% | 12.2% | 6.7% | 4.5% |
| Aug 2026 | 47.6% | 26% | 14.2% | 7.8% | 4.3% |
| Sep 2026 | 48.9% | 26.7% | 12% | 8% | 4.4% |
How has the Audible and Kobo comparison changed over the last 12 months?
3 findings
- Audible was ahead of Kobo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Audible’s estimated Share of Search among audiobook and ebook services worldwide moved from 31.5% to 26.7%, and its estimated monthly branded searches moved from 2.2M to 1.8M.
- Across the 12 months ending September 2026, Kobo’s estimated Share of Search among audiobook and ebook services worldwide moved from 9.5% to 12%, and its estimated monthly branded searches moved from 673K to 823K.
How did search popularity change for audiobook and ebook services worldwide in September 2026?
2 changes
In September 2026, Audible gained estimated Share of Search among audiobook and ebook services worldwide, from 26% to 26.7%.
In September 2026, Kobo lost estimated Share of Search among audiobook and ebook services worldwide, from 14.2% to 12%.
Other head-to-heads among audiobook and ebook services
How each brand is measured
Brandwave collects information about searches that people make online using Audible’s and Kobo’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.
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.