Brandwave

Bowers & Wilkins vs Marshall:Which is more popular?

In September 2026, Bowers & Wilkins had more branded searches than Marshall among speaker brands worldwide. Bowers & Wilkins had about 165,000 branded searches, while Marshall had 1,600. Bowers & Wilkins made up 2.8% of all speaker brand searches we track, and Marshall accounted for 0.03%. When we asked ChatGPT and Google AI Overviews about speaker brands, Bowers & Wilkins appeared in three of the five answers and Marshall in two. Bowers & Wilkins was mentioned before Marshall in two out of three answers that named either.

Among speaker brands worldwide in September 2026

Who do people search for more?

Bowers & Wilkins, about 103 searches for every 1 for Marshall

Bowers & Wilkins 165K searchesMarshall 1.6K searches

Who does AI mention more?

Bowers & Wilkins, mentioned in 3 of 5 answers, Marshall in 2

Bowers & Wilkins in 3 of 5Marshall in 2 of 5

Who does AI recommend more?

Bowers & Wilkins, named ahead of Marshall in 2 of 3 answers

Bowers & Wilkins first in 2Marshall first in 1

Follow Bowers & Wilkins vs Marshall 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

Track your brand against a rival →

Top speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bowers & Wilkins was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Marshall was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Bowers & Wilkins was listed before Marshall in two out of three answers that named either.

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 Bowers & Wilkins or Marshall more popular in search?

This chart shows how often people search Google for Bowers & Wilkins and Marshall 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.

Bowers & Wilkins and Marshall among speaker brands worldwide, by month

Share of searches by month for Bowers & Wilkins, Marshall. 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 Bowers & Wilkins and Marshall comparison changed over the last 12 months?

3 findings
  • Bowers & Wilkins was ahead of Marshall in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bowers & Wilkins’ share of searches among speaker brands worldwide moved from 3.6% to 2.8%, and its estimated monthly branded searches moved from 201K to 165K.
  • Across the 12 months ending September 2026, Marshall’s share of searches among speaker brands worldwide held steady at 0.03%, and its estimated monthly branded searches held steady at 1.6K.

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

1 change

  1. Estimated monthly branded searches for Bowers & Wilkins worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Bowers & Wilkins’ and Marshall’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.

Bowers & Wilkins

3 branded search terms

  • bowers & wilkins
  • bowers wilkins
  • bowers&wilkins

Marshall

1 branded search term

  • bluetooth speaker marshall

How the Brand Demand Index is measured

Other head-to-heads among speaker brands

Creator with pink hair and a pink jacket

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.

Start free