KEF vs Sony:Which is more popular?
In September 2026, Sony had more branded searches than KEF among bluetooth speaker brands worldwide. Sony had about 3.6 million branded searches, while KEF had 143,000. Sony made up 32.2% of all bluetooth speaker brand searches we track, and KEF accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about bluetooth speaker brands, Sony appeared in three of the five answers and KEF in none.
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Top bluetooth speaker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and 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. KEF did not appear in any of the 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 KEF or Sony more popular in search?
This chart shows how often people search Google for KEF 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, KEF. 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 KEF and Sony comparison changed over the last 12 months?
3 findings
- Sony 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 bluetooth speaker brands worldwide moved from 1.7% to 1.3%, and its estimated monthly branded searches moved from 168K to 143K.
- 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%.
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?
5 search terms
Brandwave collects information about searches that people make online using KEF’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
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