How popular isAirPods in search?
In August 2026, there were an estimated 112K branded searches for AirPods in New Zealand which is up 9.7% over the last 11 months. AirPods holds 44.5% estimated Share of Search among New Zealand headphone brands and is ranked 1st of 9 competitors for search popularity.
AirPods44.5%- JBL20.1%
Sony16.9%
Bose7.1%Sennheiser4.1%
Skullcandy3%
Beats1.9%
Marshall1.2%
Jabra1.2%
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Which headphone brands compete with AirPods?
Share of Search by month for AirPods, JBL, Sony, Bose, Sennheiser, Skullcandy. The figures are in the table below the chart.
View monthly share of search table
| Month | AirPods | JBL | Sony | Bose | Sennheiser | Skullcandy | Beats | Marshall | Jabra |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.6% | 19.2% | 17.7% | 7.9% | 3.7% | 2.4% | 2.1% | 1% | 1.4% |
| Nov 2025 | 42% | 21.7% | 18.1% | 8.2% | 3.5% | 2.2% | 1.9% | 1.2% | 1.1% |
| Dec 2025 | 38.2% | 28.8% | 16.2% | 7.5% | 3.2% | 2.3% | 1.9% | 1.1% | 0.88% |
| Jan 2026 | 41.6% | 23.1% | 18.1% | 7.3% | 3.4% | 2.3% | 2% | 1.1% | 1.3% |
| Feb 2026 | 43.7% | 20.4% | 18.1% | 6.7% | 3.7% | 2.6% | 2.4% | 0.99% | 1.5% |
| Mar 2026 | 46.4% | 18.7% | 17.6% | 6.7% | 3.6% | 2.6% | 2.1% | 0.92% | 1.4% |
| Apr 2026 | 41.4% | 22.2% | 18.2% | 7.2% | 3.8% | 2.4% | 2.3% | 0.98% | 1.3% |
| May 2026 | 43.2% | 19.8% | 18.2% | 7.3% | 4.3% | 2.4% | 2.4% | 1.1% | 1.3% |
| Jun 2026 | 44.2% | 19.1% | 17.8% | 7.2% | 4.8% | 2.4% | 2.3% | 1% | 1.2% |
| Jul 2026 | 43.3% | 19.9% | 17.8% | 7% | 4.9% | 2.4% | 2.3% | 1.1% | 1.2% |
| Aug 2026 | 44.5% | 20.1% | 16.9% | 7.1% | 4.1% | 3% | 1.9% | 1.2% | 1.2% |
| Sep 2026 | — | — | — | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44.5% | 112K | +8.6% | +1.2 points | |
| 2, held 2nd | 20.1% | 50.5K | +6.2% | +0.1 points | |
| 3, held 3rd | 16.9% | 42.6K | +0.19% | -0.9 points | |
| 4, held 4th | 7.1% | 17.9K | +7.6% | +0.1 points | |
| 5, held 5th | 4.1% | 10.3K | -12.7% | -0.9 points | |
| 6, held 6th | 3% | 7.5K | +28.2% | +0.5 points | |
| 7, held 7th | 1.9% | 4.7K | -12.4% | -0.4 points | |
| 8, moved from 9th to 8th | 1.2% | 3.1K | +16.1% | +0.1 pointsmoved from 9th to 8th | |
| 9, moved from 8th to 9th | 1.2% | 3K | +5% | 0 pointsmoved from 8th to 9th |
1.
AirPods44.5%
held 1st · 112K estimated branded searches · +8.6% vs prior month · +1.2 points
2.JBL
20.1%
held 2nd · 50.5K estimated branded searches · +6.2% vs prior month · +0.1 points
3.
Sony16.9%
held 3rd · 42.6K estimated branded searches · +0.19% vs prior month · -0.9 points
4.
Bose7.1%
held 4th · 17.9K estimated branded searches · +7.6% vs prior month · +0.1 points
4.1%
held 5th · 10.3K estimated branded searches · -12.7% vs prior month · -0.9 points
3%
held 6th · 7.5K estimated branded searches · +28.2% vs prior month · +0.5 points
7.
Beats1.9%
held 7th · 4.7K estimated branded searches · -12.4% vs prior month · -0.4 points
8.
Marshall1.2%
moved from 9th to 8th · 3.1K estimated branded searches · +16.1% vs prior month · +0.1 points
9.
Jabra1.2%
moved from 8th to 9th · 3K estimated branded searches · +5% vs prior month · 0 points
Compare search popularity between AirPods and its closest rivals
How has branded search demand for AirPods changed in New Zealand over the last 12 months?
2 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for AirPods in New Zealand rose from 102K to 112K.
- Across the 11 months ending August 2026, AirPods’ estimated Share of Search among headphone brands in New Zealand peaked at 46.4% in March 2026 and was lowest at 38.2% in December 2025.
How did search popularity change for New Zealand headphone brands in August 2026?
6 changes
In August 2026, AirPods gained estimated Share of Search among headphone brands in New Zealand, from 43.3% to 44.5%.
In August 2026, Skullcandy gained estimated Share of Search among headphone brands in New Zealand, from 2.4% to 3%.
In August 2026, Sony lost estimated Share of Search among headphone brands in New Zealand, from 17.8% to 16.9%.
In August 2026, Sennheiser lost estimated Share of Search among headphone brands in New Zealand, from 4.9% to 4.1%.
Beats’ estimated Share of Search among headphone brands in New Zealand has lost ground for 3 months in a row, from 2.4% to 1.9% in August 2026.
In August 2026, Marshall rose from 9th to 8th among headphone brands in New Zealand.
How is AirPods measured?
Brandwave collects information about searches that people make online using AirPods’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
27 branded search terms
- airpods
- airpods 2
- airpods 3
- airpods 3 pro
- airpods 4
- airpods earbuds
- airpods earphones
- airpods gen 2
- airpods headphones
- airpods max
- airpods max 2
- airpods near me
- airpods new zealand
- airpods nz
- airpods online
- airpods pro
- airpods pro 3
- airpods pro 4
- airpods pro2
- apple airpods
- apple airpods 4
- apple airpods max
- apple airpods pro
- apple airpods pro 2
- apple airpods pro 3
- find mine airpods
- new airpods
Who owns AirPods?
AirPods is owned by Apple. Brandwave also tracks Apple AirTag, Apple Maps, Apple Music, Apple Podcasts, Apple TV 4K, Apple Vision Pro, Apple Watch, Final Cut Pro, Find My, GarageBand, 
iCloud, iMovie, iPad, iPhone, Keynote, Logic Pro, MacBook and Safari, owned by the same company, in New Zealand.
Do you work for AirPods? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is AirPods your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.