Brandwave

How popular isBorrowBox?

In September 2026, people searched for BorrowBox by name about 950 times in New Zealand, a 13.6% decrease from the previous year. These searches made up 0.26% of all New Zealand audiobook and ebook service searches, placing BorrowBox sixth out of seven services. When we asked both ChatGPT and Google AI Overviews about audiobook and ebook services, BorrowBox appeared in three of the five answers and was the sixth most recommended of the seven.

Search and AI answers in September 2026

BorrowBox is the sixth most searched of 7 competitors and the sixth most recommended in AI answers.

  1. SpotifyShare of searches 85.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. KindleShare of searches 7.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. KoboShare of searches 3.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. AudibleShare of searches 2.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. BorrowBoxShare of searches 0.26%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th

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Top audiobook and ebook services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, BorrowBox was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. BorrowBox is the sixth most recommended of the seven.

Most recommended by AI

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

  1. Libby1st
  2. Kobo2nd
  3. Audible3rd
  4. Spotify4th
  5. Kindle5th
  6. BorrowBox6th
  7. Storytel–

Mentioned by AI

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

  • Kobo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Libby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Audible4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kindle3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BorrowBox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Spotify2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Storytel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about audiobook and ebook services

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which audiobook and ebook services compete with BorrowBox?

BorrowBox against audiobook and ebook services in New Zealand, by month

Share of searches by month for Spotify, Kindle, Kobo, Audible, BorrowBox. The figures are in the table below the chart.

View monthly share of searches table
MonthSpotifyKindleKoboAudibleLibbyBorrowBoxStorytel
Oct 202586.1%7.3%2.6%3.1%0.7%0.31%0.03%
Nov 202582.7%10%3.3%3%0.69%0.28%0.03%
Dec 202579.2%11.5%4.6%3.5%0.81%0.3%0.04%
Jan 202675.7%13.4%5%4.2%1.2%0.43%0.05%
Feb 202686.2%7.2%2.6%2.8%0.84%0.29%0.02%
Mar 202687.6%6.2%2.2%3%0.79%0.23%0.03%
Apr 202682%8.8%3.8%4.1%1.1%0.32%0.03%
May 202686.7%6.3%2.8%3%0.96%0.25%0.02%
Jun 202687%6.8%2.7%2.4%0.91%0.22%0.02%
Jul 202682.7%8.4%3.8%3.5%1.2%0.45%0.03%
Aug 202685.5%7%3.3%2.8%1.1%0.3%0.03%
Sep 202685.8%7.1%3.6%2.6%0.73%0.26%0.02%

  1. 1.Spotify

    85.8%

    Held 1st. 310K estimated branded searches, -1.1% vs prior month. Share +0.3 points.

  2. 2.Kindle

    7.1%

    Held 2nd. 25.6K estimated branded searches, -0.27% vs prior month. Share +0.1 points.

  3. 3.Kobo

    3.6%

    Held 3rd. 12.8K estimated branded searches, +6.6% vs prior month. Share +0.3 points.

  4. 4.Audible

    2.6%

    Held 4th. 9.3K estimated branded searches, -10.6% vs prior month. Share -0.3 points.

  5. 5.Libby

    0.73%

    Held 5th. 2.6K estimated branded searches, -34.3% vs prior month. Share -0.4 points.

  6. 6.BorrowBox

    0.26%

    Held 6th. 950 estimated branded searches, -13.6% vs prior month. Share 0 points.

  7. 7.Storytel

    0.02%

    Held 7th. 90 estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare popularity between BorrowBox and its closest rivals

Every comparison with BorrowBox

6 comparisons

How has branded search demand for BorrowBox changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for BorrowBox in New Zealand fell from 1.1K to 950.
  • Across the 12 months ending September 2026, BorrowBox’s share of searches among audiobook and ebook services in New Zealand held steady, from 0.31% to 0.26%.

How did search popularity change for New Zealand audiobook and ebook services in September 2026?

4 changes

  1. Estimated monthly branded searches for Kobo in New Zealand rose 39.3% over 12 measured months, from 9.2K to 12.8K in September 2026.

  2. Estimated monthly branded searches for Storytel in New Zealand fell 18.2% over 12 measured months, from 110 to 90 in September 2026.

  3. Estimated monthly branded searches for Audible in New Zealand fell 15.5% over 12 measured months, from 11K to 9.3K in September 2026.

  4. Estimated monthly branded searches for BorrowBox in New Zealand fell 13.6% over 12 measured months, from 1.1K to 950 in September 2026.

How are BorrowBox’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using BorrowBox’s 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.

  • borrowbox
  • borrowbox app
  • borrowbox ebooks
  • borrowbox library

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How the Brand Demand Index is measured

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