Brandwave

How popular isBose in search?

In August 2026, there were an estimated 17.9K branded searches for Bose in New Zealand which held steady over the last 11 months. Bose holds 7.1% estimated Share of Search among New Zealand headphone brands and is ranked 4th of 9 competitors for search popularity.

Share of Search, August 2026
  1. AirPods44.5%
  2. JBL20.1%
  3. Sony16.9%
  4. Bose7.1%
  5. Sennheiser4.1%
  6. Skullcandy3%
  7. Beats1.9%
  8. Marshall1.2%
  9. Jabra1.2%
Bose website (opens in a new tab)

Follow Bose 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

Which headphone brands compete with Bose?

Bose against headphone brands in New Zealand, by month

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
MonthAirPodsJBLSonyBoseSennheiserSkullcandyBeatsMarshallJabra
Oct 202544.6%19.2%17.7%7.9%3.7%2.4%2.1%1%1.4%
Nov 202542%21.7%18.1%8.2%3.5%2.2%1.9%1.2%1.1%
Dec 202538.2%28.8%16.2%7.5%3.2%2.3%1.9%1.1%0.88%
Jan 202641.6%23.1%18.1%7.3%3.4%2.3%2%1.1%1.3%
Feb 202643.7%20.4%18.1%6.7%3.7%2.6%2.4%0.99%1.5%
Mar 202646.4%18.7%17.6%6.7%3.6%2.6%2.1%0.92%1.4%
Apr 202641.4%22.2%18.2%7.2%3.8%2.4%2.3%0.98%1.3%
May 202643.2%19.8%18.2%7.3%4.3%2.4%2.4%1.1%1.3%
Jun 202644.2%19.1%17.8%7.2%4.8%2.4%2.3%1%1.2%
Jul 202643.3%19.9%17.8%7%4.9%2.4%2.3%1.1%1.2%
Aug 202644.5%20.1%16.9%7.1%4.1%3%1.9%1.2%1.2%
Sep 2026—————————

  1. 1.AirPods

    44.5%

    held 1st · 112K estimated branded searches · +8.6% vs prior month · +1.2 points

  2. 2.JBL

    20.1%

    held 2nd · 50.5K estimated branded searches · +6.2% vs prior month · +0.1 points

  3. 3.Sony

    16.9%

    held 3rd · 42.6K estimated branded searches · +0.19% vs prior month · -0.9 points

  4. 4.Bose

    7.1%

    held 4th · 17.9K estimated branded searches · +7.6% vs prior month · +0.1 points

  5. 5.Sennheiser

    4.1%

    held 5th · 10.3K estimated branded searches · -12.7% vs prior month · -0.9 points

  6. 6.Skullcandy

    3%

    held 6th · 7.5K estimated branded searches · +28.2% vs prior month · +0.5 points

  7. 7.Beats

    1.9%

    held 7th · 4.7K estimated branded searches · -12.4% vs prior month · -0.4 points

  8. 8.Marshall

    1.2%

    moved from 9th to 8th · 3.1K estimated branded searches · +16.1% vs prior month · +0.1 points

  9. 9.Jabra

    1.2%

    moved from 8th to 9th · 3K estimated branded searches · +5% vs prior month · 0 points

Compare search popularity between Bose and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Bose in New Zealand held steady, from 18K to 17.9K.
  • Across the 11 months ending August 2026, Bose’s estimated Share of Search among headphone brands in New Zealand decreased from 7.9% to 7.1%.
  • Across the 11 months ending August 2026, Bose’s estimated Share of Search among headphone brands in New Zealand peaked at 8.2% in November 2025 and was lowest at 6.7% in March 2026.

How did search popularity change for New Zealand headphone brands in August 2026?

  1. In August 2026, AirPods gained estimated Share of Search among headphone brands in New Zealand, from 43.3% to 44.5%.

  2. In August 2026, Skullcandy gained estimated Share of Search among headphone brands in New Zealand, from 2.4% to 3%.

  3. In August 2026, Sony lost estimated Share of Search among headphone brands in New Zealand, from 17.8% to 16.9%.

  4. In August 2026, Sennheiser lost estimated Share of Search among headphone brands in New Zealand, from 4.9% to 4.1%.

  5. 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.

  6. In August 2026, Marshall rose from 9th to 8th among headphone brands in New Zealand.

Which speaker brands compete with Bose?

Bose against speaker brands in New Zealand, by month

Share of Search by month for JBL, Bose, Sonos, Ultimate Ears, Marshall. The figures are in the table below the chart.

View monthly share of search table
MonthJBLBoseSonosUltimate EarsMarshallBang & Olufsen
Oct 202552.2%21.4%9.6%12%2.8%2.1%
Nov 202552.2%19.7%10.5%13.3%2.8%1.5%
Dec 202560.7%15.7%8.4%11.6%2.3%1.2%
Jan 202657%17.9%10%10.3%2.7%2.1%
Feb 202656.4%18.6%9.7%10.2%2.7%2.3%
Mar 202654.9%19.6%11.1%9.6%2.7%2.2%
Apr 202657.2%18.6%10.6%9.2%2.5%1.9%
May 202655.9%20.7%10.3%8%3%2.1%
Jun 202655.6%20.8%9.9%8.5%3.1%2.2%
Jul 202655.8%19.6%9.9%9.6%3.1%2%
Aug 202655.8%19.8%10%9%3.4%1.9%
Sep 2026——————

  1. 1.JBL

    55.8%

    held 1st · 50.5K estimated branded searches · +6.2% vs prior month · 0 points

  2. 2.Bose

    19.8%

    held 2nd · 17.9K estimated branded searches · +7.6% vs prior month · +0.3 points

  3. 3.Sonos

    10%

    held 3rd · 9.1K estimated branded searches · +8.1% vs prior month · +0.2 points

  4. 4.Ultimate Ears

    9%

    held 4th · 8.2K estimated branded searches · -0.61% vs prior month · -0.6 points

  5. 5.Marshall

    3.4%

    held 5th · 3.1K estimated branded searches · +16.1% vs prior month · +0.3 points

  6. 6.Bang & Olufsen

    1.9%

    held 6th · 1.7K estimated branded searches · -2.9% vs prior month · -0.2 points

Compare search popularity between Bose and its closest rivals

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

  • Across the 11 months ending August 2026, Bose’s estimated Share of Search among speaker brands in New Zealand decreased from 21.4% to 19.8%.
  • Across the 11 months ending August 2026, Bose’s estimated Share of Search among speaker brands in New Zealand peaked at 21.4% in October 2025 and was lowest at 15.7% in December 2025.

How did search popularity change for New Zealand speaker brands in August 2026?

  1. In August 2026, Ultimate Ears lost estimated Share of Search among speaker brands in New Zealand, from 9.6% to 9%.

  2. Estimated monthly branded searches for Marshall in New Zealand rose 32.5% over 11 measured months, from 2.3K to 3.1K in August 2026.

  3. Estimated monthly branded searches for JBL in New Zealand rose 15% over 11 measured months, from 43.9K to 50.5K in August 2026.

  4. Estimated monthly branded searches for Sonos in New Zealand rose 12.8% over 11 measured months, from 8.1K to 9.1K in August 2026.

How is Bose measured?

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

19 branded search terms

  • bose
  • bose bluetooth speaker
  • bose cancelling headphones
  • bose co nz
  • bose ear phones
  • bose earbuds
  • bose earphones
  • bose near me
  • bose nz
  • bose online
  • bose open earbuds
  • bose qc
  • bose qc earbuds
  • bose qc headphones
  • bose soundbar
  • bose soundlink
  • bose soundlink flex
  • bose speakers
  • bose tv speaker

Do you work for Bose? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Bose 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.

Start your marketing record