Brandwave

How popular isBose?

In September 2026, people searched for Bose by name about 15,700 times in New Zealand, a 5.5% decrease from the previous year. These searches made up 6.9% of all New Zealand bluetooth headphones brand searches, placing Bose fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about bluetooth headphones brands, Bose appeared in four of the five answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Bose is the fourth most searched of 8 competitors and the second most recommended in AI answers.

  1. Apple AirPodsShare of searches 51.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  2. JBLShare of searches 24.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  3. SonyShare of searches 10.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. BoseShare of searches 6.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. SennheiserShare of searches 3.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

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Top bluetooth headphones brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bose was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Bose is the second most recommended of the eight.

Most recommended by AI

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

  1. Sony1st
  2. Bose2nd
  3. Sennheiser3rd
  4. JBL4th
  5. Apple AirPods5th
  6. Skullcandy6th
  7. Beats–
  8. Samsung–

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
  • Sony5 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
  • Sennheiser4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Apple AirPods3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Skullcandy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Beats0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Samsung0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bluetooth headphones brands

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 bluetooth headphones brands compete with Bose?

Bose against bluetooth headphones brands in New Zealand, by month

Share of searches by month for Apple AirPods, JBL, Sony, Bose, Sennheiser, Skullcandy. The figures are in the table below the chart.

View monthly share of searches table
MonthApple AirPodsJBLSonyBoseSennheiserSkullcandyBeatsSamsung
Oct 202552.2%22.5%10.8%8.4%3.2%2%0.51%0.28%
Nov 202551.4%24.1%10.8%8.4%2.9%1.8%0.46%0.25%
Dec 202546.1%31.6%9.3%7.8%2.7%1.8%0.49%0.23%
Jan 202649.6%26.2%10.8%7.8%2.8%2%0.54%0.29%
Feb 202655%21.8%10.7%6.8%2.8%2.1%0.4%0.27%
Mar 202654.9%21%10.9%7.1%3.1%2.3%0.45%0.3%
Apr 202650.6%25.1%10.8%7.3%3.2%2.2%0.45%0.3%
May 202652.8%22.3%10.6%7.6%3.9%2.2%0.41%0.22%
Jun 202652.5%22.3%10.2%7.7%4.5%2.2%0.4%0.22%
Jul 202651.7%22.6%10.7%7.4%4.6%2.3%0.4%0.27%
Aug 202653.4%22.7%9.1%7.5%3.9%2.8%0.37%0.3%
Sep 202651.4%24.1%10.5%6.9%3.4%2.8%0.61%0.24%

  1. 1.Apple AirPods

    51.4%

    Held 1st. 83.7K estimated branded searches, -0.92% vs prior month. Share -1.9 points.

  2. 2.JBL

    24.1%

    Held 2nd. 39.3K estimated branded searches, +9.5% vs prior month. Share +1.5 points.

  3. 3.Sony

    10.5%

    Held 3rd. 17.1K estimated branded searches, +18.8% vs prior month. Share +1.4 points.

  4. 4.Bose

    6.9%

    Held 4th. 11.2K estimated branded searches, -5.3% vs prior month. Share -0.6 points.

  5. 5.Sennheiser

    3.4%

    Held 5th. 5.6K estimated branded searches, -8.8% vs prior month. Share -0.4 points.

  6. 6.Skullcandy

    2.8%

    Held 6th. 4.5K estimated branded searches, -0.67% vs prior month. Share -0.1 points.

  7. 7.Beats

    0.61%

    Held 7th. 1K estimated branded searches, +69.5% vs prior month. Share +0.2 points.

  8. 8.Samsung

    0.24%

    Held 8th. 390 estimated branded searches, -18.8% vs prior month. Share -0.1 points.

Compare popularity between Bose and its closest rivals

Every comparison with Bose

25 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bose in New Zealand fell from 16.6K to 15.7K.
  • Across the 12 months ending September 2026, Bose’s share of searches among bluetooth headphones brands in New Zealand decreased from 8.4% to 6.9%.
  • Across the 12 months ending September 2026, Bose’s share of searches among bluetooth headphones brands in New Zealand peaked at 8.4% in November 2025 and was lowest at 6.8% in February 2026.

How did search popularity change for New Zealand bluetooth headphones brands in September 2026?

6 changes

  1. In September 2026, JBL gained share of searches among bluetooth headphones brands in New Zealand, from 22.7% to 24.1%.

  2. In September 2026, Sony gained share of searches among bluetooth headphones brands in New Zealand, from 9.1% to 10.5%.

  3. In September 2026, Apple AirPods lost share of searches among bluetooth headphones brands in New Zealand, from 53.4% to 51.4%.

  4. In September 2026, Bose lost share of searches among bluetooth headphones brands in New Zealand, from 7.5% to 6.9%.

  5. Estimated monthly branded searches for Skullcandy in New Zealand rose 56.1% over 12 measured months, from 2.9K to 4.5K in September 2026.

  6. Estimated monthly branded searches for Beats in New Zealand rose 38.9% over 12 measured months, from 720 to 1K in September 2026.

How are Bose’s branded searches counted?

15 search terms

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.

  • bose
  • bose bluetooth speaker
  • bose cancelling headphones
  • bose ear phones
  • bose earbuds
  • bose earphones
  • 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

Where does Bose compete?

Bose is ranked in 12 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Headphone brands4th of 107.3%Show ranking
Bluetooth headphones brands4th of 86.9%Shown above
Bluetooth earbuds brands4th of 67.4%Show ranking
Earphones brands4th of 67.4%Show ranking
Ear buds brands4th of 47.4%Show ranking
Speaker brands3rd of 1213.5%Show ranking
Bluetooth speaker brands3rd of 814%Show ranking
Home cinema brands3rd of 815.1%Show ranking
Soundbar brands2nd of 719.6%Show ranking
Soundbar with subwoofer brands3rd of 612.5%Show ranking
Surround sound system brands2nd of 820%Show ranking
Smart speaker brands1st of 539.7%Show ranking
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