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 39.7% of all New Zealand smart speaker brand searches, placing Bose first out of five brands. When we asked both ChatGPT and Google AI Overviews about smart speaker brands, Bose did not appear in any of the answers.

Search and AI answers in September 2026

Bose is the most searched of 5 competitors and not listed in any AI answer.

  1. BoseShare of searches 39.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. SonosShare of searches 29.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Google NestShare of searches 11.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. Amazon EchoShare of searches 9.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. Apple HomePodShare of searches 8.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
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

Top smart speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bose 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.

  1. Sonos1st
  2. Amazon Echo2nd
  3. Apple HomePod3rd
  4. Google Nest4th
  5. Bose–

Mentioned by AI

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

  • Amazon Echo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple HomePod5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sonos4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Google Nest3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bose0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about smart speaker 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 21, 2026.

Which smart speaker brands compete with Bose?

Bose against smart speaker brands in New Zealand, by month

Share of searches by month for Bose, Sonos, Google Nest, Amazon Echo, Apple HomePod. The figures are in the table below the chart.

View monthly share of searches table
MonthBoseSonosGoogle NestAmazon EchoApple HomePod
Oct 202541%23.8%16.5%11.4%7.3%
Nov 202541.1%27.4%14.2%11.3%6.1%
Dec 202539.4%25.2%14.4%14.6%6.4%
Jan 202637.6%25.4%17.8%11.7%7.5%
Feb 202637.1%25%18.3%12%7.7%
Mar 202636.5%29.2%16.1%10%8.2%
Apr 202637.1%28.8%16.6%10.3%7.2%
May 202638.7%25.6%18.8%9.2%7.8%
Jun 202639.8%24.1%19.5%8.4%8.2%
Jul 202640.9%26.4%14.1%9.7%8.9%
Aug 202640.8%27.9%14.7%8.7%7.9%
Sep 202639.7%29.9%11.7%9.8%8.9%

  1. 1.Bose

    39.7%

    Held 1st. 7.6K estimated branded searches, -7.6% vs prior month. Share -1.2 points.

  2. 2.Sonos

    29.9%

    Held 2nd. 5.8K estimated branded searches, +1.9% vs prior month. Share +2 points.

  3. 3.Google Nest

    11.7%

    Held 3rd. 2.3K estimated branded searches, -23.9% vs prior month. Share -2.9 points.

  4. 4.Amazon Echo

    9.8%

    Held 4th. 1.9K estimated branded searches, +6.8% vs prior month. Share +1.1 points.

  5. 5.Apple HomePod

    8.9%

    Held 5th. 1.7K estimated branded searches, +7.5% vs prior month. Share +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 smart speaker brands in New Zealand decreased from 41% to 39.7%.
  • Across the 12 months ending September 2026, Bose’s share of searches among smart speaker brands in New Zealand peaked at 41.1% in November 2025 and was lowest at 36.5% in March 2026.

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

5 changes

  1. In September 2026, Sonos gained share of searches among smart speaker brands in New Zealand, from 27.9% to 29.9%.

  2. In September 2026, Amazon Echo gained share of searches among smart speaker brands in New Zealand, from 8.7% to 9.8%.

  3. In September 2026, Apple HomePod gained share of searches among smart speaker brands in New Zealand, from 7.9% to 8.9%.

  4. In September 2026, Google Nest lost share of searches among smart speaker brands in New Zealand, from 14.7% to 11.7%.

  5. In September 2026, Bose lost share of searches among smart speaker brands in New Zealand, from 40.8% to 39.7%.

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%Show ranking
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%Shown above
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 free