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 19.6% of all New Zealand soundbar brand searches, placing Bose second out of seven brands. When we asked both ChatGPT and Google AI Overviews about soundbar brands, Bose appeared in three of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

Bose is the second most searched of 7 competitors and the fifth most recommended in AI answers.

  1. JBLShare of searches 68.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. BoseShare of searches 19.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. SonosShare of searches 10.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. SamsungShare of searches 0.68%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. LGShare of searches 0.49%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th

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Top soundbar brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Samsung1st
  2. Sonos2nd
  3. JBL3rd
  4. LG4th
  5. Bose5th
  6. Yamaha6th
  7. Panasonic7th

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
  • Samsung5 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
  • LG4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bose3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Yamaha2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Panasonic1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about soundbar brands

5 answers

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

Which soundbar brands compete with Bose?

Bose against soundbar brands in New Zealand, by month

Share of searches by month for JBL, Bose, Sonos. The figures are in the table below the chart.

View monthly share of searches table
MonthJBLBoseSonosSamsungLGPanasonicYamaha
Oct 202564.1%24%10%0.79%0.56%0.42%0.14%
Nov 202564.6%22.6%11.2%0.68%0.51%0.37%0.07%
Dec 202572.4%17.8%8.5%0.53%0.32%0.36%0.06%
Jan 202667.8%20.1%10.2%0.76%0.55%0.51%0.1%
Feb 202666.8%20.9%10.4%0.82%0.61%0.36%0.08%
Mar 202664.2%21.7%12.2%0.91%0.68%0.26%0.05%
Apr 202667.2%19.7%11.2%0.79%0.75%0.35%0.06%
May 202665.2%22%11%0.65%0.61%0.43%0.08%
Jun 202665.3%22.5%10.4%0.64%0.74%0.34%0.06%
Jul 202666%21.6%10.5%0.78%0.66%0.42%0.08%
Aug 202665.8%21.8%10.7%0.88%0.6%0.26%0.07%
Sep 202668.5%19.6%10.4%0.68%0.49%0.24%0.09%

  1. 1.JBL

    68.5%

    Held 1st. 39.3K estimated branded searches, +9.5% vs prior month. Share +2.7 points.

  2. 2.Bose

    19.6%

    Held 2nd. 11.2K estimated branded searches, -5.3% vs prior month. Share -2.2 points.

  3. 3.Sonos

    10.4%

    Held 3rd. 6K estimated branded searches, +2.6% vs prior month. Share -0.3 points.

  4. 4.Samsung

    0.68%

    Held 4th. 390 estimated branded searches, -18.8% vs prior month. Share -0.2 points.

  5. 5.LG

    0.49%

    Held 5th. 280 estimated branded searches, -15.2% vs prior month. Share -0.1 points.

  6. 6.Panasonic

    0.24%

    Held 6th. 140 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Yamaha

    0.09%

    Held 7th. 50 estimated branded searches, +25% vs prior month. Share 0 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 soundbar brands in New Zealand decreased from 24% to 19.6%.
  • Across the 12 months ending September 2026, Bose’s share of searches among soundbar brands in New Zealand peaked at 24% in October 2025 and was lowest at 17.8% in December 2025.

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

5 changes

  1. In September 2026, JBL gained share of searches among soundbar brands in New Zealand, from 65.8% to 68.5%.

  2. In September 2026, Bose lost share of searches among soundbar brands in New Zealand, from 21.8% to 19.6%.

  3. Estimated monthly branded searches for Sonos in New Zealand rose 20.4% over 12 measured months, from 5K to 6K in September 2026.

  4. Estimated monthly branded searches for Panasonic in New Zealand fell 33.3% over 12 measured months, from 210 to 140 in September 2026.

  5. Estimated monthly branded searches for Yamaha in New Zealand fell 28.6% over 12 measured months, from 70 to 50 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%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%Shown above
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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