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 20% of all New Zealand surround sound system brand searches, placing Bose second out of eight brands. When we asked both ChatGPT and Google AI Overviews about surround sound system brands, Bose did not appear in any of the answers.

Search and AI answers in September 2026

Bose is the second most searched of 8 competitors and not listed in any AI answer.

  1. SonyShare of searches 56.5%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  2. BoseShare of searches 20%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  3. SonosShare of searches 19.7%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
  4. SamsungShare of searches 1.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  5. LGShare of searches 0.93%Mentioned in 0 of 3 AI answersPlace in AI recommendations –

+3 more

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Top surround sound system brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Bose did not appear in any of the three answers.

Most recommended by AI

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

  1. Samsung1st
  2. Sony2nd
  3. Sonos3rd
  4. Denon4th
  5. Yamaha5th
  6. Bose–
  7. LG–
  8. Panasonic–

Mentioned by AI

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

  • Sony3 of 3Named in 3 of 3 ChatGPT answers
  • Sonos3 of 3Named in 3 of 3 ChatGPT answers
  • Samsung3 of 3Named in 3 of 3 ChatGPT answers
  • Denon3 of 3Named in 3 of 3 ChatGPT answers
  • Yamaha2 of 3Named in 2 of 3 ChatGPT answers
  • Bose0 of 3Named in 0 of 3 ChatGPT answers
  • LG0 of 3Named in 0 of 3 ChatGPT answers
  • Panasonic0 of 3Named in 0 of 3 ChatGPT answers

See every answer about surround sound system brands

3 answers

  • Asked ChatGPT

    “Which surround sound system brand should I buy in New Zealand?”

    1. 1Sonos
    2. 2Samsung
    3. 3Sony
    4. 4Yamaha
    5. 5Denon

  • Asked ChatGPT

    “What are the best surround sound system brands in New Zealand?”

    1. 1Denon
    2. 2Yamaha
    3. 3Sony
    4. 4Samsung
    5. 5Sonos

  • Asked ChatGPT

    “What's the best surround sound system brand in New Zealand for home movie nights?”

    1. 1Samsung
    2. 2Sony
    3. 3Sonos
    4. 4Denon

  • Searched Google, AI Overview

    “best surround sound system”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “home theatre system nz”

    Google showed no AI Overview for this search.

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 surround sound system brands compete with Bose?

Bose against surround sound system brands in New Zealand, by month

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

View monthly share of searches table
MonthSonyBoseSonosSamsungLGYamahaDenonPanasonic
Oct 202554.4%23.9%17.7%1.4%1%0.75%0.75%0.04%
Nov 202552.5%23.8%20.3%1.2%0.92%0.54%0.67%0.03%
Dec 202552%23.7%20.8%1.3%0.79%0.7%0.7%0.03%
Jan 202654.2%21.9%19.7%1.5%1.1%0.64%0.98%0.04%
Feb 202657.3%20.2%18.2%1.4%1.1%0.94%0.76%0.04%
Mar 202655.5%19.8%20.2%1.5%1.1%0.81%1%0.04%
Apr 202654.5%19.8%21%1.5%1.4%0.8%0.99%0.04%
May 202654.3%22.5%19.3%1.1%1.1%0.75%0.93%0.04%
Jun 202653.5%24%18.6%1.1%1.3%0.61%0.75%0.04%
Jul 202655%22.2%18.5%1.4%1.2%0.74%0.92%0.04%
Aug 202651.2%23.7%20.7%1.7%1.2%0.75%0.75%0.04%
Sep 202656.5%20%19.7%1.3%0.93%0.86%0.69%0.03%

  1. 1.Sony

    56.5%

    Held 1st. 17.1K estimated branded searches, +18.8% vs prior month. Share +5.3 points.

  2. 2.Bose

    20%

    Held 2nd. 6K estimated branded searches, -9.4% vs prior month. Share -3.8 points.

  3. 3.Sonos

    19.7%

    Held 3rd. 6K estimated branded searches, +2.6% vs prior month. Share -1 points.

  4. 4.Samsung

    1.3%

    Held 4th. 390 estimated branded searches, -18.8% vs prior month. Share -0.4 points.

  5. 5.LG

    0.93%

    Held 5th. 280 estimated branded searches, -15.2% vs prior month. Share -0.2 points.

  6. 6.Yamaha

    0.86%

    Moved from 7th to 6th. 260 estimated branded searches, +23.8% vs prior month. Share +0.1 points.

  7. 7.Denon

    0.69%

    Moved from 6th to 7th. 210 estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Panasonic

    0.03%

    Held 8th. 10 estimated branded searches, 0% 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 surround sound system brands in New Zealand decreased from 23.9% to 20%.
  • Across the 12 months ending September 2026, Bose’s share of searches among surround sound system brands in New Zealand peaked at 24% in June 2026 and was lowest at 19.8% in April 2026.

How did search popularity change for New Zealand surround sound system brands in September 2026?

5 changes

  1. In September 2026, Sony gained share of searches among surround sound system brands in New Zealand, from 51.2% to 56.5%.

  2. In September 2026, Bose lost share of searches among surround sound system brands in New Zealand, from 23.7% to 20%.

  3. In September 2026, Sonos lost share of searches among surround sound system brands in New Zealand, from 20.7% to 19.7%.

  4. In September 2026, Yamaha rose from 7th to 6th among surround sound system brands in New Zealand.

  5. In September 2026, Denon fell from 6th to 7th among surround sound system brands in New Zealand.

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%Shown above
Smart speaker brands1st of 539.7%Show ranking
Creator with pink hair and a pink jacket

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