Brandwave

How popular isJBL?

In September 2026, people searched for JBL by name about 46,600 times in New Zealand, a 24% increase from the previous year. These searches made up 48.8% of all New Zealand bluetooth speaker brand searches, placing JBL first out of eight brands. When we asked both ChatGPT and Google AI Overviews about bluetooth speaker brands, JBL appeared in all answers and was the most recommended of the eight.

Search and AI answers in September 2026

JBL is the most searched of 8 competitors and the most recommended in AI answers.

  1. JBLShare of searches 48.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. SonyShare of searches 21.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  3. BoseShare of searches 14%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. SonosShare of searches 7.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  5. Ultimate EarsShare of searches 6.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

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Top bluetooth speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, JBL appeared in all five answers. JBL is the most recommended of the eight.

Most recommended by AI

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

  1. JBL1st
  2. Bose2nd
  3. Ultimate Ears3rd
  4. Sony4th
  5. Soundcore5th
  6. Marshall6th
  7. Sonos7th
  8. Bang & Olufsen–

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
  • Sony4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bose4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ultimate Ears4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Soundcore3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Marshall2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sonos1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bang & Olufsen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bluetooth 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 19, 2026.

Which bluetooth speaker brands compete with JBL?

JBL against bluetooth speaker brands in New Zealand, by month

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

View monthly share of searches table
MonthJBLSonyBoseSonosUltimate EarsSoundcoreBang & OlufsenMarshall
Oct 202544.4%21.2%16.6%6.9%8.5%1%1.2%0.2%
Nov 202544.6%19.9%15.6%7.7%10.3%0.7%0.86%0.2%
Dec 202553.9%15.9%13.3%6.3%9%0.6%0.73%0.22%
Jan 202648.6%20.1%14.4%7.3%7.3%0.82%1.2%0.24%
Feb 202646.1%22.5%14.4%7.1%7.2%1%1.3%0.25%
Mar 202644.3%23%15%8.4%6.7%1.2%1.2%0.23%
Apr 202648.4%20.9%14.2%8.1%6.2%0.86%1.1%0.25%
May 202646.5%22.1%15.7%7.8%5.3%1%1.3%0.25%
Jun 202647%21.6%16.1%7.5%5%1.3%1.3%0.24%
Jul 202646.7%22.1%15.3%7.4%6%1%1.2%0.24%
Aug 202648%19.3%15.9%7.8%6.4%1.2%1.2%0.35%
Sep 202648.8%21.3%14%7.4%6.3%1.1%0.9%0.26%

  1. 1.JBL

    48.8%

    Held 1st. 39.3K estimated branded searches, +9.5% vs prior month. Share +0.8 points.

  2. 2.Sony

    21.3%

    Held 2nd. 17.1K estimated branded searches, +18.8% vs prior month. Share +2 points.

  3. 3.Bose

    14%

    Held 3rd. 11.2K estimated branded searches, -5.3% vs prior month. Share -1.9 points.

  4. 4.Sonos

    7.4%

    Held 4th. 6K estimated branded searches, +2.6% vs prior month. Share -0.4 points.

  5. 5.Ultimate Ears

    6.3%

    Held 5th. 5K estimated branded searches, +5.7% vs prior month. Share -0.1 points.

  6. 6.Soundcore

    1.1%

    Moved from 7th to 6th. 880 estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Bang & Olufsen

    0.9%

    Moved from 6th to 7th. 720 estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  8. 8.Marshall

    0.26%

    Held 8th. 210 estimated branded searches, -19.2% vs prior month. Share -0.1 points.

Compare popularity between JBL and its closest rivals

Every comparison with JBL

22 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for JBL in New Zealand rose from 37.6K to 46.6K.
  • Across the 12 months ending September 2026, JBL’s share of searches among bluetooth speaker brands in New Zealand increased from 44.4% to 48.8%.
  • Across the 12 months ending September 2026, JBL’s share of searches among bluetooth speaker brands in New Zealand peaked at 53.9% in December 2025 and was lowest at 44.3% in March 2026.

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

6 changes

  1. In September 2026, Sony gained share of searches among bluetooth speaker brands in New Zealand, from 19.3% to 21.3%.

  2. In September 2026, JBL gained share of searches among bluetooth speaker brands in New Zealand, from 48% to 48.8%.

  3. In September 2026, Bose lost share of searches among bluetooth speaker brands in New Zealand, from 15.9% to 14%.

  4. In September 2026, Soundcore rose from 7th to 6th among bluetooth speaker brands in New Zealand.

  5. In September 2026, Bang & Olufsen fell from 6th to 7th among bluetooth speaker brands in New Zealand.

  6. Estimated monthly branded searches for Marshall in New Zealand rose 50% over 12 measured months, from 140 to 210 in September 2026.

How are JBL’s branded searches counted?

14 search terms

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

  • jbl
  • jbl bluetooth speaker
  • jbl boombox 4
  • jbl boombox3
  • jbl ear buds
  • jbl earbuds
  • jbl earphones
  • jbl headphones
  • jbl mic
  • jbl partybox
  • jbl partybox 320
  • jbl sound bar
  • jbl speaker
  • jbl wireless mic

Do you work for JBL? 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 JBL compete?

JBL is ranked in ten competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Headphone brands2nd of 1023.7%Show ranking
Bluetooth headphones brands2nd of 824.1%Show ranking
Bluetooth earbuds brands2nd of 625.7%Show ranking
Earphones brands2nd of 625.9%Show ranking
Ear buds brands2nd of 426%Show ranking
Speaker brands1st of 1245%Show ranking
Bluetooth speaker brands1st of 848.8%Shown above
Home cinema brands1st of 852.6%Show ranking
Soundbar brands1st of 768.5%Show ranking
Soundbar with subwoofer brands1st of 638.7%Show ranking
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