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 26% of all New Zealand ear buds brand searches, placing JBL second out of four brands. When we asked both ChatGPT and Google AI Overviews about ear buds brands, JBL appeared in three of the four answers and was the third most recommended of the four.

Search and AI answers in September 2026

JBL is the second most searched of 4 competitors and the third most recommended in AI answers.

  1. Apple AirPodsShare of searches 55.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. JBLShare of searches 26%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. SonyShare of searches 11.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. BoseShare of searches 7.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
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Top ear buds brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, JBL was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. JBL is the third most recommended of the four.

Most recommended by AI

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

  1. Sony1st
  2. Apple AirPods2nd
  3. JBL3rd
  4. Bose4th

Mentioned by AI

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

  • Apple AirPods4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sony4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • JBL3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bose2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about ear buds brands

4 answers

  • Asked ChatGPT

    “Which ear buds brand should I buy in New Zealand?”

    1. 1Sony
    2. 2Apple AirPods
    3. 3JBL

  • Asked ChatGPT

    “What are the best ear buds brands in New Zealand?”

    1. 1Sony
    2. 2Bose
    3. 3JBL
    4. 4Apple AirPods

  • Asked ChatGPT

    “What's the best ear buds brand in New Zealand for everyday listening?”

    1. 1Sony
    2. 2JBL
    3. 3Apple AirPods

  • Searched Google, AI Overview

    “best earbuds”

    1. 1Sony
    2. 2Apple AirPods
    3. 3Bose

  • Searched Google, AI Overview

    “wireless earbuds”

    Google showed no AI Overview for this search.

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

Which ear buds brands compete with JBL?

JBL against ear buds brands in New Zealand, by month

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

View monthly share of searches table
MonthApple AirPodsJBLSonyBose
Oct 202555.6%24%11.5%9%
Nov 202554.3%25.4%11.4%8.9%
Dec 202548.6%33.4%9.8%8.2%
Jan 202652.6%27.7%11.5%8.2%
Feb 202658.3%23.1%11.3%7.2%
Mar 202658.5%22.3%11.6%7.6%
Apr 202653.9%26.7%11.5%7.8%
May 202656.6%24%11.4%8.1%
Jun 202656.6%24%11%8.3%
Jul 202655.9%24.5%11.6%8%
Aug 202657.6%24.5%9.8%8.1%
Sep 202655.3%26%11.3%7.4%

  1. 1.Apple AirPods

    55.3%

    Held 1st. 83.7K estimated branded searches, -0.92% vs prior month. Share -2.3 points.

  2. 2.JBL

    26%

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

  3. 3.Sony

    11.3%

    Held 3rd. 17.1K estimated branded searches, +18.8% vs prior month. Share +1.5 points.

  4. 4.Bose

    7.4%

    Held 4th. 11.2K estimated branded searches, -5.3% vs prior month. Share -0.7 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 ear buds brands in New Zealand increased from 24% to 26%.
  • Across the 12 months ending September 2026, JBL’s share of searches among ear buds brands in New Zealand peaked at 33.4% in December 2025 and was lowest at 22.3% in March 2026.

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

4 changes

  1. In September 2026, JBL gained share of searches among ear buds brands in New Zealand, from 24.5% to 26%.

  2. In September 2026, Sony gained share of searches among ear buds brands in New Zealand, from 9.8% to 11.3%.

  3. In September 2026, Apple AirPods lost share of searches among ear buds brands in New Zealand, from 57.6% to 55.3%.

  4. In September 2026, Bose lost share of searches among ear buds brands in New Zealand, from 8.1% to 7.4%.

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%Shown above
Speaker brands1st of 1245%Show ranking
Bluetooth speaker brands1st of 848.8%Show ranking
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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