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 45% of all New Zealand speaker brand searches, placing JBL first out of 12 brands. When we asked both ChatGPT and Google AI Overviews about speaker brands, JBL appeared in three of the five answers and was the most recommended of the 12.

Search and AI answers in September 2026

JBL is the most searched of 12 competitors and the most recommended in AI answers.

  1. JBLShare of searches 45%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. SonyShare of searches 19.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. BoseShare of searches 13.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. SonosShare of searches 9.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  5. Ultimate EarsShare of searches 7.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th

+7 more

JBL website (opens in a new tab)

Follow JBL 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 speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, JBL was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. JBL is the most recommended of the 12.

Most recommended by AI

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

  1. JBL1st
  2. Edifier2nd
  3. KEF3rd
  4. Sony4th
  5. Bose5th
  6. Sonos6th
  7. Bowers & Wilkins7th
  8. Ultimate Ears8th
  9. Q Acoustics9th
  10. DALI10th
  11. +2 more

Mentioned by AI

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

  • Edifier4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JBL3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sony3 of 5Named in 1 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
  • Sonos3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KEF3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ultimate Ears2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bowers & Wilkins2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Q Acoustics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DALI2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about 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 speaker brands compete with JBL?

JBL against speaker brands in New Zealand, by month

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

View monthly share of searches table
MonthJBLSonyBoseSonosUltimate EarsMarshallEdifierBang & OlufsenBowers & WilkinsKEFQ AcousticsDALI
Oct 202540.9%19.5%16%8.3%9.3%2.1%0.93%1.1%0.76%0.75%0.27%0.09%
Nov 202541%18.3%15.1%9.2%11.3%2.1%0.89%0.8%0.53%0.52%0.19%0.06%
Dec 202550%14.7%13%7.8%10.2%1.8%0.68%0.68%0.45%0.45%0.16%0.05%
Jan 202644.4%18.4%13.9%9%8.4%2%0.92%1.1%0.75%0.68%0.27%0.09%
Feb 202642.5%20.8%14.1%8.6%8.1%2%0.96%1.2%0.78%0.62%0.23%0.11%
Mar 202640.9%21.3%14.7%9.9%7.7%1.8%0.88%1.1%0.71%0.7%0.21%0.07%
Apr 202644.6%19.3%13.9%9.6%7.2%1.8%0.97%0.97%0.8%0.7%0.19%0.07%
May 202642.6%20.3%15.5%9.3%6.2%2.1%0.96%1.2%0.79%0.69%0.23%0.12%
Jun 202643.2%19.8%15.8%8.9%5.9%2.1%0.95%1.2%0.78%0.86%0.28%0.12%
Jul 202642.5%20.1%14.8%9.2%7%2.5%0.93%1.1%0.76%0.75%0.27%0.09%
Aug 202643.7%17.5%15%9.5%7.5%2.9%1.1%1.1%0.72%0.71%0.26%0.13%
Sep 202645%19.6%13.5%9.1%7.3%2.2%1%0.84%0.55%0.54%0.16%0.1%

  1. 1.JBL

    45%

    Held 1st. 39.3K estimated branded searches, +9.5% vs prior month. Share +1.4 points.

  2. 2.Sony

    19.6%

    Held 2nd. 17.1K estimated branded searches, +18.8% vs prior month. Share +2.1 points.

  3. 3.Bose

    13.5%

    Held 3rd. 11.8K estimated branded searches, -4.6% vs prior month. Share -1.5 points.

  4. 4.Sonos

    9.1%

    Held 4th. 8K estimated branded searches, +2.2% vs prior month. Share -0.4 points.

  5. 5.Ultimate Ears

    7.3%

    Held 5th. 6.4K estimated branded searches, +4.4% vs prior month. Share -0.1 points.

  6. 6.Marshall

    2.2%

    Held 6th. 1.9K estimated branded searches, -17.8% vs prior month. Share -0.6 points.

  7. 7.Edifier

    1%

    Moved from 8th to 7th. 880 estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Bang & Olufsen

    0.84%

    Moved from 7th to 8th. 730 estimated branded searches, -18% vs prior month. Share -0.2 points.

  9. 9.Bowers & Wilkins

    0.55%

    Held 9th. 480 estimated branded searches, -18.6% vs prior month. Share -0.2 points.

  10. 10.KEF

    0.54%

    Held 10th. 470 estimated branded searches, -19% vs prior month. Share -0.2 points.

  11. 11.Q Acoustics

    0.16%

    Held 11th. 140 estimated branded searches, -33.3% vs prior month. Share -0.1 points.

  12. 12.DALI

    0.1%

    Held 12th. 90 estimated branded searches, -18.2% vs prior month. Share 0 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 speaker brands in New Zealand increased from 40.9% to 45%.
  • Across the 12 months ending September 2026, JBL’s share of searches among speaker brands in New Zealand peaked at 50% in December 2025 and was lowest at 40.9% in October 2025.

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

6 changes

  1. In September 2026, Sony gained share of searches among speaker brands in New Zealand, from 17.5% to 19.6%.

  2. In September 2026, JBL gained share of searches among speaker brands in New Zealand, from 43.7% to 45%.

  3. In September 2026, Bose lost share of searches among speaker brands in New Zealand, from 15% to 13.5%.

  4. In September 2026, Marshall lost share of searches among speaker brands in New Zealand, from 2.9% to 2.2%.

  5. In September 2026, Edifier rose from 8th to 7th among speaker brands in New Zealand.

  6. In September 2026, Bang & Olufsen fell from 7th to 8th among speaker brands in New Zealand.

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%Shown above
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
Creator with pink hair and a pink jacket

Is JBL 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