How popular isKobo?
In September 2026, people searched for Kobo by name about 16,400 times in New Zealand, a 41.5% increase from the previous year. These searches made up 3.6% of all New Zealand audiobook and ebook service searches, placing Kobo third out of seven services. When we asked both ChatGPT and Google AI Overviews about audiobook and ebook services, Kobo appeared in all answers and was the second most recommended of the seven.
Kobo is the third most searched of 7 competitors and the second most recommended in AI answers.
SpotifyShare of searches 85.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
KindleShare of searches 7.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
KoboShare of searches 3.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
AudibleShare of searches 2.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
LibbyShare of searches 0.73%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top audiobook and ebook services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kobo appeared in all five answers. Kobo is the second most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Kobo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Libby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Audible4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kindle3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
BorrowBox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Spotify2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Storytel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about audiobook and ebook services
5 answers
Asked ChatGPT
“Which audiobook or ebook service should I use in New Zealand?”
Asked ChatGPT
“What are the best audiobook and ebook services in New Zealand?”
Asked ChatGPT
“What's the best audiobook or ebook service in New Zealand for reading on the go?”
Searched Google, AI Overview
“best audiobook app”
Searched Google, AI Overview
“ebook app”
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 audiobook and ebook services compete with Kobo?
Share of searches by month for Spotify, Kindle, Kobo, Audible. The figures are in the table below the chart.
View monthly share of searches table
| Month | Spotify | Kindle | Kobo | Audible | Libby | BorrowBox | Storytel |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 86.1% | 7.3% | 2.6% | 3.1% | 0.7% | 0.31% | 0.03% |
| Nov 2025 | 82.7% | 10% | 3.3% | 3% | 0.69% | 0.28% | 0.03% |
| Dec 2025 | 79.2% | 11.5% | 4.6% | 3.5% | 0.81% | 0.3% | 0.04% |
| Jan 2026 | 75.7% | 13.4% | 5% | 4.2% | 1.2% | 0.43% | 0.05% |
| Feb 2026 | 86.2% | 7.2% | 2.6% | 2.8% | 0.84% | 0.29% | 0.02% |
| Mar 2026 | 87.6% | 6.2% | 2.2% | 3% | 0.79% | 0.23% | 0.03% |
| Apr 2026 | 82% | 8.8% | 3.8% | 4.1% | 1.1% | 0.32% | 0.03% |
| May 2026 | 86.7% | 6.3% | 2.8% | 3% | 0.96% | 0.25% | 0.02% |
| Jun 2026 | 87% | 6.8% | 2.7% | 2.4% | 0.91% | 0.22% | 0.02% |
| Jul 2026 | 82.7% | 8.4% | 3.8% | 3.5% | 1.2% | 0.45% | 0.03% |
| Aug 2026 | 85.5% | 7% | 3.3% | 2.8% | 1.1% | 0.3% | 0.03% |
| Sep 2026 | 85.8% | 7.1% | 3.6% | 2.6% | 0.73% | 0.26% | 0.02% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 85.8% | 310K | -1.1% | +0.3 points | |
| 2, held 2nd | 7.1% | 25.6K | -0.27% | +0.1 points | |
| 3, held 3rd | 3.6% | 12.8K | +6.6% | +0.3 points | |
| 4, held 4th | 2.6% | 9.3K | -10.6% | -0.3 points | |
| 5, held 5th | 0.73% | 2.6K | -34.3% | -0.4 points | |
| 6, held 6th | 0.26% | 950 | -13.6% | 0 points | |
| 7, held 7th | 0.02% | 90 | -18.2% | 0 points |
1.
Spotify85.8%
Held 1st. 310K estimated branded searches, -1.1% vs prior month. Share +0.3 points.
2.
Kindle7.1%
Held 2nd. 25.6K estimated branded searches, -0.27% vs prior month. Share +0.1 points.
3.
Kobo3.6%
Held 3rd. 12.8K estimated branded searches, +6.6% vs prior month. Share +0.3 points.
4.
Audible2.6%
Held 4th. 9.3K estimated branded searches, -10.6% vs prior month. Share -0.3 points.
5.
Libby0.73%
Held 5th. 2.6K estimated branded searches, -34.3% vs prior month. Share -0.4 points.
0.26%
Held 6th. 950 estimated branded searches, -13.6% vs prior month. Share 0 points.
7.
Storytel0.02%
Held 7th. 90 estimated branded searches, -18.2% vs prior month. Share 0 points.
Compare popularity between Kobo and its closest rivals
Every comparison with Kobo
9 comparisons
How has branded search demand for Kobo changed in New Zealand over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Kobo in New Zealand rose from 11.6K to 16.4K.
- Across the 12 months ending September 2026, Kobo’s share of searches among audiobook and ebook services in New Zealand increased from 2.6% to 3.6%.
- Across the 12 months ending September 2026, Kobo’s share of searches among audiobook and ebook services in New Zealand peaked at 5% in January 2026 and was lowest at 2.2% in March 2026.
- Across the 12 months ending September 2026, Kobo rose from 4th to 3rd among audiobook and ebook services in New Zealand.
How did search popularity change for New Zealand audiobook and ebook services in September 2026?
4 changes
Estimated monthly branded searches for Kobo in New Zealand rose 39.3% over 12 measured months, from 9.2K to 12.8K in September 2026.
Estimated monthly branded searches for Storytel in New Zealand fell 18.2% over 12 measured months, from 110 to 90 in September 2026.
Estimated monthly branded searches for Audible in New Zealand fell 15.5% over 12 measured months, from 11K to 9.3K in September 2026.
Estimated monthly branded searches for BorrowBox in New Zealand fell 13.6% over 12 measured months, from 1.1K to 950 in September 2026.
How are Kobo’s branded searches counted?
14 search terms
Brandwave collects information about searches that people make online using Kobo’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.
- e reader kobo
- kobo
- kobo app
- kobo audiobooks
- kobo clara
- kobo clara cover
- kobo colour
- kobo cover
- kobo ebooks
- kobo inc
- kobo libra
- kobo nia
- kobo sage
- kobo stylus
Do you work for Kobo? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Kobo compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Audiobook and ebook services | 3rd of 7 | 3.6% | Shown above |
| E-reader brands | 3rd of 5 | 24% | Show ranking |
Is Kobo 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.