Brandwave

How popular isMarshall?

In September 2026, people searched for Marshall by name about 3,260 times in New Zealand, an 18.1% increase from the previous year. These searches made up 0.26% of all New Zealand bluetooth speaker brand searches, placing Marshall eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about bluetooth speaker brands, Marshall appeared in two of the five answers and was the sixth most recommended of the eight.

Search and AI answers in September 2026

Marshall is the eighth most searched of 8 competitors and the sixth 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. MarshallShare of searches 0.26%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top bluetooth speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Marshall was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Marshall is the sixth 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 Marshall?

Marshall against bluetooth 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 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 Marshall and its closest rivals

Every comparison with Marshall

23 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Marshall in New Zealand rose from 2.8K to 3.3K.
  • Across the 12 months ending September 2026, Marshall’s share of searches among bluetooth speaker brands in New Zealand held steady, from 0.2% to 0.26%.

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 Marshall’s branded searches counted?

12 search terms

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

  • marshall acton speaker
  • marshall amp
  • marshall bluetooth speaker
  • marshall bt speaker
  • marshall earbuds
  • marshall earphones
  • marshall guitar amp
  • marshall headphones
  • marshall kilburn speaker
  • marshall soundbar
  • marshall speaker
  • marshall stanmore speaker

Do you work for Marshall? 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 Marshall compete?

Marshall is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Headphone brands10th of 100.42%Show ranking
Earphones brands6th of 60.05%Show ranking
Speaker brands6th of 122.2%Show ranking
Bluetooth speaker brands8th of 80.26%Shown above
Guitar amp brands3rd of 76.6%Show ranking
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