Brandwave

How popular isSonos?

In September 2026, people searched for Sonos by name about 7,970 times in New Zealand, a 23.8% increase from the previous year. These searches made up 29.9% of all New Zealand smart speaker brand searches, placing Sonos second out of five brands. When we asked both ChatGPT and Google AI Overviews about smart speaker brands, Sonos appeared in four of the five answers and was the most recommended of the five.

Search and AI answers in September 2026

Sonos is the second most searched of 5 competitors and the most recommended in AI answers.

  1. BoseShare of searches 39.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. SonosShare of searches 29.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Google NestShare of searches 11.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. Amazon EchoShare of searches 9.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. Apple HomePodShare of searches 8.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
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Top smart speaker brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Sonos1st
  2. Amazon Echo2nd
  3. Apple HomePod3rd
  4. Google Nest4th
  5. Bose–

Mentioned by AI

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

  • Amazon Echo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple HomePod5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sonos4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Google Nest3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bose0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about smart 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 21, 2026.

Which smart speaker brands compete with Sonos?

Sonos against smart speaker brands in New Zealand, by month

Share of searches by month for Bose, Sonos, Google Nest, Amazon Echo, Apple HomePod. The figures are in the table below the chart.

View monthly share of searches table
MonthBoseSonosGoogle NestAmazon EchoApple HomePod
Oct 202541%23.8%16.5%11.4%7.3%
Nov 202541.1%27.4%14.2%11.3%6.1%
Dec 202539.4%25.2%14.4%14.6%6.4%
Jan 202637.6%25.4%17.8%11.7%7.5%
Feb 202637.1%25%18.3%12%7.7%
Mar 202636.5%29.2%16.1%10%8.2%
Apr 202637.1%28.8%16.6%10.3%7.2%
May 202638.7%25.6%18.8%9.2%7.8%
Jun 202639.8%24.1%19.5%8.4%8.2%
Jul 202640.9%26.4%14.1%9.7%8.9%
Aug 202640.8%27.9%14.7%8.7%7.9%
Sep 202639.7%29.9%11.7%9.8%8.9%

  1. 1.Bose

    39.7%

    Held 1st. 7.6K estimated branded searches, -7.6% vs prior month. Share -1.2 points.

  2. 2.Sonos

    29.9%

    Held 2nd. 5.8K estimated branded searches, +1.9% vs prior month. Share +2 points.

  3. 3.Google Nest

    11.7%

    Held 3rd. 2.3K estimated branded searches, -23.9% vs prior month. Share -2.9 points.

  4. 4.Amazon Echo

    9.8%

    Held 4th. 1.9K estimated branded searches, +6.8% vs prior month. Share +1.1 points.

  5. 5.Apple HomePod

    8.9%

    Held 5th. 1.7K estimated branded searches, +7.5% vs prior month. Share +1 points.

Compare popularity between Sonos and its closest rivals

Every comparison with Sonos

20 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sonos in New Zealand rose from 6.4K to 8K.
  • Across the 12 months ending September 2026, Sonos’ share of searches among smart speaker brands in New Zealand increased from 23.8% to 29.9%.

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

5 changes

  1. In September 2026, Sonos gained share of searches among smart speaker brands in New Zealand, from 27.9% to 29.9%.

  2. In September 2026, Amazon Echo gained share of searches among smart speaker brands in New Zealand, from 8.7% to 9.8%.

  3. In September 2026, Apple HomePod gained share of searches among smart speaker brands in New Zealand, from 7.9% to 8.9%.

  4. In September 2026, Google Nest lost share of searches among smart speaker brands in New Zealand, from 14.7% to 11.7%.

  5. In September 2026, Bose lost share of searches among smart speaker brands in New Zealand, from 40.8% to 39.7%.

How are Sonos’ branded searches counted?

15 search terms

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

  • sonos
  • sonos amp
  • sonos arc
  • sonos bluetooth speaker
  • sonos five
  • sonos move
  • sonos one
  • sonos play
  • sonos port
  • sonos ray
  • sonos roam
  • sonos sound bars
  • sonos soundbar
  • sonos speaker
  • sonos sub

Do you work for Sonos? 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 Sonos compete?

Sonos is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Speaker brands4th of 129.1%Show ranking
Bluetooth speaker brands4th of 87.4%Show ranking
Home cinema brands4th of 88%Show ranking
Soundbar brands3rd of 710.4%Show ranking
Soundbar with subwoofer brands4th of 611.9%Show ranking
Surround sound system brands3rd of 819.7%Show ranking
Smart speaker brands2nd of 529.9%Shown above
Creator with pink hair and a pink jacket

Is Sonos 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.

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