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 19.7% of all New Zealand surround sound system brand searches, placing Sonos third out of eight brands. When we asked both ChatGPT and Google AI Overviews about surround sound system brands, Sonos appeared in all answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Sonos is the third most searched of 8 competitors and the third most recommended in AI answers.

  1. SonyShare of searches 56.5%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  2. BoseShare of searches 20%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  3. SonosShare of searches 19.7%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
  4. SamsungShare of searches 1.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  5. LGShare of searches 0.93%Mentioned in 0 of 3 AI answersPlace in AI recommendations –

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Top surround sound system brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Sonos appeared in all three answers. Sonos is the third most recommended of the eight.

Most recommended by AI

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

  1. Samsung1st
  2. Sony2nd
  3. Sonos3rd
  4. Denon4th
  5. Yamaha5th
  6. Bose–
  7. LG–
  8. Panasonic–

Mentioned by AI

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

  • Sony3 of 3Named in 3 of 3 ChatGPT answers
  • Sonos3 of 3Named in 3 of 3 ChatGPT answers
  • Samsung3 of 3Named in 3 of 3 ChatGPT answers
  • Denon3 of 3Named in 3 of 3 ChatGPT answers
  • Yamaha2 of 3Named in 2 of 3 ChatGPT answers
  • Bose0 of 3Named in 0 of 3 ChatGPT answers
  • LG0 of 3Named in 0 of 3 ChatGPT answers
  • Panasonic0 of 3Named in 0 of 3 ChatGPT answers

See every answer about surround sound system brands

3 answers

  • Asked ChatGPT

    “Which surround sound system brand should I buy in New Zealand?”

    1. 1Sonos
    2. 2Samsung
    3. 3Sony
    4. 4Yamaha
    5. 5Denon

  • Asked ChatGPT

    “What are the best surround sound system brands in New Zealand?”

    1. 1Denon
    2. 2Yamaha
    3. 3Sony
    4. 4Samsung
    5. 5Sonos

  • Asked ChatGPT

    “What's the best surround sound system brand in New Zealand for home movie nights?”

    1. 1Samsung
    2. 2Sony
    3. 3Sonos
    4. 4Denon

  • Searched Google, AI Overview

    “best surround sound system”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “home theatre system nz”

    Google showed no AI Overview for this search.

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 surround sound system brands compete with Sonos?

Sonos against surround sound system brands in New Zealand, by month

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

View monthly share of searches table
MonthSonyBoseSonosSamsungLGYamahaDenonPanasonic
Oct 202554.4%23.9%17.7%1.4%1%0.75%0.75%0.04%
Nov 202552.5%23.8%20.3%1.2%0.92%0.54%0.67%0.03%
Dec 202552%23.7%20.8%1.3%0.79%0.7%0.7%0.03%
Jan 202654.2%21.9%19.7%1.5%1.1%0.64%0.98%0.04%
Feb 202657.3%20.2%18.2%1.4%1.1%0.94%0.76%0.04%
Mar 202655.5%19.8%20.2%1.5%1.1%0.81%1%0.04%
Apr 202654.5%19.8%21%1.5%1.4%0.8%0.99%0.04%
May 202654.3%22.5%19.3%1.1%1.1%0.75%0.93%0.04%
Jun 202653.5%24%18.6%1.1%1.3%0.61%0.75%0.04%
Jul 202655%22.2%18.5%1.4%1.2%0.74%0.92%0.04%
Aug 202651.2%23.7%20.7%1.7%1.2%0.75%0.75%0.04%
Sep 202656.5%20%19.7%1.3%0.93%0.86%0.69%0.03%

  1. 1.Sony

    56.5%

    Held 1st. 17.1K estimated branded searches, +18.8% vs prior month. Share +5.3 points.

  2. 2.Bose

    20%

    Held 2nd. 6K estimated branded searches, -9.4% vs prior month. Share -3.8 points.

  3. 3.Sonos

    19.7%

    Held 3rd. 6K estimated branded searches, +2.6% vs prior month. Share -1 points.

  4. 4.Samsung

    1.3%

    Held 4th. 390 estimated branded searches, -18.8% vs prior month. Share -0.4 points.

  5. 5.LG

    0.93%

    Held 5th. 280 estimated branded searches, -15.2% vs prior month. Share -0.2 points.

  6. 6.Yamaha

    0.86%

    Moved from 7th to 6th. 260 estimated branded searches, +23.8% vs prior month. Share +0.1 points.

  7. 7.Denon

    0.69%

    Moved from 6th to 7th. 210 estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Panasonic

    0.03%

    Held 8th. 10 estimated branded searches, 0% vs prior month. Share 0 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?

3 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 surround sound system brands in New Zealand increased from 17.7% to 19.7%.
  • Across the 12 months ending September 2026, Sonos’ share of searches among surround sound system brands in New Zealand peaked at 21% in April 2026 and was lowest at 17.7% in October 2025.

How did search popularity change for New Zealand surround sound system brands in September 2026?

5 changes

  1. In September 2026, Sony gained share of searches among surround sound system brands in New Zealand, from 51.2% to 56.5%.

  2. In September 2026, Bose lost share of searches among surround sound system brands in New Zealand, from 23.7% to 20%.

  3. In September 2026, Sonos lost share of searches among surround sound system brands in New Zealand, from 20.7% to 19.7%.

  4. In September 2026, Yamaha rose from 7th to 6th among surround sound system brands in New Zealand.

  5. In September 2026, Denon fell from 6th to 7th among surround sound system brands in New Zealand.

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%Shown above
Smart speaker brands2nd of 529.9%Show ranking
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Is Sonos your brand?

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