Brandwave

How popular isSony?

In September 2026, people searched for Sony by name about 28,000 times in New Zealand, a 12.4% increase from the previous year. These searches made up 21.3% of all New Zealand bluetooth speaker brand searches, placing Sony second out of eight brands. When we asked both ChatGPT and Google AI Overviews about bluetooth speaker brands, Sony appeared in four of the five answers and was the fourth most recommended of the eight.

Search and AI answers in September 2026

Sony is the second most searched of 8 competitors and the fourth 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. Ultimate EarsShare of searches 6.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

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Top bluetooth speaker brands in ChatGPT and Google AI Overviews

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

Sony against bluetooth speaker brands in New Zealand, by month

Share of searches by month for JBL, Sony, Bose, Sonos, Ultimate Ears. 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 Sony and its closest rivals

Every comparison with Sony

41 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sony in New Zealand rose from 24.9K to 28K.
  • Across the 12 months ending September 2026, Sony’s share of searches among bluetooth speaker brands in New Zealand peaked at 23% in March 2026 and was lowest at 15.9% in December 2025.

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 Sony’s branded searches counted?

25 search terms

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

  • sony
  • sony android tv
  • sony av receiver
  • sony bluetooth headphones
  • sony bravia tv
  • sony camara
  • sony cyber shot
  • sony earbuds
  • sony earphones
  • sony headphones
  • sony led tv
  • sony lens
  • sony mirrorless
  • sony oled tv
  • sony receiver
  • sony turntable
  • sony tv
  • sony tv sale
  • sony wh 1000xm4
  • sony wh 1000xm5
  • sony wh 1000xm6
  • sony wired earphones
  • sony wired headphones
  • sony wireless earbuds
  • sony wireless headphones

How the Brand Demand Index is measured

Who owns Sony?

Sony is owned by Sony. Brandwave also tracks PlayStation and PlayStation VR2, owned by the same company, in New Zealand.

Do you work for Sony? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Sony compete?

Sony is ranked in 17 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Headphone brands3rd of 1013.4%Show ranking
Bluetooth headphones brands3rd of 810.5%Show ranking
Bluetooth earbuds brands3rd of 611.2%Show ranking
Earphones brands3rd of 611.3%Show ranking
Ear buds brands3rd of 411.3%Show ranking
Speaker brands2nd of 1219.6%Show ranking
Bluetooth speaker brands2nd of 821.3%Shown above
Home cinema brands2nd of 822.9%Show ranking
Camera brands1st of 829.7%Show ranking
Soundbar with subwoofer brands2nd of 635.4%Show ranking
TV brands1st of 843.1%Show ranking
Camera lens brands1st of 756.1%Show ranking
Surround sound system brands1st of 856.5%Show ranking
Telephoto lens brands1st of 470.1%Show ranking
Wide angle lens brands1st of 470.1%Show ranking
Turntable brands4th of 56.5%Show ranking
AV receiver brands5th of 54.3%Show ranking
Creator with pink hair and a pink jacket

Is Sony your brand?

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