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 29.7% of all New Zealand camera brand searches, placing Sony first out of eight brands. When we asked both ChatGPT and Google AI Overviews about camera brands, Sony appeared in four of the five answers and was the second most recommended of the eight.
Sony is the most searched of 8 competitors and the second most recommended in AI answers.
SonyShare of searches 29.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
GoProShare of searches 20.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Insta360Share of searches 15.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
CanonShare of searches 13.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
FujifilmShare of searches 12.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
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Top camera 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 second most recommended of the eight.
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.
- Canon5 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
- Fujifilm4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Nikon3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
OM System3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Panasonic Lumix2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- GoPro0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Insta3600 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about camera brands
5 answers
Asked ChatGPT
“Which camera brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best camera brands in New Zealand?”
Asked ChatGPT
“What's the best camera brand in New Zealand for a creator setup?”
Searched Google, AI Overview
“mirrorless camera nz”
Searched Google, AI Overview
“dslr camera nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which camera brands compete with Sony?
Share of searches by month for Sony, GoPro, Insta360, Canon, Fujifilm, Nikon, Panasonic Lumix. The figures are in the table below the chart.
View monthly share of searches table
| Month | Sony | GoPro | Insta360 | Canon | Fujifilm | Nikon | Panasonic Lumix | OM System |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 29% | 22.8% | 13.5% | 14.1% | 11.4% | 6.3% | 2% | 0.88% |
| Nov 2025 | 31.5% | 22.5% | 13.6% | 12.8% | 11.9% | 5.3% | 1.8% | 0.83% |
| Dec 2025 | 29.7% | 22.7% | 13.7% | 13.2% | 12.2% | 5.5% | 1.9% | 0.91% |
| Jan 2026 | 26.4% | 22.3% | 16.3% | 14.3% | 11.6% | 6.1% | 1.9% | 1.1% |
| Feb 2026 | 27.9% | 21.8% | 15.5% | 14.5% | 10.7% | 6.4% | 2.1% | 1.1% |
| Mar 2026 | 29% | 20.4% | 14.8% | 15% | 11.4% | 6.4% | 2.1% | 0.97% |
| Apr 2026 | 28.3% | 19.7% | 17.3% | 13.3% | 11.4% | 6.7% | 2.4% | 1% |
| May 2026 | 29.1% | 18.8% | 16.9% | 14.4% | 11.3% | 6.1% | 2.3% | 1% |
| Jun 2026 | 29.6% | 19.2% | 17.4% | 13.7% | 11.4% | 5.7% | 2% | 1.1% |
| Jul 2026 | 29.6% | 19% | 16.9% | 13.8% | 11.6% | 5.8% | 2.2% | 1.1% |
| Aug 2026 | 26.1% | 18.1% | 19.3% | 14.7% | 12.5% | 5.9% | 2.3% | 1% |
| Sep 2026 | 29.7% | 20.1% | 15.4% | 13.3% | 12.2% | 6.1% | 2.1% | 1.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 29.7% | 17.4K | +18% | +3.6 points | |
| 2, moved from 3rd to 2nd | 20.1% | 11.8K | +15% | +2 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 15.4% | 9K | -17.4% | -3.9 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 13.3% | 7.8K | -6.8% | -1.5 points | |
| 5, held 5th | 12.2% | 7.2K | +0.99% | -0.3 points | |
| 6, held 6th | 6.1% | 3.6K | +6.9% | +0.2 points | |
| 7, held 7th | 2.1% | 1.2K | -7.6% | -0.2 points | |
| 8, held 8th | 1.1% | 630 | +10.5% | +0.1 points |
1.
Sony29.7%
Held 1st. 17.4K estimated branded searches, +18% vs prior month. Share +3.6 points.
2.
GoPro20.1%
Moved from 3rd to 2nd. 11.8K estimated branded searches, +15% vs prior month. Share +2 points.
3.
Insta36015.4%
Moved from 2nd to 3rd. 9K estimated branded searches, -17.4% vs prior month. Share -3.9 points.
4.
Canon13.3%
Held 4th. 7.8K estimated branded searches, -6.8% vs prior month. Share -1.5 points.
5.
Fujifilm12.2%
Held 5th. 7.2K estimated branded searches, +0.99% vs prior month. Share -0.3 points.
6.
Nikon6.1%
Held 6th. 3.6K estimated branded searches, +6.9% vs prior month. Share +0.2 points.
2.1%
Held 7th. 1.2K estimated branded searches, -7.6% vs prior month. Share -0.2 points.
1.1%
Held 8th. 630 estimated branded searches, +10.5% vs prior month. Share +0.1 points.
Compare popularity between Sony and its closest rivals
Every comparison with Sony
41 comparisons
- Apple AirPods vs Sony
- JBL vs Sony
- Bose vs Sony
- GoPro vs Sony
- Insta360 vs Sony
- Sonos vs Sony
- Canon vs Sony
- Fujifilm vs Sony
- Sennheiser vs Sony
- Skullcandy vs Sony
- Sony vs Ultimate Ears
- Beats vs Sony
- Philips vs Sony
- Nikon vs Sony
- Sony vs TCL
- Sony vs Veon
- Hisense vs Sony
- Panasonic vs Sony
- Jabra vs Sony
- Panasonic Lumix vs Sony
- Edifier vs Sony
- Sony vs Soundcore
- Marshall vs Sony
- Bang & Olufsen vs Sony
- OM System vs Sony
- Bowers & Wilkins vs Sony
- KEF vs Sony
- Samsung vs Sony
- LG vs Sony
- Audio-Technica vs Sony
- Pro-Ject vs Sony
- Sony vs Technics
- Sony vs Tamron
- Sigma vs Sony
- Denon vs Sony
- Q Acoustics vs Sony
- Rega vs Sony
- Sony vs Yamaha
- DALI vs Sony
- Marantz vs Sony
- Onkyo vs Sony
How has branded search demand for Sony changed in New Zealand over the last 12 months?
3 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 camera brands in New Zealand increased from 29% to 29.7%.
- Across the 12 months ending September 2026, Sony’s share of searches among camera brands in New Zealand peaked at 31.5% in November 2025 and was lowest at 26.1% in August 2026.
How did search popularity change for New Zealand camera brands in September 2026?
6 changes
In September 2026, GoPro overtook Insta360 to rank 2nd among camera brands in New Zealand, with 20.1% of the searches.
In September 2026, Sony gained share of searches among camera brands in New Zealand, from 26.1% to 29.7%.
In September 2026, Insta360 lost share of searches among camera brands in New Zealand, from 19.3% to 15.4%.
In September 2026, Canon lost share of searches among camera brands in New Zealand, from 14.7% to 13.3%.
Estimated monthly branded searches for OM System in New Zealand rose 34% over 12 measured months, from 470 to 630 in September 2026.
Estimated monthly branded searches for Fujifilm in New Zealand rose 17.4% over 12 measured months, from 6.1K to 7.2K 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
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?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Headphone brands | 3rd of 10 | 13.4% | Show ranking |
| Bluetooth headphones brands | 3rd of 8 | 10.5% | Show ranking |
| Bluetooth earbuds brands | 3rd of 6 | 11.2% | Show ranking |
| Earphones brands | 3rd of 6 | 11.3% | Show ranking |
| Ear buds brands | 3rd of 4 | 11.3% | Show ranking |
| Speaker brands | 2nd of 12 | 19.6% | Show ranking |
| Bluetooth speaker brands | 2nd of 8 | 21.3% | Show ranking |
| Home cinema brands | 2nd of 8 | 22.9% | Show ranking |
| Camera brands | 1st of 8 | 29.7% | Shown above |
| Soundbar with subwoofer brands | 2nd of 6 | 35.4% | Show ranking |
| TV brands | 1st of 8 | 43.1% | Show ranking |
| Camera lens brands | 1st of 7 | 56.1% | Show ranking |
| Surround sound system brands | 1st of 8 | 56.5% | Show ranking |
| Telephoto lens brands | 1st of 4 | 70.1% | Show ranking |
| Wide angle lens brands | 1st of 4 | 70.1% | Show ranking |
| Turntable brands | 4th of 5 | 6.5% | Show ranking |
| AV receiver brands | 5th of 5 | 4.3% | Show ranking |
Is Sony 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.