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 11.3% of all New Zealand ear buds brand searches, placing Sony third out of four brands. When we asked both ChatGPT and Google AI Overviews about ear buds brands, Sony appeared in all answers and was the most recommended of the four.

Search and AI answers in September 2026

Sony is the third most searched of 4 competitors and the most recommended in AI answers.

  1. Apple AirPodsShare of searches 55.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. JBLShare of searches 26%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. SonyShare of searches 11.3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. BoseShare of searches 7.4%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
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Top ear buds brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Sony appeared in all four answers. Sony is the most recommended of the four.

Most recommended by AI

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

  1. Sony1st
  2. Apple AirPods2nd
  3. JBL3rd
  4. Bose4th

Mentioned by AI

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

  • Apple AirPods4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sony4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • JBL3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bose2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about ear buds brands

4 answers

  • Asked ChatGPT

    “Which ear buds brand should I buy in New Zealand?”

    1. 1Sony
    2. 2Apple AirPods
    3. 3JBL

  • Asked ChatGPT

    “What are the best ear buds brands in New Zealand?”

    1. 1Sony
    2. 2Bose
    3. 3JBL
    4. 4Apple AirPods

  • Asked ChatGPT

    “What's the best ear buds brand in New Zealand for everyday listening?”

    1. 1Sony
    2. 2JBL
    3. 3Apple AirPods

  • Searched Google, AI Overview

    “best earbuds”

    1. 1Sony
    2. 2Apple AirPods
    3. 3Bose

  • Searched Google, AI Overview

    “wireless earbuds”

    Google showed no AI Overview for this search.

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which ear buds brands compete with Sony?

Sony against ear buds brands in New Zealand, by month

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

View monthly share of searches table
MonthApple AirPodsJBLSonyBose
Oct 202555.6%24%11.5%9%
Nov 202554.3%25.4%11.4%8.9%
Dec 202548.6%33.4%9.8%8.2%
Jan 202652.6%27.7%11.5%8.2%
Feb 202658.3%23.1%11.3%7.2%
Mar 202658.5%22.3%11.6%7.6%
Apr 202653.9%26.7%11.5%7.8%
May 202656.6%24%11.4%8.1%
Jun 202656.6%24%11%8.3%
Jul 202655.9%24.5%11.6%8%
Aug 202657.6%24.5%9.8%8.1%
Sep 202655.3%26%11.3%7.4%

  1. 1.Apple AirPods

    55.3%

    Held 1st. 83.7K estimated branded searches, -0.92% vs prior month. Share -2.3 points.

  2. 2.JBL

    26%

    Held 2nd. 39.3K estimated branded searches, +9.5% vs prior month. Share +1.5 points.

  3. 3.Sony

    11.3%

    Held 3rd. 17.1K estimated branded searches, +18.8% vs prior month. Share +1.5 points.

  4. 4.Bose

    7.4%

    Held 4th. 11.2K estimated branded searches, -5.3% vs prior month. Share -0.7 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 ear buds brands in New Zealand peaked at 11.6% in March 2026 and was lowest at 9.8% in August 2026.

How did search popularity change for New Zealand ear buds brands in September 2026?

4 changes

  1. In September 2026, JBL gained share of searches among ear buds brands in New Zealand, from 24.5% to 26%.

  2. In September 2026, Sony gained share of searches among ear buds brands in New Zealand, from 9.8% to 11.3%.

  3. In September 2026, Apple AirPods lost share of searches among ear buds brands in New Zealand, from 57.6% to 55.3%.

  4. In September 2026, Bose lost share of searches among ear buds brands in New Zealand, from 8.1% to 7.4%.

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%Shown above
Speaker brands2nd of 1219.6%Show ranking
Bluetooth speaker brands2nd of 821.3%Show ranking
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
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Is Sony your brand?

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