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 6.5% of all New Zealand turntable brand searches, placing Sony fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about turntable brands, Sony appeared in three of the five answers and was the fifth most recommended of the five.

Search and AI answers in September 2026

Sony is the fourth most searched of 5 competitors and the fifth most recommended in AI answers.

  1. Pro-JectShare of searches 37.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. Audio-TechnicaShare of searches 37.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. TechnicsShare of searches 14.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. SonyShare of searches 6.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. RegaShare of searches 3.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
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Top turntable brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Audio-Technica1st
  2. Pro-Ject2nd
  3. Rega3rd
  4. Technics4th
  5. Sony5th

Mentioned by AI

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

  • Pro-Ject5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Audio-Technica5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rega5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Technics3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sony3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about turntable brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which turntable brands compete with Sony?

Sony against turntable brands in New Zealand, by month

Share of searches by month for Pro-Ject, Audio-Technica, Technics, Sony, Rega. The figures are in the table below the chart.

View monthly share of searches table
MonthPro-JectAudio-TechnicaTechnicsSonyRega
Oct 202538.3%34.5%18.3%5.3%3.6%
Nov 202535.4%34.7%16.9%9.2%3.8%
Dec 202526.9%43.1%15.4%10.2%4.5%
Jan 202631.6%38.6%18.8%6.8%4.2%
Feb 202636.4%34.6%18.4%6.5%4%
Mar 202646.6%30.6%13.3%5.9%3.6%
Apr 202642.6%34.8%13.9%4.9%3.8%
May 202643.6%32.8%14.2%5.1%4.3%
Jun 202636.6%38.5%14.3%6.3%4.4%
Jul 202639.9%36.5%14.5%5.2%3.9%
Aug 202640.3%34.5%15.6%5.6%3.9%
Sep 202637.9%37.2%14.8%6.5%3.5%

  1. 1.Pro-Ject

    37.9%

    Held 1st. 1.5K estimated branded searches, -18.8% vs prior month. Share -2.4 points.

  2. 2.Audio-Technica

    37.2%

    Held 2nd. 1.5K estimated branded searches, -6.9% vs prior month. Share +2.7 points.

  3. 3.Technics

    14.8%

    Held 3rd. 590 estimated branded searches, -18.1% vs prior month. Share -0.8 points.

  4. 4.Sony

    6.5%

    Held 4th. 260 estimated branded searches, 0% vs prior month. Share +0.9 points.

  5. 5.Rega

    3.5%

    Held 5th. 140 estimated branded searches, -22.2% vs prior month. Share -0.4 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?

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 turntable brands in New Zealand increased from 5.3% to 6.5%.
  • Across the 12 months ending September 2026, Sony’s share of searches among turntable brands in New Zealand peaked at 10.2% in December 2025 and was lowest at 4.9% in April 2026.

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

5 changes

  1. In September 2026, Audio-Technica gained share of searches among turntable brands in New Zealand, from 34.5% to 37.2%.

  2. In September 2026, Sony gained share of searches among turntable brands in New Zealand, from 5.6% to 6.5%.

  3. In September 2026, Pro-Ject lost share of searches among turntable brands in New Zealand, from 40.3% to 37.9%.

  4. In September 2026, Technics lost share of searches among turntable brands in New Zealand, from 15.6% to 14.8%.

  5. Rega’s share of searches among turntable brands in New Zealand has lost ground for 3 months in a row, from 4.4% to 3.5% 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%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%Shown above
AV receiver brands5th of 54.3%Show ranking
Creator with pink hair and a pink jacket

Is Sony your brand?

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