Brandwave

How popular isSpotify?

In September 2026, people searched for Spotify by name about 311,000 times in New Zealand, about the same as the previous year. These searches made up 85.8% of all New Zealand audiobook and ebook service searches, placing Spotify first out of seven services. When we asked both ChatGPT and Google AI Overviews about audiobook and ebook services, Spotify appeared in two of the five answers and was the fourth most recommended of the seven.

Search and AI answers in September 2026

Spotify is the most searched of 7 competitors and the fourth most recommended in AI answers.

  1. SpotifyShare of searches 85.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. KindleShare of searches 7.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. KoboShare of searches 3.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. AudibleShare of searches 2.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. LibbyShare of searches 0.73%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top audiobook and ebook services in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Libby1st
  2. Kobo2nd
  3. Audible3rd
  4. Spotify4th
  5. Kindle5th
  6. BorrowBox6th
  7. Storytel–

Mentioned by AI

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

  • Kobo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Libby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Audible4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kindle3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BorrowBox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Spotify2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Storytel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about audiobook and ebook services

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 audiobook and ebook services compete with Spotify?

Spotify against audiobook and ebook services in New Zealand, by month

Share of searches by month for Spotify, Kindle, Kobo, Audible. The figures are in the table below the chart.

View monthly share of searches table
MonthSpotifyKindleKoboAudibleLibbyBorrowBoxStorytel
Oct 202586.1%7.3%2.6%3.1%0.7%0.31%0.03%
Nov 202582.7%10%3.3%3%0.69%0.28%0.03%
Dec 202579.2%11.5%4.6%3.5%0.81%0.3%0.04%
Jan 202675.7%13.4%5%4.2%1.2%0.43%0.05%
Feb 202686.2%7.2%2.6%2.8%0.84%0.29%0.02%
Mar 202687.6%6.2%2.2%3%0.79%0.23%0.03%
Apr 202682%8.8%3.8%4.1%1.1%0.32%0.03%
May 202686.7%6.3%2.8%3%0.96%0.25%0.02%
Jun 202687%6.8%2.7%2.4%0.91%0.22%0.02%
Jul 202682.7%8.4%3.8%3.5%1.2%0.45%0.03%
Aug 202685.5%7%3.3%2.8%1.1%0.3%0.03%
Sep 202685.8%7.1%3.6%2.6%0.73%0.26%0.02%

  1. 1.Spotify

    85.8%

    Held 1st. 310K estimated branded searches, -1.1% vs prior month. Share +0.3 points.

  2. 2.Kindle

    7.1%

    Held 2nd. 25.6K estimated branded searches, -0.27% vs prior month. Share +0.1 points.

  3. 3.Kobo

    3.6%

    Held 3rd. 12.8K estimated branded searches, +6.6% vs prior month. Share +0.3 points.

  4. 4.Audible

    2.6%

    Held 4th. 9.3K estimated branded searches, -10.6% vs prior month. Share -0.3 points.

  5. 5.Libby

    0.73%

    Held 5th. 2.6K estimated branded searches, -34.3% vs prior month. Share -0.4 points.

  6. 6.BorrowBox

    0.26%

    Held 6th. 950 estimated branded searches, -13.6% vs prior month. Share 0 points.

  7. 7.Storytel

    0.02%

    Held 7th. 90 estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare popularity between Spotify and its closest rivals

Every comparison with Spotify

18 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Spotify in New Zealand held steady at 311K.
  • Across the 12 months ending September 2026, Spotify’s share of searches among audiobook and ebook services in New Zealand peaked at 87.6% in March 2026 and was lowest at 75.7% in January 2026.

How did search popularity change for New Zealand audiobook and ebook services in September 2026?

4 changes

  1. Estimated monthly branded searches for Kobo in New Zealand rose 39.3% over 12 measured months, from 9.2K to 12.8K in September 2026.

  2. Estimated monthly branded searches for Storytel in New Zealand fell 18.2% over 12 measured months, from 110 to 90 in September 2026.

  3. Estimated monthly branded searches for Audible in New Zealand fell 15.5% over 12 measured months, from 11K to 9.3K in September 2026.

  4. Estimated monthly branded searches for BorrowBox in New Zealand fell 13.6% over 12 measured months, from 1.1K to 950 in September 2026.

How are Spotify’s branded searches counted?

10 search terms

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

  • michael jackson spotify
  • play spotify web
  • spotify
  • spotify app
  • spotify dl
  • spotify family
  • spotify gift card
  • spotify music
  • spotify playlist downloader
  • spotify podcast

Do you work for Spotify? 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 Spotify compete?

Spotify is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Podcast and radio apps2nd of 744%Show ranking
Music streaming services1st of 764.8%Show ranking
Audiobook and ebook services1st of 785.8%Shown above
Creator with pink hair and a pink jacket

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