---
title: "Audiobook and ebook services in New Zealand: Which brands are most popular in search?"
description: "Compare the audiobook and ebook services New Zealand readers use. Share of Search among Kindle, Kobo, Audible, Libby, BorrowBox and Storytel, the audiobook and ebook services Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-audiobook-and-ebook-services"
publisher: "Brandwave"
---

# Audiobook and ebook services in New Zealand: Which brands are most popular in search?

Compare the audiobook and ebook services New Zealand readers use. Share of Search among Kindle, Kobo, Audible, Libby, BorrowBox and Storytel, the audiobook and ebook services Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Audiobook and ebook services
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Kindle, 50%

## Which brand is most popular in search among audiobook and ebook services in New Zealand?

- In August 2026, Kindle was the most searched among audiobook and ebook services in New Zealand, with an estimated 36.6K branded searches and 50% estimated Share of Search within this set.
- Kobo is in 2nd place, 24.8 percentage points behind at 25.2% Share of Search.
- Across the 11 months ending August 2026, Kindle’s estimated Share of Search among audiobook and ebook services in New Zealand decreased from 53.9% to 50%.
- Across the 11 months ending August 2026, Kobo’s estimated Share of Search among audiobook and ebook services in New Zealand increased from 20.3% to 25.2%.
- Across the 11 months ending August 2026, Audible’s estimated Share of Search among audiobook and ebook services in New Zealand decreased from 20% to 17.2%.
- Across the 11 months ending August 2026, Libby’s estimated Share of Search among audiobook and ebook services in New Zealand increased from 3.7% to 5.8%.
- Across the 11 months ending August 2026, Kindle’s estimated Share of Search among audiobook and ebook services in New Zealand peaked at 58.1% in November 2025 and was lowest at 49.8% in May 2026.
- Across the 11 months ending August 2026, Kobo’s estimated Share of Search among audiobook and ebook services in New Zealand peaked at 25.2% in August 2026 and was lowest at 19.7% in March 2026.
- Across the 11 months ending August 2026, Audible’s estimated Share of Search among audiobook and ebook services in New Zealand peaked at 21.6% in March 2026 and was lowest at 15.2% in December 2025.
- Across the 11 months ending August 2026, Libby’s estimated Share of Search among audiobook and ebook services in New Zealand peaked at 5.8% in August 2026 and was lowest at 2.9% in December 2025.
- Across the 11 months ending August 2026, BorrowBox and Storytel held steady: their estimated Share of Search among audiobook and ebook services in New Zealand each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Kindle vs Kobo: compare search popularity](/demand/nz/compare/kindle-vs-kobo): 50% against 25.2% Share of Search.
- [Kindle vs Audible: compare search popularity](/demand/nz/compare/audible-vs-kindle): 50% against 17.2% Share of Search.
- [Kindle vs Libby: compare search popularity](/demand/nz/compare/kindle-vs-libby): 50% against 5.8% Share of Search.
- [Kobo vs Audible: compare search popularity](/demand/nz/compare/audible-vs-kobo): 25.2% against 17.2% Share of Search.
- [Kobo vs Libby: compare search popularity](/demand/nz/compare/kobo-vs-libby): 25.2% against 5.8% Share of Search.
- [Audible vs Libby: compare search popularity](/demand/nz/compare/audible-vs-libby): 17.2% against 5.8% Share of Search.

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

- In August 2026, Kobo gained estimated Share of Search among audiobook and ebook services in New Zealand, from 23.9% to 25.2%.
- In August 2026, Audible lost estimated Share of Search among audiobook and ebook services in New Zealand, from 17.9% to 17.2%.
- Estimated monthly branded searches for Libby in New Zealand rose 64.6% over 11 measured months, from 2.6K to 4.2K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Kindle | 50% | 36.6K | -5.4% | Amazon |
| 2 | Kobo | 25.2% | 18.4K | +0.5% | Kobo |
| 3 | Audible | 17.2% | 12.6K | -8.1% | Amazon |
| 4 | Libby | 5.8% | 4.2K | -1.9% | Libby |
| 5 | BorrowBox | 1.7% | 1.3K | -20.9% | BorrowBox |
| 6 | Storytel | 0.15% | 110 | +22.2% | Storytel |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kindle | 37.1K | 53.9% | 1 |
| Oct 2025 | Kobo | 14K | 20.3% | 2 |
| Oct 2025 | Audible | 13.8K | 20% | 3 |
| Oct 2025 | Libby | 2.6K | 3.7% | 4 |
| Oct 2025 | BorrowBox | 1.3K | 1.8% | 5 |
| Oct 2025 | Storytel | 110 | 0.16% | 6 |
| Nov 2025 | Kindle | 51.4K | 58.1% | 1 |
| Nov 2025 | Kobo | 19.1K | 21.6% | 2 |
| Nov 2025 | Audible | 14K | 15.8% | 3 |
| Nov 2025 | Libby | 2.6K | 3% | 4 |
| Nov 2025 | BorrowBox | 1.3K | 1.5% | 5 |
| Nov 2025 | Storytel | 110 | 0.12% | 6 |
| Dec 2025 | Kindle | 51.5K | 56% | 1 |
| Dec 2025 | Kobo | 22.4K | 24.4% | 2 |
| Dec 2025 | Audible | 14K | 15.2% | 3 |
| Dec 2025 | Libby | 2.7K | 2.9% | 4 |
| Dec 2025 | BorrowBox | 1.2K | 1.3% | 5 |
| Dec 2025 | Storytel | 120 | 0.13% | 6 |
| Jan 2026 | Kindle | 52K | 56.5% | 1 |
| Jan 2026 | Kobo | 20.6K | 22.3% | 2 |
| Jan 2026 | Audible | 14.5K | 15.7% | 3 |
| Jan 2026 | Libby | 3.5K | 3.8% | 4 |
| Jan 2026 | BorrowBox | 1.4K | 1.6% | 5 |
| Jan 2026 | Storytel | 140 | 0.15% | 6 |
| Feb 2026 | Kindle | 35K | 52.8% | 1 |
| Feb 2026 | Kobo | 13.9K | 20.9% | 2 |
| Feb 2026 | Audible | 12.9K | 19.5% | 3 |
| Feb 2026 | Libby | 3.1K | 4.7% | 4 |
| Feb 2026 | BorrowBox | 1.3K | 2% | 5 |
| Feb 2026 | Storytel | 90 | 0.14% | 6 |
| Mar 2026 | Kindle | 37.6K | 52% | 1 |
| Mar 2026 | Audible | 15.6K | 21.6% | 2 |
| Mar 2026 | Kobo | 14.3K | 19.7% | 3 |
| Mar 2026 | Libby | 3.5K | 4.9% | 4 |
| Mar 2026 | BorrowBox | 1.2K | 1.7% | 5 |
| Mar 2026 | Storytel | 120 | 0.17% | 6 |
| Apr 2026 | Kindle | 38.7K | 50.3% | 1 |
| Apr 2026 | Kobo | 18.4K | 24% | 2 |
| Apr 2026 | Audible | 15.1K | 19.6% | 3 |
| Apr 2026 | Libby | 3.5K | 4.5% | 4 |
| Apr 2026 | BorrowBox | 1.1K | 1.5% | 5 |
| Apr 2026 | Storytel | 90 | 0.12% | 6 |
| May 2026 | Kindle | 39.5K | 49.8% | 1 |
| May 2026 | Kobo | 18.2K | 23% | 2 |
| May 2026 | Audible | 15.7K | 19.8% | 3 |
| May 2026 | Libby | 4.5K | 5.7% | 4 |
| May 2026 | BorrowBox | 1.3K | 1.6% | 5 |
| May 2026 | Storytel | 80 | 0.1% | 6 |
| Jun 2026 | Kindle | 42.1K | 53.2% | 1 |
| Jun 2026 | Kobo | 17.8K | 22.5% | 2 |
| Jun 2026 | Audible | 13.5K | 17.1% | 3 |
| Jun 2026 | Libby | 4.5K | 5.7% | 4 |
| Jun 2026 | BorrowBox | 1.1K | 1.4% | 5 |
| Jun 2026 | Storytel | 90 | 0.11% | 6 |
| Jul 2026 | Kindle | 38.7K | 50.4% | 1 |
| Jul 2026 | Kobo | 18.3K | 23.9% | 2 |
| Jul 2026 | Audible | 13.7K | 17.9% | 3 |
| Jul 2026 | Libby | 4.3K | 5.6% | 4 |
| Jul 2026 | BorrowBox | 1.6K | 2.1% | 5 |
| Jul 2026 | Storytel | 90 | 0.12% | 6 |
| Aug 2026 | Kindle | 36.6K | 50% | 1 |
| Aug 2026 | Kobo | 18.4K | 25.2% | 2 |
| Aug 2026 | Audible | 12.6K | 17.2% | 3 |
| Aug 2026 | Libby | 4.2K | 5.8% | 4 |
| Aug 2026 | BorrowBox | 1.3K | 1.7% | 5 |
| Aug 2026 | Storytel | 110 | 0.15% | 6 |
| Sep 2026 | Audible | — | — | — |
| Sep 2026 | BorrowBox | — | — | — |
| Sep 2026 | Kindle | — | — | — |
| Sep 2026 | Kobo | — | — | — |
| Sep 2026 | Libby | — | — | — |
| Sep 2026 | Storytel | — | — | — |

## What is being compared

- **Audible**: Measured on the search terms “audible”, “audible app”, “audible bible app”, “audible book apps”, “audible books”, “audible com au”, “audible cost”, “audible deals”, “audible ebooks”, “audible membership”, “audible near me”, “audible nz”, “audible online”, “audible plus membership”, “audible sale” and “best audible books”, summed into one figure.
- **BorrowBox**: Measured on the search terms “borrowbox”, “borrowbox app”, “borrowbox audiobooks”, “borrowbox com”, “borrowbox ebooks”, “borrowbox library”, “borrowbox nz” and “borrowbox online”, summed into one figure.
- **Kindle**: Measured on the search terms “kindle”, “kindle 11th generation”, “kindle app”, “kindle au”, “kindle audiobooks”, “kindle cloud reader”, “kindle e reader”, “kindle ebooks”, “kindle ereader”, “kindle nz”, “kindle on line”, “kindle paperwhite”, “kindle paperwhite 11th generation”, “kindle paperwhite 12th generation”, “kindle paperwhite e reader”, “kindle store” and “kindle unlimited”, summed into one figure.
- **Kobo**: Measured on the search terms “e reader kobo”, “kobo”, “kobo app”, “kobo audiobooks”, “kobo clara”, “kobo clara cover”, “kobo clara2e”, “kobo colour”, “kobo com”, “kobo cover”, “kobo ebooks”, “kobo inc”, “kobo libra”, “kobo libra 2”, “kobo nia”, “kobo nz”, “kobo online”, “kobo sage” and “kobo stylus”, summed into one figure.
- **Libby**: Measured on the search terms “download libby app”, “libby app”, “libby app audiobooks”, “libby app for audiobooks”, “libby app library”, “libby audiobook app”, “libby audiobooks”, “libby book app”, “libby ebooks”, “libby library” and “libby reading app”, summed into one figure.
- **Storytel**: Measured on the search terms “storytel”, “storytel app”, “storytel audiobooks”, “storytel com” and “storytel near me”, summed into one figure.

- [Audible](/demand/nz/brands/audible)
- [BorrowBox](/demand/nz/brands/borrowbox)
- [Kindle](/demand/nz/brands/kindle)
- [Kobo](/demand/nz/brands/kobo)
- [Libby](/demand/nz/brands/libby)
- [Storytel](/demand/nz/brands/storytel)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among audiobook and ebook services in New Zealand?

In August 2026, Kindle was the most searched among audiobook and ebook services in New Zealand, with an estimated 36.6K branded searches and 50% estimated Share of Search within this set.

## Cite this page

Brandwave. "Audiobook and ebook services in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-audiobook-and-ebook-services

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-audiobook-and-ebook-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.