---
title: "Bluetooth headphones brands in New Zealand: Which are searched most?"
description: "Compare the Bluetooth headphones brands people buy. Share of Search among Apple AirPods, JBL, Sony, Bose, Sennheiser, Skullcandy, Beats and Samsung, the bluetooth headphones brands 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-bluetooth-headphones-brands"
publisher: "Brandwave"
---

# Bluetooth headphones brands in New Zealand: Which are searched most?

Compare the Bluetooth headphones brands people buy. Share of Search among Apple AirPods, JBL, Sony, Bose, Sennheiser, Skullcandy, Beats and Samsung, the bluetooth headphones brands 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**: Bluetooth headphones brands
- **Market**: New Zealand
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Apple AirPods, 51.4%

## Which brand is most popular in search among bluetooth headphones brands in New Zealand?

- In September 2026, Apple AirPods was the most searched among bluetooth headphones brands in New Zealand, with an estimated 83.7K branded searches, 51.4% of all searches for the eight we track.
- JBL is in 2nd place, 27.3 percentage points behind at 24.1%.
- Across the 12 months ending September 2026, Apple AirPods’ share of searches among bluetooth headphones brands in New Zealand decreased from 52.2% to 51.4%.
- Across the 12 months ending September 2026, JBL’s share of searches among bluetooth headphones brands in New Zealand increased from 22.5% to 24.1%.
- Across the 12 months ending September 2026, Bose’s share of searches among bluetooth headphones brands in New Zealand decreased from 8.4% to 6.9%.
- Across the 12 months ending September 2026, Skullcandy’s share of searches among bluetooth headphones brands in New Zealand increased from 2% to 2.8%.
- Across the 12 months ending September 2026, Apple AirPods’ share of searches among bluetooth headphones brands in New Zealand peaked at 55% in February 2026 and was lowest at 46.1% in December 2025.
- Across the 12 months ending September 2026, JBL’s share of searches among bluetooth headphones brands in New Zealand peaked at 31.6% in December 2025 and was lowest at 21% in March 2026.
- Across the 12 months ending September 2026, Sony’s share of searches among bluetooth headphones brands in New Zealand peaked at 10.9% in March 2026 and was lowest at 9.1% in August 2026.
- Across the 12 months ending September 2026, Bose’s share of searches among bluetooth headphones brands in New Zealand peaked at 8.4% in November 2025 and was lowest at 6.8% in February 2026.
- Across the 12 months ending September 2026, Sennheiser’s share of searches among bluetooth headphones brands in New Zealand peaked at 4.6% in July 2026 and was lowest at 2.7% in December 2025.
- Across the 12 months ending September 2026, Skullcandy’s share of searches among bluetooth headphones brands in New Zealand peaked at 2.8% in August 2026 and was lowest at 1.8% in December 2025.
- Across the 12 months ending September 2026, Sony, Sennheiser, Beats and Samsung held steady: their share of searches among bluetooth headphones brands in New Zealand each moved less than 0.5 percentage points.

## Top bluetooth headphones brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, JBL and Sony appeared every time. Sony was recommended most often, coming first in all four answers that gave a list. Bose was second, and Sennheiser was third. Beats, which ranked seventh in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Sony | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Bose | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Sennheiser | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| JBL | 4th | 3 of 3 | 2 of 2 | 5 of 5 |
| Apple AirPods | 5th | 2 of 3 | 1 of 2 | 3 of 5 |
| Skullcandy | 6th | 0 of 3 | 1 of 2 | 1 of 5 |
| Beats | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Samsung | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about bluetooth headphones brands

- Asked ChatGPT "Which Bluetooth headphones brand should I buy in New Zealand?": 1. Sony, 2. Bose, 3. Sennheiser, 4. JBL, 5. Apple AirPods
- Asked ChatGPT "What are the best Bluetooth headphones brands in New Zealand?": 1. Sony, 2. Bose, 3. Sennheiser, 4. JBL, 5. Apple AirPods
- Asked ChatGPT "What's the best Bluetooth headphones brand in New Zealand for everyday listening?": 1. Sony, 2. Bose, 3. Sennheiser, 4. JBL
- Searched Google, AI Overview "wireless headphones nz": 1. Sony, 2. Apple AirPods, 3. Bose, 4. Sennheiser, 5. JBL, 6. Skullcandy
- Searched Google, AI Overview "bluetooth headphones nz": 1. Sony, 2. JBL

Not named in any answer: Beats and Samsung.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026.

## Compare search popularity between leading brands

- [Apple AirPods vs JBL: compare search popularity](/demand/nz/compare/airpods-vs-jbl): 51.4% against 24.1% Share of Search.
- [Apple AirPods vs Sony: compare search popularity](/demand/nz/compare/airpods-vs-sony): 51.4% against 10.5% Share of Search.
- [Apple AirPods vs Bose: compare search popularity](/demand/nz/compare/airpods-vs-bose): 51.4% against 6.9% Share of Search.
- [Apple AirPods vs Sennheiser: compare search popularity](/demand/nz/compare/airpods-vs-sennheiser): 51.4% against 3.4% Share of Search.
- [JBL vs Sony: compare search popularity](/demand/nz/compare/jbl-vs-sony): 24.1% against 10.5% Share of Search.
- [JBL vs Bose: compare search popularity](/demand/nz/compare/bose-vs-jbl): 24.1% against 6.9% Share of Search.
- [JBL vs Sennheiser: compare search popularity](/demand/nz/compare/jbl-vs-sennheiser): 24.1% against 3.4% Share of Search.
- [Sony vs Bose: compare search popularity](/demand/nz/compare/bose-vs-sony): 10.5% against 6.9% Share of Search.
- [Sony vs Sennheiser: compare search popularity](/demand/nz/compare/sennheiser-vs-sony): 10.5% against 3.4% Share of Search.
- [Bose vs Sennheiser: compare search popularity](/demand/nz/compare/bose-vs-sennheiser): 6.9% against 3.4% Share of Search.

## How did search popularity change for New Zealand bluetooth headphones brands in September 2026?

- In September 2026, JBL gained share of searches among bluetooth headphones brands in New Zealand, from 22.7% to 24.1%.
- In September 2026, Sony gained share of searches among bluetooth headphones brands in New Zealand, from 9.1% to 10.5%.
- In September 2026, Apple AirPods lost share of searches among bluetooth headphones brands in New Zealand, from 53.4% to 51.4%.
- In September 2026, Bose lost share of searches among bluetooth headphones brands in New Zealand, from 7.5% to 6.9%.
- Estimated monthly branded searches for Skullcandy in New Zealand rose 56.1% over 12 measured months, from 2.9K to 4.5K in September 2026.
- Estimated monthly branded searches for Beats in New Zealand rose 38.9% over 12 measured months, from 720 to 1K in September 2026.
- Estimated monthly branded searches for Sennheiser in New Zealand rose 23.7% over 12 measured months, from 4.5K to 5.6K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Apple AirPods | 51.4% | 83.7K | -0.9% | Apple |
| 2 | JBL | 24.1% | 39.3K | +9.5% | JBL |
| 3 | Sony | 10.5% | 17.1K | +18.8% | Sony |
| 4 | Bose | 6.9% | 11.2K | -5.3% | Bose |
| 5 | Sennheiser | 3.4% | 5.6K | -8.8% | Sennheiser |
| 6 | Skullcandy | 2.8% | 4.5K | -0.7% | Skullcandy |
| 7 | Beats | 0.61% | 1K | +69.5% | Beats |
| 8 | Samsung | 0.24% | 390 | -18.8% | Samsung |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Apple AirPods | 73.7K | 52.2% | 1 |
| Oct 2025 | JBL | 31.8K | 22.5% | 2 |
| Oct 2025 | Sony | 15.2K | 10.8% | 3 |
| Oct 2025 | Bose | 11.9K | 8.4% | 4 |
| Oct 2025 | Sennheiser | 4.5K | 3.2% | 5 |
| Oct 2025 | Skullcandy | 2.9K | 2% | 6 |
| Oct 2025 | Beats | 720 | 0.51% | 7 |
| Oct 2025 | Samsung | 390 | 0.28% | 8 |
| Nov 2025 | Apple AirPods | 97.9K | 51.4% | 1 |
| Nov 2025 | JBL | 45.9K | 24.1% | 2 |
| Nov 2025 | Sony | 20.5K | 10.8% | 3 |
| Nov 2025 | Bose | 16.1K | 8.4% | 4 |
| Nov 2025 | Sennheiser | 5.5K | 2.9% | 5 |
| Nov 2025 | Skullcandy | 3.4K | 1.8% | 6 |
| Nov 2025 | Beats | 880 | 0.46% | 7 |
| Nov 2025 | Samsung | 480 | 0.25% | 8 |
| Dec 2025 | Apple AirPods | 94.8K | 46.1% | 1 |
| Dec 2025 | JBL | 65.1K | 31.6% | 2 |
| Dec 2025 | Sony | 19.2K | 9.3% | 3 |
| Dec 2025 | Bose | 16K | 7.8% | 4 |
| Dec 2025 | Sennheiser | 5.5K | 2.7% | 5 |
| Dec 2025 | Skullcandy | 3.6K | 1.8% | 6 |
| Dec 2025 | Beats | 1K | 0.49% | 7 |
| Dec 2025 | Samsung | 480 | 0.23% | 8 |
| Jan 2026 | Apple AirPods | 66K | 49.6% | 1 |
| Jan 2026 | JBL | 34.8K | 26.2% | 2 |
| Jan 2026 | Sony | 14.4K | 10.8% | 3 |
| Jan 2026 | Bose | 10.3K | 7.8% | 4 |
| Jan 2026 | Sennheiser | 3.8K | 2.8% | 5 |
| Jan 2026 | Skullcandy | 2.6K | 2% | 6 |
| Jan 2026 | Beats | 720 | 0.54% | 7 |
| Jan 2026 | Samsung | 390 | 0.29% | 8 |
| Feb 2026 | Apple AirPods | 66K | 55% | 1 |
| Feb 2026 | JBL | 26.2K | 21.8% | 2 |
| Feb 2026 | Sony | 12.8K | 10.7% | 3 |
| Feb 2026 | Bose | 8.2K | 6.8% | 4 |
| Feb 2026 | Sennheiser | 3.4K | 2.8% | 5 |
| Feb 2026 | Skullcandy | 2.5K | 2.1% | 6 |
| Feb 2026 | Beats | 480 | 0.4% | 7 |
| Feb 2026 | Samsung | 320 | 0.27% | 8 |
| Mar 2026 | Apple AirPods | 72K | 54.9% | 1 |
| Mar 2026 | JBL | 27.5K | 21% | 2 |
| Mar 2026 | Sony | 14.3K | 10.9% | 3 |
| Mar 2026 | Bose | 9.3K | 7.1% | 4 |
| Mar 2026 | Sennheiser | 4.1K | 3.1% | 5 |
| Mar 2026 | Skullcandy | 3K | 2.3% | 6 |
| Mar 2026 | Beats | 590 | 0.45% | 7 |
| Mar 2026 | Samsung | 390 | 0.3% | 8 |
| Apr 2026 | Apple AirPods | 66.8K | 50.6% | 1 |
| Apr 2026 | JBL | 33.1K | 25.1% | 2 |
| Apr 2026 | Sony | 14.3K | 10.8% | 3 |
| Apr 2026 | Bose | 9.7K | 7.3% | 4 |
| Apr 2026 | Sennheiser | 4.3K | 3.2% | 5 |
| Apr 2026 | Skullcandy | 2.9K | 2.2% | 6 |
| Apr 2026 | Beats | 590 | 0.45% | 7 |
| Apr 2026 | Samsung | 390 | 0.3% | 8 |
| May 2026 | Apple AirPods | 75.5K | 52.8% | 1 |
| May 2026 | JBL | 32K | 22.3% | 2 |
| May 2026 | Sony | 15.2K | 10.6% | 3 |
| May 2026 | Bose | 10.8K | 7.6% | 4 |
| May 2026 | Sennheiser | 5.5K | 3.9% | 5 |
| May 2026 | Skullcandy | 3.2K | 2.2% | 6 |
| May 2026 | Beats | 590 | 0.41% | 7 |
| May 2026 | Samsung | 320 | 0.22% | 8 |
| Jun 2026 | Apple AirPods | 77K | 52.5% | 1 |
| Jun 2026 | JBL | 32.7K | 22.3% | 2 |
| Jun 2026 | Sony | 15K | 10.2% | 3 |
| Jun 2026 | Bose | 11.2K | 7.7% | 4 |
| Jun 2026 | Sennheiser | 6.5K | 4.5% | 5 |
| Jun 2026 | Skullcandy | 3.2K | 2.2% | 6 |
| Jun 2026 | Beats | 590 | 0.4% | 7 |
| Jun 2026 | Samsung | 320 | 0.22% | 8 |
| Jul 2026 | Apple AirPods | 75.5K | 51.7% | 1 |
| Jul 2026 | JBL | 33K | 22.6% | 2 |
| Jul 2026 | Sony | 15.6K | 10.7% | 3 |
| Jul 2026 | Bose | 10.8K | 7.4% | 4 |
| Jul 2026 | Sennheiser | 6.8K | 4.6% | 5 |
| Jul 2026 | Skullcandy | 3.3K | 2.3% | 6 |
| Jul 2026 | Beats | 590 | 0.4% | 7 |
| Jul 2026 | Samsung | 390 | 0.27% | 8 |
| Aug 2026 | Apple AirPods | 84.5K | 53.4% | 1 |
| Aug 2026 | JBL | 35.9K | 22.7% | 2 |
| Aug 2026 | Sony | 14.4K | 9.1% | 3 |
| Aug 2026 | Bose | 11.9K | 7.5% | 4 |
| Aug 2026 | Sennheiser | 6.1K | 3.9% | 5 |
| Aug 2026 | Skullcandy | 4.5K | 2.8% | 6 |
| Aug 2026 | Beats | 590 | 0.37% | 7 |
| Aug 2026 | Samsung | 480 | 0.3% | 8 |
| Sep 2026 | Apple AirPods | 83.7K | 51.4% | 1 |
| Sep 2026 | JBL | 39.3K | 24.1% | 2 |
| Sep 2026 | Sony | 17.1K | 10.5% | 3 |
| Sep 2026 | Bose | 11.2K | 6.9% | 4 |
| Sep 2026 | Sennheiser | 5.6K | 3.4% | 5 |
| Sep 2026 | Skullcandy | 4.5K | 2.8% | 6 |
| Sep 2026 | Beats | 1K | 0.61% | 7 |
| Sep 2026 | Samsung | 390 | 0.24% | 8 |

## What is being compared

- **Apple AirPods**: Measured on the search terms “airpods”, “airpods 2”, “airpods 3”, “airpods 3 pro”, “airpods 4”, “airpods max”, “airpods pro”, “apple airpods”, “apple airpods 4”, “apple airpods max”, “apple airpods pro” and “find mine airpods”, summed into one figure.
- **Beats**: Measured on the search term “beats by dre”.
- **Bose**: Measured on the search terms “bose”, “bose ear phones”, “bose qc”, “bose soundbar”, “bose soundlink”, “bose soundlink flex” and “bose speakers”, summed into one figure.
- **JBL**: Measured on the search terms “jbl”, “jbl bluetooth speaker”, “jbl boombox 4”, “jbl boombox3”, “jbl ear buds”, “jbl earbuds”, “jbl mic”, “jbl partybox”, “jbl partybox 320”, “jbl sound bar”, “jbl speaker” and “jbl wireless mic”, summed into one figure.
- **Samsung**: Measured on the search term “samsung odyssey”.
- **Sennheiser**: Measured on the search terms “sennheiser”, “sennheiser 280”, “sennheiser 800s”, “sennheiser momentum”, “sennheiser momentum 4” and “sennheiser momentum 5”, summed into one figure.
- **Skullcandy**: Measured on the search terms “skullcandy”, “skullcandy crusher”, “skullcandy crusher evo”, “skullcandy evo”, “skullcandy evo crusher”, “skullcandy hesh”, “skullcandy hesh anc”, “skullcandy hesh evo”, “skullcandy push active” and “skullcandy smokin buds”, summed into one figure.
- **Sony**: Measured on the search terms “sony”, “sony camara”, “sony cyber shot”, “sony wh 1000xm4”, “sony wh 1000xm5” and “sony wh 1000xm6”, summed into one figure.

- [Apple AirPods](/demand/nz/brands/airpods)
- [Beats](/demand/nz/brands/beats)
- [Bose](/demand/nz/brands/bose)
- [JBL](/demand/nz/brands/jbl)
- [Samsung](/demand/nz/brands/samsung)
- [Sennheiser](/demand/nz/brands/sennheiser)
- [Skullcandy](/demand/nz/brands/skullcandy)
- [Sony](/demand/nz/brands/sony)

## Methodology

- [How is the Brand Demand Index 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 bluetooth headphones brands in New Zealand?

In September 2026, Apple AirPods was the most searched among bluetooth headphones brands in New Zealand, with an estimated 83.7K branded searches, 51.4% of all searches for the eight we track.

## Cite this page

Brandwave. "Bluetooth headphones brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-bluetooth-headphones-brands

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