Bose vs JBL:Which is more popular?
In September 2026, JBL had more branded searches than Bose among bluetooth headphones brands in New Zealand. JBL had about 39,300 branded searches, while Bose had 11,200. JBL made up 24.1% of all bluetooth headphones brand searches we track, and Bose accounted for 6.9%. When we asked ChatGPT and Google AI Overviews about bluetooth headphones brands, JBL appeared in all five answers and Bose in four. Bose was mentioned before JBL in every answer.
Who do people search for more?
JBL, about 3 searches for every 1 for Bose
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Top bluetooth headphones brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, JBL appeared in all five answers. Bose was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Bose was listed before JBL in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Sony1st
Bose2nd
Sennheiser3rd- JBL4th
Apple AirPods5th
Skullcandy6th
Beats–
Samsung–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- JBL5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Bose4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Sennheiser4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Apple AirPods3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Skullcandy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Beats0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Samsung0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bluetooth headphones brands
5 answers
Asked ChatGPT
“Which Bluetooth headphones brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best Bluetooth headphones brands in New Zealand?”
Asked ChatGPT
“What's the best Bluetooth headphones brand in New Zealand for everyday listening?”
Searched Google, AI Overview
“wireless headphones nz”
Searched Google, AI Overview
“bluetooth headphones nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Bose or JBL more popular in search?
This chart shows how often people search Google for Bose and JBL by name. Each line represents a brand's share of searches for all eight bluetooth headphones brands we track, month by month, from searches in New Zealand.
Share of searches by month for JBL, Bose. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple AirPods | JBL | Sony | Bose | Sennheiser | Skullcandy | Beats | Samsung |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 52.2% | 22.5% | 10.8% | 8.4% | 3.2% | 2% | 0.51% | 0.28% |
| Nov 2025 | 51.4% | 24.1% | 10.8% | 8.4% | 2.9% | 1.8% | 0.46% | 0.25% |
| Dec 2025 | 46.1% | 31.6% | 9.3% | 7.8% | 2.7% | 1.8% | 0.49% | 0.23% |
| Jan 2026 | 49.6% | 26.2% | 10.8% | 7.8% | 2.8% | 2% | 0.54% | 0.29% |
| Feb 2026 | 55% | 21.8% | 10.7% | 6.8% | 2.8% | 2.1% | 0.4% | 0.27% |
| Mar 2026 | 54.9% | 21% | 10.9% | 7.1% | 3.1% | 2.3% | 0.45% | 0.3% |
| Apr 2026 | 50.6% | 25.1% | 10.8% | 7.3% | 3.2% | 2.2% | 0.45% | 0.3% |
| May 2026 | 52.8% | 22.3% | 10.6% | 7.6% | 3.9% | 2.2% | 0.41% | 0.22% |
| Jun 2026 | 52.5% | 22.3% | 10.2% | 7.7% | 4.5% | 2.2% | 0.4% | 0.22% |
| Jul 2026 | 51.7% | 22.6% | 10.7% | 7.4% | 4.6% | 2.3% | 0.4% | 0.27% |
| Aug 2026 | 53.4% | 22.7% | 9.1% | 7.5% | 3.9% | 2.8% | 0.37% | 0.3% |
| Sep 2026 | 51.4% | 24.1% | 10.5% | 6.9% | 3.4% | 2.8% | 0.61% | 0.24% |
How has the Bose and JBL comparison changed over the last 12 months?
3 findings
- JBL was ahead of Bose in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bose’s share of searches among bluetooth headphones brands in New Zealand moved from 8.4% to 6.9%, and its estimated monthly branded searches moved from 11.9K to 11.2K.
- Across the 12 months ending September 2026, JBL’s share of searches among bluetooth headphones brands in New Zealand moved from 22.5% to 24.1%, and its estimated monthly branded searches moved from 31.8K to 39.3K.
How did search popularity change for New Zealand bluetooth headphones brands in September 2026?
2 changes
In September 2026, JBL gained share of searches among bluetooth headphones brands in New Zealand, from 22.7% to 24.1%.
In September 2026, Bose lost share of searches among bluetooth headphones brands in New Zealand, from 7.5% to 6.9%.
How are branded searches counted?
19 search terms
Brandwave collects information about searches that people make online using Bose’s and JBL’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among bluetooth headphones brands
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