Bluetooth speaker brands in New Zealand:Which are most popular?
In September 2026, JBL was the most searched bluetooth speaker brand in New Zealand, accounting for 48.8% of all searches among the eight brands we track. When we checked with ChatGPT and Google AI Overviews, JBL showed up in every answer. JBL was recommended most often, coming first in four out of five responses.
JBLShare of searches 48.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
SonyShare of searches 21.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
BoseShare of searches 14%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
SonosShare of searches 7.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
Ultimate EarsShare of searches 6.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
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Top bluetooth speaker brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, JBL appeared every time. JBL was recommended most often, coming first in four out of five answers. Bose was second, and Ultimate Ears was third. Bang & Olufsen, which ranked seventh in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- JBL1st
- Bose2nd
- Ultimate Ears3rd
- Sony4th
Soundcore5th
Marshall6th- Sonos7th
Bang & Olufsen–
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
- Sony4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Bose4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Ultimate Ears4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Soundcore3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Marshall2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Sonos1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Bang & Olufsen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bluetooth speaker brands
5 answers
Asked ChatGPT
“Which Bluetooth speaker brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best Bluetooth speaker brands in New Zealand?”
Asked ChatGPT
“What's the best Bluetooth speaker brand in New Zealand for portable music?”
Searched Google, AI Overview
“best bluetooth speaker”
Searched Google, AI Overview
“portable speaker nz”
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 bluetooth speaker brands do people search for most?
This chart shows how often people search Google for each bluetooth speaker brand by name. Each line represents a brand's share of searches for all eight bluetooth speaker brands we track, month by month, from searches in New Zealand.
Share of searches by month for JBL, Sony, Bose, Sonos, Ultimate Ears. The figures are in the table below the chart.
View monthly share of searches table
| Month | JBL | Sony | Bose | Sonos | Ultimate Ears | Soundcore | Bang & Olufsen | Marshall |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.4% | 21.2% | 16.6% | 6.9% | 8.5% | 1% | 1.2% | 0.2% |
| Nov 2025 | 44.6% | 19.9% | 15.6% | 7.7% | 10.3% | 0.7% | 0.86% | 0.2% |
| Dec 2025 | 53.9% | 15.9% | 13.3% | 6.3% | 9% | 0.6% | 0.73% | 0.22% |
| Jan 2026 | 48.6% | 20.1% | 14.4% | 7.3% | 7.3% | 0.82% | 1.2% | 0.24% |
| Feb 2026 | 46.1% | 22.5% | 14.4% | 7.1% | 7.2% | 1% | 1.3% | 0.25% |
| Mar 2026 | 44.3% | 23% | 15% | 8.4% | 6.7% | 1.2% | 1.2% | 0.23% |
| Apr 2026 | 48.4% | 20.9% | 14.2% | 8.1% | 6.2% | 0.86% | 1.1% | 0.25% |
| May 2026 | 46.5% | 22.1% | 15.7% | 7.8% | 5.3% | 1% | 1.3% | 0.25% |
| Jun 2026 | 47% | 21.6% | 16.1% | 7.5% | 5% | 1.3% | 1.3% | 0.24% |
| Jul 2026 | 46.7% | 22.1% | 15.3% | 7.4% | 6% | 1% | 1.2% | 0.24% |
| Aug 2026 | 48% | 19.3% | 15.9% | 7.8% | 6.4% | 1.2% | 1.2% | 0.35% |
| Sep 2026 | 48.8% | 21.3% | 14% | 7.4% | 6.3% | 1.1% | 0.9% | 0.26% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 48.8% | 39.3K | +9.5% | +0.8 points | |
| 2, held 2nd | 21.3% | 17.1K | +18.8% | +2 points | |
| 3, held 3rd | 14% | 11.2K | -5.3% | -1.9 points | |
| 4, held 4th | 7.4% | 6K | +2.6% | -0.4 points | |
| 5, held 5th | 6.3% | 5K | +5.7% | -0.1 points | |
| 6, moved from 7th to 6th | 1.1% | 880 | 0% | -0.1 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 0.9% | 720 | -18.2% | -0.3 pointsmoved from 6th to 7th | |
| 8, held 8th | 0.26% | 210 | -19.2% | -0.1 points |
1.
JBL48.8%
Held 1st. 39.3K estimated branded searches, +9.5% vs prior month. Share +0.8 points.
2.
Sony21.3%
Held 2nd. 17.1K estimated branded searches, +18.8% vs prior month. Share +2 points.
3.
Bose14%
Held 3rd. 11.2K estimated branded searches, -5.3% vs prior month. Share -1.9 points.
4.
Sonos7.4%
Held 4th. 6K estimated branded searches, +2.6% vs prior month. Share -0.4 points.
6.3%
Held 5th. 5K estimated branded searches, +5.7% vs prior month. Share -0.1 points.
1.1%
Moved from 7th to 6th. 880 estimated branded searches, 0% vs prior month. Share -0.1 points.
0.9%
Moved from 6th to 7th. 720 estimated branded searches, -18.2% vs prior month. Share -0.3 points.
8.
Marshall0.26%
Held 8th. 210 estimated branded searches, -19.2% vs prior month. Share -0.1 points.
Which brand is most popular in search among bluetooth speaker brands in New Zealand?
8 brands
In September 2026, JBL was the most searched among bluetooth speaker brands in New Zealand, with an estimated 39.3K branded searches, 48.8% of all searches for the eight we track. Sony is in 2nd place, 27.6 percentage points behind at 21.3%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| JBL | 44.4% → 48.8% | 53.9%Dec 2025 | 44.3%Mar 2026 | 1st |
| Sony | 21.2% → 21.3% | 23%Mar 2026 | 15.9%Dec 2025 | 2nd |
| Bose | 16.6% → 14% | 16.6%Oct 2025 | 13.3%Dec 2025 | 3rd |
| Sonos | 6.9% → 7.4% | 8.4%Mar 2026 | 6.3%Dec 2025 | 5th → 4th |
| Ultimate Ears | 8.5% → 6.3% | 10.3%Nov 2025 | 5%Jun 2026 | 4th → 5th |
| Soundcore | 1% → 1.1% | 1.3%Jun 2026 | 0.6%Dec 2025 | 7th → 6th |
| Bang & Olufsen | 1.2% → 0.9% | 1.3%May 2026 | 0.73%Dec 2025 | 6th → 7th |
| Marshall | 0.2% → 0.26% | 0.35%Aug 2026 | 0.2%Oct 2025 | 8th |
Each finding as a sentence
- Across the 12 months ending September 2026, JBL’s share of searches among bluetooth speaker brands in New Zealand increased from 44.4% to 48.8%.
- Across the 12 months ending September 2026, Bose’s share of searches among bluetooth speaker brands in New Zealand decreased from 16.6% to 14%.
- Across the 12 months ending September 2026, Ultimate Ears’ share of searches among bluetooth speaker brands in New Zealand decreased from 8.5% to 6.3%.
- Across the 12 months ending September 2026, JBL’s share of searches among bluetooth speaker brands in New Zealand peaked at 53.9% in December 2025 and was lowest at 44.3% in March 2026.
- Across the 12 months ending September 2026, Sony’s share of searches among bluetooth speaker brands in New Zealand peaked at 23% in March 2026 and was lowest at 15.9% in December 2025.
- Across the 12 months ending September 2026, Bose’s share of searches among bluetooth speaker brands in New Zealand peaked at 16.6% in October 2025 and was lowest at 13.3% in December 2025.
- Across the 12 months ending September 2026, Sonos’ share of searches among bluetooth speaker brands in New Zealand peaked at 8.4% in March 2026 and was lowest at 6.3% in December 2025.
- Across the 12 months ending September 2026, Ultimate Ears’ share of searches among bluetooth speaker brands in New Zealand peaked at 10.3% in November 2025 and was lowest at 5% in June 2026.
- Across the 12 months ending September 2026, Sonos rose from 5th to 4th among bluetooth speaker brands in New Zealand.
- Across the 12 months ending September 2026, Ultimate Ears fell from 4th to 5th among bluetooth speaker brands in New Zealand.
- Across the 12 months ending September 2026, Soundcore rose from 7th to 6th among bluetooth speaker brands in New Zealand.
- Across the 12 months ending September 2026, Bang & Olufsen fell from 6th to 7th among bluetooth speaker brands in New Zealand.
- Across the 12 months ending September 2026, Sony and Marshall held steady: their share of searches among bluetooth speaker brands in New Zealand each moved less than 0.5 percentage points.
How did search popularity change for New Zealand bluetooth speaker brands in September 2026?
8 changes
In September 2026, Sony gained share of searches among bluetooth speaker brands in New Zealand, from 19.3% to 21.3%.
In September 2026, JBL gained share of searches among bluetooth speaker brands in New Zealand, from 48% to 48.8%.
In September 2026, Bose lost share of searches among bluetooth speaker brands in New Zealand, from 15.9% to 14%.
In September 2026, Soundcore rose from 7th to 6th among bluetooth speaker brands in New Zealand.
In September 2026, Bang & Olufsen fell from 6th to 7th among bluetooth speaker brands in New Zealand.
Estimated monthly branded searches for Marshall in New Zealand rose 50% over 12 measured months, from 140 to 210 in September 2026.
Estimated monthly branded searches for Sonos in New Zealand rose 20.4% over 12 measured months, from 5K to 6K in September 2026.
Estimated monthly branded searches for Ultimate Ears in New Zealand fell 16.8% over 12 measured months, from 6.1K to 5K in September 2026.
Compare popularity between leading brands
- JBL vs Sony: compare popularity
- JBL vs Bose: compare popularity
- JBL vs Sonos: compare popularity
- JBL vs Ultimate Ears: compare popularity
- Sony vs Bose: compare popularity
- Sony vs Sonos: compare popularity
- Sony vs Ultimate Ears: compare popularity
- Bose vs Sonos: compare popularity
- Bose vs Ultimate Ears: compare popularity
- Sonos vs Ultimate Ears: compare popularity
- Compare any of these brands
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