---
title: "Bluetooth speaker brands in New Zealand: Which are searched most?"
description: "Compare the Bluetooth speaker brands people buy. Share of Search among JBL, Sony, Bose, Sonos, Ultimate Ears, Soundcore, Bang & Olufsen and Marshall, the bluetooth speaker 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-speaker-brands"
publisher: "Brandwave"
---

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

Compare the Bluetooth speaker brands people buy. Share of Search among JBL, Sony, Bose, Sonos, Ultimate Ears, Soundcore, Bang & Olufsen and Marshall, the bluetooth speaker 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 speaker brands
- **Market**: New Zealand
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: JBL, 48.8%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| JBL | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Bose | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Ultimate Ears | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Sony | 4th | 3 of 3 | 1 of 2 | 4 of 5 |
| Soundcore | 5th | 2 of 3 | 1 of 2 | 3 of 5 |
| Marshall | 6th | 1 of 3 | 1 of 2 | 2 of 5 |
| Sonos | 7th | 0 of 3 | 1 of 2 | 1 of 5 |
| Bang & Olufsen | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about bluetooth speaker brands

- Asked ChatGPT "Which Bluetooth speaker brand should I buy in New Zealand?": 1. JBL, 2. Bose, 3. Ultimate Ears, 4. Sony
- Asked ChatGPT "What are the best Bluetooth speaker brands in New Zealand?": 1. JBL, 2. Ultimate Ears, 3. Bose, 4. Sony, 5. Marshall, 6. Soundcore
- Asked ChatGPT "What's the best Bluetooth speaker brand in New Zealand for portable music?": 1. JBL, 2. Bose, 3. Ultimate Ears, 4. Sony, 5. Soundcore
- Searched Google, AI Overview "best bluetooth speaker": 1. JBL, 2. Marshall, 3. Sonos
- Searched Google, AI Overview "portable speaker nz": 1. Soundcore, 2. JBL, 3. Sony, 4. Ultimate Ears, 5. Bose

Not named in any answer: Bang & Olufsen.

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

- [JBL vs Sony: compare search popularity](/demand/nz/compare/jbl-vs-sony): 48.8% against 21.3% Share of Search.
- [JBL vs Bose: compare search popularity](/demand/nz/compare/bose-vs-jbl): 48.8% against 14% Share of Search.
- [JBL vs Sonos: compare search popularity](/demand/nz/compare/jbl-vs-sonos): 48.8% against 7.4% Share of Search.
- [JBL vs Ultimate Ears: compare search popularity](/demand/nz/compare/jbl-vs-ultimate-ears): 48.8% against 6.3% Share of Search.
- [Sony vs Bose: compare search popularity](/demand/nz/compare/bose-vs-sony): 21.3% against 14% Share of Search.
- [Sony vs Sonos: compare search popularity](/demand/nz/compare/sonos-vs-sony): 21.3% against 7.4% Share of Search.
- [Sony vs Ultimate Ears: compare search popularity](/demand/nz/compare/sony-vs-ultimate-ears): 21.3% against 6.3% Share of Search.
- [Bose vs Sonos: compare search popularity](/demand/nz/compare/bose-vs-sonos): 14% against 7.4% Share of Search.
- [Bose vs Ultimate Ears: compare search popularity](/demand/nz/compare/bose-vs-ultimate-ears): 14% against 6.3% Share of Search.
- [Sonos vs Ultimate Ears: compare search popularity](/demand/nz/compare/sonos-vs-ultimate-ears): 7.4% against 6.3% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | JBL | 48.8% | 39.3K | +9.5% | JBL |
| 2 | Sony | 21.3% | 17.1K | +18.8% | Sony |
| 3 | Bose | 14% | 11.2K | -5.3% | Bose |
| 4 | Sonos | 7.4% | 6K | +2.6% | Sonos |
| 5 | Ultimate Ears | 6.3% | 5K | +5.7% | Logitech |
| 6 | Soundcore | 1.1% | 880 | 0.0% | Anker |
| 7 | Bang & Olufsen | 0.9% | 720 | -18.2% | Bang & Olufsen |
| 8 | Marshall | 0.26% | 210 | -19.2% | Marshall |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | JBL | 31.8K | 44.4% | 1 |
| Oct 2025 | Sony | 15.2K | 21.2% | 2 |
| Oct 2025 | Bose | 11.9K | 16.6% | 3 |
| Oct 2025 | Ultimate Ears | 6.1K | 8.5% | 4 |
| Oct 2025 | Sonos | 5K | 6.9% | 5 |
| Oct 2025 | Bang & Olufsen | 880 | 1.2% | 6 |
| Oct 2025 | Soundcore | 720 | 1% | 7 |
| Oct 2025 | Marshall | 140 | 0.2% | 8 |
| Nov 2025 | JBL | 45.9K | 44.6% | 1 |
| Nov 2025 | Sony | 20.5K | 19.9% | 2 |
| Nov 2025 | Bose | 16.1K | 15.6% | 3 |
| Nov 2025 | Ultimate Ears | 10.6K | 10.3% | 4 |
| Nov 2025 | Sonos | 7.9K | 7.7% | 5 |
| Nov 2025 | Bang & Olufsen | 880 | 0.86% | 6 |
| Nov 2025 | Soundcore | 720 | 0.7% | 7 |
| Nov 2025 | Marshall | 210 | 0.2% | 8 |
| Dec 2025 | JBL | 65.1K | 53.9% | 1 |
| Dec 2025 | Sony | 19.2K | 15.9% | 2 |
| Dec 2025 | Bose | 16K | 13.3% | 3 |
| Dec 2025 | Ultimate Ears | 10.8K | 9% | 4 |
| Dec 2025 | Sonos | 7.7K | 6.3% | 5 |
| Dec 2025 | Bang & Olufsen | 880 | 0.73% | 6 |
| Dec 2025 | Soundcore | 720 | 0.6% | 7 |
| Dec 2025 | Marshall | 260 | 0.22% | 8 |
| Jan 2026 | JBL | 34.8K | 48.6% | 1 |
| Jan 2026 | Sony | 14.4K | 20.1% | 2 |
| Jan 2026 | Bose | 10.3K | 14.4% | 3 |
| Jan 2026 | Ultimate Ears | 5.3K | 7.3% | 4 |
| Jan 2026 | Sonos | 5.2K | 7.3% | 5 |
| Jan 2026 | Bang & Olufsen | 880 | 1.2% | 6 |
| Jan 2026 | Soundcore | 590 | 0.82% | 7 |
| Jan 2026 | Marshall | 170 | 0.24% | 8 |
| Feb 2026 | JBL | 26.2K | 46.1% | 1 |
| Feb 2026 | Sony | 12.8K | 22.5% | 2 |
| Feb 2026 | Bose | 8.2K | 14.4% | 3 |
| Feb 2026 | Ultimate Ears | 4.1K | 7.2% | 4 |
| Feb 2026 | Sonos | 4.1K | 7.1% | 5 |
| Feb 2026 | Bang & Olufsen | 720 | 1.3% | 6 |
| Feb 2026 | Soundcore | 590 | 1% | 7 |
| Feb 2026 | Marshall | 140 | 0.25% | 8 |
| Mar 2026 | JBL | 27.5K | 44.3% | 1 |
| Mar 2026 | Sony | 14.3K | 23% | 2 |
| Mar 2026 | Bose | 9.3K | 15% | 3 |
| Mar 2026 | Sonos | 5.2K | 8.4% | 4 |
| Mar 2026 | Ultimate Ears | 4.2K | 6.7% | 5 |
| Mar 2026 | Bang & Olufsen | 720 | 1.2% | 6 |
| Mar 2026 | Soundcore | 720 | 1.2% | 7 |
| Mar 2026 | Marshall | 140 | 0.23% | 8 |
| Apr 2026 | JBL | 33.1K | 48.4% | 1 |
| Apr 2026 | Sony | 14.3K | 20.9% | 2 |
| Apr 2026 | Bose | 9.7K | 14.2% | 3 |
| Apr 2026 | Sonos | 5.5K | 8.1% | 4 |
| Apr 2026 | Ultimate Ears | 4.3K | 6.2% | 5 |
| Apr 2026 | Bang & Olufsen | 720 | 1.1% | 6 |
| Apr 2026 | Soundcore | 590 | 0.86% | 7 |
| Apr 2026 | Marshall | 170 | 0.25% | 8 |
| May 2026 | JBL | 32K | 46.5% | 1 |
| May 2026 | Sony | 15.2K | 22.1% | 2 |
| May 2026 | Bose | 10.8K | 15.7% | 3 |
| May 2026 | Sonos | 5.4K | 7.8% | 4 |
| May 2026 | Ultimate Ears | 3.7K | 5.3% | 5 |
| May 2026 | Bang & Olufsen | 880 | 1.3% | 6 |
| May 2026 | Soundcore | 720 | 1% | 7 |
| May 2026 | Marshall | 170 | 0.25% | 8 |
| Jun 2026 | JBL | 32.7K | 47% | 1 |
| Jun 2026 | Sony | 15K | 21.6% | 2 |
| Jun 2026 | Bose | 11.2K | 16.1% | 3 |
| Jun 2026 | Sonos | 5.2K | 7.5% | 4 |
| Jun 2026 | Ultimate Ears | 3.5K | 5% | 5 |
| Jun 2026 | Bang & Olufsen | 880 | 1.3% | 6 |
| Jun 2026 | Soundcore | 880 | 1.3% | 7 |
| Jun 2026 | Marshall | 170 | 0.24% | 8 |
| Jul 2026 | JBL | 33K | 46.7% | 1 |
| Jul 2026 | Sony | 15.6K | 22.1% | 2 |
| Jul 2026 | Bose | 10.8K | 15.3% | 3 |
| Jul 2026 | Sonos | 5.3K | 7.4% | 4 |
| Jul 2026 | Ultimate Ears | 4.3K | 6% | 5 |
| Jul 2026 | Bang & Olufsen | 880 | 1.2% | 6 |
| Jul 2026 | Soundcore | 720 | 1% | 7 |
| Jul 2026 | Marshall | 170 | 0.24% | 8 |
| Aug 2026 | JBL | 35.9K | 48% | 1 |
| Aug 2026 | Sony | 14.4K | 19.3% | 2 |
| Aug 2026 | Bose | 11.9K | 15.9% | 3 |
| Aug 2026 | Sonos | 5.8K | 7.8% | 4 |
| Aug 2026 | Ultimate Ears | 4.8K | 6.4% | 5 |
| Aug 2026 | Bang & Olufsen | 880 | 1.2% | 6 |
| Aug 2026 | Soundcore | 880 | 1.2% | 7 |
| Aug 2026 | Marshall | 260 | 0.35% | 8 |
| Sep 2026 | JBL | 39.3K | 48.8% | 1 |
| Sep 2026 | Sony | 17.1K | 21.3% | 2 |
| Sep 2026 | Bose | 11.2K | 14% | 3 |
| Sep 2026 | Sonos | 6K | 7.4% | 4 |
| Sep 2026 | Ultimate Ears | 5K | 6.3% | 5 |
| Sep 2026 | Soundcore | 880 | 1.1% | 6 |
| Sep 2026 | Bang & Olufsen | 720 | 0.9% | 7 |
| Sep 2026 | Marshall | 210 | 0.26% | 8 |

## What is being compared

- **Bang & Olufsen**: Measured on the search terms “bang & olufsen”, “bang olufsen” and “bangolufsen”, summed into one figure.
- **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.
- **Marshall**: Measured on the search term “marshall bluetooth speaker”.
- **Sonos**: Measured on the search terms “sonos”, “sonos amp”, “sonos arc”, “sonos five”, “sonos move”, “sonos one”, “sonos play”, “sonos port”, “sonos ray”, “sonos roam”, “sonos sound bars” and “sonos sub”, 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.
- **Soundcore**: Measured on the search term “soundcore”.
- **Ultimate Ears**: Measured on the search terms “ue boom”, “ultimate ears”, “ultimate ears megaboom”, “ultimate ears wonderboom” and “ultimateears”, summed into one figure.

- [Bang & Olufsen](/demand/nz/brands/bang-and-olufsen)
- [Bose](/demand/nz/brands/bose)
- [JBL](/demand/nz/brands/jbl)
- [Marshall](/demand/nz/brands/marshall-audio)
- [Sonos](/demand/nz/brands/sonos)
- [Sony](/demand/nz/brands/sony)
- [Soundcore](/demand/nz/brands/soundcore)
- [Ultimate Ears](/demand/nz/brands/ultimate-ears)

## 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 speaker brands in New Zealand?

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.

## Cite this page

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

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