Brandwave

JBL vs Sonos:Which is more popular?

In September 2026, JBL had more branded searches than Sonos among bluetooth speaker brands in New Zealand. JBL had about 39,300 branded searches, while Sonos had 5,970. JBL made up 48.8% of all bluetooth speaker brand searches we track, and Sonos accounted for 7.4%. When we asked ChatGPT and Google AI Overviews about bluetooth speaker brands, JBL appeared in all five answers and Sonos in one. JBL was mentioned before Sonos in every answer.

Among bluetooth speaker brands in New Zealand in September 2026

Who do people search for more?

JBL, about 7 searches for every 1 for Sonos

JBL 39.3K searchesSonos 6K searches

Who does AI mention more?

JBL, mentioned in every answer we collected

JBL in 5 of 5Sonos in 1 of 5

Who does AI recommend more?

JBL, named ahead of Sonos in every answer

JBL first in 5Sonos never first

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Top bluetooth speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, JBL appeared in all five answers. Sonos was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. JBL was listed before Sonos in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. JBL1st
  2. Bose2nd
  3. Ultimate Ears3rd
  4. Sony4th
  5. Soundcore5th
  6. Marshall6th
  7. Sonos7th
  8. 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

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.

Is JBL or Sonos more popular in search?

This chart shows how often people search Google for JBL and Sonos 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.

JBL and Sonos among bluetooth speaker brands in New Zealand, by month

Share of searches by month for JBL, Sonos. The figures are in the table below the chart.

View monthly share of searches table
MonthJBLSonyBoseSonosUltimate EarsSoundcoreBang & OlufsenMarshall
Oct 202544.4%21.2%16.6%6.9%8.5%1%1.2%0.2%
Nov 202544.6%19.9%15.6%7.7%10.3%0.7%0.86%0.2%
Dec 202553.9%15.9%13.3%6.3%9%0.6%0.73%0.22%
Jan 202648.6%20.1%14.4%7.3%7.3%0.82%1.2%0.24%
Feb 202646.1%22.5%14.4%7.1%7.2%1%1.3%0.25%
Mar 202644.3%23%15%8.4%6.7%1.2%1.2%0.23%
Apr 202648.4%20.9%14.2%8.1%6.2%0.86%1.1%0.25%
May 202646.5%22.1%15.7%7.8%5.3%1%1.3%0.25%
Jun 202647%21.6%16.1%7.5%5%1.3%1.3%0.24%
Jul 202646.7%22.1%15.3%7.4%6%1%1.2%0.24%
Aug 202648%19.3%15.9%7.8%6.4%1.2%1.2%0.35%
Sep 202648.8%21.3%14%7.4%6.3%1.1%0.9%0.26%

How has the JBL and Sonos comparison changed over the last 12 months?

3 findings
  • JBL was ahead of Sonos in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, JBL’s share of searches among bluetooth speaker brands in New Zealand moved from 44.4% to 48.8%, and its estimated monthly branded searches moved from 31.8K to 39.3K.
  • Across the 12 months ending September 2026, Sonos’ share of searches among bluetooth speaker brands in New Zealand moved from 6.9% to 7.4%, and its estimated monthly branded searches moved from 5K to 6K.

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

2 changes

  1. In September 2026, JBL gained share of searches among bluetooth speaker brands in New Zealand, from 48% to 48.8%.

  2. Estimated monthly branded searches for Sonos in New Zealand rose 20.4% over 12 measured months, from 5K to 6K in September 2026.

How are branded searches counted?

24 search terms

Brandwave collects information about searches that people make online using JBL’s and Sonos’ 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.

JBL

12 branded 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
  • jbl wireless mic

Sonos

12 branded search terms

  • sonos
  • sonos amp
  • sonos arc
  • sonos five
  • sonos move
  • sonos one
  • sonos play
  • sonos port
  • sonos ray
  • sonos roam
  • sonos sound bars
  • sonos sub

How the Brand Demand Index is measured

Other head-to-heads among bluetooth speaker brands

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