Marshall vs Sonos:Which is more popular?
In September 2026, Sonos had more branded searches than Marshall among bluetooth speaker brands in New Zealand. Sonos had about 5,970 branded searches, while Marshall had 210. Sonos made up 7.4% of all bluetooth speaker brand searches we track, and Marshall accounted for 0.26%. When we asked ChatGPT and Google AI Overviews about bluetooth speaker brands, Marshall appeared in two of the five answers and Sonos in one. Marshall was mentioned before Sonos in every answer that named either.
Who do people search for more?
Sonos, about 28 searches for every 1 for Marshall
Who does AI mention more?
Marshall, mentioned in 2 of 5 answers, Sonos in 1
Who does AI recommend more?
Marshall, named ahead of Sonos in 2 of 2 answers
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Top bluetooth speaker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Marshall was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. 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. Marshall was listed before Sonos in every answer that named either.
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.
Is Marshall or Sonos more popular in search?
This chart shows how often people search Google for Marshall 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.
Share of searches by month for Sonos, Marshall. 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% |
How has the Marshall and Sonos comparison changed over the last 12 months?
3 findings
- Sonos was ahead of Marshall in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Marshall’s share of searches among bluetooth speaker brands in New Zealand moved from 0.2% to 0.26%, and its estimated monthly branded searches moved from 140 to 210.
- 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
How are branded searches counted?
13 search terms
Brandwave collects information about searches that people make online using Marshall’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.
Other head-to-heads among bluetooth speaker brands
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