JBL vs Sony:Which is more popular?
In September 2026, JBL had more branded searches than Sony among earphones brands in New Zealand. JBL had about 39,300 branded searches, while Sony had 17,100. JBL made up 25.9% of all earphones brand searches we track, and Sony accounted for 11.3%. When we asked ChatGPT and Google AI Overviews about earphones brands, Sony appeared in all five answers and JBL in three. Sony was mentioned before JBL in four out of five answers.
Who do people search for more?
JBL, about 2 searches for every 1 for Sony
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Top earphones brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Sony appeared in all five answers. JBL was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Sony was listed before JBL in four out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Apple AirPods4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- JBL3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bose3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Samsung3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Marshall0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about earphones brands
5 answers
Asked ChatGPT
“Which earphones brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best earphones brands in New Zealand?”
Asked ChatGPT
“What's the best earphones brand in New Zealand for everyday listening?”
Searched Google, AI Overview
“earphones nz”
Searched Google, AI Overview
“wireless earphones 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 JBL or Sony more popular in search?
This chart shows how often people search Google for JBL and Sony by name. Each line represents a brand's share of searches for all six earphones brands we track, month by month, from searches in New Zealand.
Share of searches by month for JBL, Sony. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple AirPods | JBL | Sony | Bose | Samsung | Marshall |
|---|---|---|---|---|---|---|
| Oct 2025 | 55.4% | 23.9% | 11.4% | 8.9% | 0.29% | 0.03% |
| Nov 2025 | 54.1% | 25.4% | 11.3% | 8.9% | 0.27% | 0.03% |
| Dec 2025 | 48.4% | 33.3% | 9.8% | 8.2% | 0.25% | 0.02% |
| Jan 2026 | 52.4% | 27.6% | 11.4% | 8.2% | 0.31% | 0.02% |
| Feb 2026 | 58.1% | 23.1% | 11.3% | 7.2% | 0.28% | 0.02% |
| Mar 2026 | 58.3% | 22.2% | 11.6% | 7.5% | 0.32% | 0.04% |
| Apr 2026 | 53.7% | 26.6% | 11.5% | 7.8% | 0.31% | 0.04% |
| May 2026 | 56.4% | 23.9% | 11.4% | 8.1% | 0.24% | 0.02% |
| Jun 2026 | 56.5% | 24% | 11% | 8.2% | 0.23% | 0.03% |
| Jul 2026 | 55.8% | 24.4% | 11.5% | 8% | 0.29% | 0.02% |
| Aug 2026 | 57.4% | 24.4% | 9.8% | 8.1% | 0.33% | 0.03% |
| Sep 2026 | 55.1% | 25.9% | 11.3% | 7.4% | 0.26% | 0.05% |
How has the JBL and Sony comparison changed over the last 12 months?
3 findings
- JBL was ahead of Sony in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, JBL’s share of searches among earphones brands in New Zealand moved from 23.9% to 25.9%, and its estimated monthly branded searches moved from 31.8K to 39.3K.
- Across the 12 months ending September 2026, Sony’s share of searches among earphones brands in New Zealand moved from 11.4% to 11.3%, and its estimated monthly branded searches moved from 15.2K to 17.1K.
How did search popularity change for New Zealand earphones brands in September 2026?
2 changes
In September 2026, JBL gained share of searches among earphones brands in New Zealand, from 24.4% to 25.9%.
In September 2026, Sony gained share of searches among earphones brands in New Zealand, from 9.8% to 11.3%.
How are branded searches counted?
18 search terms
Brandwave collects information about searches that people make online using JBL’s and Sony’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 earphones brands
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