Brandwave

Headphone brands in New Zealand:Which brands are most popular in search?

In August 2026, AirPods was the most searched among headphone brands in New Zealand, with an estimated 112K branded searches and 44.5% estimated Share of Search within this set.

Share of Search, August 2026
  1. AirPods44.5%
  2. JBL20.1%
  3. Sony16.9%
  4. Bose7.1%
  5. Sennheiser4.1%
  6. Skullcandy3%
  7. Beats1.9%
  8. Marshall1.2%
  9. Jabra1.2%

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Share of SearchLeaderboard

Compare the headphone and earbud brands New Zealanders buy. 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.

Share of Search among headphone brands in New Zealand, by month

Share of Search by month for AirPods, JBL, Sony, Bose, Sennheiser, Skullcandy. The figures are in the table below the chart.

View monthly share of search table
MonthAirPodsJBLSonyBoseSennheiserSkullcandyBeatsMarshallJabra
Oct 202544.6%19.2%17.7%7.9%3.7%2.4%2.1%1%1.4%
Nov 202542%21.7%18.1%8.2%3.5%2.2%1.9%1.2%1.1%
Dec 202538.2%28.8%16.2%7.5%3.2%2.3%1.9%1.1%0.88%
Jan 202641.6%23.1%18.1%7.3%3.4%2.3%2%1.1%1.3%
Feb 202643.7%20.4%18.1%6.7%3.7%2.6%2.4%0.99%1.5%
Mar 202646.4%18.7%17.6%6.7%3.6%2.6%2.1%0.92%1.4%
Apr 202641.4%22.2%18.2%7.2%3.8%2.4%2.3%0.98%1.3%
May 202643.2%19.8%18.2%7.3%4.3%2.4%2.4%1.1%1.3%
Jun 202644.2%19.1%17.8%7.2%4.8%2.4%2.3%1%1.2%
Jul 202643.3%19.9%17.8%7%4.9%2.4%2.3%1.1%1.2%
Aug 202644.5%20.1%16.9%7.1%4.1%3%1.9%1.2%1.2%
Sep 2026—————————

This month’s ranking, August 2026

  1. 1.AirPods

    44.5%

    held 1st · 112K estimated branded searches · +8.6% vs prior month · +1.2 points

  2. 2.JBL

    20.1%

    held 2nd · 50.5K estimated branded searches · +6.2% vs prior month · +0.1 points

  3. 3.Sony

    16.9%

    held 3rd · 42.6K estimated branded searches · +0.19% vs prior month · -0.9 points

  4. 4.Bose

    7.1%

    held 4th · 17.9K estimated branded searches · +7.6% vs prior month · +0.1 points

  5. 5.Sennheiser

    4.1%

    held 5th · 10.3K estimated branded searches · -12.7% vs prior month · -0.9 points

  6. 6.Skullcandy

    3%

    held 6th · 7.5K estimated branded searches · +28.2% vs prior month · +0.5 points

  7. 7.Beats

    1.9%

    held 7th · 4.7K estimated branded searches · -12.4% vs prior month · -0.4 points

  8. 8.Marshall

    1.2%

    moved from 9th to 8th · 3.1K estimated branded searches · +16.1% vs prior month · +0.1 points

  9. 9.Jabra

    1.2%

    moved from 8th to 9th · 3K estimated branded searches · +5% vs prior month · 0 points

Compare search popularity between leading brands

Which brand is most popular in search among headphone brands in New Zealand?

In August 2026, AirPods was the most searched among headphone brands in New Zealand, with an estimated 112K branded searches and 44.5% estimated Share of Search within this set. JBL is in 2nd place, 24.5 percentage points behind at 20.1% Share of Search.

New Zealand headphone brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
AirPods44.6% → 44.5%46.4%Mar 202638.2%Dec 20251st
JBL19.2% → 20.1%28.8%Dec 202518.7%Mar 20262nd
Sony17.7% → 16.9%18.2%Apr 202616.2%Dec 20253rd
Bose7.9% → 7.1%8.2%Nov 20256.7%Mar 20264th
Sennheiser3.7% → 4.1%4.9%Jul 20263.2%Dec 20255th
Skullcandy2.4% → 3%3%Aug 20262.2%Nov 20256th
Beats2.1% → 1.9%2.4%May 20261.9%Dec 20257th
Marshall1% → 1.2%1.2%Aug 20260.92%Mar 20269th → 8th
Jabra1.4% → 1.2%1.5%Feb 20260.88%Dec 20258th → 9th

Each finding as a sentence

  • Across the 11 months ending August 2026, JBL’s estimated Share of Search among headphone brands in New Zealand increased from 19.2% to 20.1%.
  • Across the 11 months ending August 2026, Sony’s estimated Share of Search among headphone brands in New Zealand decreased from 17.7% to 16.9%.
  • Across the 11 months ending August 2026, Bose’s estimated Share of Search among headphone brands in New Zealand decreased from 7.9% to 7.1%.
  • Across the 11 months ending August 2026, Skullcandy’s estimated Share of Search among headphone brands in New Zealand increased from 2.4% to 3%.
  • Across the 11 months ending August 2026, AirPods’ estimated Share of Search among headphone brands in New Zealand peaked at 46.4% in March 2026 and was lowest at 38.2% in December 2025.
  • Across the 11 months ending August 2026, JBL’s estimated Share of Search among headphone brands in New Zealand peaked at 28.8% in December 2025 and was lowest at 18.7% in March 2026.
  • Across the 11 months ending August 2026, Sony’s estimated Share of Search among headphone brands in New Zealand peaked at 18.2% in April 2026 and was lowest at 16.2% in December 2025.
  • Across the 11 months ending August 2026, Bose’s estimated Share of Search among headphone brands in New Zealand peaked at 8.2% in November 2025 and was lowest at 6.7% in March 2026.
  • Across the 11 months ending August 2026, Sennheiser’s estimated Share of Search among headphone brands in New Zealand peaked at 4.9% in July 2026 and was lowest at 3.2% in December 2025.
  • Across the 11 months ending August 2026, Marshall rose from 9th to 8th among headphone brands in New Zealand.
  • Across the 11 months ending August 2026, Jabra fell from 8th to 9th among headphone brands in New Zealand.
  • Across the 11 months ending August 2026, AirPods, Sennheiser and Beats held steady: their estimated Share of Search among headphone brands in New Zealand each moved less than 0.5 percentage points.

How did search popularity change for New Zealand headphone brands in August 2026?

  1. In August 2026, AirPods gained estimated Share of Search among headphone brands in New Zealand, from 43.3% to 44.5%.

  2. In August 2026, Skullcandy gained estimated Share of Search among headphone brands in New Zealand, from 2.4% to 3%.

  3. In August 2026, Sony lost estimated Share of Search among headphone brands in New Zealand, from 17.8% to 16.9%.

  4. In August 2026, Sennheiser lost estimated Share of Search among headphone brands in New Zealand, from 4.9% to 4.1%.

  5. Beats’ estimated Share of Search among headphone brands in New Zealand has lost ground for 3 months in a row, from 2.4% to 1.9% in August 2026.

  6. In August 2026, Marshall rose from 9th to 8th among headphone brands in New Zealand.

  7. In August 2026, Jabra fell from 8th to 9th among headphone brands in New Zealand.

  8. Estimated monthly branded searches for JBL in New Zealand rose 15% over 11 measured months, from 43.9K to 50.5K in August 2026.

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