--- title: "Headphone brands in New Zealand: Which brands are most popular in search?" description: "Compare the headphone and earbud brands New Zealanders buy. Share of Search among AirPods, JBL, Sony, Bose, Sennheiser, Skullcandy, Beats, Marshall and Jabra, the headphone 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-headphone-brands" publisher: "Brandwave" --- # Headphone brands in New Zealand: Which brands are most popular in search? Compare the headphone and earbud brands New Zealanders buy. Share of Search among AirPods, JBL, Sony, Bose, Sennheiser, Skullcandy, Beats, Marshall and Jabra, the headphone 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**: Headphone brands - **Market**: New Zealand - **Brands compared**: 9 - **Month measured**: Aug 2026 - **Highest Share of Search**: AirPods, 44.5% ## 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. - 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. ## Compare search popularity between leading brands - [AirPods vs JBL: compare search popularity](/demand/nz/compare/airpods-vs-jbl): 44.5% against 20.1% Share of Search. - [AirPods vs Sony: compare search popularity](/demand/nz/compare/airpods-vs-sony): 44.5% against 16.9% Share of Search. - [AirPods vs Bose: compare search popularity](/demand/nz/compare/airpods-vs-bose): 44.5% against 7.1% Share of Search. - [AirPods vs Sennheiser: compare search popularity](/demand/nz/compare/airpods-vs-sennheiser): 44.5% against 4.1% Share of Search. - [JBL vs Sony: compare search popularity](/demand/nz/compare/jbl-vs-sony): 20.1% against 16.9% Share of Search. - [JBL vs Bose: compare search popularity](/demand/nz/compare/bose-vs-jbl): 20.1% against 7.1% Share of Search. - [JBL vs Sennheiser: compare search popularity](/demand/nz/compare/jbl-vs-sennheiser): 20.1% against 4.1% Share of Search. - [Sony vs Bose: compare search popularity](/demand/nz/compare/bose-vs-sony): 16.9% against 7.1% Share of Search. - [Sony vs Sennheiser: compare search popularity](/demand/nz/compare/sennheiser-vs-sony): 16.9% against 4.1% Share of Search. - [Bose vs Sennheiser: compare search popularity](/demand/nz/compare/bose-vs-sennheiser): 7.1% against 4.1% Share of Search. ## How did search popularity change for New Zealand headphone brands in August 2026? - In August 2026, AirPods gained estimated Share of Search among headphone brands in New Zealand, from 43.3% to 44.5%. - In August 2026, Skullcandy gained estimated Share of Search among headphone brands in New Zealand, from 2.4% to 3%. - In August 2026, Sony lost estimated Share of Search among headphone brands in New Zealand, from 17.8% to 16.9%. - In August 2026, Sennheiser lost estimated Share of Search among headphone brands in New Zealand, from 4.9% to 4.1%. - 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. - In August 2026, Marshall rose from 9th to 8th among headphone brands in New Zealand. - In August 2026, Jabra fell from 8th to 9th among headphone brands in New Zealand. - Estimated monthly branded searches for JBL in New Zealand rose 15% over 11 measured months, from 43.9K to 50.5K in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | AirPods | 44.5% | 112K | +8.6% | Apple | | 2 | JBL | 20.1% | 50.5K | +6.2% | JBL | | 3 | Sony | 16.9% | 42.6K | +0.2% | Sony | | 4 | Bose | 7.1% | 17.9K | +7.6% | Bose | | 5 | Sennheiser | 4.1% | 10.3K | -12.7% | Sennheiser | | 6 | Skullcandy | 3% | 7.5K | +28.2% | Skullcandy | | 7 | Beats | 1.9% | 4.7K | -12.4% | Beats | | 8 | Marshall | 1.2% | 3.1K | +16.1% | Marshall | | 9 | Jabra | 1.2% | 3K | +5.0% | Jabra | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | AirPods | 102K | 44.6% | 1 | | Oct 2025 | JBL | 43.9K | 19.2% | 2 | | Oct 2025 | Sony | 40.6K | 17.7% | 3 | | Oct 2025 | Bose | 18K | 7.9% | 4 | | Oct 2025 | Sennheiser | 8.4K | 3.7% | 5 | | Oct 2025 | Skullcandy | 5.5K | 2.4% | 6 | | Oct 2025 | Beats | 4.9K | 2.1% | 7 | | Oct 2025 | Jabra | 3.1K | 1.4% | 8 | | Oct 2025 | Marshall | 2.3K | 1% | 9 | | Nov 2025 | AirPods | 122K | 42% | 1 | | Nov 2025 | JBL | 63K | 21.7% | 2 | | Nov 2025 | Sony | 52.7K | 18.1% | 3 | | Nov 2025 | Bose | 23.8K | 8.2% | 4 | | Nov 2025 | Sennheiser | 10.2K | 3.5% | 5 | | Nov 2025 | Skullcandy | 6.5K | 2.2% | 6 | | Nov 2025 | Beats | 5.6K | 1.9% | 7 | | Nov 2025 | Marshall | 3.4K | 1.2% | 8 | | Nov 2025 | Jabra | 3.3K | 1.1% | 9 | | Dec 2025 | AirPods | 118K | 38.2% | 1 | | Dec 2025 | JBL | 89.3K | 28.8% | 2 | | Dec 2025 | Sony | 50.2K | 16.2% | 3 | | Dec 2025 | Bose | 23.2K | 7.5% | 4 | | Dec 2025 | Sennheiser | 9.8K | 3.2% | 5 | | Dec 2025 | Skullcandy | 7K | 2.3% | 6 | | Dec 2025 | Beats | 5.8K | 1.9% | 7 | | Dec 2025 | Marshall | 3.4K | 1.1% | 8 | | Dec 2025 | Jabra | 2.7K | 0.88% | 9 | | Jan 2026 | AirPods | 87.7K | 41.6% | 1 | | Jan 2026 | JBL | 48.7K | 23.1% | 2 | | Jan 2026 | Sony | 38.1K | 18.1% | 3 | | Jan 2026 | Bose | 15.3K | 7.3% | 4 | | Jan 2026 | Sennheiser | 7.3K | 3.4% | 5 | | Jan 2026 | Skullcandy | 4.8K | 2.3% | 6 | | Jan 2026 | Beats | 4.2K | 2% | 7 | | Jan 2026 | Jabra | 2.7K | 1.3% | 8 | | Jan 2026 | Marshall | 2.3K | 1.1% | 9 | | Feb 2026 | AirPods | 80K | 43.7% | 1 | | Feb 2026 | JBL | 37.4K | 20.4% | 2 | | Feb 2026 | Sony | 33.1K | 18.1% | 3 | | Feb 2026 | Bose | 12.3K | 6.7% | 4 | | Feb 2026 | Sennheiser | 6.7K | 3.7% | 5 | | Feb 2026 | Skullcandy | 4.7K | 2.6% | 6 | | Feb 2026 | Beats | 4.3K | 2.4% | 7 | | Feb 2026 | Jabra | 2.7K | 1.5% | 8 | | Feb 2026 | Marshall | 1.8K | 0.99% | 9 | | Mar 2026 | AirPods | 98K | 46.4% | 1 | | Mar 2026 | JBL | 39.5K | 18.7% | 2 | | Mar 2026 | Sony | 37.1K | 17.6% | 3 | | Mar 2026 | Bose | 14.1K | 6.7% | 4 | | Mar 2026 | Sennheiser | 7.7K | 3.6% | 5 | | Mar 2026 | Skullcandy | 5.5K | 2.6% | 6 | | Mar 2026 | Beats | 4.5K | 2.1% | 7 | | Mar 2026 | Jabra | 3K | 1.4% | 8 | | Mar 2026 | Marshall | 1.9K | 0.92% | 9 | | Apr 2026 | AirPods | 84.5K | 41.4% | 1 | | Apr 2026 | JBL | 45.3K | 22.2% | 2 | | Apr 2026 | Sony | 37.1K | 18.2% | 3 | | Apr 2026 | Bose | 14.7K | 7.2% | 4 | | Apr 2026 | Sennheiser | 7.8K | 3.8% | 5 | | Apr 2026 | Skullcandy | 4.9K | 2.4% | 6 | | Apr 2026 | Beats | 4.7K | 2.3% | 7 | | Apr 2026 | Jabra | 2.7K | 1.3% | 8 | | Apr 2026 | Marshall | 2K | 0.98% | 9 | | May 2026 | AirPods | 98.9K | 43.2% | 1 | | May 2026 | JBL | 45.3K | 19.8% | 2 | | May 2026 | Sony | 41.8K | 18.2% | 3 | | May 2026 | Bose | 16.8K | 7.3% | 4 | | May 2026 | Sennheiser | 9.8K | 4.3% | 5 | | May 2026 | Beats | 5.6K | 2.4% | 6 | | May 2026 | Skullcandy | 5.5K | 2.4% | 7 | | May 2026 | Jabra | 3K | 1.3% | 8 | | May 2026 | Marshall | 2.4K | 1.1% | 9 | | Jun 2026 | AirPods | 105K | 44.2% | 1 | | Jun 2026 | JBL | 45.5K | 19.1% | 2 | | Jun 2026 | Sony | 42.5K | 17.8% | 3 | | Jun 2026 | Bose | 17.1K | 7.2% | 4 | | Jun 2026 | Sennheiser | 11.5K | 4.8% | 5 | | Jun 2026 | Skullcandy | 5.6K | 2.4% | 6 | | Jun 2026 | Beats | 5.5K | 2.3% | 7 | | Jun 2026 | Jabra | 2.8K | 1.2% | 8 | | Jun 2026 | Marshall | 2.5K | 1% | 9 | | Jul 2026 | AirPods | 103K | 43.3% | 1 | | Jul 2026 | JBL | 47.5K | 19.9% | 2 | | Jul 2026 | Sony | 42.6K | 17.8% | 3 | | Jul 2026 | Bose | 16.7K | 7% | 4 | | Jul 2026 | Sennheiser | 11.8K | 4.9% | 5 | | Jul 2026 | Skullcandy | 5.8K | 2.4% | 6 | | Jul 2026 | Beats | 5.4K | 2.3% | 7 | | Jul 2026 | Jabra | 2.8K | 1.2% | 8 | | Jul 2026 | Marshall | 2.7K | 1.1% | 9 | | Aug 2026 | AirPods | 112K | 44.5% | 1 | | Aug 2026 | JBL | 50.5K | 20.1% | 2 | | Aug 2026 | Sony | 42.6K | 16.9% | 3 | | Aug 2026 | Bose | 17.9K | 7.1% | 4 | | Aug 2026 | Sennheiser | 10.3K | 4.1% | 5 | | Aug 2026 | Skullcandy | 7.5K | 3% | 6 | | Aug 2026 | Beats | 4.7K | 1.9% | 7 | | Aug 2026 | Marshall | 3.1K | 1.2% | 8 | | Aug 2026 | Jabra | 3K | 1.2% | 9 | | Sep 2026 | AirPods | — | — | — | | Sep 2026 | Beats | — | — | — | | Sep 2026 | Bose | — | — | — | | Sep 2026 | Jabra | — | — | — | | Sep 2026 | JBL | — | — | — | | Sep 2026 | Marshall | — | — | — | | Sep 2026 | Sennheiser | — | — | — | | Sep 2026 | Skullcandy | — | — | — | | Sep 2026 | Sony | — | — | — | ## What is being compared - **AirPods**: Measured on the search terms “airpods”, “airpods 2”, “airpods 3”, “airpods 3 pro”, “airpods 4”, “airpods earbuds”, “airpods earphones”, “airpods gen 2”, “airpods headphones”, “airpods max”, “airpods max 2”, “airpods near me”, “airpods new zealand”, “airpods nz”, “airpods online”, “airpods pro”, “airpods pro 3”, “airpods pro 4”, “airpods pro2”, “apple airpods”, “apple airpods 4”, “apple airpods max”, “apple airpods pro”, “apple airpods pro 2”, “apple airpods pro 3”, “find mine airpods” and “new airpods”, summed into one figure. - **Beats**: Measured on the search terms “beats anc headphones”, “beats audio headphones”, “beats by dre”, “beats by dre earbuds”, “beats earbuds”, “beats headphones”, “beats headphones wireless studio 3”, “beats over ear headphones”, “beats pro headphones”, “beats studio 3 headphones”, “beats studio pro headphones”, “beats wireless headphones” and “binaural beats headphones”, summed into one figure. - **Bose**: Measured on the search terms “bose”, “bose bluetooth speaker”, “bose cancelling headphones”, “bose co nz”, “bose ear phones”, “bose earbuds”, “bose earphones”, “bose near me”, “bose nz”, “bose online”, “bose open earbuds”, “bose qc”, “bose qc earbuds”, “bose qc headphones”, “bose soundbar”, “bose soundlink”, “bose soundlink flex”, “bose speakers” and “bose tv speaker”, summed into one figure. - **Jabra**: Measured on the search terms “jabra”, “jabra ear buds”, “jabra earbuds”, “jabra earphones”, “jabra elite4”, “jabra evo 75”, “jabra evolve 285”, “jabra evolve 65”, “jabra evolve2”, “jabra evolve2 65”, “jabra evolve2 75”, “jabra headphones”, “jabra headset”, “jabra near me”, “jabra new zealand”, “jabra nz”, “jabra speak” and “jabra wireless headset”, summed into one figure. - **JBL**: Measured on the search terms “jbl”, “jbl 320”, “jbl bluetooth speaker”, “jbl boombox 4”, “jbl boombox3”, “jbl charge 5”, “jbl charge 6”, “jbl clip 5”, “jbl ear buds”, “jbl earbuds”, “jbl earphones”, “jbl flip 7”, “jbl go 4”, “jbl headphones”, “jbl mic”, “jbl near me”, “jbl nz”, “jbl online”, “jbl partybox”, “jbl partybox 320”, “jbl sound bar”, “jbl speaker” and “jbl wireless mic”, summed into one figure. - **Marshall**: Measured on the search terms “marshall acton iii bluetooth speaker”, “marshall acton speaker”, “marshall bt speaker”, “marshall earbuds”, “marshall earphones”, “marshall headphones”, “marshall kilburn speaker”, “marshall portable speaker”, “marshall soundbar”, “marshall speaker” and “marshall stanmore speaker”, summed into one figure. - **Sennheiser**: Measured on the search terms “hd599 sennheiser”, “mic sennheiser 421”, “sennheiser”, “sennheiser 280”, “sennheiser 416 mic”, “sennheiser 800s”, “sennheiser com”, “sennheiser e935 mic”, “sennheiser earbuds”, “sennheiser earphones”, “sennheiser hd 450bt”, “sennheiser hd 560s”, “sennheiser hd 600”, “sennheiser headphones”, “sennheiser mic”, “sennheiser microphone e835”, “sennheiser mke 600 mic”, “sennheiser momentum”, “sennheiser momentum 4”, “sennheiser momentum 4 wireless headphones”, “sennheiser momentum 5”, “sennheiser momentum true wireless 4”, “sennheiser near me”, “sennheiser new zealand”, “sennheiser nz”, “sennheiser online”, “sennheiser podcast mic” and “sennheiser radio mic”, summed into one figure. - **Skullcandy**: Measured on the search terms “skullcandy”, “skullcandy co nz”, “skullcandy crusher”, “skullcandy crusher evo”, “skullcandy crusher evo 2”, “skullcandy crusher evo headphones”, “skullcandy dime 3”, “skullcandy earbuds”, “skullcandy earphones”, “skullcandy evo”, “skullcandy evo crusher”, “skullcandy headphones”, “skullcandy hesh”, “skullcandy hesh anc”, “skullcandy hesh evo”, “skullcandy near me”, “skullcandy nz”, “skullcandy push active”, “skullcandy smokin buds”, “skullcandy wireless earbuds” and “skullcandy wireless earphones”, summed into one figure. - **Sony**: Measured on the search terms “best sony headphones”, “fx3 sony”, “new sony headphones”, “sony”, “sony 100 inch tv”, “sony 32 inch tv”, “sony 40 inch tv”, “sony 43 inch tv”, “sony 4k tv”, “sony 50 inch tv”, “sony 55 inch tv”, “sony 75 inch tv”, “sony 85 inch tv”, “sony a6400”, “sony a6700”, “sony android tv”, “sony bluetooth headphones”, “sony bravia 32 inch tv”, “sony bravia tv”, “sony bravia tv 55 inch”, “sony camara”, “sony car audio”, “sony car stereo”, “sony co nz”, “sony cyber shot”, “sony earbuds”, “sony earphones”, “sony ev e10”, “sony headphones”, “sony headphones wh 1000xm4”, “sony headphones wh 1000xm5”, “sony headphones xm4”, “sony headphones xm5”, “sony in ear headphones”, “sony led tv”, “sony lens”, “sony mirrorless”, “sony mx4 headphones”, “sony near me”, “sony noise cancelling earbuds”, “sony nz”, “sony oled tv”, “sony online”, “sony tv”, “sony tv sale”, “sony wh 1000xm4”, “sony wh 1000xm4 headphones”, “sony wh 1000xm5”, “sony wh 1000xm6”, “sony white headphones”, “sony wired earphones”, “sony wired headphones”, “sony wireless earbuds”, “sony wireless headphones”, “sony xm4”, “sony xm4 headphones”, “sony xm5”, “sony xm5 headphones” and “sony xm6”, summed into one figure. - [AirPods](/demand/nz/brands/airpods) - [Beats](/demand/nz/brands/beats) - [Bose](/demand/nz/brands/bose) - [Jabra](/demand/nz/brands/jabra) - [JBL](/demand/nz/brands/jbl) - [Marshall](/demand/nz/brands/marshall-audio) - [Sennheiser](/demand/nz/brands/sennheiser) - [Skullcandy](/demand/nz/brands/skullcandy) - [Sony](/demand/nz/brands/sony) ## Methodology - [How is branded search demand 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 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. ## Cite this page Brandwave. "Headphone brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-headphone-brands This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-headphone-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.