Brandwave

Bose vs JBL:Which is more popular?

In September 2026, JBL had more branded searches than Bose among headphone brands in New Zealand. JBL had about 45,300 branded searches, while Bose had 14,000. JBL made up 23.7% of all headphone brand searches we track, and Bose accounted for 7.3%. When we asked ChatGPT and Google AI Overviews about headphone brands, Bose appeared in all five answers and JBL in three. Bose was mentioned before JBL in every answer.

Among headphone brands in New Zealand in September 2026

Who do people search for more?

JBL, about 3 searches for every 1 for Bose

JBL 45.3K searchesBose 14K searches

Who does AI mention more?

Bose, mentioned in every answer we collected

Bose in 5 of 5JBL in 3 of 5

Who does AI recommend more?

Bose, named ahead of JBL in every answer

Bose first in 5JBL never first

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Top headphone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bose 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. Bose was listed before JBL in every answer.

Most recommended by AI

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

  1. Sony1st
  2. Bose2nd
  3. Sennheiser3rd
  4. JBL4th
  5. Apple AirPods5th
  6. Soundcore6th
  7. Skullcandy7th
  8. Beats–
  9. Jabra–
  10. Marshall–

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
  • Bose5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sennheiser5 of 5Named in 3 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
  • Soundcore3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Apple AirPods2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Skullcandy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Beats0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jabra0 of 5Named in 0 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 headphone 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 Bose or JBL more popular in search?

This chart shows how often people search Google for Bose and JBL by name. Each line represents a brand's share of searches for all ten headphone brands we track, month by month, from searches in New Zealand.

Bose and JBL among headphone brands in New Zealand, by month

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

View monthly share of searches table
MonthApple AirPodsJBLSonyBoseSennheiserSkullcandyBeatsJabraSoundcoreMarshall
Oct 202544.7%22.2%13.6%8.9%3.5%3%2.2%1.1%0.44%0.38%
Nov 202544.3%23.4%14.1%8.8%3.2%2.7%2%0.8%0.33%0.41%
Dec 202540.1%30.4%12.6%8%3%2.6%1.9%0.67%0.3%0.39%
Jan 202642.7%25.6%14%7.9%3.2%2.8%2%0.99%0.38%0.41%
Feb 202647%22.3%13.4%7.2%3.3%3%2%1%0.42%0.37%
Mar 202646.9%21.1%14%7.5%3.6%3.1%2%0.96%0.47%0.42%
Apr 202643.7%24.8%13.5%7.8%3.6%2.9%2%0.95%0.39%0.42%
May 202645.1%22.7%13.4%8%4.1%3%1.9%0.92%0.43%0.44%
Jun 202645.4%22.1%13.1%8.3%4.6%3%1.7%0.79%0.52%0.45%
Jul 202644.4%23%13.4%8%4.7%3%1.8%0.84%0.42%0.35%
Aug 202645.6%22.5%12.4%8.3%4%3.7%1.9%0.8%0.47%0.36%
Sep 202643.8%23.7%13.4%7.3%3.6%3.6%3%0.7%0.46%0.42%

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

3 findings
  • JBL was ahead of Bose in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bose’s share of searches among headphone brands in New Zealand moved from 8.9% to 7.3%, and its estimated monthly branded searches moved from 14.7K to 14K.
  • Across the 12 months ending September 2026, JBL’s share of searches among headphone brands in New Zealand moved from 22.2% to 23.7%, and its estimated monthly branded searches moved from 36.6K to 45.3K.

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

2 changes

  1. In September 2026, JBL gained share of searches among headphone brands in New Zealand, from 22.5% to 23.7%.

  2. In September 2026, Bose lost share of searches among headphone brands in New Zealand, from 8.3% to 7.3%.

How are branded searches counted?

23 search terms

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

Bose

10 branded search terms

  • bose
  • bose cancelling headphones
  • bose ear phones
  • bose earbuds
  • bose earphones
  • bose open earbuds
  • bose qc
  • bose qc earbuds
  • bose qc headphones
  • bose speakers

JBL

13 branded search terms

  • jbl
  • jbl bluetooth speaker
  • jbl boombox 4
  • jbl boombox3
  • jbl ear buds
  • jbl earbuds
  • jbl earphones
  • jbl headphones
  • jbl mic
  • jbl partybox
  • jbl partybox 320
  • jbl speaker
  • jbl wireless mic

How the Brand Demand Index is measured

Other head-to-heads among headphone brands

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