Brandwave

Bose vs JBL:Which is more popular?

In September 2026, JBL had more branded searches than Bose among soundbar brands in New Zealand. JBL had about 39,300 branded searches, while Bose had 11,200. JBL made up 68.5% of all soundbar brand searches we track, and Bose accounted for 19.6%. When we asked ChatGPT and Google AI Overviews about soundbar brands, JBL appeared in all five answers and Bose in three. JBL was mentioned before Bose in three out of five answers.

Among soundbar brands in New Zealand in September 2026

Who do people search for more?

JBL, about 3 searches for every 1 for Bose

JBL 39.3K searchesBose 11.2K searches

Who does AI mention more?

JBL, mentioned in every answer we collected

JBL in 5 of 5Bose in 3 of 5

Who does AI recommend more?

JBL, named ahead of Bose in 3 of 5 answers

JBL first in 3Bose first in 2

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Top soundbar brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, JBL appeared in all five answers. Bose was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. JBL was listed before Bose in three out of five answers.

Most recommended by AI

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

  1. Samsung1st
  2. Sonos2nd
  3. JBL3rd
  4. LG4th
  5. Bose5th
  6. Yamaha6th
  7. Panasonic7th

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
  • Samsung5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sonos4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LG4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bose3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Yamaha2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Panasonic1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about soundbar brands

5 answers

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 seven soundbar brands we track, month by month, from searches in New Zealand.

Bose and JBL among soundbar 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
MonthJBLBoseSonosSamsungLGPanasonicYamaha
Oct 202564.1%24%10%0.79%0.56%0.42%0.14%
Nov 202564.6%22.6%11.2%0.68%0.51%0.37%0.07%
Dec 202572.4%17.8%8.5%0.53%0.32%0.36%0.06%
Jan 202667.8%20.1%10.2%0.76%0.55%0.51%0.1%
Feb 202666.8%20.9%10.4%0.82%0.61%0.36%0.08%
Mar 202664.2%21.7%12.2%0.91%0.68%0.26%0.05%
Apr 202667.2%19.7%11.2%0.79%0.75%0.35%0.06%
May 202665.2%22%11%0.65%0.61%0.43%0.08%
Jun 202665.3%22.5%10.4%0.64%0.74%0.34%0.06%
Jul 202666%21.6%10.5%0.78%0.66%0.42%0.08%
Aug 202665.8%21.8%10.7%0.88%0.6%0.26%0.07%
Sep 202668.5%19.6%10.4%0.68%0.49%0.24%0.09%

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 soundbar brands in New Zealand moved from 24% to 19.6%, and its estimated monthly branded searches moved from 11.9K to 11.2K.
  • Across the 12 months ending September 2026, JBL’s share of searches among soundbar brands in New Zealand moved from 64.1% to 68.5%, and its estimated monthly branded searches moved from 31.8K to 39.3K.

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

2 changes

  1. In September 2026, JBL gained share of searches among soundbar brands in New Zealand, from 65.8% to 68.5%.

  2. In September 2026, Bose lost share of searches among soundbar brands in New Zealand, from 21.8% to 19.6%.

How are branded searches counted?

19 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

7 branded search terms

  • bose
  • bose ear phones
  • bose qc
  • bose soundbar
  • bose soundlink
  • bose soundlink flex
  • bose speakers

JBL

12 branded search terms

  • jbl
  • jbl bluetooth speaker
  • jbl boombox 4
  • jbl boombox3
  • jbl ear buds
  • jbl earbuds
  • jbl mic
  • jbl partybox
  • jbl partybox 320
  • jbl sound bar
  • jbl speaker
  • jbl wireless mic

How the Brand Demand Index is measured

Other head-to-heads among soundbar brands

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