Billabong vs O'Neill:Which is more popular?
In September 2026, Billabong had more branded searches than O'Neill among surf brands in New Zealand. Billabong had about 6,480 branded searches, while O'Neill had 1,180. Billabong made up 35.5% of all surf brand searches we track, and O'Neill accounted for 6.5%. When we asked ChatGPT and Google AI Overviews about surf brands, Billabong appeared in three of the five answers and O'Neill in two. Billabong was mentioned before O'Neill in two out of three answers that named either.
Who do people search for more?
Billabong, about 5 searches for every 1 for O'Neill
Who does AI mention more?
Billabong, mentioned in 3 of 5 answers, O'Neill in 2
Who does AI recommend more?
Billabong, named ahead of O'Neill in 2 of 3 answers
Follow Billabong vs O'Neill and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top surf brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Billabong was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. O'Neill was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Billabong was listed before O'Neill in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Rip Curl1st- Billabong2nd
- Seventhwave3rd
Roxy4th- JS Industries5th
- Gemma Lee6th
Volcom7th
Quiksilver8th
O'Neill9th
Salty Crew–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Rip Curl5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Billabong3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- JS Industries3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Volcom2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- O'Neill2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Quiksilver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Roxy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Seventhwave2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Gemma Lee2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Salty Crew0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about surf brands
5 answers
Asked ChatGPT
“Which surf brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best surf brands in New Zealand?”
Asked ChatGPT
“What's the best surf brand in New Zealand for beachwear?”
Searched Google, AI Overview
“surf brands”
Searched Google, AI Overview
“surf clothing 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 21, 2026.
Is Billabong or O'Neill more popular in search?
This chart shows how often people search Google for Billabong and O'Neill by name. Each line represents a brand's share of searches for all ten surf brands we track, month by month, from searches in New Zealand.
Share of searches by month for Billabong, O'Neill. The figures are in the table below the chart.
View monthly share of searches table
| Month | Billabong | Rip Curl | Volcom | Salty Crew | O'Neill | Quiksilver | Roxy | Seventhwave | Gemma Lee | JS Industries |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.3% | 36.7% | 7.2% | 9.1% | 5.9% | 4.9% | 3.2% | 1.6% | 0.55% | 0.55% |
| Nov 2025 | 30.9% | 36.8% | 5.2% | 10.7% | 5.2% | 4.5% | 3.8% | 1.6% | 0.85% | 0.46% |
| Dec 2025 | 28.7% | 38.3% | 5.6% | 11.2% | 5.7% | 4.1% | 3.1% | 2% | 0.71% | 0.47% |
| Jan 2026 | 30.3% | 38.4% | 6.5% | 7.5% | 6.6% | 4% | 3.5% | 2% | 0.59% | 0.59% |
| Feb 2026 | 30.7% | 36% | 6.8% | 7.3% | 7.8% | 5.1% | 2.9% | 1.9% | 0.82% | 0.82% |
| Mar 2026 | 29.6% | 35.7% | 8.6% | 7.4% | 7.6% | 5.1% | 2.4% | 1.9% | 0.65% | 1% |
| Apr 2026 | 33.3% | 33.5% | 9.1% | 7% | 7.1% | 4.1% | 2.2% | 2.1% | 0.38% | 1.2% |
| May 2026 | 30.7% | 30.7% | 10.3% | 9.3% | 7.8% | 5.2% | 2.4% | 1.9% | 0.83% | 1% |
| Jun 2026 | 26.6% | 34.2% | 11.2% | 8.4% | 8.1% | 6.2% | 2.2% | 1.7% | 0.45% | 0.89% |
| Jul 2026 | 27% | 34.2% | 12.1% | 8.5% | 7.9% | 5% | 2.5% | 1.6% | 0.43% | 0.68% |
| Aug 2026 | 31.4% | 32.3% | 11.2% | 7.9% | 7.1% | 4.3% | 3.1% | 1.5% | 0.65% | 0.53% |
| Sep 2026 | 35.5% | 33.6% | 8.6% | 6.9% | 6.5% | 3.3% | 3.2% | 1.2% | 0.6% | 0.6% |
How has the Billabong and O'Neill comparison changed over the last 12 months?
3 findings
- Billabong was ahead of O'Neill in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Billabong’s share of searches among surf brands in New Zealand moved from 30.3% to 35.5%, and its estimated monthly branded searches moved from 6.1K to 6.5K.
- Across the 12 months ending September 2026, O'Neill’s share of searches among surf brands in New Zealand moved from 5.9% to 6.5%, and its estimated monthly branded searches held steady at 1.2K.
How did search popularity change for New Zealand surf brands in September 2026?
2 changes
In September 2026, Billabong overtook Rip Curl to become the leader among surf brands in New Zealand, with 35.5% of the searches.
In September 2026, O'Neill lost share of searches among surf brands in New Zealand, from 7.1% to 6.5%.
How are branded searches counted?
21 search terms
Brandwave collects information about searches that people make online using Billabong’s and O'Neill’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.
Billabong
14 branded search terms
- billabong
- billabong backpacks
- billabong bathers
- billabong boardshorts
- billabong clothing
- billabong hat
- billabong hoodies
- billabong jackets
- billabong one piece
- billabong shorts
- billabong sundress
- billabong t shirt
- billabong wet suits
- shirt billabong
O'Neill
7 branded search terms
- hyperfreak oneill wetsuit
- o neill
- o neill boardshorts
- o neill clothing
- o neill wetsuit
- oneill surf
- oneill wetsuit
Other head-to-heads among surf brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.