---
title: "Turntable brands in New Zealand: Which are searched most?"
description: "Compare the turntable and record player brands New Zealanders buy. Share of Search among Pro-Ject, Audio-Technica, Technics, Sony and Rega, the turntable 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-turntable-brands"
publisher: "Brandwave"
---

# Turntable brands in New Zealand: Which are searched most?

Compare the turntable and record player brands New Zealanders buy. Share of Search among Pro-Ject, Audio-Technica, Technics, Sony and Rega, the turntable 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**: Turntable brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Pro-Ject, 37.9%

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

- In September 2026, Pro-Ject was the most searched among turntable brands in New Zealand, with an estimated 1.5K branded searches, 37.9% of all searches for the five we track.
- Audio-Technica is in 2nd place, 0.8 percentage points behind at 37.2%.
- Across the 12 months ending September 2026, Audio-Technica’s share of searches among turntable brands in New Zealand increased from 34.5% to 37.2%.
- Across the 12 months ending September 2026, Technics’ share of searches among turntable brands in New Zealand decreased from 18.3% to 14.8%.
- Across the 12 months ending September 2026, Sony’s share of searches among turntable brands in New Zealand increased from 5.3% to 6.5%.
- Across the 12 months ending September 2026, Pro-Ject’s share of searches among turntable brands in New Zealand peaked at 46.6% in March 2026 and was lowest at 26.9% in December 2025.
- Across the 12 months ending September 2026, Audio-Technica’s share of searches among turntable brands in New Zealand peaked at 43.1% in December 2025 and was lowest at 30.6% in March 2026.
- Across the 12 months ending September 2026, Technics’ share of searches among turntable brands in New Zealand peaked at 18.8% in January 2026 and was lowest at 13.3% in March 2026.
- Across the 12 months ending September 2026, Sony’s share of searches among turntable brands in New Zealand peaked at 10.2% in December 2025 and was lowest at 4.9% in April 2026.
- Across the 12 months ending September 2026, Pro-Ject and Rega held steady: their share of searches among turntable brands in New Zealand each moved less than 0.5 percentage points.

## Top turntable brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Pro-Ject, Audio-Technica and Rega appeared every time. Audio-Technica was recommended most often, coming first in two out of five answers. Pro-Ject was second, and Rega was third.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Audio-Technica | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Pro-Ject | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Rega | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Technics | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Sony | 5th | 2 of 3 | 1 of 2 | 3 of 5 |

## Every AI answer about turntable brands

- Asked ChatGPT "Which turntable brand should I buy in New Zealand?": 1. Audio-Technica, 2. Pro-Ject, 3. Rega, 4. Sony
- Asked ChatGPT "What are the best turntable brands in New Zealand?": 1. Rega, 2. Pro-Ject, 3. Technics, 4. Audio-Technica, 5. Sony
- Asked ChatGPT "What's the best turntable brand in New Zealand for vinyl records?": 1. Pro-Ject, 2. Audio-Technica, 3. Rega, 4. Technics
- Searched Google, AI Overview "record player nz": 1. Audio-Technica, 2. Technics, 3. Pro-Ject, 4. Rega
- Searched Google, AI Overview "turntable nz": 1. Sony, 2. Audio-Technica, 3. Rega, 4. Pro-Ject

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Pro-Ject vs Audio-Technica: compare search popularity](/demand/nz/compare/audio-technica-vs-pro-ject): 37.9% against 37.2% Share of Search.
- [Pro-Ject vs Technics: compare search popularity](/demand/nz/compare/pro-ject-vs-technics): 37.9% against 14.8% Share of Search.
- [Pro-Ject vs Sony: compare search popularity](/demand/nz/compare/pro-ject-vs-sony): 37.9% against 6.5% Share of Search.
- [Pro-Ject vs Rega: compare search popularity](/demand/nz/compare/pro-ject-vs-rega): 37.9% against 3.5% Share of Search.
- [Audio-Technica vs Technics: compare search popularity](/demand/nz/compare/audio-technica-vs-technics): 37.2% against 14.8% Share of Search.
- [Audio-Technica vs Sony: compare search popularity](/demand/nz/compare/audio-technica-vs-sony): 37.2% against 6.5% Share of Search.
- [Audio-Technica vs Rega: compare search popularity](/demand/nz/compare/audio-technica-vs-rega): 37.2% against 3.5% Share of Search.
- [Technics vs Sony: compare search popularity](/demand/nz/compare/sony-vs-technics): 14.8% against 6.5% Share of Search.
- [Technics vs Rega: compare search popularity](/demand/nz/compare/rega-vs-technics): 14.8% against 3.5% Share of Search.
- [Sony vs Rega: compare search popularity](/demand/nz/compare/rega-vs-sony): 6.5% against 3.5% Share of Search.

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

- In September 2026, Audio-Technica gained share of searches among turntable brands in New Zealand, from 34.5% to 37.2%.
- In September 2026, Sony gained share of searches among turntable brands in New Zealand, from 5.6% to 6.5%.
- In September 2026, Pro-Ject lost share of searches among turntable brands in New Zealand, from 40.3% to 37.9%.
- In September 2026, Technics lost share of searches among turntable brands in New Zealand, from 15.6% to 14.8%.
- Rega’s share of searches among turntable brands in New Zealand has lost ground for 3 months in a row, from 4.4% to 3.5% in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Pro-Ject | 37.9% | 1.5K | -18.8% | Pro-Ject |
| 2 | Audio-Technica | 37.2% | 1.5K | -6.9% | Audio-Technica |
| 3 | Technics | 14.8% | 590 | -18.1% | Technics |
| 4 | Sony | 6.5% | 260 | 0.0% | Sony |
| 5 | Rega | 3.5% | 140 | -22.2% | Rega |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Pro-Ject | 1.5K | 38.3% | 1 |
| Oct 2025 | Audio-Technica | 1.4K | 34.5% | 2 |
| Oct 2025 | Technics | 720 | 18.3% | 3 |
| Oct 2025 | Sony | 210 | 5.3% | 4 |
| Oct 2025 | Rega | 140 | 3.6% | 5 |
| Nov 2025 | Pro-Ject | 1.5K | 35.4% | 1 |
| Nov 2025 | Audio-Technica | 1.5K | 34.7% | 2 |
| Nov 2025 | Technics | 720 | 16.9% | 3 |
| Nov 2025 | Sony | 390 | 9.2% | 4 |
| Nov 2025 | Rega | 160 | 3.8% | 5 |
| Dec 2025 | Audio-Technica | 2K | 43.1% | 1 |
| Dec 2025 | Pro-Ject | 1.3K | 26.9% | 2 |
| Dec 2025 | Technics | 720 | 15.4% | 3 |
| Dec 2025 | Sony | 480 | 10.2% | 4 |
| Dec 2025 | Rega | 210 | 4.5% | 5 |
| Jan 2026 | Audio-Technica | 1.5K | 38.6% | 1 |
| Jan 2026 | Pro-Ject | 1.2K | 31.6% | 2 |
| Jan 2026 | Technics | 720 | 18.8% | 3 |
| Jan 2026 | Sony | 260 | 6.8% | 4 |
| Jan 2026 | Rega | 160 | 4.2% | 5 |
| Feb 2026 | Pro-Ject | 1.2K | 36.4% | 1 |
| Feb 2026 | Audio-Technica | 1.1K | 34.6% | 2 |
| Feb 2026 | Technics | 590 | 18.4% | 3 |
| Feb 2026 | Sony | 210 | 6.5% | 4 |
| Feb 2026 | Rega | 130 | 4% | 5 |
| Mar 2026 | Pro-Ject | 2.1K | 46.6% | 1 |
| Mar 2026 | Audio-Technica | 1.4K | 30.6% | 2 |
| Mar 2026 | Technics | 590 | 13.3% | 3 |
| Mar 2026 | Sony | 260 | 5.9% | 4 |
| Mar 2026 | Rega | 160 | 3.6% | 5 |
| Apr 2026 | Pro-Ject | 1.8K | 42.6% | 1 |
| Apr 2026 | Audio-Technica | 1.5K | 34.8% | 2 |
| Apr 2026 | Technics | 590 | 13.9% | 3 |
| Apr 2026 | Sony | 210 | 4.9% | 4 |
| Apr 2026 | Rega | 160 | 3.8% | 5 |
| May 2026 | Pro-Ject | 1.8K | 43.6% | 1 |
| May 2026 | Audio-Technica | 1.4K | 32.8% | 2 |
| May 2026 | Technics | 590 | 14.2% | 3 |
| May 2026 | Sony | 210 | 5.1% | 4 |
| May 2026 | Rega | 180 | 4.3% | 5 |
| Jun 2026 | Audio-Technica | 1.6K | 38.5% | 1 |
| Jun 2026 | Pro-Ject | 1.5K | 36.6% | 2 |
| Jun 2026 | Technics | 590 | 14.3% | 3 |
| Jun 2026 | Sony | 260 | 6.3% | 4 |
| Jun 2026 | Rega | 180 | 4.4% | 5 |
| Jul 2026 | Pro-Ject | 1.6K | 39.9% | 1 |
| Jul 2026 | Audio-Technica | 1.5K | 36.5% | 2 |
| Jul 2026 | Technics | 590 | 14.5% | 3 |
| Jul 2026 | Sony | 210 | 5.2% | 4 |
| Jul 2026 | Rega | 160 | 3.9% | 5 |
| Aug 2026 | Pro-Ject | 1.9K | 40.3% | 1 |
| Aug 2026 | Audio-Technica | 1.6K | 34.5% | 2 |
| Aug 2026 | Technics | 720 | 15.6% | 3 |
| Aug 2026 | Sony | 260 | 5.6% | 4 |
| Aug 2026 | Rega | 180 | 3.9% | 5 |
| Sep 2026 | Pro-Ject | 1.5K | 37.9% | 1 |
| Sep 2026 | Audio-Technica | 1.5K | 37.2% | 2 |
| Sep 2026 | Technics | 590 | 14.8% | 3 |
| Sep 2026 | Sony | 260 | 6.5% | 4 |
| Sep 2026 | Rega | 140 | 3.5% | 5 |

## What is being compared

- **Audio-Technica**: Measured on the search terms “audio technica”, “audio technica turntable” and “audiotechnica”, summed into one figure.
- **Pro-Ject**: Measured on the search terms “pro-ject turntable” and “project”, summed into one figure.
- **Rega**: Measured on the search terms “rega” and “rega turntable”, summed into one figure.
- **Sony**: Measured on the search term “sony turntable”.
- **Technics**: Measured on the search term “technics”.

- [Audio-Technica](/demand/nz/brands/audio-technica)
- [Pro-Ject](/demand/nz/brands/pro-ject)
- [Rega](/demand/nz/brands/rega)
- [Sony](/demand/nz/brands/sony)
- [Technics](/demand/nz/brands/technics)

## Methodology

- [How is the Brand Demand Index 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 turntable brands in New Zealand?

In September 2026, Pro-Ject was the most searched among turntable brands in New Zealand, with an estimated 1.5K branded searches, 37.9% of all searches for the five we track.

## Cite this page

Brandwave. "Turntable brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-turntable-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-turntable-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.