BorrowBox vs Spotify:Which is more popular?
In September 2026, Spotify had more branded searches than BorrowBox among audiobook and ebook services in New Zealand. Spotify had about 310,000 branded searches, while BorrowBox had 950. Spotify made up 85.8% of all audiobook and ebook service searches we track, and BorrowBox accounted for 0.26%. When we asked ChatGPT and Google AI Overviews about audiobook and ebook services, BorrowBox appeared in three of the five answers and Spotify in two. BorrowBox and Spotify were each mentioned first in two of the four answers that named either.
Who do people search for more?
Spotify, about 326 searches for every 1 for BorrowBox
Who does AI mention more?
BorrowBox, mentioned in 3 of 5 answers, Spotify in 2
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top audiobook and ebook services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, BorrowBox was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Spotify was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. BorrowBox and Spotify were each listed first in two of the four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Kobo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Libby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Audible4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Kindle3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- BorrowBox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Spotify2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Storytel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about audiobook and ebook services
5 answers
Asked ChatGPT
“Which audiobook or ebook service should I use in New Zealand?”
Asked ChatGPT
“What are the best audiobook and ebook services in New Zealand?”
Asked ChatGPT
“What's the best audiobook or ebook service in New Zealand for reading on the go?”
Searched Google, AI Overview
“best audiobook app”
Searched Google, AI Overview
“ebook app”
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 BorrowBox or Spotify more popular in search?
This chart shows how often people search Google for BorrowBox and Spotify by name. Each line represents a brand's share of searches for all seven audiobook and ebook services we track, month by month, from searches in New Zealand.
Share of searches by month for Spotify, BorrowBox. The figures are in the table below the chart.
View monthly share of searches table
| Month | Spotify | Kindle | Kobo | Audible | Libby | BorrowBox | Storytel |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 86.1% | 7.3% | 2.6% | 3.1% | 0.7% | 0.31% | 0.03% |
| Nov 2025 | 82.7% | 10% | 3.3% | 3% | 0.69% | 0.28% | 0.03% |
| Dec 2025 | 79.2% | 11.5% | 4.6% | 3.5% | 0.81% | 0.3% | 0.04% |
| Jan 2026 | 75.7% | 13.4% | 5% | 4.2% | 1.2% | 0.43% | 0.05% |
| Feb 2026 | 86.2% | 7.2% | 2.6% | 2.8% | 0.84% | 0.29% | 0.02% |
| Mar 2026 | 87.6% | 6.2% | 2.2% | 3% | 0.79% | 0.23% | 0.03% |
| Apr 2026 | 82% | 8.8% | 3.8% | 4.1% | 1.1% | 0.32% | 0.03% |
| May 2026 | 86.7% | 6.3% | 2.8% | 3% | 0.96% | 0.25% | 0.02% |
| Jun 2026 | 87% | 6.8% | 2.7% | 2.4% | 0.91% | 0.22% | 0.02% |
| Jul 2026 | 82.7% | 8.4% | 3.8% | 3.5% | 1.2% | 0.45% | 0.03% |
| Aug 2026 | 85.5% | 7% | 3.3% | 2.8% | 1.1% | 0.3% | 0.03% |
| Sep 2026 | 85.8% | 7.1% | 3.6% | 2.6% | 0.73% | 0.26% | 0.02% |
How has the BorrowBox and Spotify comparison changed over the last 12 months?
3 findings
- Spotify was ahead of BorrowBox in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, BorrowBox’s share of searches among audiobook and ebook services in New Zealand moved from 0.31% to 0.26%, and its estimated monthly branded searches moved from 1.1K to 950.
- Across the 12 months ending September 2026, Spotify’s share of searches among audiobook and ebook services in New Zealand moved from 86.1% to 85.8%, and its estimated monthly branded searches held steady at 310K.
How did search popularity change for New Zealand audiobook and ebook services in September 2026?
1 change
Estimated monthly branded searches for BorrowBox in New Zealand fell 13.6% over 12 measured months, from 1.1K to 950 in September 2026.
How are branded searches counted?
12 search terms
Brandwave collects information about searches that people make online using BorrowBox’s and Spotify’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.
Other head-to-heads among audiobook and ebook services
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