Brandwave

Bose vs DALI:Which is more popular?

In September 2026, Bose had more branded searches than DALI among speaker brands in New Zealand. Bose had about 11,800 branded searches, while DALI had 90. Bose made up 13.5% of all speaker brand searches we track, and DALI accounted for 0.1%. When we asked ChatGPT and Google AI Overviews about speaker brands, Bose appeared in three of the five answers and DALI in two. Bose was mentioned before DALI in three out of four answers that named either.

Among speaker brands in New Zealand in September 2026

Who do people search for more?

Bose, about 131 searches for every 1 for DALI

Bose 11.8K searchesDALI 90 searches

Who does AI mention more?

Bose, mentioned in 3 of 5 answers, DALI in 2

Bose in 3 of 5DALI in 2 of 5

Who does AI recommend more?

Bose, named ahead of DALI in 3 of 4 answers

Bose first in 3DALI first in 1

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Top speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bose was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. DALI was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bose was listed before DALI in three out of four answers that named either.

Most recommended by AI

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

  1. JBL1st
  2. Edifier2nd
  3. KEF3rd
  4. Sony4th
  5. Bose5th
  6. Sonos6th
  7. Bowers & Wilkins7th
  8. Ultimate Ears8th
  9. Q Acoustics9th
  10. DALI10th
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Edifier4 of 5Named in 2 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
  • Sony3 of 5Named in 1 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
  • Sonos3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KEF3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ultimate Ears2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bowers & Wilkins2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Q Acoustics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • DALI2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about speaker 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 DALI more popular in search?

This chart shows how often people search Google for Bose and DALI by name. Each line represents a brand's share of searches for all 12 speaker brands we track, month by month, from searches in New Zealand.

Bose and DALI among speaker brands in New Zealand, by month

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

View monthly share of searches table
MonthJBLSonyBoseSonosUltimate EarsMarshallEdifierBang & OlufsenBowers & WilkinsKEFQ AcousticsDALI
Oct 202540.9%19.5%16%8.3%9.3%2.1%0.93%1.1%0.76%0.75%0.27%0.09%
Nov 202541%18.3%15.1%9.2%11.3%2.1%0.89%0.8%0.53%0.52%0.19%0.06%
Dec 202550%14.7%13%7.8%10.2%1.8%0.68%0.68%0.45%0.45%0.16%0.05%
Jan 202644.4%18.4%13.9%9%8.4%2%0.92%1.1%0.75%0.68%0.27%0.09%
Feb 202642.5%20.8%14.1%8.6%8.1%2%0.96%1.2%0.78%0.62%0.23%0.11%
Mar 202640.9%21.3%14.7%9.9%7.7%1.8%0.88%1.1%0.71%0.7%0.21%0.07%
Apr 202644.6%19.3%13.9%9.6%7.2%1.8%0.97%0.97%0.8%0.7%0.19%0.07%
May 202642.6%20.3%15.5%9.3%6.2%2.1%0.96%1.2%0.79%0.69%0.23%0.12%
Jun 202643.2%19.8%15.8%8.9%5.9%2.1%0.95%1.2%0.78%0.86%0.28%0.12%
Jul 202642.5%20.1%14.8%9.2%7%2.5%0.93%1.1%0.76%0.75%0.27%0.09%
Aug 202643.7%17.5%15%9.5%7.5%2.9%1.1%1.1%0.72%0.71%0.26%0.13%
Sep 202645%19.6%13.5%9.1%7.3%2.2%1%0.84%0.55%0.54%0.16%0.1%

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

3 findings
  • Bose was ahead of DALI in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bose’s share of searches among speaker brands in New Zealand moved from 16% to 13.5%, and its estimated monthly branded searches moved from 12.4K to 11.8K.
  • Across the 12 months ending September 2026, DALI’s share of searches among speaker brands in New Zealand moved from 0.09% to 0.1%, and its estimated monthly branded searches moved from 70 to 90.

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

2 changes

  1. In September 2026, Bose lost share of searches among speaker brands in New Zealand, from 15% to 13.5%.

  2. Estimated monthly branded searches for DALI in New Zealand rose 28.6% over 12 measured months, from 70 to 90 in September 2026.

How are branded searches counted?

10 search terms

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

9 branded search terms

  • bose
  • bose bluetooth speaker
  • bose ear phones
  • bose qc
  • bose soundbar
  • bose soundlink
  • bose soundlink flex
  • bose speakers
  • bose tv speaker

DALI

1 branded search term

  • dali speakers

How the Brand Demand Index is measured

Other head-to-heads among speaker brands

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