Brandwave

Bowers & Wilkins vs Sony:Which is more popular?

In September 2026, Sony had more branded searches than Bowers & Wilkins among speaker brands in New Zealand. Sony had about 17,100 branded searches, while Bowers & Wilkins had 480. Sony made up 19.6% of all speaker brand searches we track, and Bowers & Wilkins accounted for 0.55%. When we asked ChatGPT and Google AI Overviews about speaker brands, Sony appeared in three of the five answers and Bowers & Wilkins in two. Bowers & Wilkins and Sony were each mentioned first in two of the four answers that named either.

Among speaker brands in New Zealand in September 2026

Who do people search for more?

Sony, about 36 searches for every 1 for Bowers & Wilkins

Sony 17.1K searchesBowers & Wilkins 480 searches

Who does AI mention more?

Sony, mentioned in 3 of 5 answers, Bowers & Wilkins in 2

Sony in 3 of 5Bowers & Wilkins in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Bowers & Wilkins first in 2Sony first in 2

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Top speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sony was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Bowers & Wilkins was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bowers & Wilkins and Sony 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.

  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 Bowers & Wilkins or Sony more popular in search?

This chart shows how often people search Google for Bowers & Wilkins and Sony 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.

Bowers & Wilkins and Sony among speaker brands in New Zealand, by month

Share of searches by month for Sony, Bowers & Wilkins. 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 Bowers & Wilkins and Sony comparison changed over the last 12 months?

3 findings
  • Sony was ahead of Bowers & Wilkins in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bowers & Wilkins’ share of searches among speaker brands in New Zealand moved from 0.76% to 0.55%, and its estimated monthly branded searches moved from 590 to 480.
  • Across the 12 months ending September 2026, Sony’s share of searches among speaker brands in New Zealand moved from 19.5% to 19.6%, and its estimated monthly branded searches moved from 15.2K to 17.1K.

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

2 changes

  1. In September 2026, Sony gained share of searches among speaker brands in New Zealand, from 17.5% to 19.6%.

  2. Estimated monthly branded searches for Bowers & Wilkins in New Zealand fell 18.6% over 12 measured months, from 590 to 480 in September 2026.

How are branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Bowers & Wilkins’ and Sony’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.

Bowers & Wilkins

2 branded search terms

  • bowers & wilkins
  • bowers and wilkins

Sony

6 branded search terms

  • sony
  • sony camara
  • sony cyber shot
  • sony wh 1000xm4
  • sony wh 1000xm5
  • sony wh 1000xm6

How the Brand Demand Index is measured

Other head-to-heads among speaker brands

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