KEF vs Sonos:Which is more popular?
In September 2026, Sonos had more branded searches than KEF among speaker brands in New Zealand. Sonos had about 7,970 branded searches, while KEF had 470. Sonos made up 9.1% of all speaker brand searches we track, and KEF accounted for 0.54%. When we asked ChatGPT and Google AI Overviews about speaker brands, KEF and Sonos each appeared in three of the five answers. KEF and Sonos were each mentioned first in two of the four answers that named either.
Who do people search for more?
Sonos, about 17 searches for every 1 for KEF
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top speaker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, KEF and Sonos were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. KEF and Sonos 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.
JBL1st
Edifier2nd
KEF3rd
Sony4th
Bose5th- Sonos6th
Bowers & Wilkins7th
Ultimate Ears8th
Q Acoustics9th
DALI10th- +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
See every answer about speaker brands
5 answers
Asked ChatGPT
“Which speaker brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best speaker brands in New Zealand?”
Asked ChatGPT
“What's the best speaker brand in New Zealand for home listening?”
Searched Google, AI Overview
“bluetooth speakers nz”
Searched Google, AI Overview
“wireless speakers 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 19, 2026.
Is KEF or Sonos more popular in search?
This chart shows how often people search Google for KEF and Sonos 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.
Share of searches by month for Sonos, KEF. The figures are in the table below the chart.
View monthly share of searches table
| Month | JBL | Sony | Bose | Sonos | Ultimate Ears | Marshall | Edifier | Bang & Olufsen | Bowers & Wilkins | KEF | Q Acoustics | DALI |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.9% | 19.5% | 16% | 8.3% | 9.3% | 2.1% | 0.93% | 1.1% | 0.76% | 0.75% | 0.27% | 0.09% |
| Nov 2025 | 41% | 18.3% | 15.1% | 9.2% | 11.3% | 2.1% | 0.89% | 0.8% | 0.53% | 0.52% | 0.19% | 0.06% |
| Dec 2025 | 50% | 14.7% | 13% | 7.8% | 10.2% | 1.8% | 0.68% | 0.68% | 0.45% | 0.45% | 0.16% | 0.05% |
| Jan 2026 | 44.4% | 18.4% | 13.9% | 9% | 8.4% | 2% | 0.92% | 1.1% | 0.75% | 0.68% | 0.27% | 0.09% |
| Feb 2026 | 42.5% | 20.8% | 14.1% | 8.6% | 8.1% | 2% | 0.96% | 1.2% | 0.78% | 0.62% | 0.23% | 0.11% |
| Mar 2026 | 40.9% | 21.3% | 14.7% | 9.9% | 7.7% | 1.8% | 0.88% | 1.1% | 0.71% | 0.7% | 0.21% | 0.07% |
| Apr 2026 | 44.6% | 19.3% | 13.9% | 9.6% | 7.2% | 1.8% | 0.97% | 0.97% | 0.8% | 0.7% | 0.19% | 0.07% |
| May 2026 | 42.6% | 20.3% | 15.5% | 9.3% | 6.2% | 2.1% | 0.96% | 1.2% | 0.79% | 0.69% | 0.23% | 0.12% |
| Jun 2026 | 43.2% | 19.8% | 15.8% | 8.9% | 5.9% | 2.1% | 0.95% | 1.2% | 0.78% | 0.86% | 0.28% | 0.12% |
| Jul 2026 | 42.5% | 20.1% | 14.8% | 9.2% | 7% | 2.5% | 0.93% | 1.1% | 0.76% | 0.75% | 0.27% | 0.09% |
| Aug 2026 | 43.7% | 17.5% | 15% | 9.5% | 7.5% | 2.9% | 1.1% | 1.1% | 0.72% | 0.71% | 0.26% | 0.13% |
| Sep 2026 | 45% | 19.6% | 13.5% | 9.1% | 7.3% | 2.2% | 1% | 0.84% | 0.55% | 0.54% | 0.16% | 0.1% |
How has the KEF and Sonos comparison changed over the last 12 months?
3 findings
- Sonos was ahead of KEF in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, KEF’s share of searches among speaker brands in New Zealand moved from 0.75% to 0.54%, and its estimated monthly branded searches moved from 580 to 470.
- Across the 12 months ending September 2026, Sonos’ share of searches among speaker brands in New Zealand moved from 8.3% to 9.1%, and its estimated monthly branded searches moved from 6.4K to 8K.
How did search popularity change for New Zealand speaker brands in September 2026?
2 changes
How are branded searches counted?
17 search terms
Brandwave collects information about searches that people make online using KEF’s and Sonos’ 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 speaker brands
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