Brandwave

Bose vs Sony:Which is more popular?

In September 2026, Sony had more branded searches than Bose among headphone brands in New Zealand. Sony had about 25,700 branded searches, while Bose had 14,000. Sony made up 13.4% of all headphone brand searches we track, and Bose accounted for 7.3%. When we asked ChatGPT and Google AI Overviews about headphone brands, both Bose and Sony appeared in all five answers. Sony was mentioned before Bose in every answer.

Among headphone brands in New Zealand in September 2026

Who do people search for more?

Sony, about 84% more searches than Bose

Sony 25.7K searchesBose 14K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

Bose in 5 of 5Sony in 5 of 5

Who does AI recommend more?

Sony, named ahead of Bose in every answer

Sony first in 5Bose never first

Follow Bose vs Sony and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top headphone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both Bose and Sony showed up in all five answers. Sony was listed before Bose in every answer.

Most recommended by AI

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

  1. Sony1st
  2. Bose2nd
  3. Sennheiser3rd
  4. JBL4th
  5. Apple AirPods5th
  6. Soundcore6th
  7. Skullcandy7th
  8. Beats–
  9. Jabra–
  10. Marshall–

Mentioned by AI

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

  • Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bose5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sennheiser5 of 5Named in 3 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
  • Soundcore3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Apple AirPods2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Skullcandy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Beats0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jabra0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Marshall0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about headphone 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 Sony more popular in search?

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

Bose and Sony among headphone brands in New Zealand, by month

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

View monthly share of searches table
MonthApple AirPodsJBLSonyBoseSennheiserSkullcandyBeatsJabraSoundcoreMarshall
Oct 202544.7%22.2%13.6%8.9%3.5%3%2.2%1.1%0.44%0.38%
Nov 202544.3%23.4%14.1%8.8%3.2%2.7%2%0.8%0.33%0.41%
Dec 202540.1%30.4%12.6%8%3%2.6%1.9%0.67%0.3%0.39%
Jan 202642.7%25.6%14%7.9%3.2%2.8%2%0.99%0.38%0.41%
Feb 202647%22.3%13.4%7.2%3.3%3%2%1%0.42%0.37%
Mar 202646.9%21.1%14%7.5%3.6%3.1%2%0.96%0.47%0.42%
Apr 202643.7%24.8%13.5%7.8%3.6%2.9%2%0.95%0.39%0.42%
May 202645.1%22.7%13.4%8%4.1%3%1.9%0.92%0.43%0.44%
Jun 202645.4%22.1%13.1%8.3%4.6%3%1.7%0.79%0.52%0.45%
Jul 202644.4%23%13.4%8%4.7%3%1.8%0.84%0.42%0.35%
Aug 202645.6%22.5%12.4%8.3%4%3.7%1.9%0.8%0.47%0.36%
Sep 202643.8%23.7%13.4%7.3%3.6%3.6%3%0.7%0.46%0.42%

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

3 findings
  • Sony was ahead of Bose in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Bose’s share of searches among headphone brands in New Zealand moved from 8.9% to 7.3%, and its estimated monthly branded searches moved from 14.7K to 14K.
  • Across the 12 months ending September 2026, Sony’s share of searches among headphone brands in New Zealand moved from 13.6% to 13.4%, and its estimated monthly branded searches moved from 22.5K to 25.7K.

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

2 changes

  1. In September 2026, Sony gained share of searches among headphone brands in New Zealand, from 12.4% to 13.4%.

  2. In September 2026, Bose lost share of searches among headphone brands in New Zealand, from 8.3% to 7.3%.

How are branded searches counted?

24 search terms

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

Bose

10 branded search terms

  • bose
  • bose cancelling headphones
  • bose ear phones
  • bose earbuds
  • bose earphones
  • bose open earbuds
  • bose qc
  • bose qc earbuds
  • bose qc headphones
  • bose speakers

Sony

14 branded search terms

  • sony
  • sony bluetooth headphones
  • sony camara
  • sony cyber shot
  • sony earbuds
  • sony earphones
  • sony headphones
  • sony wh 1000xm4
  • sony wh 1000xm5
  • sony wh 1000xm6
  • sony wired earphones
  • sony wired headphones
  • sony wireless earbuds
  • sony wireless headphones

How the Brand Demand Index is measured

Other head-to-heads among headphone brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free