Brandwave

How popular isBose?

In September 2026, people searched for Bose by name about 80,800 times in the United Kingdom, a 14% decrease from the previous year. These searches made up 8.9% of all United Kingdom headphone brand searches, placing Bose third out of 12 brands. When we asked both ChatGPT and Google AI Overviews about headphone brands, Bose appeared in all answers and was the second most recommended of the 12.

Search and AI answers in September 2026

Bose is the third most searched of 12 competitors and the second most recommended in AI answers.

  1. Apple AirPodsShare of searches 55.7%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
  2. SonyShare of searches 9.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  3. BoseShare of searches 8.9%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  4. BeatsShare of searches 7.5%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  5. JBLShare of searches 6.5%Mentioned in 1 of 3 AI answersPlace in AI recommendations 5th

+7 more

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Top headphone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Bose appeared in all three answers. Bose is the second most recommended of the 12.

Most recommended by AI

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

  1. Sony1st
  2. Bose2nd
  3. Sennheiser3rd
  4. Apple AirPods4th
  5. JBL5th
  6. Soundcore6th
  7. Beats–
  8. Shokz–
  9. Skullcandy–
  10. Marshall–
  11. +2 more

Mentioned by AI

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

  • Sony3 of 3Named in 3 of 3 ChatGPT answers
  • Bose3 of 3Named in 3 of 3 ChatGPT answers
  • Apple AirPods2 of 3Named in 2 of 3 ChatGPT answers
  • Sennheiser2 of 3Named in 2 of 3 ChatGPT answers
  • JBL1 of 3Named in 1 of 3 ChatGPT answers
  • Soundcore1 of 3Named in 1 of 3 ChatGPT answers
  • Beats0 of 3Named in 0 of 3 ChatGPT answers
  • Shokz0 of 3Named in 0 of 3 ChatGPT answers
  • Skullcandy0 of 3Named in 0 of 3 ChatGPT answers
  • Marshall0 of 3Named in 0 of 3 ChatGPT answers

+2 more

See every answer about headphone brands

3 answers

  • Asked ChatGPT

    “Which headphones should I buy in the UK?”

    1. 1Sony
    2. 2Sennheiser
    3. 3Bose

  • Asked ChatGPT

    “What are the best headphone brands?”

    1. 1Sony
    2. 2Bose
    3. 3Sennheiser
    4. 4Apple AirPods
    5. 5JBL
    6. 6Soundcore

  • Asked ChatGPT

    “What are the best wireless earbuds?”

    1. 1Sony
    2. 2Apple AirPods
    3. 3Bose

  • Searched Google, AI Overview

    “headphones”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “wireless earbuds”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.

Which headphone brands compete with Bose?

Bose against headphone brands in the United Kingdom, by month

Share of searches by month for Apple AirPods, Sony, Bose, Beats, JBL, Shokz, Skullcandy, Marshall. The figures are in the table below the chart.

View monthly share of searches table
MonthApple AirPodsSonyBoseBeatsJBLShokzSkullcandyMarshallSoundcoreSennheiserBowers & WilkinsJabra
Oct 202551.9%10.2%10.1%7%8.7%3.1%3.1%2.6%0.76%1.4%0.62%0.51%
Nov 202557.7%9%10.1%6.3%6.5%2.8%2.8%2.3%0.57%1%0.46%0.31%
Dec 202554.1%10.4%9.9%7.3%7.4%2.7%2.7%2.7%0.8%1.2%0.53%0.35%
Jan 202652.4%10.3%9.6%7%7.5%3.9%3.2%2.6%0.94%1.4%0.63%0.51%
Feb 202654.1%11.1%8.6%5.9%7.4%4%2.7%2.7%0.97%1.5%0.65%0.52%
Mar 202652.3%10.7%8.3%7%7.5%4.7%3.1%2.6%1.1%1.4%0.63%0.5%
Apr 202648.2%11.6%9.4%6.5%8.4%5.3%4.3%2.9%1.1%1.3%0.57%0.47%
May 202650.8%10.4%9.9%5.6%7.6%4.6%3.7%3.1%1.7%1.4%0.74%0.5%
Jun 202652.1%10.7%8.3%5.7%7.5%5.7%3.1%2.6%1.7%1.4%0.61%0.51%
Jul 202653.1%10.5%8.5%5.9%7.6%3.9%3.9%2.6%1.4%1.4%0.63%0.52%
Aug 202654.6%9.1%8.7%6%7.8%4%4%2.2%1.2%1.2%0.65%0.44%
Sep 202655.7%9.3%8.9%7.5%6.5%3.4%3.4%2.2%1.2%1%0.54%0.36%

  1. 1.Apple AirPods

    55.7%

    Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +1.1 points.

  2. 2.Sony

    9.3%

    Held 2nd. 61.6K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  3. 3.Bose

    8.9%

    Held 3rd. 58.6K estimated branded searches, +22.3% vs prior month. Share +0.2 points.

  4. 4.Beats

    7.5%

    Moved from 5th to 4th. 49.5K estimated branded searches, +49.5% vs prior month. Share +1.5 points.

  5. 5.JBL

    6.5%

    Moved from 4th to 5th. 43K estimated branded searches, 0% vs prior month. Share -1.3 points.

  6. 6.Shokz

    3.4%

    Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share -0.7 points.

  7. 7.Skullcandy

    3.4%

    Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share -0.7 points.

  8. 8.Marshall

    2.2%

    Held 8th. 14.8K estimated branded searches, +22.3% vs prior month. Share 0 points.

  9. 9.Soundcore

    1.2%

    Moved from 10th to 9th. 8.1K estimated branded searches, +22.7% vs prior month. Share 0 points.

  10. 10.Sennheiser

    1%

    Moved from 9th to 10th. 6.6K estimated branded searches, 0% vs prior month. Share -0.2 points.

  11. 11.Bowers & Wilkins

    0.54%

    Held 11th. 3.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

  12. 12.Jabra

    0.36%

    Held 12th. 2.4K estimated branded searches, 0% vs prior month. Share -0.1 points.

Bowers & Wilkins sells other things too, so only its searches that name this product count here, like “bowers and wilkins headphones”.

Compare popularity between Bose and its closest rivals

Every comparison with Bose

18 comparisons

How has branded search demand for Bose changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bose in the United Kingdom fell from 93.9K to 80.8K.
  • Across the 12 months ending September 2026, Bose’s share of searches among headphone brands in the United Kingdom decreased from 10.1% to 8.9%.
  • Across the 12 months ending September 2026, Bose’s share of searches among headphone brands in the United Kingdom peaked at 10.1% in October 2025 and was lowest at 8.3% in June 2026.

How did search popularity change for United Kingdom headphone brands in September 2026?

6 changes

  1. In September 2026, Beats overtook JBL to rank 4th among headphone brands in the United Kingdom, with 7.5% of the searches.

  2. In September 2026, Apple AirPods gained share of searches among headphone brands in the United Kingdom, from 54.6% to 55.7%.

  3. In September 2026, JBL lost share of searches among headphone brands in the United Kingdom, from 7.8% to 6.5%.

  4. In September 2026, Shokz lost share of searches among headphone brands in the United Kingdom, from 4% to 3.4%.

  5. In September 2026, Skullcandy lost share of searches among headphone brands in the United Kingdom, from 4% to 3.4%.

  6. Bose’s share of searches among headphone brands in the United Kingdom has gained ground for 3 months in a row, from 8.3% to 8.9% in September 2026.

How are Bose’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Bose’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • bose earbuds
  • bose headphones
  • bose speaker

Do you work for Bose? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Bose compete?

Bose is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Headphone brands3rd of 128.9%Shown above
Speaker brands4th of 1310.2%Show ranking
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