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 10.2% of all United Kingdom speaker brand searches, placing Bose fourth out of 13 brands. When we asked both ChatGPT and Google AI Overviews about speaker brands, Bose appeared in two of the five answers and was the joint fifth most recommended of the 13.

Search and AI answers in September 2026

Bose is the fourth most searched of 13 competitors and the joint fifth most recommended in AI answers.

  1. JBLShare of searches 27.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. SonosShare of searches 22.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  3. Bang & OlufsenShare of searches 10.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  4. BoseShare of searches 10.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. MarshallShare of searches 8.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+8 more

Bose website (opens in a new tab)

Follow Bose 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

Top speaker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bose 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 is the joint fifth most recommended of the 13.

Most recommended by AI

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

  1. JBL1st
  2. Sony2nd
  3. KEF3rd
  4. Soundcore4th
  5. Bose5th
  6. Bowers & Wilkins5th
  7. Bang & Olufsen7th
  8. Sonos8th
  9. Ultimate Ears9th
  10. Edifier10th
  11. +3 more

Mentioned by AI

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

  • JBL5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sony3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bose2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Soundcore2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ultimate Ears2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sonos1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bang & Olufsen1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bowers & Wilkins1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Edifier1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • KEF1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 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 United Kingdom on October 26, 2026.

Which speaker brands compete with Bose?

Bose against speaker brands in the United Kingdom, by month

Share of searches by month for JBL, Sonos, Bang & Olufsen, Bose, Marshall, Bowers & Wilkins, Soundcore, Ruark Audio, Ultimate Ears, Sony. The figures are in the table below the chart.

View monthly share of searches table
MonthJBLSonosBang & OlufsenBoseMarshallBowers & WilkinsSoundcoreRuark AudioUltimate EarsSonyEdifierKEFQ Acoustics
Oct 202524.9%20.3%13.6%9.1%9.1%7.4%2.7%3%2.4%2.2%1.5%2.2%1.5%
Nov 202524.2%24.2%10.8%8.8%10.8%7.2%2.2%2.9%2.4%2.2%1.4%1.8%1.2%
Dec 202527.7%22.7%10.1%10.1%10.1%5.5%2.5%2.8%2%2%1.3%1.7%1.3%
Jan 202621.6%26.4%11.8%7.9%9.7%6.5%2.9%3.5%2.1%1.9%1.9%2.4%1.6%
Feb 202622.1%22.1%14.8%8.1%8.1%8.1%2.9%4%2.3%2%1.6%2.4%1.6%
Mar 202623.8%23.8%13.1%8.7%8.7%7.1%2.6%3.1%2.3%2.1%1.4%1.7%1.4%
Apr 202643%15.8%10.6%7.1%7.1%4.7%2.1%2.3%2.1%1.7%1.1%1.4%0.94%
May 202636%19.7%10.8%8.8%7.2%4.8%2.6%2.3%2.6%1.7%1.2%1.4%0.95%
Jun 202637.7%16.9%9.2%9.2%7.5%5%2.7%3.7%2.4%1.8%1.2%1.5%1%
Jul 202633.6%18.4%10.1%10.1%8.2%5.5%3%2.4%2.6%2%1.3%1.6%1.1%
Aug 202630.8%20.6%11.3%9.3%7.5%6.2%2.8%3%2.4%1.8%1.2%1.8%1.2%
Sep 202627.8%22.8%10.2%10.2%8.3%5.6%3.7%2.8%2.2%2%1.7%1.7%1.1%

  1. 1.JBL

    27.8%

    Held 1st. 60.5K estimated branded searches, -18.2% vs prior month. Share -3 points.

  2. 2.Sonos

    22.8%

    Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share +2.1 points.

  3. 3.Bang & Olufsen

    10.2%

    Held 3rd. 22.2K estimated branded searches, -18.1% vs prior month. Share -1.1 points.

  4. 4.Bose

    10.2%

    Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share +1 points.

  5. 5.Marshall

    8.3%

    Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share +0.8 points.

  6. 6.Bowers & Wilkins

    5.6%

    Held 6th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  7. 7.Soundcore

    3.7%

    Moved from 8th to 7th. 8.1K estimated branded searches, +22.7% vs prior month. Share +1 points.

  8. 8.Ruark Audio

    2.8%

    Moved from 7th to 8th. 6K estimated branded searches, -16.7% vs prior month. Share -0.2 points.

  9. 9.Ultimate Ears

    2.2%

    Held 9th. 4.8K estimated branded searches, -17.2% vs prior month. Share -0.2 points.

  10. 10.Sony

    2%

    Moved from 11th to 10th. 4.4K estimated branded searches, 0% vs prior month. Share +0.2 points.

  11. 11.Edifier

    1.7%

    Moved from 12th to 11th. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.4 points.

  12. 12.KEF

    1.7%

    Moved from 10th to 12th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  13. 13.Q Acoustics

    1.1%

    Held 13th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.1 points.

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 speaker brands in the United Kingdom increased from 9.1% to 10.2%.
  • Across the 12 months ending September 2026, Bose’s share of searches among speaker brands in the United Kingdom peaked at 10.2% in September 2026 and was lowest at 7.1% in April 2026.

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

6 changes

  1. In September 2026, Soundcore overtook Ruark Audio to rank 7th among speaker brands in the United Kingdom, with 3.7% of the searches.

  2. In September 2026, Sonos gained share of searches among speaker brands in the United Kingdom, from 20.6% to 22.8%.

  3. In September 2026, Bose gained share of searches among speaker brands in the United Kingdom, from 9.3% to 10.2%.

  4. In September 2026, Marshall gained share of searches among speaker brands in the United Kingdom, from 7.5% to 8.3%.

  5. In September 2026, JBL lost share of searches among speaker brands in the United Kingdom, from 30.8% to 27.8%.

  6. In September 2026, Bang & Olufsen lost share of searches among speaker brands in the United Kingdom, from 11.3% to 10.2%.

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%Show ranking
Speaker brands4th of 1310.2%Shown above
Creator with pink hair and a pink jacket

Is Bose your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free