Brandwave

How popular isSony?

In September 2026, people searched for Sony by name about 90,200 times in the United Kingdom, a 16.2% decrease from the previous year. These searches made up 9.3% of all United Kingdom headphone brand searches, placing Sony second out of 12 brands. When we asked both ChatGPT and Google AI Overviews about headphone brands, Sony appeared in all answers and was the most recommended of the 12.

Search and AI answers in September 2026

Sony is the second most searched of 12 competitors and the 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, Sony appeared in all three answers. Sony is the 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 Sony?

Sony 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 Sony and its closest rivals

Every comparison with Sony

38 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sony in the United Kingdom fell from 108K to 90.2K.
  • Across the 12 months ending September 2026, Sony’s share of searches among headphone brands in the United Kingdom decreased from 10.2% to 9.3%.
  • Across the 12 months ending September 2026, Sony’s share of searches among headphone brands in the United Kingdom peaked at 11.6% in April 2026 and was lowest at 9% in November 2025.

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 Sony’s branded searches counted?

5 search terms

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

  • sony earbuds
  • sony headphones
  • sony speaker
  • sony tv
  • sony xperia

How the Brand Demand Index is measured

Who owns Sony?

Sony is owned by Sony. Brandwave does not track any other brands owned by Sony.

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

Where does Sony compete?

Sony is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Smartphone brands8th of 111.1%Show ranking
Headphone brands2nd of 129.3%Shown above
Speaker brands10th of 132%Show ranking
TV brands5th of 117.1%Show ranking
Creator with pink hair and a pink jacket

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