Headphone brands in the United Kingdom:Which are most popular?

Name: Headphone brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Apple AirPods was the most searched headphone brand in the United Kingdom, accounting for 55.7% of all searches among the 12 brands we track. When we checked with ChatGPT and Google AI Overviews, Sony and Bose showed up in every answer. Sony was recommended most often, coming first in every response.

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Top headphone brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions, Sony and Bose appeared every time. Sony was recommended most often, coming first in every answer. Bose was second, and Sennheiser was third. Beats, which ranked fourth in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Answers that named it
Sony	Named in 3 of 3 ChatGPT answers	3 of 3
Bose	Named in 3 of 3 ChatGPT answers	3 of 3
Apple AirPods	Named in 2 of 3 ChatGPT answers	2 of 3
Sennheiser	Named in 2 of 3 ChatGPT answers	2 of 3
JBL	Named in 1 of 3 ChatGPT answers	1 of 3
Soundcore	Named in 1 of 3 ChatGPT answers	1 of 3
Beats	Named in 0 of 3 ChatGPT answers	0 of 3
Shokz	Named in 0 of 3 ChatGPT answers	0 of 3
Skullcandy	Named in 0 of 3 ChatGPT answers	0 of 3
Marshall	Named in 0 of 3 ChatGPT answers	0 of 3
Bowers & Wilkins	Named in 0 of 3 ChatGPT answers	0 of 3
Jabra	Named in 0 of 3 ChatGPT answers	0 of 3

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
Bowers & Wilkins0 of 3Named in 0 of 3 ChatGPT answers
Jabra0 of 3Named in 0 of 3 ChatGPT answers

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 do people search for most?

This chart shows how often people search Google for each headphone brand by name. Each line represents a brand's share of searches for all 12 headphone brands we track, month by month, from searches in United Kingdom.

Share of searches among headphone brands in the United Kingdom, by month

Month	Apple AirPods	Sony	Bose	Beats	JBL	Shokz	Skullcandy	Marshall	Soundcore	Sennheiser	Bowers & Wilkins	Jabra
Oct 2025	51.9%	10.2%	10.1%	7%	8.7%	3.1%	3.1%	2.6%	0.76%	1.4%	0.62%	0.51%
Nov 2025	57.7%	9%	10.1%	6.3%	6.5%	2.8%	2.8%	2.3%	0.57%	1%	0.46%	0.31%
Dec 2025	54.1%	10.4%	9.9%	7.3%	7.4%	2.7%	2.7%	2.7%	0.8%	1.2%	0.53%	0.35%
Jan 2026	52.4%	10.3%	9.6%	7%	7.5%	3.9%	3.2%	2.6%	0.94%	1.4%	0.63%	0.51%
Feb 2026	54.1%	11.1%	8.6%	5.9%	7.4%	4%	2.7%	2.7%	0.97%	1.5%	0.65%	0.52%
Mar 2026	52.3%	10.7%	8.3%	7%	7.5%	4.7%	3.1%	2.6%	1.1%	1.4%	0.63%	0.5%
Apr 2026	48.2%	11.6%	9.4%	6.5%	8.4%	5.3%	4.3%	2.9%	1.1%	1.3%	0.57%	0.47%
May 2026	50.8%	10.4%	9.9%	5.6%	7.6%	4.6%	3.7%	3.1%	1.7%	1.4%	0.74%	0.5%
Jun 2026	52.1%	10.7%	8.3%	5.7%	7.5%	5.7%	3.1%	2.6%	1.7%	1.4%	0.61%	0.51%
Jul 2026	53.1%	10.5%	8.5%	5.9%	7.6%	3.9%	3.9%	2.6%	1.4%	1.4%	0.63%	0.52%
Aug 2026	54.6%	9.1%	8.7%	6%	7.8%	4%	4%	2.2%	1.2%	1.2%	0.65%	0.44%
Sep 2026	55.7%	9.3%	8.9%	7.5%	6.5%	3.4%	3.4%	2.2%	1.2%	1%	0.54%	0.36%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Apple AirPods Apple	55.7%	368K	+22.3%	+1.1 points
2, held 2nd	Sony	9.3%	61.6K	+22.2%	+0.2 points
3, held 3rd	Bose	8.9%	58.6K	+22.3%	+0.2 points
4, moved from 5th to 4th	Beats	7.5%	49.5K	+49.5%	+1.5 pointsmoved from 5th to 4th
5, moved from 4th to 5th	JBL	6.5%	43K	0%	-1.3 pointsmoved from 4th to 5th
6, held 6th	Shokz	3.4%	22.2K	0%	-0.7 points
7, held 7th	Skullcandy	3.4%	22.2K	0%	-0.7 points
8, held 8th	Marshall	2.2%	14.8K	+22.3%	0 points
9, moved from 10th to 9th	Soundcore Anker	1.2%	8.1K	+22.7%	0 pointsmoved from 10th to 9th
10, moved from 9th to 10th	Sennheiser	1%	6.6K	0%	-0.2 pointsmoved from 9th to 10th
11, held 11th	Bowers & Wilkins	0.54%	3.6K	0%	-0.1 points
12, held 12th	Jabra	0.36%	2.4K	0%	-0.1 points

1.Apple AirPods
55.7%
Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +1.1 points.
2.Sony
9.3%
Held 2nd. 61.6K estimated branded searches, +22.2% vs prior month. Share +0.2 points.
3.Bose
8.9%
Held 3rd. 58.6K estimated branded searches, +22.3% vs prior month. Share +0.2 points.
4.Beats
7.5%
Moved from 5th to 4th. 49.5K estimated branded searches, +49.5% vs prior month. Share +1.5 points.
5.JBL
6.5%
Moved from 4th to 5th. 43K estimated branded searches, 0% vs prior month. Share -1.3 points.
6.Shokz
3.4%
Held 6th. 22.2K estimated branded searches, 0% vs prior month. Share -0.7 points.
7.Skullcandy
3.4%
Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share -0.7 points.
8.Marshall
2.2%
Held 8th. 14.8K estimated branded searches, +22.3% vs prior month. Share 0 points.
9.Soundcore
1.2%
Moved from 10th to 9th. 8.1K estimated branded searches, +22.7% vs prior month. Share 0 points.
10.Sennheiser
1%
Moved from 9th to 10th. 6.6K estimated branded searches, 0% vs prior month. Share -0.2 points.
11.Bowers & Wilkins
0.54%
Held 11th. 3.6K estimated branded searches, 0% vs prior month. Share -0.1 points.
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”.

Which brand is most popular in search among headphone brands in the United Kingdom?

12 brands

In September 2026, Apple AirPods was the most searched among headphone brands in the United Kingdom, with an estimated 368K branded searches, 55.7% of all searches for the 12 we track. Sony is in 2nd place, 46.4 percentage points behind at 9.3%.

United Kingdom headphone brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Apple AirPods	51.9% → 55.7%	57.7%Nov 2025	48.2%Apr 2026	1st
Sony	10.2% → 9.3%	11.6%Apr 2026	9%Nov 2025	2nd
Bose	10.1% → 8.9%	10.1%Oct 2025	8.3%Jun 2026	3rd
Beats	7% → 7.5%	7.5%Sep 2026	5.6%May 2026	5th → 4th
JBL	8.7% → 6.5%	8.7%Oct 2025	6.5%Nov 2025	4th → 5th
Shokz	3.1% → 3.4%	5.7%Jun 2026	2.7%Dec 2025	6th
Skullcandy	3.1% → 3.4%	4.3%Apr 2026	2.7%Feb 2026	7th
Marshall	2.6% → 2.2%	3.1%May 2026	2.2%Aug 2026	8th
Soundcore	0.76% → 1.2%	1.7%Jun 2026	0.57%Nov 2025	10th → 9th
Sennheiser	1.4% → 1%	1.5%Feb 2026	1%Sep 2026	9th → 10th
Bowers & Wilkins	0.62% → 0.54%	0.74%May 2026	0.46%Nov 2025	11th
Jabra	0.51% → 0.36%	0.52%Feb 2026	0.31%Nov 2025	12th

Each finding as a sentence

Across the 12 months ending September 2026, Apple AirPods’ share of searches among headphone brands in the United Kingdom increased from 51.9% to 55.7%.
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, 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, Beats’ share of searches among headphone brands in the United Kingdom increased from 7% to 7.5%.
Across the 12 months ending September 2026, JBL’s share of searches among headphone brands in the United Kingdom decreased from 8.7% to 6.5%.
Across the 12 months ending September 2026, Apple AirPods’ share of searches among headphone brands in the United Kingdom peaked at 57.7% in November 2025 and was lowest at 48.2% in April 2026.
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.
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.
Across the 12 months ending September 2026, Beats’ share of searches among headphone brands in the United Kingdom peaked at 7.5% in September 2026 and was lowest at 5.6% in May 2026.
Across the 12 months ending September 2026, JBL’s share of searches among headphone brands in the United Kingdom peaked at 8.7% in October 2025 and was lowest at 6.5% in November 2025.
Across the 12 months ending September 2026, Shokz’s share of searches among headphone brands in the United Kingdom peaked at 5.7% in June 2026 and was lowest at 2.7% in December 2025.
Across the 12 months ending September 2026, Skullcandy’s share of searches among headphone brands in the United Kingdom peaked at 4.3% in April 2026 and was lowest at 2.7% in February 2026.
Across the 12 months ending September 2026, Soundcore’s share of searches among headphone brands in the United Kingdom peaked at 1.7% in June 2026 and was lowest at 0.57% in November 2025.
Across the 12 months ending September 2026, Beats rose from 5th to 4th among headphone brands in the United Kingdom.
Across the 12 months ending September 2026, JBL fell from 4th to 5th among headphone brands in the United Kingdom.
Across the 12 months ending September 2026, Soundcore rose from 10th to 9th among headphone brands in the United Kingdom.
Across the 12 months ending September 2026, Sennheiser fell from 9th to 10th among headphone brands in the United Kingdom.
Across the 12 months ending September 2026, Shokz, Skullcandy, Marshall, Bowers & Wilkins and Jabra held steady: their share of searches among headphone brands in the United Kingdom each moved less than 0.5 percentage points.

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

8 changes

In September 2026, Beats overtook JBL to rank 4th among headphone brands in the United Kingdom, with 7.5% of the searches.
In September 2026, Apple AirPods gained share of searches among headphone brands in the United Kingdom, from 54.6% to 55.7%.
In September 2026, JBL lost share of searches among headphone brands in the United Kingdom, from 7.8% to 6.5%.
In September 2026, Shokz lost share of searches among headphone brands in the United Kingdom, from 4% to 3.4%.
In September 2026, Skullcandy lost share of searches among headphone brands in the United Kingdom, from 4% to 3.4%.
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.
In September 2026, Soundcore rose from 10th to 9th among headphone brands in the United Kingdom.
In September 2026, Sennheiser fell from 9th to 10th among headphone brands in the United Kingdom.

How are branded searches counted for headphone brands?

15 search terms

Each brand's share of searches among headphone brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.