Brandwave

How popular isSony?

In September 2026, people searched for Sony by name about 205,000 times in the United States, a 13.2% decrease from the previous year. These searches made up 4.8% of all United States headphone brand searches, placing Sony sixth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about headphone brands, Sony appeared in four of the five answers and was the most recommended of the 15.

Search and AI answers in September 2026

Sony is the sixth most searched of 15 competitors and the most recommended in AI answers.

  1. Apple AirPodsShare of searches 52.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. BeatsShare of searches 10.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  3. BoseShare of searches 10.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. JBLShare of searches 6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  5. SonyShare of searches 4.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

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Top headphone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sony was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Sony is the most recommended of the 15.

Most recommended by AI

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

  1. Sony1st
  2. Bose2nd
  3. Soundcore3rd
  4. Apple AirPods4th
  5. Sennheiser5th
  6. JLab6th
  7. Beats7th
  8. Audio-Technica8th
  9. JBL9th
  10. Skullcandy–
  11. +5 more

Mentioned by AI

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

  • Bose5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sony4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Soundcore4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple AirPods3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sennheiser2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beats1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • JBL1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • JLab1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Audio-Technica1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Skullcandy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

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 United States on October 26, 2026.

Which headphone brands compete with Sony?

Sony against headphone brands in the United States, by month

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

View monthly share of searches table
MonthApple AirPodsBeatsBoseJBLSkullcandySonyShokzJLabRayconSoundcoreSennheiserJabraMarshallAudio-TechnicaBowers & Wilkins
Oct 202551.6%10.4%10%5.9%5.7%5.8%2.5%1.7%3.1%0.76%0.76%0.51%0.51%0.62%0.19%
Nov 202550.2%12.3%11.3%5.4%5.5%5.4%2.5%1.4%3%0.61%0.74%0.41%0.5%0.61%0.15%
Dec 202554.1%10.9%10.5%7%4.9%4.6%2.2%1.5%2.2%0.53%0.53%0.29%0.44%0.36%0.13%
Jan 202645.9%11.3%11%7.4%6.2%6.1%3.4%1.9%2.8%1%1%0.46%0.56%0.84%0.2%
Feb 202650.1%10.1%8.6%6.5%6.8%5.6%3%2%3%0.91%0.74%0.5%0.5%1.4%0.22%
Mar 202649.5%10%8.5%6.9%6.7%5.6%3.7%2%3%1.1%0.9%0.49%0.6%0.9%0.22%
Apr 202645.8%9.2%9.6%7.3%7.6%6.3%4.1%2.3%4.1%1%0.83%0.55%0.55%0.45%0.25%
May 202645.8%9.2%9.6%7.8%7.6%6.3%4.1%2.3%3.4%1.2%0.83%0.55%0.55%0.55%0.3%
Jun 202646.7%9.4%9.8%6.5%6.3%6.4%5.1%2.3%2.8%1.5%0.69%0.57%0.57%0.85%0.38%
Jul 202646.6%9.4%9.7%6.5%7.7%6.4%4.2%2.3%2.8%1.3%0.69%0.46%0.56%0.84%0.46%
Aug 202650.7%8.3%8.7%6.6%6.9%5.7%4.6%2.1%2.5%1.1%0.75%0.5%0.5%0.75%0.34%
Sep 202652.7%10.6%10.5%6%5.8%4.8%3.2%1.7%1.7%0.95%0.52%0.43%0.43%0.35%0.23%

  1. 1.Apple AirPods

    52.7%

    Held 1st. 1.5M estimated branded searches, +23% vs prior month. Share +2 points.

  2. 2.Beats

    10.6%

    Moved from 3rd to 2nd. 301K estimated branded searches, +49.8% vs prior month. Share +2.2 points.

  3. 3.Bose

    10.5%

    Moved from 2nd to 3rd. 300K estimated branded searches, +43.5% vs prior month. Share +1.9 points.

  4. 4.JBL

    6%

    Moved from 5th to 4th. 171K estimated branded searches, +6.9% vs prior month. Share -0.6 points.

  5. 5.Skullcandy

    5.8%

    Moved from 4th to 5th. 165K estimated branded searches, 0% vs prior month. Share -1.1 points.

  6. 6.Sony

    4.8%

    Held 6th. 137K estimated branded searches, 0% vs prior month. Share -0.9 points.

  7. 7.Shokz

    3.2%

    Held 7th. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.4 points.

  8. 8.JLab

    1.7%

    Moved from 9th to 8th. 49.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  9. 9.Raycon

    1.7%

    Moved from 8th to 9th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.8 points.

  10. 10.Soundcore

    0.95%

    Held 10th. 27.1K estimated branded searches, 0% vs prior month. Share -0.2 points.

  11. 11.Sennheiser

    0.52%

    Moved from 12th to 11th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  12. 12.Jabra

    0.43%

    Moved from 13th to 12th. 12.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  13. 13.Marshall

    0.43%

    Moved from 14th to 13th. 12.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  14. 14.Audio-Technica

    0.35%

    Moved from 11th to 14th. 9.9K estimated branded searches, -45.3% vs prior month. Share -0.4 points.

  15. 15.Bowers & Wilkins

    0.23%

    Held 15th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

Compare popularity between Sony and its closest rivals

Every comparison with Sony

33 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sony in the United States fell from 236K to 205K.
  • Across the 12 months ending September 2026, Sony’s share of searches among headphone brands in the United States decreased from 5.8% to 4.8%.
  • Across the 12 months ending September 2026, Sony’s share of searches among headphone brands in the United States peaked at 6.4% in June 2026 and was lowest at 4.6% in December 2025.
  • Across the 12 months ending September 2026, Sony fell from 5th to 6th among headphone brands in the United States.

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

6 changes

  1. In September 2026, Beats overtook Bose to rank 2nd among headphone brands in the United States, with 10.6% of the searches.

  2. In September 2026, Apple AirPods gained share of searches among headphone brands in the United States, from 50.7% to 52.7%.

  3. In September 2026, Bose gained share of searches among headphone brands in the United States, from 8.7% to 10.5%.

  4. In September 2026, Shokz lost share of searches among headphone brands in the United States, from 4.6% to 3.2%.

  5. In September 2026, Skullcandy lost share of searches among headphone brands in the United States, from 6.9% to 5.8%.

  6. In September 2026, Sony lost share of searches among headphone brands in the United States, from 5.7% to 4.8%.

How are Sony’s branded searches counted?

4 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 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 three 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 90.42%Show ranking
Headphone brands6th of 154.8%Shown above
TV brands7th of 135%Show ranking
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