Brandwave

Bowers & Wilkins vs Marshall:Which is more popular?

In September 2026, Marshall had more branded searches than Bowers & Wilkins among headphone brands in the United States. Marshall had about 12,100 branded searches, while Bowers & Wilkins had 6,600. Marshall made up 0.43% of all headphone brand searches we track, and Bowers & Wilkins accounted for 0.23%. When we asked ChatGPT and Google AI Overviews about headphone brands, neither Bowers & Wilkins nor Marshall appeared in any of the five answers.

Among headphone brands in the United States in September 2026

Who do people search for more?

Marshall, about 83% more searches than Bowers & Wilkins

Marshall 12.1K searchesBowers & Wilkins 6.6K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Bowers & Wilkins in 0 of 5Marshall in 0 of 5

Follow Bowers & Wilkins vs Marshall 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

Track your brand against a rival →

Top headphone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Bowers & Wilkins nor Marshall showed up in any of the five answers.

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. +5 more
  10. Marshall–
  11. Bowers & Wilkins–

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
  • Marshall0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bowers & Wilkins0 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.

Is Bowers & Wilkins or Marshall more popular in search?

This chart shows how often people search Google for Bowers & Wilkins and Marshall by name. Each line represents a brand's share of searches for all 15 headphone brands we track, month by month, from searches in United States.

Bowers & Wilkins and Marshall among headphone brands in the United States, by month

Share of searches by month for Marshall, Bowers & Wilkins. 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%

How has the Bowers & Wilkins and Marshall comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Marshall rose from 14th to 13th among headphone brands in the United States.

  2. Estimated monthly branded searches for Bowers & Wilkins in the United States rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.

How are branded searches counted?

2 search terms

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

Bowers & Wilkins

1 branded search term

  • bowers and wilkins headphones

Marshall

1 branded search term

  • marshall headphones

How the Brand Demand Index is measured

Other head-to-heads among headphone brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free