Nothing is no longer behaving like a challenger smartphone brand.

Search data shows it is increasingly being treated as a multi-product consumer electronics brand, with audio now acting as a major engine of demand growth.

Over the past 12 months, search interest in Nothing’s audio portfolio has accelerated sharply – despite a wider audio market that is showing signs of softening. This divergence is important: it suggests Nothing’s growth is being driven by brand momentum and product relevance, not just category tailwinds.

A standout performance in France - and beyond

France has emerged as the clear breakout market, with Nothing audio searches up +107% year-on-year. This is not a marginal uplift – it represents a step-change in demand that puts France well ahead of other major markets.

The momentum is not isolated:

• The USA has grown +73%

• The UK is up +68%

• India continues to expand at +47%, from a much larger base

What’s striking here is the European skew. Europe appears to be increasingly “Nothing-first”, with users actively searching for the brand rather than discovering it incidentally. This points to growing brand salience, not just product curiosity.

Product launches as inflection points, not spikes

The timing of demand acceleration aligns closely with the launches of Headphone (1) and Ear (3) in 2025. However, the pattern in search behaviour suggests more than short-term launch spikes.

Instead of peaking and normalising, search demand has continued to build, pushing audio interest to all-time highs. This implies that these products are not just generating attention, but pulling new users into the Nothing ecosystem.

From a search perspective, that distinction matters. Sustained growth indicates:

• Repeat consideration

• Broader product exploration

• A shift from novelty-driven searches to brand-led demand

A strategic split: Europe vs India

While Europe is driving headline growth, India remains a different – but equally important – story.

India continues to act as the volume powerhouse for CMF-branded products, reflecting a more value-led, accessory-focused dynamic. Europe, by contrast, is behaving like a core Nothing market, where users are engaging directly with flagship audio products under the main brand.

This split reinforces the idea that Nothing is successfully running two complementary strategies:

• Brand-led ecosystem expansion in Europe and the US

• Scale and accessibility through CMF in India

What this signals next

Nothing’s audio performance is a strong indicator that its ecosystem strategy may be approaching a tipping point. The key question is whether audio becomes:

• A sustained second pillar alongside smartphones, or

• A launch-driven surge that fades once novelty declines

Search data over the next 6–12 months will be critical here. If audio demand remains elevated outside of launch windows, it would confirm that Nothing is no longer just competing on devices – but on brand relevance across categories.