How to Buy Sony Shares in Australia [2025]

Key Takeaways

• Sony (NYSE: SONY) is a diversified Japanese conglomerate with strong positions in gaming, music, entertainment, and semiconductors.
• Australians can buy Sony shares via US-access share trading platforms like moomoo, which supports fractional shares and real-time data.
• Recent stock performance has been strong, fueled by Q2 FY2026 earnings beats and growth in PlayStation, music, and sensor segments.
• Sony pays regular dividends with a 3.57% yield, exceeding many tech peers.
• Analysts rate SONY a "Strong Buy" with a price target average of $33.33.

Sony (SONY.US) is a global powerhouse spanning consumer electronics, gaming, music, film, and semiconductor solutions, best known for iconic products like the PlayStation and its leadership in image sensors. Headquartered in Tokyo, this Japanese conglomerate operates through diverse segments including Game & Network Services, Music, Pictures, Imaging & Sensing Solutions, and more, making it a multifaceted entertainment and technology brand.

How to buy Sony stock in Australia?

If you're an Australian resident looking to buy Sony stock (NYSE: SONY), you're not alone. This leading global entertainment and electronics company is a popular pick due to its diversified business units including gaming, music, movies, imaging, and semiconductors. Below is a step-by-step guide on how you can purchase Sony shares easily and efficiently from Australia.

Step 1: Pick the best share trading app for US markets

The first step to buying Sony stock in Australia is selecting a share trading platform that provides access to US markets. For those with busy work schedules and limited time for research, a powerful and user-focused platform like moomoo is an ideal choice. Moomoo offers real-time Level 2 market data, AI-driven insights, and user-friendly tools that suit both beginners and advanced investors.

When assessing a trading platform, consider key factors such as brokerage fees, access to US companies, ease of use, mobile app performance, research tools, customer support, and available educational resources. Moomoo scores highly across these aspects, making it a strong fit for investing in international equities from Australia.

Step 2: Choose the correct account type and open a share trading account

Before buying Sony shares, you'll need to open a brokerage account aligned with your investment needs. Australian investors can choose from four main account types:

Individual Account: The most common choice for personal investing. It allows you to manage and trade under your own name.

Company Account: Ideal for those who want to invest through a business entity for tax or corporate structuring reasons.

Trust Account: Used by individuals investing on behalf of family trusts or other trust structures with tailored financial goals.

Self-Managed Super Fund (SMSF) Account: Suitable for investors aiming to grow their retirement funds with direct equity exposure.

To open an account, you’ll typically need to provide a valid Australian driver's licence or passport, your Tax File Number (TFN), and proof of address. Additionally, trading US stocks usually requires completion of the W-8BEN form. This document confirms to the IRS that you’re not a US tax resident, allowing you to benefit from reduced withholding tax rates.

Step 3: Fund your account

Once your account is approved, you will need to transfer Australian dollars (AUD) into your trading platform. Moomoo can convert AUD to USD automatically for you. Make sure to check foreign exchange fees and processing times. Many investors choose to fund in advance to avoid missing price opportunities for Sony stock.

Step 4: Research Sony's fundamentals

Before investing, it's important to assess Sony’s financials and business outlook. Look into the company’s revenue drivers such as its Game & Network Services segment, which includes PlayStation and software sales, and its Music and Imaging divisions. Sony recently reported strong margins and EPS growth, with analysts offering a consensus “Strong Buy” rating. Use moomoo’s built-in research tools for top-tier access to financial statements, earnings forecasts, and institutional ownership trends.

Step 5: Set a budget for your Sony stock purchase

Determine how much you want to invest based on your current finances and portfolio diversification strategy. It’s wise to build or sustain an emergency fund before committing to shares. Remember, investing in a global stock like Sony can offer long-term value, but risks still apply.

If a full share price (currently around $30 per share on NYSE) doesn’t fit your budget, check whether your platform offers fractional shares. Moomoo supports fractional investing, allowing you to buy part of a Sony share, making it more accessible for those just starting out.

Step 6: Decide when to buy Sony stock

While timing the market perfectly is near impossible, consider key events such as earnings reports, product launches, or macro-economic changes before buying. You can also use moomoo’s market indicators and technical analysis tools to spot potential entry points. If you're busy, setting up price alerts or using dollar-cost averaging (buying a set amount regularly) can help smooth volatility.

Step 7: Monitor your stock portfolio

After investing in Sony, it's important to track your holdings regularly. Keep an eye on stock performance, upcoming earnings calls, changes in analyst ratings, and industry news. Moomoo makes this easy with personalised dashboards, portfolio analytics, and alerts to help you stay informed without needing to constantly check the markets.

What is Sony?

Sony Group Corporation (NYSE: SONY) is a leading global conglomerate headquartered in Tokyo, Japan, renowned for its diversified operations across electronics, gaming, entertainment, and semiconductor sectors. The company develops and markets products ranging from PlayStation consoles and digital imaging devices to music, films, and TV content through its subsidiaries like Sony Music and Sony Pictures. It also provides imaging and sensing solutions, particularly in image sensors used in smartphones and professional equipment. Previously involved in financial services, Sony spun off its financial arm in October 2025 to focus on core businesses. Major shareholders include BlackRock, Nomura Asset Management, and Vanguard Group, reflecting strong institutional ownership and investor confidence.

How has Sony stock price performed?

Recent market activity has placed Sony (NYSE: SONY) under the spotlight, with its stock price showing notable momentum following its stronger-than-expected earnings report for Q2 FY2025. The positive sentiment is largely driven by the continued performance in Sony’s core segments, such as music streaming, image sensors, and the PlayStation business. These business pillars have provided resilience amid macroeconomic uncertainties, positioning Sony as a key player in the entertainment and semiconductor industries.

Over the past month, SONY stock price saw an upward trend, climbing from a recent low as investor appetite returned after its earnings beat. Increased PlayStation 5 sales and robust music revenue growth played vital roles in the positive reaction from markets. In fact, since early November, the stock has gained over 8%, reinforcing investor confidence in the broader trajectory of Sony’s diversified portfolio and innovation strategies.

The stock is currently trading near its 52-week high, reflecting strong investor sentiment and bullish technical momentum. With Sony announcing a renewed share buyback program and raising its FY outlook, the SONY stock price has gained additional upside potential which investors should note when evaluating how to buy Sony stock in Australia.

Key financial metrics for Sony

Source: Moomoo, data as of 25-11-12.

Sony stock price forecast

Based on analyst ratings as of November 12, 2025, Sony stock holds a "Strong Buy" consensus with a target price range between $32.00 and $34.00. The average forecast sits at $33.33, suggesting further upside from current levels. This outlook reflects confidence in Sony's strategic execution, including its key focus areas such as cloud gaming, content expansion, and semiconductor innovation. While past performance doesn't guarantee future returns, investor interest in SONY stock remains supported by both fundamental growth and ongoing share repurchase initiatives.

Sony earnings 2026Q2 analysis

Source: Sony Investor Relations, data as of 2025-11-12.

Sony’s fiscal Q2 2026 earnings delivered strong upside on both the top and bottom lines. Revenue rose to ¥3.11 trillion, up 18.7% quarter-over-quarter and 6.9% year-on-year, supported by robust demand in the music and imaging segments. Gross profit margin edged up to 32.42%, inching higher from Q1’s 32.29%, indicating consistency in cost management. More notably, operating profit soared to ¥430.62 billion, showing a significant 26.1% Q/Q increase and more than double (+110.9%) over the same quarter last year. This improvement largely stems from the profitability of mobile image sensors and monetization of global media IPs like "Demon Slayer", as discussed during the Sony earnings call.

Net profit also impressed, climbing 53.3% over the prior quarter to ¥368.95 billion, while earnings per share rose sharply to ¥60.10, up from ¥39.18 in Q1. In terms of YoY comparison, EPS grew 84.2%, reflecting Sony’s growing capacity to convert revenue into shareholder value. During the Sony earnings date announcement on November 11, the company raised its FY2025 forecast, citing strong momentum in streaming and sensors. Think of Sony’s Q2 as a multi-engine jet firing on all cylinders—PS5 sales, anime, and sensor tech are each pushing the company forward. The recent Sony earnings call also confirmed improved operating margin to 13.8%, positioning Sony well to weather global headwinds ahead.

Does Sony stock pay dividends?

For dividend-focused investors in Australia considering an investment in Sony (NYSE: SONY), understanding the stock’s dividend strategy is essential. Sony does offer regular cash dividends, making it an attractive option for those seeking consistent passive income alongside long-term capital appreciation potential. The company’s diversified income sources—from its Game & Network Services segment to music, sensor technologies, and entertainment—support its cash flow generation, enabling dividend payouts even amid industry fluctuations or broader macroeconomic changes.

Sony has a track record of paying dividends in US dollars, reflecting its ADR listing on the NYSE. Although these dividend payments are modest compared to high-yield Australian shares, they demonstrate the management’s intent to return value to shareholders while retaining enough profit for strategic reinvestments. Additionally, dividend growth has been supported by solid earnings improvements and margin expansion, and recent corporate moves, such as the spin-off of Sony Financial Group, further signal capital efficiency efforts.

To assess if Sony’s dividend is right for your investment portfolio, it’s important to look not just at the yields, but also the frequency, stability, and payout trends. The following breakdown offers a closer look at the most recent dividend history.

Dividend summary of Sony

Source: Sony Dividend Statement, data as of 2025-11-12

How does Sony’s dividend compare to other tech and entertainment peers?

Compared to global tech and media peers, Sony's dividend yield holds up well, especially when considering its 3.57% trailing twelve-month (TTM) yield. This exceeds the industry median of approximately 0.48% in the consumer electronics sector, making Sony a stronger dividend contributor among its competitive set. When evaluated against US-listed multinational consumer tech firms like Apple or Alphabet, which either have minimal or no dividend payments, Sony's payout policy looks relatively shareholder-friendly.

Moreover, for Australian investors accustomed to generous fully franked dividends from ASX-listed giants, Sony’s yield—though not franked—offers a globally diversified income stream, complemented by its defensive position in gaming, music IP, and semiconductor markets. This stability, combined with modest yet growing payouts, reinforces Sony’s position as a reliable income-generator amid high-growth peers who often decline to share earnings through dividends.

When is Sony stock split?

The most recent Sony stock split took place on October 9, 2024, when the company executed a 5-for-1 stock split, significantly increasing the number of shares issued while reducing the price per share to boost accessibility for retail investors. This Sony stock split was the first since 2000 and aimed at improving stock liquidity and aligning with rising investor demand, especially with the continued success of its PlayStation, music, and image sensor businesses. Investors who held shares before the ex-date of September 30, 2024, saw their holdings automatically adjusted. If you're researching the Sony stock split history, it's essential to note that major stock events like this may influence price trends and investor sentiment.

What ETFs hold SONY?

Investing in exchange-traded funds (ETFs) can be a way to gain exposure to Sony Group Corporation (NYSE: SONY) without directly buying its shares. Several international and thematic ETFs include SONY as part of their diversified holdings.

• iShares Global Consumer Discretionary ETF (RXI) – This ETF tracks global companies in the consumer discretionary sector and includes SONY due to its strong presence in electronics and entertainment.
• iShares MSCI Japan ETF (EWJ) – Focused on Japanese large- and mid-cap firms, this ETF holds SONY as a significant constituent, reflecting its importance within Japan’s equity market.
• Vanguard FTSE Developed Markets ETF (VEA) – VEA offers exposure to developed markets outside the U.S., including Japan, and typically includes SONY among its top Japanese holdings.
• SPDR MSCI ACWI ex-US ETF (CWI) – Designed to track non-U.S. equities globally, CWI includes SONY as part of its diversified approach across sectors and geographies.

Which stocks are similar to SONY.US?

If you're considering investing in Sony (SONY.US), it may be helpful to explore other companies operating in similar sectors, such as consumer electronics, entertainment, and gaming. Here are some comparables that share overlapping market niches or geographic exposure:

• Apple Inc. (AAPL.US) – A global leader in consumer electronics and digital services, Apple also competes in the personal audio and gaming spaces, like Sony.
• Samsung Electronics (005930.KQ) – As a diversified South Korean tech giant, Samsung offers a comparable product mix from smartphones to TVs and semiconductors.
• Nintendo Co., Ltd. (NTDOY.US) – Operating in the video game sector, Nintendo is a key player in gaming consoles and software, a segment shared with Sony’s PlayStation business.
• Microsoft Corporation (MSFT.US) – Through its Xbox business and investments in media, Microsoft is a direct competitor in gaming and cloud entertainment services.
• Panasonic Holdings Corp. (PCRFY.US) – Another diversified Japanese electronics company, Panasonic overlaps with Sony in imaging, consumer electronics, and automotive technologies.

Is it a good time to buy Sony stock

Sony's stock has staged a notable rally, rising over 9% from its recent low of $27.71 on November 7 to $30.26 by November 12, 2025. This surge isn't just market noise—it’s echoed by improving fundamentals. Revenue grew 5% year-over-year in Q2 to ¥3.11 trillion, and net income rose 7%. Key segments like Music and Imaging drove this momentum, with sales up 21% and 15% respectively. Technically, Sony’s 6-day RSI has climbed to 80, indicating strong buying momentum, while the MACD just flipped positive—both signs suggesting current bullish sentiment, similar to how steam rising from a teapot hints at water ready to boil.

Still, before jumping in, it’s wise to consider the risks—after all, even a shiny teapot can burn you. Sony’s PE ratio stands at 24.93, which, while not extreme, reflects investor optimism that could be tested by macro pressures or slower growth in gaming. Moreover, recent negative cash flow on November 12 may raise caution flags. Investors should assess their personal risk tolerance and time horizon, and if unsure, seek advice from a licensed financial adviser. Stocks like Sony can offer robust long-term rewards, but only if approached with both optimism and prudence in balance.

What is the Sony outlook for 2025?

As 2025 unfolds, Sony faces both tailwinds and headwinds shaping its pathway beyond its recently completed spin-off of its financial services segment in October. While the move streamlines operations and shifts focus to core content, gaming, and semiconductor businesses, the competitive entertainment landscape poses a challenge akin to playing a high-stakes video game on expert mode. Demand for Sony’s image sensors—one of its crown jewels—continues to grow, with revenue from its Imaging & Sensing Solutions unit climbing 15% year-on-year in Q2 2025. Meanwhile, hits like “Demon Slayer” and PlayStation titles lifted music and gaming segment sales by 21% and 3.7% respectively, supporting a revised full-year forecast of ¥12 trillion in sales and ¥1.43 trillion in operating income.

However, sustaining this momentum won't be without friction. Regulatory uncertainties—such as a lingering ¥50 billion estimated hit from U.S. tariffs—could gnaw at margins, even as Sony ramps up its global distribution and IP investment. In simpler terms, it’s like driving a high-performance car through a road race full of twists: powerful when accelerating, but always tested on turns. With increased R&D spending and a strong 13.8% Q2 2025 operating margin, Sony is better positioned than many peers to fund innovation, yet its performance will rely on managing execution risks in the face of economic slowdowns and streaming fatigue across sectors.

Final thoughts on how to buy Sony stock

Buying Sony stock in Australia has never been more accessible, thanks to global trading platforms like moomoo that make it easy for everyday investors to participate in international markets. From understanding Sony’s diverse business segments to evaluating recent earnings, dividend history, and stock performance, investors now have all the tools they need to make informed decisions. To buy Sony shares (NYSE: SONY), start by choosing a reliable trading app offering US market access, open a suitable account type, fund your account in AUD or USD, and conduct thorough research using available tools before placing your order.

If you're keen on gaining exposure to a global leader in gaming, entertainment, and image technology, now could be a smart time to consider how to buy Sony stock—especially with its strong earnings, dividend potential, and growth momentum. Whether you opt to invest through full or fractional shares, it’s essential to stay informed with ongoing portfolio monitoring and market analysis. Remember, investing in Sony or any international stock comes with risks, so consider your financial goals, and when in doubt, consult a qualified financial adviser before making your move.