• The true wireless hearables market for 2019 is expected to reach 120 million units and global tech giants’ strategies focused on voice communication will help sustain the strong growth momentum
The size of the global market for true wireless hearables reached 33 million units (USD 4.1 billion) in Q3 2019, growing 22% QoQ, according to the findings of Counterpoint Research’s Hearables Market Tracker.
Geographically, the US accounted for 31% of the global market and exceeded 10 million units for the first time in a single quarter. China has recently expanded remarkably and grew 44% QoQ in Q3.
Apple continued its leadership by growing sales of the second generation AirPods, but its share fell to 45% in Q3 from 53% in the previous quarter, due to growth among second-tier players. Samsung failed to secure its second place, slipping to third place with 6% share. Xiaomi rose to second place from fourth as sales volume expanded significantly mainly from the Chinese market on the evaluation that its Redmi Airdots is a great budget product with a price point around USD 20.
JBL and Beats were the following leading brands and ranked fourth and fifth, respectively. The market share of their new premium models, such as the JBL TUNE 120 released in July, and Beats Powerbeats Pro in May, have increased significantly, boosted by favorable market reviews of sound quality and design by consumers. Amoi, a new Chinese brand, is also striking. Its F9 product has gained popularity, mainly from the Chinese domestic market. Amoi attained the global sixth position, surpassing QCY, the former leader in the low-end market.
Since new powerful models, such as Apple’s AirPods Pro, Amazon Echo Buds, Microsoft Surface Earbuds, and Jabra Elite 75t have recently been released, consumer interest is increasing. Given the recent growth momentum and the effect of year-end promotions, such as Singles’ Day, Black Friday and Christmas, the Q4 market is expected to show further high growth. Thus, Counterpoint Research expects the annual market to reach 120 million units in 2019.
Exhibit 1: Q3 2019 – Global Hearables Market
Exhibit 2: Q3 2019 – Market Share by Brand
Liz Lee, Senior Analyst at Counterpoint Research, said, “The recognition that true wireless hearables are the most useful and convenient smartphone accessories is spreading fast among consumers. The elimination of inconvenient wires, sophisticated designs with advanced features such as active noise cancellation is proving a significant purchase motivator. True wireless hearables are also in line with future product strategies focused on voice communications from global tech companies and their efforts to create high-added value. In particular, tech giants such as Amazon, Microsoft and Google have joined in order to spread AI voice assistants through mobile devices, and accordingly true wireless hearables will evolve into smarter devices by replacing and enhancing some functions of the current smartphone.”
