Smart Speakers and Headphone Market Shares | Expanding Streaming’s Addressable Base

The 20,000 Foot View: The rise of digital pushed music out of the home stereo and into the earbud. Over recent years this has created a booming market for headphones, but speakers are fighting back – driven in large part by tech majors using smart speakers as a Trojan horse for expanding into the home. With so many different technologies and brands competing for prominence, the smart home is one characterised by multiple content ecosystems and device brands.

Key Insights

  • More than X of music streamers listen to music on their phones, while X% listen on smart speakers
  • X% of consumers own a smart speaker, while X% have a ‘dumb’ connected speaker
  • Emerging streaming markets X and X skew towards connected speakers, reflecting the role of cheap Bluetooth speakers
  • X growing the addressable audience for music subscriptions: X% of smart speaker listeners will pay for a subscription, compared to X% of overall consumers
  • X has driven growth in Amazon’s streaming subscriber base, especially in the US and UK
  • Amazon Echo accounts for X% of smart speakers – with the US, UK and Germany accounting for X% of Echo’s installed base
  • Outside of these market X has the highest market share in nine of the surveyed markets
  • X, the pioneer of the connected speaker market, is now only a minority player in the market it helped create, with just X% overall market share
  • X has the highest headphones market share (X%) followed by X (X%) and X (X%)

Companies and brands mentioned in this report:  AirPods, Amazon, Amazon Music HD, Apple, Apple Music, Bang and Olufsen, Beats, Bose, Echo, Google, Google Home, HomePod, Jabra, Panasonic, Sennheiser, SiriusXM, Skull Candy, Sony, Spotify, TaoTronics, YouTube

Charts: 7
Pages: 15
Words: 2,013

Includes Synopsis, PDF, Slides and Dataset