Speaker Market Shares: Amazon Ahead in a Crowded Market

The 20,000 Foot View: Digital music pushed music out of the home speaker and into the earphone. 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 Findings

  • X% of consumers have a smart speaker while X% have a connected speaker
  • Amazon’s Echo is the leading smart speaker brand with X% penetration and an ownership market share of X%
  • Google Home is second with X% ownership market share and Apple Home Pod is third on X%
  • Bose is the leading connected speaker brand with X% penetration and X% ownership market share
  • Sonos is second with X% penetration and X% ownership market share
  • Across both connected speakers and smart speakers, Amazon Echo leads ownership market share with X%, followed by Bose on X% and Google Home on X%
  • Sound bar penetration is X% while media streamer penetration is X%
  • All speaker brand user bases skew male, averaging X% male
  • Google Home and Apple Home Pod have the highest male share – both X%
  • On average, smart speaker brands have a younger user base than connected speakers
  • X% of Prime Music Users have an Echo
  • Apple Music is the most widely used music service across most other speaker brands, particularly so within Sonos and, of course, Home Pod

Companies and brands mentioned in this report: AKG, Amazon, Amazon Prime Music, Apple, Apple Airpods, Apple Earpods, Apple Music, Bang and Olufsen, Beats, Betron, BeyerDynamic, Bose, Grado, Jabra, Optoma, Panasonic, Sennheiser, Skull Candy, Sony, Sony Walkman, Spotify, TaoTronics

Charts: 5
Pages: 14
Words: 2,080

Includes Synopsis, PDF, Slides and Dataset