Reports Music

Headphones Market Shares Apple Takes the Lead

Report by Mark Mulligan
Cover image for Headphones Market Shares
Synopsis PDF Excel PowerPoint

The 20,000 Foot View: Headphones are the physical manifestation of streaming music. With the focus of listening shifted from home speakers to smartphones, headphones have become ubiquitous. But, whereas convenience was unchallenged in the early years, consumers have started to place more importance on quality. Headphones have been the clear winner with a highly sophisticated and segmented marketplace having arisen to meet a diversity of user needs and budgets.

Key Findings

  • Only XXX of consumers do not have a pair of headphones
  • Smartphone listening is the second most widespread listening method at XXX penetration, behind the car on XXX and ahead of at home on speakers at XXX is the most widely owned individual headphone brand, with XXX of consumers owning a pair
  • However, when Apple’s three headphone brand categories are combined (Earpods, Airpods, Beats) it has the leading market share in headphone ownership, with XXX US is the largest headphones market globally with XXX million headphone owners, followed by the large Latin American countries Mexico and Brazil
  • Beats performs best its US home territory, while Sennheiser only secures a top three ranking in its home territory Germany
  • Panasonic performs well in Japan, Brazil and Mexico
  • Beats owners – and are relatively evenly spread in terms of gender: XXX are male
  • Apple Earpods have the most female heavy user base – XXX suggesting that males are slightly more inclined to invest in non-standard headphones
  • Higher-end consumer electronic brands have older, more male owners: XXX of Bang and Olufsen owners are male, XXX for Bose, XXX for Sennheiser and XXX for BeyerDynamic
  • Music subscribers are most likely to own Apple headphones, followed by Sony on XXX and then Beats on XXX Prime Music users are more likely to own Apple headphones than Apple Music users are

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

Unlock critical media insight and intelligence for competitive advantage

Become a Client
Already a client? Login to read this report

Or, purchase this report

Purchase this report