Smart Speakers and Headphone Market Shares Expanding Streaming’s Addressable Base
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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.
- More than half of music streamers listen to music on their phones, while listen on smart speakers of consumers own a smart speaker, while have a ‘dumb’ connected speaker
- Emerging streaming markets Mexico and Brazil skew towards connected speakers, reflecting the role of cheap Bluetooth speakers
- Smart speakers are growing the addressable audience for music subscriptions: of smart speaker listeners will pay for a subscription, compared to of overall consumers
- Amazon’s Echo has driven growth in Amazon’s streaming subscriber base, especially in the US and UK
- Amazon Echo accounts for of smart speakers – with the US, UK and Germany accounting for of Echo’s installed base
- Outside of these market Google’s Home speaker has the highest market share in nine of the surveyed markets
- Sonos, the pioneer of the connected speaker market, is now only a minority player in the market it helped create, with just overall market share
- Sony has the highest headphones market share followed by Apple and Bose
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