Reports Music

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

Report by Mark Mulligan
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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.

Key Insights

  • More than half of music streamers listen to music on their phones, while XXX listen on smart XXX of consumers own a smart speaker, while XXX 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: XXX of smart speaker listeners will pay for a subscription, compared to XXX 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 XXX of smart speakers – with the US, UK and Germany accounting for XXX 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 XXX overall market share
  • Sony has the highest headphones market share XXX followed by Apple XXX and Bose XXX 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

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