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.
Key Insights
- More than of music streamers listen to on their phones, while listen smart speakers of consumers own a smart speaker, while have a ‘dumb’ connected speaker
- Emerging streaming Mexico and Brazil skew towards speakers, reflecting the role of Bluetooth speakers
- Smart speakers growing the addressable audience for subscriptions: of smart speaker listeners pay for a subscription, compared of overall consumers
- Amazon’s Echo driven growth in Amazon’s streaming base, especially in the US UK
- Amazon Echo for of smart speakers – the US, UK and Germany for of Echo’s installed base
- Outside of market Google’s Home speaker has highest market share in nine the surveyed markets
- Sonos, the of the connected speaker market, now only a minority player the market it helped create, just overall market share
- Sony has highest headphones market share followed 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