Speaker Market Shares Amazon Ahead in a Crowded Market

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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

       of consumers have a smart speaker while        have a connected speaker
• Amazon’s Echo is the leading smart speaker brand with        penetration and an ownership market share of       
• Google Home is second with        ownership market share and Apple Home Pod is third on       
• Bose is the leading connected speaker brand with        penetration and        ownership market share
• Sonos is second with        penetration and        ownership market share
• Across both connected speakers and smart speakers, Amazon Echo leads ownership market share with        followed by Bose on        and Google Home on       
• Sound bar penetration is        while media streamer penetration is       
• All speaker brand user bases skew male, averaging        male
• Google Home and Apple Home Pod have the highest male share – both       
• On average, smart speaker brands have a younger user base than connected speakers
       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