Reports Music

Speaker Market Shares Amazon Ahead in a Crowded Market

Report by Mark Mulligan
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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 XXX of consumers have a smart speaker while XXX have a connected speaker

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

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