Reports Music

Speaker Market Shares Amazon Ahead in a Crowded Market

Report by Mark Mulligan
Cover image for Speaker Market Shares
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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            the leading smart speaker brand                       penetration and an ownership market            of           
  • Google Home            second with            ownership market share            Apple Home Pod is third                      
  • Bose is            leading connected speaker brand with            and            ownership market share
  • Sonos is            with            penetration and            ownership market           
  • Across both            speakers and smart speakers, Amazon            leads ownership market share with            by Bose on            and Google            on           
  • Sound bar            is            while media streamer penetration                      
  • All speaker            user bases skew male, averaging           
  • Google Home            Apple Home Pod have the            male share – both           
  • On average,            speaker brands have a younger            base than connected speakers
  •            of Prime Music Users have an Echo
  • Apple Music            the most widely used music            across most other speaker brands,            so within Sonos and, of            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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