Reports Music

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

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            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