Global Smart Audio Device Shipments Surpass 455 Million Units in 2024

According to Canalys' latest report, the global smart personal audio device market, encompassing True Wireless Stereo (TWS), wireless headphones, and earphones, reached a milestone of 455 million units shipped in 2024, marking an impressive 11.2% year-on-year growth. This significant uptick is largely attributed to robust demand from China and emerging markets across Asia-Pacific, Latin America, the Middle East, and Africa.

Industry leaders like Apple continue to solidify their market positions through deep hardware-software integration while exploring novel differentiation strategies. Apple's proprietary chips and spatial audio technology have conferred a notable competitive edge to their product lineup. Concurrently, Chinese manufacturers such as Xiaomi and Huawei are leveraging their smart ecosystem strategies, enhancing user experiences through IoT device synergy.

In the mature audio segment, stalwarts like Sony, Bose, and Edifier have collectively captured approximately 25% of the wireless headphone market share, buoyed by their advanced technologies and strategic partnerships. Meanwhile, emerging brands such as Shokz and Cleer Audio are rapidly gaining traction in the sports and health niches through precise market positioning and innovative open-ear designs.

Notably, artificial intelligence is redefining the boundaries of smart personal audio functionality. Virtually all manufacturers are exploring new AI applications, including health monitoring, adaptive audio technologies, and real-time translation. However, Canalys cautions that key challenges remain before these solutions can achieve widespread commercial adoption.

Looking ahead, Canalys forecasts that global smart audio device shipments will surpass 500 million units by 2025. In the short term, the market is poised to witness an influx of innovative products and increased cross-brand collaborations. For the long haul, manufacturers must craft comprehensive competitive strategies, translating AI-driven technological advantages into tangible user benefits to distinguish themselves in an increasingly crowded marketplace.