According to Canalys data, in the third quarter of 2024, the global personal smart audio device market experienced a strong rebound, with total shipments nearing 126 million units, representing a 15% increase compared to the same period last year.
This growth trend indicates that the market has successfully emerged from the sluggish state of 2023, showing a positive momentum of sustained recovery. All major sub-regions benefited from this widespread growth, with all key product categories achieving double-digit increases in shipments.
Among various markets, India stood out with a remarkable performance, achieving a shipment increase of 51%, which translates to approximately 9 million additional units compared to the third quarter of 2023. This growth was primarily driven by a 47% increase in shipments of TWS (True Wireless Stereo) devices. Additionally, under the influence of brands like boAt and OnePlus, the shipment growth rate of wireless neckband headphones reached 65%. To meet the rising consumer demand, boAt reintroduced its popular older model of wireless neckband headphones.
Research shows that devices with Active Noise Cancellation (ANC) features accounted for 21% of the Indian market. Among OnePlus brand shipments, 52% of devices were equipped with ANC, indicating a growing consumer preference for high-performance devices with advanced features.
Furthermore, the open-ear headphone market saw significant growth in the third quarter of 2024, with shipments nearly tripling, closely linked to the global trend in health and fitness. The demand for open-style TWS and wireless neckband headphones surged, representing 6% of the overall market. Professional brands like Shokz and Sanag excelled in this area, with Shokz experiencing notable growth in shipments in North America and Western Europe.
Although mainland China still holds a 59% share of global open-ear headphone shipments, Chinese audio device brands are actively expanding into international markets. They are attracting new customers by launching entry-level products to capture market share. As brands gradually secure stable market shares, they will face new challenges in enhancing product quality and innovation in the future.
Key Points:
🌍 Global personal smart audio device shipments approached 126 million units in the third quarter of 2024, with a year-on-year growth of 15%.
🇮🇳 Significant growth in the Indian market, with a shipment increase of 51% and a surge in demand for TWS and wireless neckband headphones.
🎧 Rapid growth in the open-ear headphone market, with shipments nearly tripling and a continuous rise in consumer demand for high-performance devices.
