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TWS Earbuds Resonate with Consumers as Global Shipments Grow

Updated: Feb 14, 2023

According to a report published last week by market research specialists Counterpoint Research, global TWS shipments grew 24% YoY to Reach 300 Million in 2021. Apple is still the frontrunner with 25.6% of market share (a drop of 5% compared to the previous year) with Xiaomi in second with 9% (the same vs the previous year) and Samsung close behind with 7.2% (up from 6.7%).

Counterpoint Research. Note: Figures may not add up to 100% due to rounding

Senior Analyst Liz Lee commented, “The $50-$100 segment grew significantly YoY, as Xiaomi, which had focused on the sub-$50 segment, tried to expand its lineup to the $50-100 range. Further, the competition in the $50-$100 segment intensified, with smartphone OEMs like OPPO, OnePlus and realme pitted against emerging brands like Skullcandy, JLab and Nothing. All this competition resulted in new products offering good quality and more features at reasonable prices and pushing the market growth in 2021.”

The ‘Others’ category made up of brands with less than 1% market share grew from 37.4% to 39% (2020 vs 2021).

The TWS earbud category has seen plenty of activity in recent weeks with Turtle Beach and Roccat announcing new gaming earbud models aimed at the growing number of mobile gamers.

Klipsch has released a new earbud in partnership with McClaren, and Grell audio, a new entrant to the market lead by audio veteran Axel Grell, has released its first earbuds in the UK, US and Australia.



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