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Global TWS Earbuds Market 2021
The global TWS earbuds market sees a 24% year-on-year growth in 2021. According to a recent report of Counterpoint Research, the unit sales growth rate was slightly lower than the original projection due to the impact of the COVID-19 pandemic. However, unit sales still managed to reach around 300 million, and the market saw a 25% growth in terms of value.
The research firm credits the availability of TWS earbuds at an affordable price with advanced features like ANC (Active Noise Cancellation) to be the fueling factor. Further, smartphone OEMs continued to expand their smart ecosystem by focusing on TWS products which created increased competition and sales in the market.
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Market leader Apple saw a slight increase of 5% YoY in its unit sales but its market share fell to 25.6%. With Airpods 3 doing well in North America and Europe, the device was the leading TWS model in Q4 2021. However, AirPods 2 and AirPods Pro were the driving force behind the company’s success in 2021, as Airpods 3 was released later than expected. Apple also saw a 75% share in the $200+ (premium) segment of the TWS market.
Samsung was third on the list with a growth of 33% YoY thanks to its Galaxy Buds Pro and Galaxy Buds 2. Similarly, Skullcandy and boAt were other brands that showed noticeable growth during the year. Indian brand boAt being a key player in India helped in its growth. The company also recorded the highest growth in the sub-$50 segment compared to the previous year.
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When it comes to the price segment, the sub-$50 segment accounted for the largest share in 2021, boosted by emerging brands like boAt. Brands like Skullcandy, JBL, and Xiaomi led the growth in the $50-$100 segment, while the premium segment ($200+) was driven by players like Apple and Samsung.
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