World's most preferred wireless earbuds in circulation
In the rapidly evolving global market for true wireless earbuds (TWS), a new report by Counterpoint Research offers insights into the anticipated market shares and trends for major brands, including Apple, Xiaomi, boAt, Samsung, and JBL.
The report predicts that Apple will remain the market leader by revenue and brand recognition, but there may be a slight decline in its market share, moving from around 22% in 2024 to approximately 21% in 2025. This decrease is primarily due to the premium pricing of its AirPods Pro 3, which limits volume growth despite strong demand among existing users. The growth in unit volume is mainly threatened by lower-priced competitors.
Xiaomi is projected to continue significant volume growth and strengthen its position as the second-largest player globally. This success is attributed to aggressive pricing under $50 and a broad global distribution network. Xiaomi is expected to record double-digit year-over-year shipment growth in 2025, consolidating its silver medal position and expanding its lead over boAt.
boAt, which has seen remarkable growth in India’s entry-level segment, is forecasted to experience a decline in volumes in 2025. This is attributed to a saturated core audience of first-time buyers, weak AI audio strategy, and limited ecosystem integration. As a result, boAt’s global share is expected to shrink, losing ground to competitors like Samsung and JBL.
Samsung is likely to see some growth in TWS volumes due to its expanding Galaxy Buds portfolio but is not expected to close the gap with Apple or Xiaomi significantly. Samsung hopes to improve on its bronze medal position with moderate growth in 2025.
JBL is gaining traction, especially in India’s mid-range market, with trusted products and competitive pricing. It is expected to achieve double-digit shipment growth in 2025 and may improve its global standing by capitalizing on strong regional demand and brand legacy.
In summary, by 2025, Apple is predicted to hold approximately 21% of the global market share, Xiaomi is expected to consolidate its second position with significant growth, boAt is forecasted to experience a decline, Samsung is likely to see moderate growth, and JBL is expected to achieve strong growth. The overall TWS market will see modest growth (~3% YoY in 2025), transitioning to maturity with volume growth increasingly driven by budget models in emerging markets rather than premium segments.
The report also highlights that the TWS earbuds market is estimated to grow by 3% in 2025, with the launch of earbuds priced under $50, or around 4,000 rubles, being a main driver of market growth. The segment of wireless earbuds is expected to continue growing at least until 2028.
However, it's important to note that the report does not predict any significant market share changes for brands other than Apple, Xiaomi, boAt, Samsung, and JBL by the end of 2025. The AirPods Pro 3 is expected to be launched by the end of the year, but no specific predictions are made about its market performance.
Previously, cybersecurity experts warned of vulnerabilities in the Bluetooth protocol that allowed hackers to compromise wireless earbuds and intercept data. The report does not provide details on the market share of other brands in the global market for wireless earbuds, but it does state that Apple leads the market, holding nearly a quarter of the market share, with Xiaomi expected to take second place with an 8% share, and Samsung holding less than 5%. The most popular model worldwide for wireless earbuds remains the AirPods.
In conclusion, the global TWS earbuds market is expected to see continued growth, with Apple, Xiaomi, boAt, Samsung, and JBL being the major players. The market is shifting towards budget models in emerging markets, and the launch of affordable earbuds is anticipated to drive further growth.
- The growth of the TWS market is primarily driven by the launch of earbuds priced under $50, showcasing the importance of budget models in driving market growth, even in the realm of high-tech gadgets like smartphones.
- Aside from the major players in the TWS market (Apple, Xiaomi, boAt, Samsung, and JBL), the market share of other brands remains uncertain, leaving room for emerging brands to disrupt the industry with innovative technology or competitive pricing, much like smartphone brands have done in the past.
