According to Counterpoint Research, global sales of True Wireless (TWS) headphones reached 300 million units in 2021, up 24% from the previous year.
True Wireless market, growth linked to innovation and falling prices
However, growth was lower than the original estimates, due to the longer-lasting consequences of the health crisis than initially expected. However, the increase remains more than significant, and it is notably due to features such as active noise reduction, better autonomy, and increasingly affordable prices.
True Wireless market, Apple arch-leader
Despite a declining market share - from 30.2% to 25.6% from one year to another - Apple maintained its first position with a 5% increase in sales. Samsung is experiencing 33% growth thanks to its new Galaxy Buds Pro and Galaxy Buds 2 models.
True Wireless market, zoom in on market share (volume)
Note that the sector's growth is due in particular to products displayed in a price range of $50-$100, and those over $200. The former increase their market share from 13% to 17% between 2020 and 2021, while the latter go from 14% to 16%. The $50-$100 segment is notably dominated by JBL and Xiaomi, while Apple dominates the very profitable segment above $200 with a 75% market share (see graph above).