Under $50 low-end models led market growth. Low-end models absorbed the replacement cycle with decent quality.
The $100 and above segment’s share decreased noticeably with the weakened buying power due to recession fears, especially in Europe.
Although inflation has reduced the overall demand for tech gadgets, global TWS hearables shipments managed to grow 13% QoQ and 15% YoY in Q2 2022 driven by low-end models in the under-$50 segment, according to the latest data from Counterpoint’s TWS Hearables Market Tracker. Thanks to their low price, entry-level models were not impacted by inflation fears. Emerging markets like India, MEA and Latin America grew QoQ driven by low-end models, while China continues to suffer from a weak economic climate and its Zero-Covid policy. The overall growth of the global TWS market in Q2 2022 was sluggish, especially in YoY terms, due to COVID-19 and weak macroeconomic indicators.
Global TWS Market Shipments, Q1 2020-Q2 2022
Source: Counterpoint Research
With the fear of a lurking recession, affordable TWS models were welcomed by consumers. This meant a big opportunity for low-to-mid-priced brands like Xiaomi, QCY and Skullcandy. As demand for new TWS models still exists in emerging markets, led to growth for the sub-$100 segment in Q2 2022. Xiaomi, in particular, benefited greatly from its broad portfolio focused on entry-level and led the sub-$100 segment. The brand was also able to better absorb the device replacement cycle.
On the other hand, the $100 and above segment contracted noticeably with the decreased buying power due to recession fears, especially in Europe. As the Russia-Ukraine war prolonged, demand for new tech devices decreased. Unit sales of major brands, especially Apple and Samsung, decreased compared to the previous quarter due to a weak economic climate and demand for new Pro models, to be released in H2 2022.
Global TWS Market Share by Brand, Q2 2022
Source: Counterpoint Research
Apple is expected to rebound in H2 2022. As the upcoming Airpods Pro 2 remain as the only alternative model for ANC-enabled Airpods, the former could absorb the demand of its past iteration which was released in 2019.
Samsung’s Galaxy Buds 2 Pro is also expected to receive favorable reviews with its high sound quality and outstanding ANC. Its increased price would pose a big hurdle for the new Galaxy Buds Pro model but is still about $20 cheaper than the AirPods Pro model. If Samsung succeeds in showing decent sales with the increased price, it could prove to be a milestone for its premium brand image in the TWS market.
boAt continued to dominate with a 46% share, while Noise took the second spot for the third time in a row.
Mivi made it to the top five for the first time with a 6% share in Q2 2022.
Online channel penetration stood at 79%, with Flipkart capturing half of these shipments.
New Delhi, Beijing, Hong Kong, Seoul, London, San Jose, Buenos Aires – September 1, 2022
India’s TWS (True Wireless earbuds) shipments delivered a strong quarter with 168% YoY growth and 62% QoQ growth in Q2 2022, according to the latest research from Counterpoint’s IoT Service. The increased penetration of the low-price band (₹1,000-₹2,000 or $25-$50), multiple discount offers and growing popularity due to convenience of use led to this huge jump in market demand.
Commenting on the overall market, Senior Research Analyst Anshika Jain said, “India’s TWS market continues to show phenomenal growth due to the reasons like availability of low-priced new TWS devices, better features and functionalities like ANC, innovative designs, and low-latency mode for gaming. The market is expected to grow 47% in 2022 as new brands continue to arrive even as existing ones expand their channel presence. Besides, consumer demand is expected to rise during the festive period as people are also seeing TWS devices as a good option for gifting purposes.”
On local production, Jain added, “The share of domestic manufacturing stood at 16%, the highest ever. With boAt, Noise, Mivi and pTron ramping up their local manufacturing capabilities, these brands together accounted for 98% of the domestic shipment volume in Q2 2022. ‘Made in India’ has been taking the spotlight since the beginning of this year. But more brands started focusing on local manufacturing during this quarter. Gizmore and new entrant SWOTT also offered locally produced devices in Q2 2022. Further, we expect to see ‘Make in India’ devices from Truke and Portronics as they focus on localizing their manufacturing to maintain price competitiveness.”
Talking about the dominance of Indian brands, Associate Research Director Liz Lee said, “During Q2 2022, homegrown brands captured the top five brands rankings for the first time. These brands together took over 70% share and were quite aggressive in their marketing strategies, introducing new advanced alternatives at affordable prices along with discount schemes through various sales events. Besides, there has been a growing emphasis on roping in brand ambassadors to capture customer mind share. The top position was taken by boAt, followed by Noise and Boult Audio. Mivi entered the top five list for the very first time due to its focus on R&D and designing better quality products under the ‘Make in India’ scheme.”
Source: India Hearables (TWS) Shipments, Model Tracker, Q2 2022
Market summary for Q2 2022
boAt maintained its leadership with 236% YoY growth in Q2 2022. The substantial demand was driven by its new low-priced alternatives and big sales events like Amazon’s summer and mega music fest sales. The Airdopes 131 remained the bestseller model, contributing a 15% share to the overall TWS market shipments.
Noise maintained its second position for the third consecutive quarter with 190%YoY growth driven by its locally produced TWS earbuds. The brand again refreshed its low-priced VS series with the launch of the Noise Buds VS104 in Q2 2022. The Noise Buds VS102 was the brand’s most popular model, entering the top 10 models list for the quarter.
Boult Audio again took the third spot and reached a record high volume with 233% YoY During the quarter, it offered multiple new launches in the low-price segments (₹1,000-₹2,000 or $25-$50). The brand also participated in Amazon sales events to drive volumes. The Boult Audio Airbass X Pods grabbed a spot in the top 10 bestseller list, contributing 33% of the brand’s volume.
Mivi made it to the top five brand ranking for the very first time with more than 2X QoQ The Duopods F30 and Duopods M20 were its most popular devices.
PTron took the fifth spot with a 4% The brand actively participated in multiple sales events on different e-commerce platforms and offered two new launches at an entry-level price band (less than ₹1,000 or $13). The PTron Bassbuds Duo was its bestseller model, making it to the top 10 model rankings.
Other emerging brands in Q2 2022
OPPO saw 171% YoY growth driven by its frequent new launches. The brand launched the Enco buds Air 2 Pro in Q2 2022 in the mid-price segment. It was the second most popular model after the Enco Buds in the brand’s TWS offerings.
OnePlus maintained its position in the top 10 list. It released a new model Buds Pro in the mid-price segment in Q2 2022. The model is the least-priced TWS device in the brand’s portfolio.
Samsung took the first position in the premium segment driven by the popularity of its Galaxy Buds 2 and Galaxy Buds Pro models. The brand also offered discounts during Amazon’s summer sale.
Truke registered 75%YoY growth in Q2 2022. The brand offered two new alternatives at low price points with ENC technology. The Buds F1 model attained a record of selling 10,000 units on its launch day on Flipkart
Background
Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.
As competition in the TWS market intensifies, product portfolios are changing. OEMs that mainly focus on low-priced products, like Xiaomi and JBL are increasingly releasing mid-tier products with additional functions such as Active Noise Cancellation (ANC). While some brands, Google for example, are hitting both low prices as well as premium priced products – likely following Apple’s approach.
According to Counterpoint’s recent TWS Market Tracker report, the TWS market showed little volume change in Q1 2022 compared to the year ago quarter, growing only 4%. However, in value terms it was more dynamic.
Products priced between $50-$100 did better than low-priced products (<$50), while ultra-premium products (>$150) sold more than the premium ($100-$150) segment. As the TWS market matures, consumers are becoming more discerning and are tending to focus on aspects important to them such as brand image, new functions, sound quality, weight and battery life, rather than simply cheap products.
Global TWS Market Share by price band (Q1 2021 vs Q1 2022)
Source: Global TWS Hearables Market Tracker and Analysis Q1 2022
Global TWS Market Growth by price band (Q1.2021 vs Q1.2022)
Source: Global TWS Hearables Market Tracker and Analysis Q1 2022
The low-priced segment (<$50) decreased YoY in Q1, with the Chinese market shrinking due to the lockdowns and resulting drop in consumer confidence. Moreover, major brands such as Xiaomi and JBL launched products in the $50-$100 segment rather than their typical <$50 segment, which helped to grow the mid-range market segment. Skullcandy also did well and was one of the main factors driving the increased $50-$100 segment sales. Skullcandy appeals to younger consumers in North America and Europe based on reasonable pricing and unique designs. As Chinese OEMs like Xiaomi, Motorola, and Oppo are likely to release new products mainly in the $50-$100 segment rather than <$50 segment, the mid-range will further increase.
The premium market grew mainly in >$150 segment, with Apple playing the biggest role. Apple released its new AirPods series in Q4 2021 and the product is performing well; likely because Apple hadn’t released any new Airpods since 2019. In addition, increased sales of TWS models from premium audio brands such as Sony, Sennheiser, and B&O also contributed to premium segment sales growth. Among them, Sony is vigorously expanding its presence by releasing various new models. Sony launched its Linkbuds in Q1 2022, following on from the launch of its well-regarded WF-1000XM4 in Q4 2021.
The TWS market is expected to show steady growth as the competition intensifies with new models offering additional functions and attractive prices. However, we expect the growth of the $50-$100 segment will be stronger than the <$50 segment, despite good demand from emerging markets such as India.
India brands captured a 72% share in Q1 2022, up from 57% in Q1 2021.
Four out of the top five spots were captured by Indian brands.
boAt led the market with a 34% share, while Noise captured the second spot for the second consecutive quarter.
Boult Audio, the third-largest TWS brand, reached its highest ever share of 7%.
10 new brands entered this segment in Q1 2022.
Domestic manufacturing stood at 14%. It was almost negligible in Q1 2021.
Almost eight out of ten models were sold online with Flipkart dominating the channels.
New Delhi, Beijing, Hong Kong, Seoul, London, San Jose, Buenos Aires – May 11, 2022
India’s TWS (True Wireless earbuds) market posted 66% YoY growth in Q1 2022, according to the latest research from Counterpoint’s IoT service. The growth was driven by the strong value proposition offered by local brands to outshine the Chinese vendors. Besides, aggressive celebrity endorsements and domestic manufacturing helped boost the demand in this segment.
Commenting on the overall market, Senior Research Analyst Anshika Jain said, “Indian brands’ shipments more than doubled in Q1 2022 to capture 72% share in the overall India TWS market. The top four positions were taken by India-based brands, which captured more than half of the total TWS market. Indian brands were very quick in terms of upgrading their product portfolio. They released some of their new models with the most popular ANC feature. Indian brands put more emphasis on targeting the low-price tier (less than INR 2,000 or $26) and forming partnerships to market their devices.”
“In addition to this, there has been a growing emphasis on domestic manufacturing, which led to an overall YoY decline of 19% in ASP in Q1 2022. Local production stood at 14% this quarter with 113% QoQ growth. We expect brands to go aggressive in the second half of this year to introduce made-in-India devices. boAt is expected to locally manufacture more than half of its total portfolio in the coming period. Other top players like Noise and realme are also expected to release locally-made devices within the first half of 2022,” she added.
Talking about premium TWS market growth, Senior Research Analyst Liz Lee said, “The premium segment (more than INR 5,000 or $65) registered 53% YoY growth in Q1 2022 led by Apple, Samsung and Sony. Apple and Samsung shipments were driven by their loyal customers, advanced product portfolios and growing smartphone ecosystems. Sony was the fastest growing brand in the premium segment, having refreshed its portfolio with two new devices. In terms of models, the Samsung Galaxy Buds 2, Sony WF-C500, Nothing Ear 1, Apple Airpods Pro and Airpods 3rd Generation were the best TWS devices in the premium segment.”
Source: India Hearables (TWS) Shipments, Model Tracker, Q1 2022
Market Summary
boAt led the market for the seventh consecutive quarter with 98% YoY growth in Q1 2022 driven by new launches, multiple celebrity endorsements and discount offers. boAt TWS Airdopes 131 was the most popular TWS earbuds and took a 32% share in the brand’s portfolio.
Noisemaintained its second spot for the second quarter in a row with 214% YoY growth driven by multiple sales events and the introduction of a new model in the low-priced VS series. The Noise Airbuds mini was the best TWS model for the brand, capturing 38% of its portfolio.
Boult Audio reached its highest ever share of 7% with 266% YoY growth. It mostly plays in the low-price segment and has gradually increased the number of its TWS offerings. The brand also actively participated in the Amazon Great Republic sale event this quarter.
PTron rose to the fourth spot with a 5% share driven by its strong presence in the entry-level price band (less than INR 1,000 or $13). Value-for-money products, domestic manufacturing and multiple alternatives were the major factors that pushed its growth.
realme stood fifth in the top five TWS brands’ rankings with a 4% The Buds Q2 Neo drove the majority of its shipments followed by the Buds Air 2. It also released a new affordable model in Q1 2022, the Buds Air 3, with prominent features like ANC and transparency mode.
Other Emerging Brands in Q1 2022
Mivi, a full-fledged domestic brand, maintained a position in the top 10 list due to its focus on domestic manufacturing and introducing feature-rich devices at low price points.
OPPO grew 365% YoY due to the good performance of its low-priced models Enco Buds and Enco W11 and newly launched Buds Air 2 in the mid-price band.
OnePlus offered a new model, the Buds Z2, in its mid-priced TWS portfolio after the huge success of its previous Buds Z model.
Apple took the leadership position in the premium segment driven by its recent launch of the Airpods 3.
Nothing maintained a position within the top five premium brands due to its competitive pricing and innovative design.
Online-centric local brand Truke grew 75%YoY in Q1 2022. Consistently launching new models in each quarter since Q2 2021, celebrity endorsements and entry-level offerings contributed to its significant growth.
Background
Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.
The TWS hearables are one of the fast-growing segments in consumer electronics seeing a 24% YoY growth in 2021. OEMs removing wired headphones from smartphone packaging, and the work-and-learn from home scenario post-pandemic are some of the factors contributing to this growth. The wireless earbuds also have a higher attach rate than other accessories such as smartwatches. In 2022, we expect the trend to continue and the TWS earbuds market is expected to grow by another 24% YoY.
The personalized content consumption from music listening to podcasts, video streaming, and gaming has increased during the pandemic. Even video conferencing needs to connect & communicate with clients, colleagues’ school, and family has grown significantly. And these trends have catalyzed the need for reliable earbuds with features that include Active Noise Cancellation (ANC), great audio, mic quality, and chords free being increasingly preferred. While these features have been available in premium earbuds but with growing demand, scale and innovation are quickly trickling down to relatively lower price points. There are only a handful of OEMs those package all of the above features really well, and Sony is one of them carving out mindshare alongside Apple and Samsung.
Sony’s TWS earbuds in the 1000XM-series are very popular and have set a benchmark for features like ANC, superior audio quality, and design. Focusing on the premium market and limited distribution reach compared to Apple or Samsung, the Japanese manufacturer was still able to capture a 3% volume share globally in 2021. However, Sony is also expanding its TWS line-up and premium features for models in the mainstream $100-$200 segment which should help it gain more share in 2022.
Talking about TWS growth in the high-end segment, Counterpoint Research Senior Analyst Liz Lee said, “The premium TWS earbuds segment saw robust growth in the second half of 2021 and we believe despite the recent macro-uncertainty due to the Ukraine crisis, lockdowns in China and inflationary climate, the demand for premium and mainstream TWS earbuds will continue to rise. Sony is expected to do well being the vanguard of driving key features such as ANC and audio experience in the TWS earbuds market.”
We have been using the premium Sony WF-1000XM4 true wireless earbuds for a few months now. The new XM4 version sports advanced features such as LDAC codec for higher bit-rate audio transmission, Speak-to-Chat using bone conduction sensors, ambient sound mode, and 360 Reality Audio support, vs the previous generation XM3 model. So, while the WF-1000XM3 was arguably one of the best all-round TWS, what has Sony done differently this time with the new 1000XM4 to take it to the next level?
Following is our detailed analysis of the new XM4 model right from packaging to performance after making it our daily driver for the last three months:
♻️ Plastic-free Unboxing Experience: A Move Towards Sustainable Future
Sustainability and efforts toward reducing the carbon footprint are becoming a key strategy for several tech companies and it’s good to see Sony going above and beyond.
The WF-1000XM4’s packaging does not use any plastic, and the box is made from recycled paper.
Sony also used embossed logos instead of printing the box with ink, a small effort without compromising the user experience.
WATCH: Sony WF – 1000XM4 – Unboxing & First Look
Compact Design, Comfortable Fit
Compared to the 1000XM3, the new 1000XM4 comes with a more compact design where the charging case is now 40% smaller, and the earbuds are 10% smaller.
The compact case makes it even easier to carry in the pocket, whereas the earbuds also now fit well, without popping out of the ear, like on the predecessor.
The earbuds snugly fit in the ear and are comfortable to wear for hours, provided, you don’t push them too hard in your ears to get a tight fit.
Even when working out – like doing a few jumping jacks or high stepping, the earbuds were firmly secure in the ears.
Sony has done away with silicone ear tips, and bundled foam ear tips instead.
Foam ear tips are a good addition as they offer great passive noise isolation while fitting comfortably in your ears.
Sony WF-1000XM4 Specifications and Features
Hi-Res Audio Streaming, Quick Pairing
The earbuds come with 6mm dynamic drivers that support a frequency range of 20-40,000Hz.
With Bluetooth 5.2 connectivity, the earbuds support AAC, SBC, and LDAC (bit rate up to 990kbps) codecs.
The pairing process is straightforward, and if you have an Android smartphone, the Sony WF-1000XM4 also supports the Google Fast Pair feature.
Though, the multi-point connectivity feature as seen on Jabra, Apple AirPods, and Samsung Galaxy Buds series, could have been a good addition.
The earbuds are sweat-resistant and come with an IPx4 rating, so you can wear them during workouts, or even in light rains when you go on a walk or run.
Companion App and Features
Both on Android and iOS, Sony has a companion app called “Headphones” which gives you can access to some core features.
You can adjust the equalizer, ambient sound control, ANC (Active Noise Cancellation), and more.
Once you set the equalizer, the profile is created and saved on the earbuds, which is a good differentiator over competitors.
So, even if you pair the earbuds with a new smartphone or a PC on which the “Headphones” app is not installed, you can still enjoy music with the equalizer profile you set using the app on another smartphone.
🎙Speak-to-Chat for Quick Communication
Speak-to-chat is an interesting feature that uses bone conduction technology to pick vibrations from your voice to temporarily pause music and start ambient noise.
This feature comes in handy when you are listening to music and want to talk to someone, say while commuting or walking on the road and asking for direction.
The feature works like a charm, but if like me, you too like humming to the tunes while listening to music, better to keep the feature off as the bone conduction is very sensitive in picking voice, and it activates the ambient sound while pausing music.
There is also a Quick Attention feature, where you can “Tap and Hold” on the left earbud to quickly pause music and activate the ambient sound mode, and it turns off as soon as you release your finger.
Sony WF-1000XM4 Performance: More Bang for your Buck
Ambient Sound: Stay Aware of Surroundings
Activating the ambient sound mode, you can hear your surroundings more clearly, thanks to the two noise-sensing mics on each earbud.
It lets you stay connected with the surroundings while listening to music, very useful when commuting on a metro or bus.
The app even lets you adjust the strength depending on the amount of ambient noise you want to let in.
🔇Excellent ANC: Zone Out from the Noise
Sony has included a new V1 integrated processor in the earbuds which powers ANC and LDAC Bluetooth codec support.
The V1 processor takes its noise-canceling capabilities even further than the predecessor by cutting off more noise at different frequencies.
We tested the ANC capabilities on a long-haul flight while traveling to MWC 22, and locally while traveling in metro and cabs.
With ANC ‘On’ and listening to music even at 50% volume, the earbuds block out ambient noise effectively while letting you immerse in the music.
There is also a wind noise reduction feature which worked very effectively in blocking out noise when sitting on a window seat on a local train.
🔊Clean, Immersive Sound Quality
Sony has consistently delivered great personal audio devices, and the WF-1000XM4 is no different.
The earbuds are very well tuned to instantly get yourself lost in the groove.
It offers a versatile performance irrespective of the music genre you are listening to.
With most TWS, I prefer customizing the equalizer to suit my listening preferences, but with the XM4, I mostly kept the EQ off.
Though, at times when I felt like having some bass punch, I would set Clear Bass to +2, while keeping the rest of the frequencies flat.
Most of my listening is generally on iPhone with Apple Music as a source, and despite having songs in Lossless quality, the iPhones only support AAC codec.
Though audio on flagship Android smartphones sounds a little better due to support for LDAC codec.
The connectivity is stable too, as long as you are within a five-meter range.
Apple Music lossless, Tidal, or Prime Music on Android lets you take advantage of high-res audio listening, but the same is not possible with Spotify.
Mic quality on calls was good and recipients had no issues hearing me.
🔋Reliable Battery Life
On a full charge with mixed usage and ANC On, the WF-1000XM4 offered a good battery life of a little over six hours.
The charging case adds two full charges for the earbuds, so you get a total of 18-19 hours of battery life before needing the charge the case again.
The earbuds also support a quick charge feature where even five minutes of charging can offer up to 60 mins of playtime and during my testing, it worked for close to 50 mins, which is good.
The case takes about 90 minutes to fully charge with a wired Type-C fast charger.
There is also support for wireless charging, but it takes a little over three hours to fully charge.
Key Takeaways
The Sony WF-1000XM4 delivers excellent sound quality catering to audiophiles and general users.
The active noise cancellation (ANC) is among the best that we’ve tried on TWS earbuds.
Battery life even with ANC ‘On’ is not an issue with the 1000XM4, and with ANC ‘Off’, it covers you for almost the entire workday.
Additional features like saving the audio profile on the earbuds, IPx4 rating, and wireless charging, offer a value package.
Wishlist for WF-1000XM4 Successor
While the attention awareness feature using bone conduction technology is a good addition, the low sensitivity needs more refinements to not trigger aggressively.
In-ear detection could be better, currently, even if the earbuds are kept on the table, the music playback does not stop, and it continues to play.
Multi-point Bluetooth connection to quickly and automatically switch between devices will be a good addition, especially as most of us extensively use a smartphone and a laptop in our daily life.
Gaming latency could be better, as it will come in handy when playing games like BGMI or COD: Mobile on a connected smartphone.
ALSO READ: Other Strategic Reviews on Smartphones, Smartwatches, TWS & More
The global TWS hearables market sales in 2021 grew 24% YoY to 299.6 million units. Despite the COVID-19 pandemic impact throughout the year, new products entered the market with more features, like ANC (Active Noise Cancellation) and expanded playtime, at affordable prices.
TWS market leader Apple saw a slight increase of 5% YoY in its unit sales but its market share fell to 26%. Driven by its new models, Samsung saw a robust growth of 33% YoY to maintain its share of 7%.
Among other brands, Skullcandy and boAt showed noticeable growth, as they became key players in major regions like North America, Europe and India.
TWS Market Share by Region:
All regions except North America showed YoY growth in 2021. Asia-Pacific (excluding China) had the biggest share, surpassing North America for the first time.
Despite the COVID-19 pandemic impact throughout the year, most regions grew driven by new products with more features at affordable prices.
In particular, smartphone OEMs continued to focus on TWS products to expand their smart ecosystem, resulting in increased competition and sales in the market.
The $50-$100 and $200+ price bands led the market growth in 2021.
Apple maintained its first position in 2021 but with a shrinking share.
Boston, Toronto, London, New Delhi, Beijing, Taipei, Seoul – March 10, 2022
The global TWS hearables market shipments in 2021 grew 24% YoY in unit sales and 25% in terms of value, according to the latest research from Counterpoint’s TWS Hearables Market Tracker. The unit sales growth rate was slightly lower than the original forecast due to the COVID-19 pandemic impact throughout the year. However, unit sales increased to around 300 million as new products entered the market with more features, like ANC (Active Noise Cancellation) and expanded play time, at affordable prices. In particular, smartphone OEMs continued to focus on TWS products to expand their smart ecosystem, resulting in increased competition and sales in the market.
Note: Figures may not add up to 100% due to rounding
TWS market leader Apple saw a slight increase of 5% YoY in its unit sales but its market share fell to 25.6%. Although the AirPods 3 was released later than expected, the AirPods 2 and AirPods Pro maintained high sales based on promotions throughout the year. With the growing influence of Apple in the Chinese market, sales of old models have also increased significantly. The AirPods 3, primarily doing well in North America and Europe, led the entire TWS market in Q4 2021. Samsung saw a robust growth of 33% YoY with its new models Galaxy Buds Pro and Galaxy Buds 2, released in the first half and second half of the year respectively. Among other brands, Skullcandy and boAt showed noticeable growth, as they became key players in major regions like North America, Europe and India.
Note: Figures may not add up to 100% due to rounding
The growth in the $50-$100 and $200+ segments was notable. JBL and Xiaomi led the growth in the $50-$100 segment with their flagship models, while Skullcandy performed well with its models finding their way to the top 10 list of best-selling models. Apple drove the growth in the $200+ segment with a 75% share. Just like in 2020, the sub-$50 segment accounted for the largest share in 2021 with strong demand from emerging markets like India. Xiaomi recorded the highest sales in the sub-$50 segment, while boAt recorded the highest growth compared to the previous year.
Senior Analyst Liz Lee, who leads Counterpoint’s TWS hearables research, said, “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.”
Background
Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.
About 60% of the current TWS users plan to stick to TWS for their next hearable purchase.
Battery life, sound clarity and call quality will be the key buying factors for the next TWS purchase.
The average selling price (ASP) of India’s TWS market is expected to rise in the near term.
London, San Diego, Buenos Aires, New Delhi, Hong Kong, Beijing, Seoul – December 21, 2021
Half of the current TWS users in India plan to buy their next TWS device in a year or less, according to a consumer survey conducted by CounterpointResearch’s Market Lens Service. Further, the ASP of India’s TWS market is expected to rise to the INR 5,000-INR 10,000 price band. About 60% of the current TWS users in India plan to stick to TWS for their next hearable purchase. Battery life, sound clarity and voice quality are the top three factors that will be considered by the respondents for their next TWS purchase.
Due to COVID-19, most parts of India experienced lockdowns or restrictions that led to extended work/study from home. As a result, a big portion of the respondents, irrespective of the type of occupation, ended up spending money on hearable devices, like TWS. The survey numbers indicate that the market will continue to get solid support even after the pandemic.
Commenting on the study’s overview, Research Analyst Arushi Chawla said, “The popularity of TWS is growing swiftly. According to Counterpoint’s India Hearables (TWS) Shipment Tracker, India saw TWS shipment of 7.9 million units in Q3 2021 with the country starting to recover from COVID-19 restrictions. Our latest consumer survey deep-dives to understand the past purchase journey of TWS along with future preferences toward hearables, particularly TWS. This study also reveals insights on the TWS design preference and outlook towards Active Noise Cancellation (ANC) and health and fitness features in a TWS device.”
Source: India TWS Consumer Study, Counterpoint Research
Being the leading TWS brand in India, boAt is also consumers’ most preferred brand for a future TWS purchase. About 60% of the current TWS users prefer boAt for their next TWS purchase. boAt is followed by JBL, Samsung, OnePlus and Apple. boAt’s popularity continues to grow – from 28% of the respondents currently using boAt TWS earbuds to 58% of the respondents preferring it as their next purchase. JBL’s TWS devices also appear to be climbing up the ladder in market share – from less than 10% of respondents using JBL currently to more than 40% preferring it for the next purchase.
Chawla added, “There are a diverse set of players in both TWS and smartphone markets. With fierce competition in maturing segments like smartphones, emerging segments like hearables, especially TWS, open fresh opportunities for new players as well as smartphone brands looking to expand their portfolios and strengthen their ecosystems.”
Discussing future consumer preferences, Senior Analyst Pavel Naiya said, “TWS, despite being a newer technology in India, has a bigger list of market players and hence more options for the consumers. As a result, the market share is spread across many players. However, boAt continues to be the top player. boAt TWS is most preferred for its sound clarity, followed by battery life. Price always plays a key role in finalizing a purchase, especially in a segment that holds a lot of scope to expand and innovate. The INR 5,000 and above price band currently contributes 27% share to the TWS market. But it will have a stronger grip in future as about 40% of the respondents are planning to purchase their next device from the same price band.”
Methodology
The study was conducted in India using an online survey panel of a heterogeneous group of TWS users. A sample of 1,027 respondents was collected using the quota-sampling methodology for better representation of the universe as per the current TWS brand share in the market. We expect the results to have a statistical precision of +/- 4%.
Background
Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.
boAt set the record of being the leader for the fifth consecutive quarter with 171% YoY growth.
The top five brands reached their highest ever shipments in a single quarter.
Apple led the premium segment (>INR 5,000) with a 63% share while Nothing managed to take the third spot in the segment in the first quarter of its launch.
Local brands continued to record the highest penetration with a 63% share.
The average selling price (ASP) was down 22% YoY.
New Delhi, Beijing, Hong Kong, Seoul, London, San Jose, Buenos Aires – November 2, 2021
India’s TWS market posted 55% YoY growth in Q3 2021 to reach the highest shipments ever at around 8 million, according to the latest research from Counterpoint’s IoT service. Brands pushed high amounts of inventory into the retail channels ahead of the festive season. Along with this, new entrants, discount offers, sales events and brands expanding into the low-price segments with feature-rich TWS offerings were the major success factors for the TWS growth in India during the quarter.
Commenting on the overall market, Senior Research Analyst Anshika Jain said, “The Indian TWS market witnessed highest ever shipments in a single quarter in Q3 2021 driven by the strong festive planning, new launches and multiple sales events on major e-commerce platforms as well as brands’ own websites. We also saw the maximum number of new launches in Q3 2021 with a major emphasis on the low- to mid-price segments (less than INR 2,999). In this quarter, brands like realme and 1MORE followed the partner brand/sub-brand strategy with the launch of Dizo and Omthing respectively to expand their reach and enhance competitiveness.”
“In terms of features, there was an increased emphasis on Active Noise Cancellation (ANC) and gaming. Key players such as Truke and Ptron came up with their first ever gaming TWS earbuds. Besides, prominent brands introduced various new models in the premium segment as well for tech enthusiasts. For instance, the OnePlus Buds Pro, Samsung Galaxy Buds 2, Nothing Ear 1 and JBL Pro Plus were presented as new alternatives, which further increased the ASP of the premium segment by 20% QoQ, apart from Apple’s huge shipments contribution,” she added.
Talking about domestic manufacturing, Research Associate Anam Padha said, “Domestic manufacturing is gaining more significance as more brands continue to partner ODMs to bring made-in-India devices and enhance their production capabilities. Noise partnered with Optiemus, promising to offer multiple locally made devices in the coming quarters. Similarly, realme announced a partnership with Khy Electronics. Another Indian brand, Ambrane, set up a unit to locally manufacture audio devices. Ptron also elevated the progress of its domestic manufacturing capabilities this quarter and expects to double its TWS revenue by next year.”
“With domestic manufacturing on the rise, the quarter saw boAt offering its first made-in-India TWS model Airdopes 101 while Ptron launched its second locally produced TWS model Bassbuds Ultima, equipped with ANC,” she added.
Source: India Hearables (TWS) Shipments by Model Tracker, Q3 2021
Market Summary:
boAt captured a 35.8% share in the overall India TWS market in Q3 2021. This also represents its highest shipments volume since its inception. Apart from its strong integrated marketing strategy and keeping up with the trends of multiple launches and value-for-money offerings, it also actively participated in multiple sales events, like the much-awaited Amazon Great Freedom Sale and Amazon Prime Day Sale. It even hosted a ‘boAthead Days’ sales event on its e-brand store. Above all, its model Airdopes 131 was the bestseller for the second time and reached 1 million units for the first time.
realme rose to the second spot with an 8.1% share driven by the success of its mid-range ANC device Buds Air 2 and latest release Buds Q2 Neo in the low-price segment. In addition, realme stood number one in the mid-price segment of INR 3,000-INR 4,999. The Chinese brand also hosted a ‘realme Fan Festival’ event on its e-commerce website to provide the latest devices at a more affordable price point.
Noise had a 7.7% share and moved one step up to grab the third spot driven by multiple offerings in the low-price segment. Like boAt, it also launched new devices during the Amazon Prime Day Sale and offered multiple discounts. It added newer TWS devices such as the Buds VS102, Buds VS103 and Buds VS303 to its low-range VS series during the quarter.
Apple saw record shipments, taking the fourth spot with a 7.6% share in the Indian TWS market. Its model Airpods (Gen 2) performed well this quarter. Inventory for the festive season, Apple Days sales event and Back to School program accelerated its growth. Moreover, additional inventory on account of Apple’s plan to bundle free Airpods with the iPhone 12 series in the fourth quarter helped the brand achieve 67% YoY growth.
Boult Audio, an Indian brand, took the fifth spot for the first time ever. It held a 5.3% share with 147% YoY growth. Its portfolio covers the entry-level to mid-range segments. It derived this substantial demand by not only offering multiple new launches at a low price point but also putting its models on discounts during Amazon’s Great Freedom Festival.
Other Emerging and Fastest-growing Brands in Q3 2021:
Dizo: Among the new entrants in Q3 2021, Dizo was the fastest growing brand. It introduced four new models in the TWS market within the first quarter of its launch. The major highlight of the brand was its introductory pricing and focus on features like ANC and ‘transparency’ mode at an affordable price point.
Nothing: Nothing broke into the top three brands in the premium TWS segment in its debut quarter by capturing a 7% share in the segment. Competitive pricing and differentiated design helped the brand gain good mindshare among consumers.
Truke: Truke was another fast-growing brand, with its shipments tripling YoY. The online-centric brand plays in the entry-level and low-price segments. Truke also launched its first ever gaming series TWS earbuds in Q3 2021.
OPPO grew 63% YoY and had its TWS products spread across all price tiers. Its latest release in the low-price band, the Enco Buds, drove decent volumes for the brand.
OnePlus added one more SKU to its TWS portfolio. However, the OnePlus Buds Pro mainly caters to the premium segment. OnePlus also offered discounts on its existing models during the Amazon Freedom Sale and at Amazon Rakhi Store.
Samsung also launched a new model, the Galaxy Buds 2, and pushed its sales by offering it free with the purchase of new Samsung phones Galaxy Z Flip3 and Z Fold3. Its existing models also performed well, which helped the brand take the second spot in the premium segment (>INR 5,000).
Background
Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.
In order to access
Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information
When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.
How to unsubscribe and Termination
You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time.
In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.
Website Content and Copyright
This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.
Changes or Updates to the Website
The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information:
While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.
Third Party Links:
This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.
Cookies and Tracking
We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans. Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.
![[Counterpoint Research] Global TWS Market Share by price band (Q1 2021 vs Q1 2022)](https://www.counterpointresearch.com/wp-content/uploads/2022/06/Global-TWS-Market-Share-by-price-band-Q1-2021-vs-Q1-2022.jpg)
![[Counterpoint Research] Global TWS Market Growth by price band (Q1.2021 vs Q1.2022)](https://www.counterpointresearch.com/wp-content/uploads/2022/06/Global-TWS-Market-Growth-by-price-band-Q1.2021-vs-Q1.2022.jpg)
