Analysis of market status and competition of global TWS earphone industry in 2021

In 2016, Apple launched its Airpods TWS earphones with stylish design, strong battery life, stable and convenient use, and highly integrated with the iOS ecosystem, quickly set off a boom in the TWS industry. The TWS headset redefines the new headset by elevating the headset from a mobile accessory to an independent smart terminal product. Since then, all kinds of brands competed to develop and produce TWS, and all kinds of TWS mushroomed in the market.

TWS has powerful functions and diversified usage scenarios.

True wireless Stereo (TWS) Bluetooth headset has been popular with the public as soon as it came on the market. This is because it is a high-end true wireless headset, without complicated cable, and does not need to be connected with the main voice, so it is convenient for users to wear; Also equipped with a special charging box, to meet the needs of users anytime and anywhere charging. These products also support active noise reduction technology to block out ambient interference, providing a great sensory experience, and are very cost-effective.

Earphones are so common to young people in the age of AI that we almost don’t realize why people have come to rely on them more and more over time, not just because they are voice transmitters, but because they give the wearer independence and the ability to create subjective reality; What’s more, headphones have become important modern mediators of public and private Spaces, as the sense of boundaries between work and social life diminishes.

Based on data from 5,000 consumers in the US, UK, China, Germany and Japan, Qualcomm’s Audio Usage Status Report 2020 aims to reveal their changing consumer attitudes and behaviors when it comes to buying wireless headphones, earbuds and speaker devices.

Research shows that people are using a variety of wireless headphone devices in an increasing number of scenarios, with real wireless earbuds becoming the preferred form of headphones for consumers in almost all outdoor environments.

Apple has the largest market share in the world, and its penetration rate is growing rapidly

As wireless headsets are becoming increasingly popular around the world, with true Wireless Stereo (TWS) Bluetooth headphones on the rise, AirPods will account for a disproportionately large share of the global wireless headphone market in 2020, according to a new report from Strategy Analytics. More than 300 million true wireless stereo (TWS) Bluetooth headsets were sold worldwide in 2020, an increase of nearly 90%.

Apple’s ‌AirPods‌ account for nearly half of the market, while Xiaomi and Samsung rank second and third respectively. The rest of the market is made up of a large number of companies with a small share, which means Apple still dominates TWS.

TOP5 TWS earphone brands in the world.


According to Qualcomm’s research data, TWS real wireless earplug penetration nearly doubled in 2020 compared to 2019, achieving a worldwide growth of 23 to 42 percent, with strong growth trends in every region surveyed.

The popularizing rate and changes of TWS headphone from 2016 to 2020


Liz Lee, a senior analyst at Counterpoint, said the removal of the headphone jack from mobile devices and the inclusion of headphones in packages was a big driver of growth in the true wireless headphone market, and TWS was becoming a necessary accessory.

Starting in the fourth quarter of 2020, apple, Xiaomi and Samsung are likely to see a new wave of growth in shipments of real wireless headsets as they streamline the packaging of their products for their own purposes and no longer include accessories such as wired headphones or audio conversion cables.



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Post time: Nov-02-2021