Canalys: Global TWS earphone market rebounds strongly in the first quarter of 2025, with a year-on-year growth of 18%

Canalys (now merged into Omdia) latest data shows that in the first quarter of 2025, the global True Wireless Stereo (TWS) earphones market rebounded strongly, with shipments increasing by 18% year-on-year to reach 78 million units, marking the highest growth rate since 2021. This growth is attributed to manufacturers' dual expansion strategies in terms of region and price levels. Apple (including Beats) continues to maintain its global leadership in the TWS market with a market share of 23%, leveraging its strong ecosystem advantage and continued integration of health features. Samsung (including its subsidiary Harman) ranks third with a market share of 7%, with growing shipments of their ecosystem-driven Galaxy series and the mainstream JBL series. Harman's recent acquisition of Sound United, including brands like Bowers & Wilkins, signals its future expansion in the high-end audio field. Huawei and the Indian brand boAt rank fourth and fifth respectively, with market shares of 6% and 5%. Canalys analyst Jack Leathem stated, "Leading ecosystem manufacturers are driving market growth through global expansion strategies, especially in emerging markets such as Southeast Asia, Central and Eastern Europe, Latin America, and Africa, creating long-term competitive advantages through high-cost-effective products and localized operational optimization. Manufacturers like Huawei are gradually replacing white-label manufacturers with stronger brand influence, complete after-sales service systems, and channel strategies, reshaping the competitive landscape." Meanwhile, the US market saw growth in the first quarter of 2025, achieving double-digit year-on-year growth, mainly driven by businesses stocking up in anticipation of tariff uncertainties. Apple still dominates in North America with a market share exceeding 50%. However, some lower-priced brands are reducing investments due to weak consumer demand and unclear regulatory environments, indicating market recovery still faces instability. Canalys research manager Cynthia Chen pointed out, "Open Wireless Stereo (OWS) continues to grow rapidly, surpassing overall market growth, accelerating the transition from functional audio devices to value-driven, lifestyle-oriented products. OWS is becoming the intersection of technology and fashion, with TWS evolving as a form of personal expression. Mainstream manufacturers are increasing investment in ear-hook and ear-clip designs, using bold materials, colors, and decorative elements such as gradient coatings, crystals, and metal inlays. To compensate for limitations in acoustic performance, some emerging manufacturers are working with audio labs to optimize sound quality, with some products approaching the audio standards of traditional TWS. OWS has become one of the key directions in 2025, enriching brand product portfolios and meeting diverse consumer needs through a dual form strategy." The TWS market is entering a new stage characterized by product diversification, brand upgrades, and personalized experiences. While form innovation and scenario-based applications are currently the most promising growth points, whether manufacturers can break away from single price competition will determine their long-term success. Meeting emerging consumer demands for real-time translation, health tracking, AI interaction, and more requires a more comprehensive ecosystem layout. Leading brands must double down on innovation, scenario-oriented product development, and service integration to build a full-chain value covering office, health, and entertainment sectors, further enhancing user stickiness and brand influence.