Global TWS market to see modest growth in 2025, claims report

AirPods

The global True Wireless Stereo (TWS) market is expected to grow by 3% year-on-year in 2025, according to Counterpoint Research’s latest forecast. However, this growth remains modest, weighed down by economic uncertainty, longer product lifespans, and a lack of major innovation.

Despite these headwinds, TWS devices are now considered everyday essentials — much like smartphones — helping sustain steady replacement demand. Budget-friendly models under $50 continue to attract new buyers in emerging markets, contributing to the segment’s resilience. Moderate, stable growth is expected to continue through 2028.

Major brands are projected to maintain steady momentum, supported by product differentiation, brand loyalty, and established ecosystems. In contrast, low-cost “long-tail” brands in the sub-$50 segment will remain important volume contributors but may see inconsistent performance.

According to Counterpoint, Apple has reignited market interest with its new lineup, and anticipation is building around the upcoming AirPods Pro 3, which will offer enhanced audio and health features. However, high pricing limits its potential to significantly boost shipment volumes. More volume growth is expected by 2027, when standard AirPods and a new ANC-equipped variant are released.

Meanwhile, Xiaomi continues to grow its market share, riding on aggressive pricing and broad global reach. Its strategy of expanding across product categories is also paying off in the TWS segment, as per the report.

Boat, once dominant in India’s entry-level market, is now struggling, as per the report. As the segment matures, first-time buyers are dwindling and upgraders are seeking more advanced features. A weak AI audio strategy and limited ecosystem integration are further eroding its edge, noted the report.

JBL is seeing strong growth in India’s mid-range segment, capitalising on its brand legacy and reliable audio quality, according to the report.