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

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.