A report revealed that the global TWS audio market managed to maintain its growth trend amid the pandemic, as its sales grew by 44% year-on-year in the first quarter of 2021, according to the Global Audio Devices Market (TWS) report issued by the research company. Counterpoint Research, Apple dominated the $100+ segment with a 57% stake in AirPods, followed by Samsung with 17%.
Liz Lee, the Senior Analyst at Counterpoint Research, said, in highly competitive markets such as Asia and Europe, Samsung achieved a double-digit share with good performance for all models. Previous models such as Galaxy Buds Live and Plus through aggressive marketing promotions.
The report stated that China recorded the highest growth year-on-year while North America continued to occupy the largest share.
While the share of the $100+ segment declined over the past year as more consumers decided to go with the mid-range and budget TWS amid the Covid-19 pandemic, however, the segment’s share rebounded slightly in the fourth quarter of 2020 and reached 46% in the first quarter. from the year 2021.
This indicates that the market focus is slowly beginning to shift to the mid-to-high-end price segment, the Skullcandy is another notable brand with growth potential across low-to-mid-end wearable TWS. The brand is now expanding its market, especially in the sub-$100 segment in the US, with positive responses to new budget models such as the Dime and Dime XT.
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