IDC: Amazon is # 1 in the European smart home market

According to IDC research, in the second quarter of 2021, sales of smart home equipment in Europe grew by 23.8% compared to the same period in 2020. In total, over 24 million units of these products were sold from April to June.

The most popular is video entertainment devices, primarily Smart TVs. 11.9 million units of such devices were shipped, which is equivalent to 49.2% of deliveries. In second place in popularity are smart speakers, of which more than 5.6 million units were shipped during the quarter.

“This was the second quarter in a row that the smart home market in Europe grew more than 20%, a sign of a recovery from its worst performance in the first half of 2020,” said Antonio Arantes, senior analyst, Smart Home Research at Western Europe. "Amazon and Google have regained the top two spots in the market thanks to the success of smart speakers and digital set-top boxes."

The share of Amazon, which ranks first at the end of the quarter, is 16.0%. The share of Google, which is in second place, is 12.8%. Samsung is in third place with 10.3%. The top five also include LG Electronics and Hisense. Their shares are equal to 8.7% and 5.0%, respectively.

The European smart home market is expected to exceed 203 million units by 2025. This forecast is in line with 13.5% CAGR from 2021 to 2025.

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