Global TWS market grows 18% in Q1 2025, driven by regional expansion and open-ear devices

The global true wireless stereo (TWS) market grew 18% in Q1 2025, reaching 78 million units shipped, according to Canalys (now part of Omdia). This marks the highest growth rate since 2021, driven by vendors’ expansion into new regions and price segments. Apple, including Beats, held a 23% market share, maintaining its lead with a focus on ecosystem integration and health features. Xiaomi took second place with a 63% year-on-year increase, shipping over 9 million units and capturing an 11.5% market share, fueled by growth in emerging economies. Samsung, including Harman subsidiaries, secured a 7% share, supported by its Galaxy and JBL series, with Harman’s acquisition of Sound Units, including Bowers & Wilkins, indicating plans to target premium segments. Huawei and boAt followed with 6% and 5% market shares, respectively.

Vendors like Xiaomi and Huawei are expanding in regions such as Southeast Asia, Central and Eastern Europe, Latin America, and Africa through cost-effective products and localized operations, displacing white-label competitors. The U.S. market saw double-digit growth due to inventory buildup amid tariff uncertainties, with Apple holding over 50% of the North American market. However, low-cost brands are reducing investments due to weak consumer...