Wireless TWS Earbuds Market Set for 4 Years of Steady Growth

Wireless TWS earbuds sales are expected to grow steadily through 2028, with emerging markets driving demand for affordable options under $50.

Steady Growth in Wireless TWS Earbuds Sales

According to the latest report from Counterpoint Research, sales of wireless True Wireless Stereo (TWS) earbuds are projected to rise by 3% in 2025 and continue growing positively through 2028. Even though this product category is entering a mature phase marked by peak sales and stiff competition, growth potential remains, especially in the budget segment with devices priced below $50.

This is great news for consumers who want quality earbuds without breaking the bank. The market’s expansion in affordable TWS earbuds highlights that accessible technology is still in high demand, particularly in developing regions where users are more price-sensitive.

Wireless TWS earbuds market forecast shows steady growth through 2028

Emerging Markets Drive Demand for Affordable Earbuds

Counterpoint’s data suggests that emerging markets will be the main engines of growth in the coming years. While demand for premium TWS earbuds costing over $150 is declining, the appetite for entry-level models is growing robustly. This shift reflects changing consumer priorities toward value-for-money products that still deliver solid performance.

Apple’s Dominance and Product Launches

Apple is expected to maintain its leadership position, commanding an estimated 21% share of the global TWS earbuds market in 2025. New product launches will play a key role in keeping Apple ahead:

• AirPods Pro 3: Poised to encourage upgrades from users of previous AirPods generations with enhanced features.
• AirPods 5 (rumored for 2027): An entry-level model that could be a major growth driver for the Cupertino-based company, expanding Apple’s reach to more budget-conscious buyers.

Xiaomi’s Strong Market Presence

This year, Xiaomi is predicted to hold 8% of the global TWS market thanks to its diverse lineup of earbuds and comprehensive market presence. The brand’s wide distribution channels and range of affordable products have made it a popular choice among consumers looking for reliable yet budget-friendly wireless earbuds.

Challenges for Other Brands

• boAt Audio: The Indian brand may see a decline as its base of first-time buyers stabilizes and competition intensifies, especially from Chinese brands.
• Samsung: Expected to drop to fourth place in market share despite ongoing improvements to its Galaxy ecosystem and enhancements in noise-cancellation and AI functionalities.
• JBL: Projected to enter the top five with a 4% market share, driven by growth in the Indian market and increasing demand for entry-level models.

"Even as the market matures, there is still room for growth, particularly in developing countries where affordable earbuds are in high demand." — Industry Analyst

Conclusion

The wireless TWS earbuds market is set for an exciting few years ahead. With emerging markets fueling demand for affordable yet feature-packed products, brands will need to innovate to stay competitive. Are you ready to upgrade your earbuds and join the wave of new wireless audio experiences?

Frequently Asked Questions

• What is driving the growth in wireless TWS earbuds?
  The main driver is increasing demand in emerging markets for budget-friendly earbuds priced under $50.
• Which company leads the TWS earbuds market?
  Apple is the leader, expected to hold about 21% of the global market in 2025.
• Are premium earbuds losing popularity?
  Yes, there’s a noticeable decline in demand for earbuds costing over $150 as consumers look for affordable options.
• Which brands are expected to grow in the TWS market?
  Xiaomi and JBL are forecasted to increase their market shares, especially in regions like India.
• What features are important in new TWS earbuds?
  Noise cancellation, AI enhancements, and affordability are key features driving consumer interest.

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