In-depth Analysis of Global TWS Earphone Market Share in Q3 2023: Apple's Dominance Shaken, Xiaomi Emerges as a Strong Contender

In-depth Analysis of Global TWS Earphone Market Share in Q3 2023: Apple's Dominance Shaken, Xiaomi Emerges as a Strong ContenderCanalys' report released on November 28th, 2023, reveals the competitive landscape and brand performance in the global TWS earphone market across eight major regions. The data shows an increasingly fierce competition, with significant shifts in brand rankings and market shares

In-depth Analysis of Global TWS Earphone Market Share in Q3 2023: Apple's Dominance Shaken, Xiaomi Emerges as a Strong Contender

Canalys' report released on November 28th, 2023, reveals the competitive landscape and brand performance in the global TWS earphone market across eight major regions. The data shows an increasingly fierce competition, with significant shifts in brand rankings and market shares. While Apple maintains its global leadership, its market share has declined, while Chinese brands like Xiaomi demonstrate strong growth, becoming vital drivers of market change.

I. Global Market: Apple's Dominance Challenged

Globally, Apple holds the top spot with a 21% market share, but experienced a year-on-year decline of 9%. Samsung follows in second place with a 9% share, showing a 25% year-on-year growth. BoAt ranks third with an 8% share and a remarkable 45% year-on-year growth. Xiaomi takes fourth place with a 7% share and an astounding 66% year-on-year growth, making it the fastest-growing brand among the top five. Huawei secures fifth place with a 4% share and a 55% year-on-year increase.

Globally, Apple's leading position remains solid, but the downward trend in market share is undeniable. The rise of Chinese brands, particularly Xiaomi's strong growth, poses a significant challenge to Apple. Huawei's steady growth further strengthens the competitiveness of Chinese brands in the global TWS earphone market.

II. African Market: Transsion's Dominance Under Pressure

In the African market, Transsion has long held a dominant position, but its market share is shrinking. This quarter, Transsion ranks first with a 50% market share, but experienced a 14% year-on-year decline. Xiaomi's emergence poses a significant threat, achieving a 19% market share with an incredible 231% year-on-year growth. Samsung ranks third with a 12% share and a 64% year-on-year increase. Apple and Skullcandy hold 5% and 1% market share respectively, ranking fourth and fifth, but both experienced year-on-year declines of 22% and 20% respectively.

The African market is undergoing a dramatic shift. Xiaomi's aggressive growth is steadily eroding Transsion's market share, signaling even fiercer competition in the African TWS earphone market.

III. Asia-Pacific Market (Excluding China): BoAt Reigns Supreme

In the Asia-Pacific market (excluding China), BoAt holds an absolute dominance with a 27% market share and a 45% year-on-year growth. Boult ranks second with a 10% share and an 80% year-on-year growth. Samsung and Apple both hold 9% market share, ranking third and fourth, but Apple experienced an 11% year-on-year decline. Noise ranks fifth with a 6% share and a 3% year-on-year growth.

Excluding China, Indian brand BoAt, with its focus on mid-to-low-end products, has achieved overwhelming dominance in this market.

IV. Central and Eastern Europe: Chinese Brands Shine

In the Central and Eastern European market, Xiaomi ranks first with a 24% market share, experiencing a 123% year-on-year growth. Apple holds second place with an 11% share, but witnessed a 24% year-on-year decline. Honor and Samsung both hold 10% market share, ranking third and fourth, with Samsung maintaining its share. Huawei ranks fifth with a 6% share and a 176% year-on-year growth.

Chinese brands are particularly prominent in this market, with Xiaomi, Honor, and Huawei occupying three of the top five positions and all achieving year-on-year growth, demonstrating their strong competitiveness.

V. Latin American Market: Xiaomi Closes in on Samsung

In the Latin American market, Samsung ranks first with a 16% market share and a 20% year-on-year growth. Xiaomi closely follows with a 16% share and a remarkable 107% year-on-year growth. Apple holds third place with a 12% share and a 3% year-on-year growth. Skullcandy and QCY rank fourth and fifth with 6% and 5% market shares respectively, with QCY experiencing a 162% year-on-year growth rate.

Based on the current growth trend, Xiaomi is likely to surpass Samsung in the next quarter and become the leading TWS earphone brand in the Latin American market.

VI. Chinese Market: Xiaomi Leads, Huawei Follows

In the Chinese market, Xiaomi has become the leader in the TWS earphone sector, followed closely by Huawei. Brands like Honor, vivo, and OPPO are actively expanding their market share, striving for greater breakthroughs.

VII. Indian Market: Domestic Brands Dominate

In the Indian market, the domestic brand BoAt holds an absolute advantage with a 40% market share and a 45% year-on-year growth. Boult ranks second with a 15% share and an 80% year-on-year growth. Noise, OPPO, and realme rank third, fourth, and fifth with 9%, 7%, and 7% market shares respectively, with realme experiencing a 304% year-on-year growth rate.

Although Chinese mobile phone brands perform well in the Indian market, they struggle to compete with domestic brands in the TWS earphone sector, primarily due to the lower prices of Indian brands.

VIII. Spanish Market: Xiaomi's Rapid Growth

In the Spanish market, Apple ranks first with a 21% market share, but experienced a 7% year-on-year decline. Samsung ranks second with a 17% share and an 88% year-on-year growth. Xiaomi holds third place with a 15% share and a 120% year-on-year growth, making it the fastest-growing brand. Sony and Skullcandy rank fourth and fifth with 5% and 4% market shares respectively.

Xiaomi's strong growth in the Spanish market positions it to potentially surpass Samsung and become the second-largest brand in the future.

IX. Italian Market: Xiaomi's Huge Growth Potential

In the Italian market, Apple ranks first with a 29% market share but experienced a 13% year-on-year decline. Samsung ranks second with a 19% share and a 22% year-on-year growth. Xiaomi holds third place with a 6% share and an astonishing 184% year-on-year growth. Anker and Skullcandy rank fourth and fifth with 5% and 4% market shares respectively.

Across the eight major markets analyzed, Xiaomi's growth rate is particularly outstanding, achieving over 100% year-on-year growth in almost all markets. Apple, in contrast, faces challenges with declining market share, experiencing year-on-year decreases in most markets.

Conclusion:

The global TWS earphone market in Q3 2023 was intensely competitive. Apple's leadership is challenged by the strong growth of Chinese brands, particularly Xiaomi. While competitive landscapes vary across markets, the overall trend indicates increasingly fierce competition and accelerating market share reshuffling.