The Global True Wireless Earbuds (TWS) Market Makes a Strong Comeback in 2024: Apple Leads, Xiaomi Shows Explosive Growth

The Global True Wireless Earbuds (TWS) Market Makes a Strong Comeback in 2024: Apple Leads, Xiaomi Shows Explosive GrowthThe global TWS market demonstrated a strong recovery in 2024, with Canalys reporting a total shipment volume of 330 million units, a 13% year-on-year increase, returning to double-digit growth. This suggests that despite global economic headwinds, the TWS market remains robust, fueled by continued consumer demand for convenient wireless audio experiences

The Global True Wireless Earbuds (TWS) Market Makes a Strong Comeback in 2024: Apple Leads, Xiaomi Shows Explosive Growth

The global TWS market demonstrated a strong recovery in 2024, with Canalys reporting a total shipment volume of 330 million units, a 13% year-on-year increase, returning to double-digit growth. This suggests that despite global economic headwinds, the TWS market remains robust, fueled by continued consumer demand for convenient wireless audio experiences.

The report provides a detailed analysis of major vendors' performances in 2024, highlighting the intense competition and diverse strategies employed. Apple, leveraging its strong brand recognition and product ecosystem, maintained its leading global position. With 76 million units shipped, representing a 23% market share, Apple significantly outperformed competitors. This success is largely attributed to the continued popularity of its AirPods series and seamless integration with other Apple devices, fostering strong user loyalty.

Samsung followed closely in second place with 28 million units shipped and a 9% market share. While significantly behind Apple, Samsung's substantial global user base and diversified product line ensured a respectable performance. Notably, Samsung achieved 13% year-on-year growth in 2024, demonstrating its sustained competitiveness in the TWS market.

Xiaomi emerged as a standout performer with impressive growth, shipping 26 million units, a remarkable 58% year-on-year increase, and capturing an 8% market share. This success reflects the effectiveness of Xiaomi's strategy in the mid-to-low-end market, with its competitive pricing attracting a large consumer base, particularly strong in the Chinese market.

boAt secured fourth place with 20 million units shipped and an 18% year-on-year growth, demonstrating consistent performance. Targeting younger consumers, boAt's stylish designs and relatively affordable prices have established a solid market presence.

Huawei achieved fifth place, shipping 15 million units, driven by a robust 60% year-on-year growth. This growth stems from its strong domestic market performance and strategic push into the high-end segment.

Analyzing the Chinese market specifically reveals Xiaomi's dominance with an 18% market share and a 50% year-on-year growth, showcasing its absolute advantage. Huawei secured second place with a 13% market share and a 31% year-on-year increase. Apple, Soundbar (presumably a typo and meant to be a brand like JBL or another popular TWS brand), and Baseus (presumably a typo and meant to be a specific TWS brand), occupied the third to fifth positions, demonstrating the fiercely competitive landscape in China.

In conclusion, the global TWS market exhibited positive growth in 2024, with Apple maintaining its leadership. Xiaomi, Huawei, and other vendors achieved significant growth through distinct market strategies and product advantages. This market structure reflects the combined impact of brand strength, product positioning, pricing strategies, and marketing efforts. Future competition will intensify, demanding continuous innovation from vendors to meet evolving consumer needs and remain competitive in this rapidly expanding market. The evolving market dynamics warrant continued observation, as technological advancements and shifting consumer demand will further shape the future of the TWS market. Vendors' strategic adjustments and product innovations will be crucial in influencing future market trends.