The global true wireless (TWS) earbuds market is showing promising growth through 2028, with a steady increase in demand projected even as the product category reaches its maturity phase. According to the latest Counterpoint Research report, TWS sales are expected to grow by 3% in 2025 and continue to see positive trends for the next several years.
Despite this, the market will experience intensified competition, particularly among premium models, and price-sensitive consumers will drive demand in the entry-level segment, with earbuds priced under $50 showing significant growth potential.
Emerging markets, especially in regions like India and Southeast Asia, are expected to be the primary growth drivers for the TWS market in the coming years. Meanwhile, demand for premium models priced over $150 is likely to decline as customers in these markets gravitate toward more affordable options.
Apple, currently holding a dominant share of the market, is expected to maintain a leading position with an estimated 21% market share of all global TWS shipments by 2025
. The upcoming AirPods Pro 3 will likely entice users of older AirPods models to upgrade, while the rumored AirPods 5 (launching in 2027) could become a key growth driver for the company, catering to entry-level buyers.
Xiaomi, with its wide variety of earbuds and established presence in both online and offline sales channels, is expected to capture 8% of the global TWS market this year. In contrast, Indian brand boAt audio is predicted to see a decline in its market share as the competition heats up, especially from Chinese brands.
Samsung is set to slip into fourth place in market share, continuing to leverage its Galaxy ecosystem, while improving its noise canceling and AI features. JBL, rounding out the top five, is likely to secure a 4% market share driven by strong performance in India and growing demand for its affordable earbuds.
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