1、Market size situation: TWS’s global shipment volume has generally grown steadily

According to public research data, the global shipment of TWS earphones in 2023 was approximately 386 million units, showing a steady growth trend, with a year-on-year increase of 9%.
The global shipment volume of TWS earphones has been increasing year by year in recent years, overcoming the overall sluggish shipping expectations of consumer electronics products in 2021 and 2022, and achieving stable growth. It is expected that wireless Bluetooth earphones will continue to maintain a growth trend in the coming years.
 

2、Market Development Outlook: Wireless Bluetooth Earphones usher in new growth points

According to research firm Statista, it is expected that global sales of headphone products will increase by 3.0% in 2024, maintaining a stable growth trend.
 

The market will have the following growth reasons:
User replacement time node has arrived
User expectations for headphone functionality continue to rise
The rise of demand for “second earphones”
The rise of emerging markets
 

True wireless earphones, which began in 2017, gradually gained popularity among users after 2019. The release of earphones such as AirPods Pro and AirPods 3 entered the “two-year milestone”, indicating that many users’ earphones have reached the time node for replacement; In recent years, the development and iteration of spatial audio, high-resolution audio, active noise reduction and other functions have also significantly improved the development of wireless headphones, indirectly increasing user expectations for headphone functions. Both provide basic momentum for market growth.
 

The rise of demand for “second earphones” is a new growth point for wireless Bluetooth earphones. After the popularization of more universal TWS earphones, the demand for users to use earphones in specific scenarios, such as sports, office, gaming, etc., has increased, leading to the rise of the demand for “second earphones” that meet specific scenarios.
 

Finally, as developed markets gradually saturate, the strong performance of wireless audio in emerging markets such as India and Southeast Asia has also brought new strong impetus to the development of the wireless Bluetooth headphone market.