Counterpoint: Global TWS earbuds market primed for growth through 2028
According to Counterpoint, emerging markets will drive growth in the coming years as we see a decline in demand for premium TWS earbuds priced above $150.
Global TWS Market Sales Share of Top 5 Brands, 2024 vs 2025 (Expected)
Apple is expected to retain its leading position with a forecasted 21% market share of all global TWS shipments for 2025. The upcoming AirPods Pro 3 are expected to serve as an upgrade incentive for users of older generation AirPods, while the entry-level AirPods 5 (tentative name), which are rumored to launch in 2027, could serve as Cupertino's key growth driver.
Xiaomi is expected to command 8% of all global TWS shipments this year thanks to its diversified portfolio of earbuds and established presence and wide range of sales channels.
Xiaomi Buds 5 Pro
Indian brand boAt audio is expected to drop its market share as its primary target audience of first-time buyers has already been captured and it faces stiff competition from Chinese brands.
Samsung should slide into fourth place in terms of market share as it continues to leverage its Galaxy ecosystem and improved noise canceling and AI features.
JBL should complete the top-five list with an estimated 4% market share driven by a positive Q1 growth in India and increased demand for its entry-level earbuds.
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