True Wireless Stereo Headset Sales Surge 90 Percent in 2020

Strategy Analytics forecasts total global Bluetooth headset sales volume of over 300 million units in 2020. As a category, True Wireless Stereo (TWS) Bluetooth headset sales witnessed growth of nearly 90% in 2020.

“TWS headsets drove global sales volumes in the Bluetooth headset segment,“ comments Ken Hyers, Director at Strategy Analytics. “While the pandemic slowed demand briefly during the first half of the year, sales rebounded strongly during the second half. The Work From Home shift benefitted the entire Bluetooth headset category in terms of sales volume growth.“

Apple maintained a commanding lead in the TWS segment in 2020, but its commanding share is shrinking as competition intensifies. Strong competition is expected from Xiaomi, Samsung, and Huawei in 2021. The TWS headset market is already hugely overcrowded and despite a strong sales outlook, there will inevitably be consolidation in the years ahead.

“There is still plenty of potential in the broader Bluetooth headset market,“ comments Ville-Petteri Ukonaho, Associate Director at Strategy Analytics. “Our research shows that installed base and penetration of Bluetooth headsets is still low; less than one in ten people own a Bluetooth headset globally, so there is still significant room for growth. As leading vendors are no longer bundling wired headsets with new smartphones, we see huge potential for Bluetooth headsets.“