TWS Market Surges 18 Percent in 1Q25

The global true wireless stereo (TWS) market rebounded strongly in the first quarter of 2025, according to Canalys. The segment achieved the highest growth rate since 2021 as shipments grew 18% to 78 million units.

Growth was accelerated by vendors’ expansion strategies, both geographically and across price segments. Apple (including Beats) remained the global TWS leader in Q1, leveraging its ecosystem strength and increasing focus on health integration, taking 23% market share. Xiaomi climbed to second place on the vendor ranking table, growing 63% year on year, powered by its momentum in emerging economies. Its shipments surpassed 9 million units for the very first time, capturing a record-high 11.5% market share. Samsung (including Harman subsidiaries) took 7% market share, with growing shipments of the ecosystem-focused Galaxy series and mass-market-focused JBL series. Harman’s acquisition of Sound Units, including Bowers & Wilkins, signals future expansion ambitions toward the premium segments. Huawei and boAt rounded off the top five, taking 6% and 5% market share, respectively.

“Leading ecosystem vendors continue to drive the market’s momentum through their global expansion strategies, aiming to build long-term advantages in markets such as Southeast Asia, Central and Eastern Europe, Latin America, and Africa through cost-performance offers and optimized localized operations,” said Jack Leathem, Analyst at Canalys. “Here, vendors such as Xiaomi and Huawei are displacing white-label players and reshaping the competitive landscape through stronger brand presence, after-sales networks, and channel strategies. Meanwhile, the US market returned to growth, posting double-digit year-on-year gains, largely driven by preemptive inventory buildup in response to tariff uncertainties. Apple maintained its dominance in North America, holding over 50% market share, while several low-cost brands are pulling back their investments due to soft consumer demand and an uncertain regulatory landscape, suggesting the recovery would remain fragile.”

Open-ear devices (OWS) continue to surge and outgrow the market, accelerating the shift from functional audio devices to value-driven, lifestyle-oriented products. “OWS is where technology meets fashion—TWS is evolving into a form of personal expression,” noted Cynthia Chen, Research Manager at Canalys. “Mainstream players are investing in ear-hook and ear-clip designs, with bold materials, colors, and decorative elements such as gradient finishes, crystals, and metallic inlays. To offset acoustic limitations, emerging vendors are collaborating with audio labs to optimize sound quality, with some products nearing traditional TWS standards. OWS is now a key focus for 2025, complementing existing portfolios and enabling brands to meet diverse consumer needs through a dual-form factor strategy.”

The TWS market is entering a new phase defined by product diversification, brand elevation, and personalized experiences. Although form factor innovation and scenario-based use cases provide the biggest short-term opportunities, long-term success will depend on vendors’ ability to move beyond price competition. Covering emerging consumer desires—such as real-time translation, fitness tracking, and AI interaction—demands a holistic ecosystem approach. To stay ahead, Canalys says that leading brands must double down on innovation, scenario-driven development, and service integration, building end-to-end value that enhances user engagement across work, wellness, and entertainment.