• The international TWS market’s sales volume is projected to show a slight increase of 3% YoY in 2025.
• Entry-level models priced under $50 will be the main growth driver, offsetting declines in premium models (above $150).
• Apple will maintain its strong dominance with the new Pro model. However, the brand’s market share in terms of sales volume is likely to decline slightly compared to the previous year.
• Xiaomi and JBL are set for double-digit growth. Xiaomi is benefitting from affordable pricing and broad distribution, while JBL is benefitting from product diversification and mid-tier success in India.

Seoul, Beijing, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – July 2, 2025

The global TWS market’s sales volume is expected to increase by 3% YoY in 2025, according to Counterpoint’s latest Global TWS Market Forecast. However, economic instability may further slow market growth. Additional factors, such as longer device lifespans and a lack of groundbreaking innovation, are also contributing to the slowdown. At the same time, TWS devices continue to sustain steady replacement demand, having become everyday essentials like smartphones. New demand remains, particularly for low-end models (priced under $50) in emerging markets. As a result, the market is expected to maintain moderate, steady growth through 2028.

In terms of brands, most of the major brands will keep growing. Long-tail brands, mainly in the sub-$50 segment, will continue to account for a significant portion of the market. However, their performance is likely to remain inconsistent. In contrast, major players are expected to maintain sturdy, if moderate, growth, supported by their established competitive advantages, differentiation strategies and loyal customer base.

Global TWS Market Sales Share of Top 5 Brands, 2024 vs 2025(E)

Source: Counterpoint Research

Major brands summary for Q1 2025

Apple’s new model lineup has reinvigorated the market, and the upcoming release of the AirPods Pro 3 is expected to stimulate replacement demand among existing Pro users with its enhanced healthcare features and immersive audio experience. However, due to the high price point of the Pro model, it is unlikely to drive growth in terms of shipment volumes. A more noticeable increase in volume is expected around 2027, when the standard AirPods and a new ANC-equipped version are released.

Xiaomi recorded strong sales in Q1 2025, thanks to its affordable pricing and wide range of sales channels. As Xiaomi continues to establish itself as a global brand across various product categories, it is also expanding its presence in the wireless earphone market by entering diverse regions and steadily increasing its market share.

boAt is facing headwinds as India’s TWS market matures beyond price-led competition. Its core audience – first-time users – has been primarily captured, while repeat buyers are upgrading to feature-rich alternatives. The brand’s slow entry into AI-led audio and lack of ecosystem integration have made it vulnerable to erosion. Despite a strong offline presence, boAt is struggling to compete with the growing offline presence of Chinese brands.

Samsung is expected to continue leveraging its Galaxy ecosystem, including smartphones, tablets and smartwatches, to maintain customer loyalty and drive replacement demand. Notably, it will use AI-powered enhancements to further refine its TWS features like noise cancellation, ambient sound and real-time translation to position Samsung’s earphones as cutting-edge devices.

JBL, backed by decades of audio expertise, is likely to continue appealing to its loyal fan base with its signature deep and rich bass sound. By offering a wide range of products across various price points, from entry-level to premium, it aims to attract a broad spectrum of consumers. In Q1, JBL showed notable growth in the Indian market, where premiumization has started on the foundation of its affordable offerings. The brand is growing rapidly in the country’s mid-price segment, driven by demand for trusted brands and high-quality audio. Competitive pricing and seasonal discounts further boost consumer appeal.

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