Low-end Models Drive Rebound of Global TWS Shipments in Q2 2022

  • Under $50 low-end models led market growth. Low-end models absorbed the replacement cycle with decent quality.
  • The $100 and above segment’s share decreased noticeably with the weakened buying power due to recession fears, especially in Europe.

Although inflation has reduced the overall demand for tech gadgets, global TWS hearables shipments managed to grow 13% QoQ and 15% YoY in Q2 2022 driven by low-end models in the under-$50 segment, according to the latest data from Counterpoint’s TWS Hearables Market Tracker. Thanks to their low price, entry-level models were not impacted by inflation fears. Emerging markets like India, MEA and Latin America grew QoQ driven by low-end models, while China continues to suffer from a weak economic climate and its Zero-Covid policy. The overall growth of the global TWS market in Q2 2022 was sluggish, especially in YoY terms, due to COVID-19 and weak macroeconomic indicators.

Global TWS Market Shipments, Q1 2020-Q2 2022

Global TWS Market 2022 Q2


Source: Counterpoint Research

With the fear of a lurking recession, affordable TWS models were welcomed by consumers. This meant a big opportunity for low-to-mid-priced brands like Xiaomi, QCY and Skullcandy. As demand for new TWS models still exists in emerging markets, led to growth for the sub-$100 segment in Q2 2022. Xiaomi, in particular, benefited greatly from its broad portfolio focused on entry-level and led the sub-$100 segment. The brand was also able to better absorb the device replacement cycle.

On the other hand, the $100 and above segment contracted noticeably with the decreased buying power due to recession fears, especially in Europe. As the Russia-Ukraine war prolonged, demand for new tech devices decreased. Unit sales of major brands, especially Apple and Samsung, decreased compared to the previous quarter due to a weak economic climate and demand for new Pro models, to be released in H2 2022.


Global TWS Market Share by Brand, Q2 2022

Global TWS Market Share by Brand, Q2 2022


Source: Counterpoint Research

Apple is expected to rebound in H2 2022. As the upcoming Airpods Pro 2 remain as the only alternative model for ANC-enabled Airpods, the former could absorb the demand of its past iteration which was released in 2019.

Samsung’s Galaxy Buds 2 Pro is also expected to receive favorable reviews with its high sound quality and outstanding ANC. Its increased price would pose a big hurdle for the new Galaxy Buds Pro model but is still about $20 cheaper than the AirPods Pro model. If Samsung succeeds in showing decent sales with the increased price, it could prove to be a milestone for its premium brand image in the TWS market.

Releated Posts

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

Apple Snack Pack


Understanding iPhone

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.