Global TWS Market Development Trends

The global TWS market and the market for top-selling brands achieved growth in Q3 2023 compared to the previous quarter, indicating a significant market recovery. However, most of the growth came from non-top-selling brands and white-label products.

According to Chao Dian Think Tank statistics, the total global shipment volume of TWS in Q3 2023 reached 68.048 million pairs, showing an 18.6% increase from the previous quarter. Comparing year-on-year data, there was a 4% growth in Q3, indicating a visible market recovery.

Additionally, the top 20 best-selling models in various price ranges saw a total sales volume of approximately 35.09 million pairs in Q3 2023, showing a 3.0% increase from Q2 2023 and a notable 22.3% increase from Q3 2022.

Sales Volume by Region

Europe experienced rapid growth, while the market in China and India saw a decline. Europe's market share in the global TWS shipment increased to 21% in Q3 2023, shipping approximately 14.031 million pairs, indicating a 31% quarter-on-quarter growth. However, both China and India experienced a downturn. China's shipments dropped below 15 million pairs, declining by 23% compared to the previous quarter.

Sales Volume by Price Segments

The distribution of sales volume across price segments in the global TWS market exhibited a 'dumbbell-shaped' trend in Q3 2023. Approximately 41% of the sold TWS were priced above $150, while those priced below $75 accounted for only 34%. The price range between $75 and $150 represented 25% of the sales volume.

Market Landscape of Top 20 Brands

In Q3 2023, the global TWS market recorded a total shipment of 35.089 million units, with 18 brands making the list. Apple dominated with shipments of 14.987 million units, securing a 43% market share. BoAt, an Indian brand, stood at second place with a 12% market share. Other manufacturers didn't reach the 10% mark, indicating ongoing restructuring within the TWS headphone market.

Top 20 Best-Selling Models Above $150

The top-selling TWS models priced above $150 in Q3 2023 totaled shipments of 14.483 million pairs, involving 8 brands. Apple dominated with two models, capturing 70% of the market share. AirPods Pro 2 alone accounted for 7.609 million pairs sold. Following closely were Samsung, BOSE, and Sony, each holding an average share of 6%. Google ranked lowest among the brands. In the high-end TWS market, Chinese brands were in an exceptionally weak position.

Top 20 Best-Selling Models Between $75 and $149

The global best-selling TWS models priced between $75 and $149 in Q3 2023 totaled shipments of 8.877 million pairs, involving 9 brands. Apple's AirPods 2 led this price range, surpassing all models. JBL had the highest number of models in this price segment, with a total of 5 models.

Top 20 Best-Selling Models Below $75

The best-selling TWS models priced below $75 globally in Q3 2023 totaled shipments of 11.73 million pairs, dominated by BoAt and Xiaomi. Ten brands made the list, with BoAt featuring 6 models and Xiaomi 4. BoAt emerged as the best-performing brand in this price range, with 4.208 million pairs sold, capturing a share of 35.9%. The most popular TWS model was BoAt Airdopes 131."