The ‘canalys’ counted until the fourth quarter of 2022Canalys intelligent personal audio analysis‘ report has been published. In the fourth quarter of 2022, TWS unit shipments decreased by 23%, wireless headphones by 36% and wireless headphones by 25%. In particular, shipments of TWS, which played a major role in driving the personal smart audio market, declined to 79.5 million units in the fourth quarter of 2022.
It was found that TWS shipments were down 23% in Q4 2022, and the personal smart audio market shipments were also down 26% (above). Apple’s AirPods accounted for 87% of the $200-$299 product market (below). (Source: Canalys)
TWS shipments surged in the first quarter of 2021, registering a growth rate of 34%. After that, the second and third quarters of 2021 only grew by 6% and 1%, respectively, but showed signs of recovery reaching a growth rate of 21% in the fourth quarter of 2021. However, while shipment growth gradually declined from the start of 2022, the growth rate slowed to 17% in Q1 2022, 8% in Q2 2022 and 6% in Q3 2022, which degraded performance.
In the end, in the fourth quarter of 2022, it recorded a double-digit growth rate down -23%, clouding the future prospects of the market. In the global TWS market, the largest decline in annual growth rate in the fourth quarter of 2022 was Xiaomi (-49%), and Apple, which ranks first, also recorded a negative annual growth rate of -30%. . Nevertheless, Apple shipped 28.4 million AirPods in Q4 2022, representing 35.8% of the total market.
In second place, Samsung shipped 6 million TWS, or 7.5% of the market, with an annual growth rate of -24%. Xiaomi shipped 3.5 million units and held a 4.4% market share. In fourth place, boAt shipped 3.2 million units and captured 4% of the market. OPPO shipped 2.4 million units and captured 3% of the market. Among the top five vendors, only Oppo achieves an annual growth rate of 11% and is the only one to have reached a positive growth milestone in the fourth quarter of 2022.
In terms of total TWS shipments and market share in 2022, Apple shipped 91.4 million units, representing 31.8% of the market. Samsung shipped 25.6 million units to market and accounted for 8.9% of the market. Xiaomi in third place and boAt in fourth place share 5.3% and 4.4% of the market respectively. Oppo, in fifth place, had a market share of 3.5%.
“A trend of price range movement was evident in Q4 2022, with the sub-$100 range holding 55% market share, up from 48% a year earlier,” said Canalys analyst Cynthia Chen. price point, Apple’s second-generation AirPods Pro increased shipments, while poor performance and lower power consumption of third-generation AirPods contributed to lower sales of products in the 100-199 price range usd.
TWS’ share of the overall personal smart audio market in 2022 has increased from 63% in 2021 to 68%. However, shipments in 2022 fell 2% to 287.7 million units. Canalys forecasts the smart personal audio market to shrink by 5% and TWS by 2% to 281 million units in 2023.
ciokr@idg.co.kr
