Smart Speakers (Mumblers) Voice Assistants Global Market

2024: Sales of smart speakers in the world reached $13.71 billion at the end of the year

In 2024, the global market for smart speakers with intelligent voice assistant amounted to $13.71 billion. More than 40% of sales in monetary terms fell on the North American region. This is stated in a study by Fortune Business Insights, the results of which TAdviser reviewed at the end of September 2025.

One of the main drivers of the industry is the development of ecosystems. smart home Smart speakers can interact with various devices Internet of things (), IoT including thermostats, lighting and safety systems, household appliances, etc. This allows you to create centralized management platforms, which increases the comfort for residents and provides additional flexibility. At the same time, mobile applications make it possible to control equipment, for example, climatic installations and means video surveillances remotely - from anywhere in the world with a connection to. According to the Internet to industry experts, the penetration rate of smart speakers in households in 2021 was 13.5%, and in 2022 - 16.1%. This figure is expected to reach 30.8% by 2026.

Generative artificial intelligence (GENI) has a significant impact on the market. Such algorithms allow voice assistants to perform more complex tasks, participate in meaningful dialogues and give accurate answers. In addition, Genia helps smart speakers predict the needs and actions of users, which provides more personalized interaction. AI is able to form individual playlists, taking into account the history of listening to compositions and the preferences of a particular inhabitant of the dwelling. In addition, Genii can automatically optimize the operation of lighting fixtures and climatic equipment depending on environmental conditions - light level, temperature, humidity, etc. This not only increases indoor comfort, but also helps reduce energy consumption.

The authors of the study cite cybersecurity-related issues as the main deterrent. Smart speakers can become a source of confidential information leakage: attackers use such data to organize various fraudulent schemes.

By type operating system , the market is segmented into smart speakers under control, etc Android iOS. The largest share of revenue in 2024 was brought by devices of the first type, but the highest growth rates are recorded in the iOS sector. In terms of supported wireless standards, models with/, and BluetoothWi-Fi NFC other technologies such as ZigBee and Z-wave stand out. Solutions with Bluetooth/Wi-Fi controllers account for the lion's share of sales.

From a geographical point of view, North America led in 2024 with a share of 40.77%, or $5.59 billion. The dominance of the region is due to the rapid adoption of advanced technologies, the active development of the smart home sphere and the concentration of major industry players, including Amazon, Apple and Google. Globally, in addition to these companies, the list of significant manufacturers includes:

• Sonos;
• Bose;
• Harman International Industries;
• Samsung;
• Panasonic;
• Dxomark;
• Altec Lansing;
• LG Electronics;
• Klipsch Group;
• Ultimate Ears;
• Lenovo;
• SK Telecom;
• Xiaomi;
• Masimo;
• Vizio;
• Tribit;
• Polk Audio;
• iHome.

Fortune Business Insights analysts believe that in the future, the CAGR in the smart speaker market will be 9.8%. As a result, by 2032, sales could increase to $29.13 billion.^[1]

2023: Global smart speaker sales rise to $11.86 billion in a year

In 2023, the global smart speaker market reached $11.86 billion. Demand for these devices is showing steady positive dynamics, as stated in the Market Research Future review, published in mid-November 2024.

One of the drivers of the industry is the expansion of the smart home infrastructure. Smart speakers eliminate the need for individual control of home devices, allowing you to issue commands centrally. In this case, the smart speaker acts as a single control point and contact center for lighting fixtures, video surveillance cameras, smart locks, thermostats, etc.

Another stimulating factor is technological advances. The integration of AI-based functions allows smart speakers to perform complex tasks beyond basic voice commands, such as personalized recommendations, predictive analysis, etc. Advanced AI technologies combined with virtual assistants like Amazon Alexa, Google Assistant and Apple Siri help speakers understand and respond to natural language voice commands with high accuracy and efficiency. In addition, manufacturers are increasingly equipping such gadgets with built-in displays, which allows you to view various Internet content, interact with social networks and organize video communication sessions. The COVID-19 pandemic had a positive impact on the industry: against the background of self-isolation, people around the world actively purchased devices for home entertainment, which led, among other things, to an increase in demand for smart speakers.

As consumers increasingly rely on voice devices for a wide range of applications, including smart home management, entertainment and search, demand for smart speakers is expected to continue to increase, analysts said.

The main restraining factors are issues of data security, compatibility problems with equipment from various manufacturers, privacy threats and lack of standardization.

By the type of virtual assistant used, Market Research Future analysts segment the market into gadgets with Amazon Alexa, Google Assistant, Microsoft Cortana, Apple Siri, etc. More than a third of the global market - roughly 35% of total revenue - is estimated to come from devices with Alexa. Geographically, North America leads with strong demand for smart products. In addition, a developed infrastructure of the Internet of Things (IoT) has been formed here. Europe is in second place, and the Asia-Pacific region closes the top three, where the highest growth rates are recorded. The key players in the global smart speaker market are:

• Harman International;
• Apple;
• Sonos;
• Alphabet;
• Baidu;
• Bose;
• Sony;
• Onkyo & Pioneer Corporation;
• Samsung;
• Panasonic;
• Lenovo;
• Altec Lansing;
• Xiaomi;
• SK Telecom;
• LG.

Going forward, the market in question is expected to continue to grow steadily, attributed to the growing demand for smart appliances and IoT devices. The active introduction of smart speakers is predicted in both the consumer and commercial sectors. At the end of 2024, revenue is estimated at $13.79 billion. Market Research Future analysts believe that in the future, the CAGR will be 14.13%. As a result, by 2032, costs on a global scale could increase to $39.7 billion.^[2]

2020

Smart speaker market growth by 58%, to 154 million units - Omdia

The volume of the global smart speaker market at the end of 2020 amounted to 154 million units, an increase of 58% compared to 2019, Omdia analysts calculated. According to their estimates, the total number of devices used by households around the world has reached 339 million units against 138 million in 2019.

One of the main catalysts for market growth was the COVID-19 coronavirus pandemic, due to which people began to spend more time at home, so they became more interested in tools for home entertainment.

Among other factors that have a positive impact on the smart speaker market, the researchers attributed the changing lifestyle of people and the rise in demand for smart homes users for functional entertainment solutions.

Another factor contributing to the rise, analysts call the growing prevalence of so-called smart displays - smart speakers with built-in screens. The most popular among them was the Amazon Echo Show 5 model. The closest competitor was the Google Home Hub voice-controlled home station.

Smart speaker market soars 58% in 2020

Researchers estimated global sales of smart speakers for 2020 at $11.3 billion. Equipment deliveries in the North American market soared by 71% (to 73 million units), which is the highest dynamics since 2017.

High growth rates were also recorded in Asia: there in 2020, shipments of speakers with support for voice commands and other intellectual capabilities rose by 48% compared to 2019 and amounted to 64 million units. Experts estimated the volume of the European market for such products at 16 million units.

Among the characteristic trends, analysts noted the growing adoption of smart speakers with built-in displays. According to Omdia estimates, in 2020, almost 20% of devices entered the market were equipped with screens, while in 2019 the share of such models was 11.5%.

According to Omdia senior analyst Blake Kozak, with the onset of the COVID-19 coronavirus pandemic, the use of group video calls (using Zoom and Teams services), online video views and the use of social networks have significantly increased. Users began to listen more to online music and more actively resort to the help of AI assistants such as Siri and Alexa. According to the expert, smart speaker suppliers have been able to benefit from these trends and partnerships with Zoom and other video call services.

Forecast for the number of smart speakers in use around the world, data from Omdia

According to Omdia forecasts, sales of smart speakers on a global scale at the end of 2021 will be measured at $14.7 billion, and the total number of such devices in operation will exceed 512 million units.

According to experts, the functionality of smart speakers is expanding, so they have to process more and more data. Under these conditions, a surge in the development of the software segment for such equipment is expected - manufacturers will strive for technologies capable of working with extensive databases.

Among the largest manufacturers of smart speakers in the world, analysts include the following companies (listed in alphabetical order):

• Alibaba;
• Alphabet;
• Altec Lansing;
• Amazon;
• Anker Innovations;
• Apple;
• Avnera;
• Baidu;
• Bose;
• Fabriq;
• HARMAN International;
• Invoxia;
• Lenovo;
• LG Electronics;
• Libratone;
• Mobvoi;
• ONKYO;
• Panasonic;
• Pioneer Electronics;
• SK Telecom;
• Sonos;
• Sony;
• Ultimate Ears;
• Xiaomi.

In 2020, Yandex"" released the column "Yandex.Station Max" with voice assistant Alice"." This is the third smart speaker under Yandex's own brand. Marusya She released her column with the voice assistant "." Mail.ru The company MTS in June 2020 presented a column with a voice assistant "Marvin," but it has not yet gone on sale^[3]

Growth of the smart speaker market by 2%, to more than 150 million units

Sales of smart speakers on a global scale in 2020 exceeded 150 million units. Although the market size was a record, it increased by only 2% compared to 2019, when the growth rate was measured by 70%, according to a study by Strategy Analytics.

The growth of the global smart speaker market at the end of 2020, as analysts note, occurred largely due to the surge in demand for this equipment in the pre-Christmas season. This growth, in turn, spurred Apple, Amazon, Google, Alibaba and Baidu, releasing several new models.

Given all the problems faced by smart speaker manufacturers in 2020, the market has held up surprisingly well, "says David Watkins, director of market research for smart speakers and displays at Strategy Analytics. - Delayed Prime Day Fair led to year-end delayed demand. If not for the shortage of components, the market situation would be even better.

The biggest smart speaker manufacturers in Q4 2020 (Strategy Analytics data)

According to the expert, by the end of 2020, the stocks of manufactured smart speakers were depleted, and it's not just the high demand for these products - the shortage of electronic components, which remained in early 2021, also affected. If manufacturers can overcome these difficulties, then the ongoing recovery of the Chinese economy and the growth potential of the markets of Europe, Asia and Latin America, on which by the end of 2020 there was a low degree of penetration of smart speakers, will allow them to count on market growth by the end of 2021, says David Watkins.

As for the leaders of the smart speaker market, analysts do not lead the balance of power at the end of 2020. Only the rating for the fourth quarter is indicated. Judging by it, Amazon took the lead, Google took second place, and Baidu took third place.

Apple in the fourth quarter of 2020 increased the release of smart speakers by 74% on an annualized basis, in which the main merit belongs to the HomePod Mini model worth 99, dollars which went on sale. As a result, Apple's market share in the last three months of 2020 reached a record 7.8% against 3.1% a year earlier.

A study by another analytical company, Canalys, says that global shipments of smart speakers in 2020 increased by 3%, and the number of such devices in use reached 320 million. At the same time, the Chinese smart speaker market in 2020 grew by 16% (to about 60 million units) due to the fact that the country managed to quickly cope with the spread of the COVID-19 coronavirus and begin economic recovery.

Canalys forecasts for 2020-2021 for the supply of smart speakers in the world and in China

Both Canalys and Strategy Analytics also include smart screens in their calculations for the smart speaker market, which perform the same functions as the speakers, but differ in the ability to display useful information (weather, time, the name of the composition being played, etc.) on the display.

Among the factors that will contribute to progress, Canalys cites the growing need for home entertainment due to the forced stay at home, as well as the release of new smart speaker models with improved capabilities.

According to IDC, in 2020, 133.7 million smart speakers entered the global market, taking into account which this category will enter the top three most popular smart home systems on the market (Smart Home Device, SMD) with a share of 15.6%. In their report, IDC experts warned that the smart speaker market is facing difficulties as the functions of these devices are increasingly being implemented in other types of smart home technology.^[4][5]

2019

Sales growth of 60% to 124.6 million - Canalys

At the end of February 2020, Canalys presented a report according to which the global smart speaker market showed rapid growth in the previous year, and all five of the largest manufacturers of such equipment, Amazon, Google, Baidu, Alibaba and Xiaomi, broke their best delivery records.

For the whole of 2019, the companies sold a total of 125 million smart speakers worldwide, which is 60% more than in 2018. Shipments to China more than doubled, from 21.9 million in 2018 to 52 million in 2019, and provided 64% growth in all shipments per year thanks to Baidu, Alibaba and Xiaomi.

The largest manufacturers of smart speakers, data Canalys

Amazon led the market - the company sold 15.6 million units, which is 38% more than the previous result. With the support of the updated Nest Mini and the business agreements that came into force, Google sold 12.5 million devices and climbed to second place. Baidu's sales grew 384% as its supply volumes rose from 3.6 million in 2018 to 17.3 million in 2019.

Vendors need to speed up the product release cycle in order to quickly bring more interesting devices to consumers and remain competitive. in addition, they need new go-to-market strategies to expand audience reach, "said Canalys senior analyst Jason Low. - However, the coronavirus epidemic has disrupted the plans of some suppliers, especially Chinese. During this critical period, consumers will focus on the most necessary purchases and delay any non-essential acquisitions until the end of the year.

Canalys predicts a 22% decline in sales in China in the first quarter of 2020 due to the outbreak of coronavirus, but expect the market to recover from the third quarter. The global market is expected to continue to grow, albeit at a slower pace. "The coronavirus has also affected the global supply of devices. Sellers have to increase production capacity to minimize the impact of the epidemic, Lowe said. "But smart speaker makers have a lighter time than smartphone and PC makers, as smart speakers are less complex and expensive." ^[6]

^[7]

Smart speaker market soars 70% to update record

The volume of the global smart speaker market in 2019 reached a record 146.9 million units, an increase of 70% compared to 2018. This is evidenced by data from analysts at Strategy Analytics, which were released in mid-February 2020.

According to David Mercer, President of Strategy Analytics, in 2019 Amazon and Google retained confident leadership in North America and Europe: together, the companies controlled more than 75% of smart speaker sales in these regions. However, market shares of leading manufacturers are gradually declining, which indicates the willingness of consumers to purchase devices and other companies. Gradually, demand is shifting towards equipment from Chinese vendors.

Shares of the world's most popular smart speakers, data from Euromonitor International

Strategy Analytics estimated that Amazon accounted for about 26.2% of smart speaker sales in 2019, compared to 33.7% a year earlier. The success was facilitated by an extensive assortment, significant discounts and the company's purchase options with the offset of old devices.

It is noted that Amazon has begun to expand the use of its voice assistant beyond smart speakers, turning, in particular, to automotive systems, smart home devices, Smart TVs and robots. Therefore, equipment supply issues have ceased to be the only concern for the company - it is engaged in the development of the ecosystem in order to cover a wide range of business areas.

Amazon retained the top spot, as did Google's second position. Google's share in 2019 turned out to be 20.3%, down from 2018, when the presence rate was measured at 25.9%.

Chinese manufacturers Baidu, Alibaba and Xiaomi increased their share of the global smart speaker market, while Apple remained in sixth place with a 4.7% result, the study said.

According to experts, the demand for smart speakers at the end of 2019 was especially high, which is associated with the onset of the New Year holidays: such devices were among the most popular gifts, especially in the United States and Europe.

The largest manufacturers of smart speakers, data Strategy Analytics

In addition, the market was helped by the revival of Google's business thanks to the release of new products, improved supply of components and strong advertising activity of manufacturers and retailers.

Strategy Analytics director David Watkins says "consumer appetite for smart speakers has remained as high" in 2019, thanks to the launch of new devices with improved functionality and advanced audio capabilities.

Consumers around the world were once again tempted by offers that were hard to imagine from top brands like Google, Amazon, Baidu and Alibaba. And Google, in particular, has stepped up its advertising activities in partnership with brands such as YouTube and Spotify.

Strategy Analytics predicts new advances in the smart speaker market in 2020. Further growth is expected despite the negative consequences due to the outbreak of coronavirus in the PRC, against the background of which supply interruptions and weakening demand in the short term are possible.

Since 2015, the global smart speaker market has grown by about 30% per year, according to analysts at Euromonitor International. But in 2019, growth slowed down as demand stabilized. Now the stage begins when users can expand the systems of smart devices. For example, in 2019, sales of smart robot vacuum cleaners increased by 50%.

Amazon has taken just over 20% of the global smart speaker market, according to Euromonitor International's 2019 calculations. It is followed by Google, JBL and Bose. Chinese products such as Alibaba's Tmall Genie and Xiaomi's Mi are gradually gaining momentum.^[8]

In the US, 31% of households own smart speakers

The number of smart speakers that are used in American families has reached 119 million devices, which is 43.7% more than in 2017. One in three households in the United States (31%) owns at least one smart speaker. Such data are provided in the annual consumer preferences study of Americans by the Consumer Technology Association (CTA) in May 2019.

Smart devices continue to make a profit, as 17% of families in the United States own smart bulbs, thermostats, video cameras, robotic vacuum cleaners and other smart devices. The CTA expects smart home devices to bring even more revenue to the market over the next year, at the expense of users who plan to buy smart door locks and smart home hubs for the first time.

More than half (52%) of smart speaker owners use more than one column in their households, according to the study.

The survey also confirmed that TVs, smartphones and laptops remain the most commonly used tech devices in the US, with a 95%, 91% and 75% share of households, respectively.

Virtual assistants are actively used by less than 2% of specialists

Analysts predict that by 2021, a quarter of digital employees around the world will use virtual assistants daily in their work. For comparison, as of the beginning of 2019, less than 2% of specialists are actively using them, TAdviser was informed on March 4, 2019 by Citrix. Also, consumer and business spending on personal voice assistants will reach $3.5 billion by 2021.

With the arrival of Siri, Cortana, Bixby, Google Assistant and Amazon Echo, we see the next generation of interface for human-computer interaction based on speech recognition technology and natural language processing. It is possible that the era of keyboard and mouse is coming to an end, "says Christian Reilly, CTO of Citrix.

According to Citrix, the issue of full integration into the working environment of devices based on voice platforms such as Amazon Alexa is in the process of being resolved. They will be used by employees to access the full range of business applications, making them an integral part of the workflow.

2018

Shipments of 86.2 million smart speakers - Strategy Analytics

On February 19, 2019, the analytical company Strategy Analytics announced the results of a study of the global smart speaker market. Deliveries of such equipment in 2018 reached 86.2 million units.

Smart "speakers and displays again became the most popular technology products during pre-holiday purchases at the end of the year. We believe that today more than 60 million families around the world are using at least one such device, - said Strategy Analytics Director David Watkins in a message published on February 19, 2019.

According to the expert, smart speakers with displays such as Google Home Hub, Amazon Echo Show and Baidu Xiaodu Zaijia sell well among consumers who like the combination of audio and visual functions and a larger number of use cases in these devices compared to regular "smart" speakers that do not have screens. "Display" solutions accounted for more than 10% of the market in 2018.

Strategy Analytics does not provide a balance of power among the largest manufacturers of smart speakers for 2018. Only data for the third and fourth quarters are presented (see below).

Strategy Analytics Vice President David Mercer says leading IT companies have done a great job developing the voice assistant market, and research has shown that smart speakers improve people's daily lives. Now manufacturers need to think about monetizing the audience, the expert notes.

In his opinion, the first step should be to stimulate users to more often use applications and services through smart speakers so that equipment manufacturers or platform suppliers can earn money.

Voice-controlled purchases and ad integration are obvious examples of monetization, but the industry must address the security and privacy concerns of smart speaker users before they become viable sources of revenue, the analyst said.[9]

Sales growth of 63% to $4.3 billion - Deloitte

In 2018, sales of smart speakers in the world amounted to $4.3 billion, an increase of 63% compared to the previous year. In physical terms, the market volume reached 98 million units, and the total number of such devices in use exceeded 250 million. Such data were presented on December 11, 2018 by Deloitte.

According to analysts, 164 million smart speakers worth $7 billion will be sold in 2019, which will allow this market to become the fastest growing segment of the device industry with access to. Internet The average sales value of such a gadget is $43.

Amazon Echo smart speaker

By the end of 2018, the greatest demand for smart speakers is observed in China - here about 22% of people surveyed by Deloitte use devices. In the United States and Britain, this figure is measured at 20% and 12%, respectively.

The study also said that in terms of frequency of use, the "smart" speaker is in seventh place among gadgets, ahead of the e-book. Most often, users ask the column to turn on music (60% of the total number of requests), report the weather forecast (52%), set an alarm and search for information on the Internet (39% each).

Deloitte says that the growth of the smart speaker market in 2018 was provided mainly by English-speaking countries, but in the future other markets should become the main driver due to the localization of voice assistants. For example, Russia in is available, Yandex.Station equipped with a voice assistant from "Alice" the company. Yandex However, the capabilities of this device are limited by the response to voice commands, while devices from foreign manufacturers also support system control. "smart" home^[10]

TrendForce predicts more than double the growth of the smart speaker market in 2018: shipments of smart speakers with voice control will increase from 27.66 to 62.3 million units.

2017: Data from analysts at Futuresource Consulting, Canalys, IHS Markit

In early January 2018, several reputable analytical companies presented data on the situation on the market of wireless smart speakers with voice control. All experts note the rapid growth in popularity of these devices, but provide different data on their supply.

According to Futuresource Consulting, in 2017, about 25 million smart speakers entered the global market, with 95% of this volume in the United States and the United Kingdom.

North American and British buyers are very susceptible to new technologies and gravitate towards gadgets that help save time or balance work and personal life, said Simon Bryant, research director at Futuresource Consulting[11]

The specialist named Amazon as the leading player controlling more than 80% of the smart speaker market, but added that the nearest competitor Google is increasing deliveries every quarter.

Amazon Echo smart speaker

It is also reported that in 2017 at least 8 new platforms for smart speakers were presented, and the number of models available on the market in the second half of the year exceeded four dozen, while a year earlier there were only 10.

In turn, IHS Markit experts estimated the supply of smart speakers in 2017 at 27 million units, also noting that the main competition in this direction is unfolding between the "heavyweights" Amazon and Google. IHS believes that the boom in the smart speaker market is just beginning: in 2018, device shipments will increase by about 45% and reach 39 million units.^[12]

Singapore-based analytics agency Canalys is even more optimistic in its estimates. According to him, smart speakers have become the fastest growing category in the consumer electronics market in the history of Canalys. Shipments of these devices in 2017 approached 35 million units, while in 2016 deliveries did not reach 10 million. According to experts, in 2018 the market volume in "smart" columns in physical terms will exceed 56 million units.^[13]

Smart Speaker Security

Main article: Security of smart speakers

Bormotograph

• Appearance. The murmotograph looks like a small suitcase, no more than 10-20 centimeters with a hole. On the body of the device there is a button for playing sound. Recording is carried out on a special disc under the cover of ^[14].
• Internal arrangement. How the device is arranged inside is not known for certain: the author of the project kept it secret.
• Magic properties. A magical object, a murmotograph, is most likely not and, probably, its drawing was clearly borrowed from muggles, copied from the unknown magic of a device called a "tape recorder." But the device was designed skillfully, one might even say, peculiar. So peculiar that it can also perform the functions of a vacuum cleaner. However, this property is extremely useful for anti-Magglov and "anti-Muscular" safety.
• Application. The murmotograph is used to secretly record the conversations of shorties and turn these speeches into literary works by processing. First, you need to say a few words into the hole on the side, then press the button, and what was said will immediately be recorded on the disk. Seconds later, the phrase can be heard in the recording. The device can also be used for remote recording, for example, in a large room. To do this, you need to put the device in a secluded place so that no one sees it, then slowly press the record button and calmly go about your business: the mumbler will record everything.
• A murmotograph in action. The benefits of this device are very doubtful due to the distrust of the shorties. Noticing that the murmotograph is left next to them, the shorties make the sounds of various animals so that nothing useful is guaranteed to be preserved in the recording.

• Inventor. Invented a murmotograph of a shorty from the Green City named Shurupchik. Work on this device took the mechanic 4 years. Moreover, for two and a half years, Shurupchik considered the project, and for another year and a half he built a vacuum cleaner into the device. Thus, it turns out that the murmotograph itself was assembled very quickly.
• Owner. The writer Smekailo owned this miracle of short technique. It was at his request that the murmotograph was made in a single copy. Despite the negative attitude towards the mutter of other shorties, Smekailo still does not lose hope of achieving success in its use, going to record from under the windows of houses.