Global True Wireless Earbuds See First Drop

Global true wireless stereo (TWS) shipments saw a slight year-over-year decrease of 0.7% in the second quarter of 2026, totaling 82.1 million units. This marks the first such decline since the second quarter of 2023. Mainland China, the largest market, contributed significantly to this downturn due to faded stimulus effects and earlier demand pull.

Amidst this market contraction, open wireless stereo (OWS) devices exhibited robust growth, with shipments increasing by 12% to 11.1 million units. OWS now represents 13.5% of the total TWS market share. Analysts highlight OWS as a significant growth area with opportunities for new feature development, particularly in extended listening experiences and AI integration.

The competitive landscape is increasingly focusing on AI-driven features as a key differentiator. Innovations range from earbuds with integrated neural processing units to applications leveraging large language models. While core features like audio quality and comfort remain paramount, AI is expected to drive further adoption by enhancing user experience and task completion capabilities. Omdia forecasts OWS shipments to nearly double by 2030, emphasizing the need for vendors to tailor products to specific use cases and integrate smart features.