Market Insight

Smart speaker market grew 96% in Q4 2019

February 24, 2020

Blake Kozak Blake Kozak Principal Analyst, Smart Home and Security Technology

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According to Omdia’s latest smart speaker tracker, the North American smart speaker market grew 96% in Q4 2019 compared to Q3 2019. This includes all smart speakers using the Amazon Alexa, Google Assistant ,and Apple Siri platforms.

During Q4 2019, the Amazon Alexa platform was estimated to have represented 72% of shipments, with the most popular Amazon speakers being the Echo Dot 3rd Generation and Echo Show 5. The most popular non-Amazon branded speaker using the Amazon platform were Sonos One, Ultimate Ears Megablast and Eufy Genie.

For Google, the most popular speakers were the Google Home Mini and Google Home. The Google Home Mini represented 44% of shipments for the Google Assistant smart speaker platform during Q4. The most popular non-Google branded speakers on the Google platform, during Q4, were the Link 10 & 20, Lenovo Smart Display and the Harman Citation One.

On average, 3rd party smart speakers represented about 2.9% of shipments for Amazon Alexa in 2019. For Google, on average, third party speakers using Google Assistant represented 12% of shipments during 2019.

Portability and displays continue to be top-trends for smart speakers in North America. For displays, there were an estimated 4.2 million smart speakers with a display shipped in Q4, which was led by the Echo Show 5 and Google Nest Hub.

Comparatively during Q4 2019, there were about 260 thousand portable smart speakers shipped, led by JBL Link 10 & 20 and the Sonos Move.

Smart speakers that are agnostic remained a small part of the total market during 2019, with about 235 thousand agnostic smart speakers being shipped during Q4. Sonos and Bose remain the top-two providers of agnostic smart speakers.  


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