Smart Speaker Growth Surges in Q3 2020 in USA

LONDON ( 3rd November 2020) — The USA smart speaker market increased by 149% in Q3 2020 compared to Q3 2019. A total of 24 million smart speakers shipped across the three-month period, according to Omdia’s latest smart speaker tracker. 

Amazon led all brands in the USA, with nearly 200% growth over 3Q19, reaching 17.3 million speaker shipments during the quarter, whilst Apple grew by about 175% during 3Q20 compared to 3Q19.

Echo Dots and Google Nest Minis continue to represent the bulk of sales for smart speakers, but strong growth is also coming from premium speakers. Echo Studio shipments increased by nearly 570% during 3Q20 compared to the previous year and Google Home Max increased by about 255%. 

Smart speakers with a display had impressive growth of 194% during 3Q20 with about 4.9 million shipments but growth for portable and agnostic smart speakers reached about 300% YoY growth during 3Q20. Portable speakers were led by JBL Link 10 & 20 speakers and Sonos Move while the agnostic speakers were led by Sonos Move and Sonos One (Gen 2). 

The annual growth of smart speakers in the USA is on track to exceed 55% YoY. 4Q20 and 1Q21 will be especially important for Apple because of the release of its $99 smart speaker that can also be a hub for HomeKit.


Blake Kozak Sr. Principal Analyst Smart Home at Omdia commented: “The latest spike in growth for smart speakers in the USA could be attributed more consumers staying home during the pandemic. Growth during 4Q20 will likely be even higher in the USA due to Amazon Prime Day and brands like Amazon, Google and Apple launching their latest smart speakers in October and November. 

“We have long suggested that Apple needed to provide a lower-cost product that could be a HomeKit hub in order to increase its smart home market share. When that product launches in November, this could be an inflection point for Apple and the smart home within the smart speaker market.”

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