스마트 스피커 : 시장 점유율 분석, 산업 동향 및 통계, 성장 예측(2024-2029년)

The Smart Speaker Market size is estimated at USD 14.42 billion in 2024, and is expected to reach USD 29.26 billion by 2029, growing at a CAGR of 15.20% during the forecast period (2024-2029).

Key Highlights

• A smart speaker is a loudspeaker and voice command device with a built-in virtual assistant. It allows for hands-free activation and offers interactive actions using a specific "hot word" or multiple ones. These speakers are typically wireless and can connect to Wi-Fi, Bluetooth, or other wireless protocols. They are designed to be activated by voice commands and powered by an intelligent virtual assistant, which assists with various daily tasks.
• Smart speakers have become an essential gadget for numerous enthusiasts of smart technology, as they seamlessly combine convenience, connectivity, and control in a compact speaker. These voice-activated assistants have surpassed their initial functionalities and now excel in streaming music, managing schedules, controlling smart home devices, and searching the web. By employing natural language processing and artificial intelligence (AI) technologies, smart speakers possess the ability to comprehend and answer questions, execute diverse tasks, and offer entertainment.
• The rise in smart home technology and the availability of smart home devices have shifted consumer preferences toward smart speakers. The ability of these products to be controlled through voice commands has been a major driving force behind their increasing popularity. The convenience of controlling various aspects of the home simply by using voice commands has dramatically appealed to consumers, leading to a surge in demand for these products and subsequently boosting the market. Some of the functions and features of smart speakers include voice commands, calls and communication, smart home control, music playback, streaming, entertainment, and media control, among others.
• The market is projected to experience growth in the coming years due to the automation of household chores and the rising need for human-machine interaction. The market is also expected to be driven by the integration of AI technology. Voice-activated devices, which AI assistants support, have become extremely popular and are changing how individuals search for information and carry out their daily activities. With this technological advancement, the significance of voice search optimization has increased notably as businesses and individuals aim to adjust to the evolving digital environment.
• With the increasing demand for these devices, several vendors in the market are constantly investing in introducing various products, helping them gain a competitive edge in the market. For instance, in March 2023, Apple revealed that its redesigned HomePod is expected to be released in the first half of 2024, along with a 7-inch touchscreen display. The second-generation Apple HomePod was introduced earlier in 2023. Equipped with Siri, Apple's voice-activated personal assistant, the intelligent speaker includes built-in sensors and an EQ microphone. The latest HomePod runs on Apple's proprietary S7 chipset and can function as an in-home intercom system.
• Furthermore, it is projected that Google's virtual assistant will experience substantial expansion in the foreseeable future, positioning itself as the dominant IVA category. The adoption of Google Home voice assistant in Asia is predicted to surge, particularly with Google introducing its offerings in various countries. Currently, the Chinese market is characterized by established players such as Alibaba, Xiaomi, and JD.com. The rising investments in smart home technology throughout APAC nations, coupled with the increasing desire for smart devices among households in the region, are also poised to propel the market forward.
• Furthermore, security and privacy concerns arise with smart speakers, especially those utilizing a microphone for voice recognition. Voice data is uploaded to servers via the Internet by multiple services. The activation of speakers through voice commands like "Alexa," "OK Google," and "Siri" poses a risk of potential misuse of data and voice patterns for various purposes, causing apprehension among consumers. The market's growth is expected to face challenges due to the rise of data-driven innovations.
• Moreover, in response to the COVID-19 aftereffects, the global population has increasingly adopted advanced audio technologies due to the advancements in wireless technology. This progress has contributed significantly to the increased usage of smart speakers in households, which further accelerated the widespread adoption of remote work culture.

Smart Speaker Market Trends

Amazon Alexa is Expected to Witness Significant Growth Rate

• Amazon offers the Amazon Echo device powered by the virtual assistant Alexa. The Amazon Alexa division is forecasted to dominate the market share in the coming years. Its adoption is rapidly increasing in various regions, particularly among US consumers, due to its first-mover advantage. This adoption is expected to grow in the next few years because of Alexa's integration with multiple smart home devices and Amazon's strategy to collaborate with emerging players in the market. The increasing demand for these devices in other regions is also expected to drive the market's growth.
• The latest version of the original smart speaker, the Echo (4th Gen), offers all Alexa functions except those limited to smart displays like recipes. Despite its small size and reasonable price, this fourth-generation Echo delivers remarkable sound quality. It features a more direct driver design for improved audio output compared to previous models. Additionally, Dolby processing enhances the stereo effect from a single speaker, replacing the 360-degree audio design of older models. Another standout feature is its ability to dynamically equalize sound based on ambient room conditions, a function known as automatic room adaptation.
• Amazon is currently enhancing the capabilities of Alexa by utilizing generative AI technology. The company has integrated generative AI into Alexa to improve its smart home management system. By leveraging advanced large language models (LLM), Amazon aims to enhance communication with users, predict their needs more effectively, and simplify the control and automation of smart home devices. Furthermore, the implementation of generative AI has allowed Amazon to upgrade its text-to-speech technology, utilizing a large transformer model to make Alexa more expressive and responsive to conversational cues. Such technological advancements to boost the capabilities of Amazon Alexa are expected to drive the segment's growth.
• During its annual devices showcase in September 2023, Amazon unveiled new hardware and software incorporating advanced artificial intelligence capabilities. One notable improvement is the enhanced voice of the new Alexa, which will sound more human-like. Moreover, Alexa will be able to engage in more natural conversations without requiring a wake word to be prompted. Similar to applications like ChatGPT, Alexa will also be capable of composing messages on behalf of users and sending them. These advancements in Amazon Alexa are anticipated to be crucial in driving substantial growth within this segment.
• The segment's growth is anticipated to be driven by the rising adoption of Amazon Alexa in smart homes across different regions, such as the United States. Amazon provides various development options that enable users to connect their smart home devices with Alexa. In addition to managing lights and devices, Alexa's functionalities within smart homes go beyond that. It can transform the house into a central entertainment hub by linking the user's smart TV, streaming devices, and sound system to an Alexa-enabled device. This allows consumers to control all of these devices using voice commands effortlessly.
• The increasing investments in smart homes and the government's efforts to drive the adoption of smart home technology are further expected to drive the market's growth. For example, the European Union (EU) actively advocates for smart buildings to enhance energy efficiency, decrease greenhouse gas emissions, and develop sustainable urban areas. Likewise, the Dubai government is encouraging smart home adoption through initiatives like The Smart Dubai initiative, encouraging residents and developers to invest in innovation. Such developments are expected to boost the utilization of Amazon Alexa smart speakers due to their diverse functionalities. Furthermore, the growing demand for smart home technology across regions like China, India, Japan, and others is significantly expected to enhance the market opportunities.
• In February 2024, Amazon shared insightful data regarding using its Alexa-powered devices in India as it marked its sixth anniversary. The company revealed that its Alexa smart speakers and Fire TV Stick have been bought by customers in 99% of India's postal codes, spanning from urban areas to rural communities. This increased customer engagement has led to a 200% increase in the utilization of smart home devices connected to Alexa over the last three years. Within Indian smart homes, Alexa is utilized to manage various smart home appliances like smart lights, plugs, fans, TVs, security cameras, ACs, water heaters, and air purifiers.

Asia-Pacific is Expected to Witness Fastest Growth

• The smart speaker market in Asia-Pacific is projected to experience substantial growth due to the rising demand for Internet-of-Things (IoT)-enabled services and wireless devices. In APAC countries, such as China, India, Japan, Korea, and others, consumers' preference for convenience goods is growing, contributing to the expansion of the market studied in the region. The region is emerging as a critical adopter of IoT technology, and the willingness of consumers to embrace new technologies has motivated manufacturers to innovate and introduce advanced products.
• The growth in investments in smart homes, the growing demand for wireless connectivity in the region, and the surge in IoT applications are propelling the smart speaker market. China, in particular, is making significant investments in smart home technology, boosting the adoption of voice assistant devices like smart speakers. According to the Shenzhen Electronic Chamber of Commerce (CSHIA), the smart home market in China surpassed CNY 652 billion (USD 89.85 billion) in 2022 and reached CNY 715.71 billion (USD 98.63 billion) in 2023. With the advancement of 5G infrastructure and a high mobile phone penetration rate, numerous Chinese electronics and home appliance manufacturers have introduced smart home systems.
• China's booming economy and remarkable technological progress have been instrumental in the exponential expansion of smart cities. Consequently, urban infrastructure has become more interconnected and efficient, significantly enhancing its inhabitants' quality of life and work. The increasing consumer expectations for comfortable, healthy, safe, convenient, and efficient lifestyles have further stimulated the widespread adoption of smart homes. As the acceptance of smart homes continues to grow, the smart speaker industry is poised to experience a surge in demand in the coming years.
• Countries such as India, Japan, and South Korea in Asia have embraced smart speakers due to their convenience and portability. The rise in consumer electronics manufacturing and the surge in wireless connectivity demand are projected to be key drivers of the market's growth in the region. Smart speakers equipped with native language support hold great promise for growth in technologically progressive regions like APAC. Leading companies like Google, Amazon Alexa, and Apple Siri are solidifying their market presence in these countries through product releases and investments.
• Google Assistant, Alexa, and Siri have succeeded significantly in Asia, but local alternatives could soon gain more popularity. This is partly due to the delayed efforts of American tech companies in incorporating Asian languages into their voice assistant and smart speaker devices. Nevertheless, there is anticipated to be a notable increase in demand for these speakers in the region. This trend is particularly evident as Asian consumers are increasingly at ease integrating voice assistants into their daily routines, especially amidst the push toward touchless technology driven by the COVID-19 pandemic.
• In August of 2023, Amazon's e-commerce platform reported a 21% rise in the utilization of multilingual mode on Alexa-enabled devices in India during 2022. According to the company, nearly half of Echo smart speaker users opt for the Indian-English/Hindi multilingual mode when engaging with Alexa. It was also disclosed that Indian users are keen to learn about Alexa's preferences, dislikes, and personal interests in relevant subjects. These insights into consumer preferences will be crucial in propelling further developments in the smart speaker market sector.
• Furthermore, in February 2023, Amazon announced that Indian users can now choose between a male and female voice for Alexa. This new feature allows Indian users to switch to a male voice instead of the current female voice. This enhancement offers users more options and freedom in their interactions with Alexa. Such significant advancements by industry players are expected to influence the market's growth potential in the region.

Smart Speaker Industry Overview

The smart speaker market is characterized as a semi-consolidated market featuring prominent players like Apple, Sonos, Baidu Inc., Bose Corporation, and others. These key players are actively pursuing various strategies, including partnerships and acquisitions, to enhance their product portfolios and establish sustainable competitive advantages.

• September 2023: PhonePe revealed that its SmartSpeakers gained significant popularity, with over four million devices deployed throughout India. This rapid deployment is unprecedented among offline merchants nationwide. The SmartSpeakers offered by PhonePe play a crucial role in seamlessly verifying customer payments without requiring any manual intervention. Moreover, the swift audio confirmations provided by these devices have played a pivotal role in establishing high trust and reliability among the company's 3.6 crore merchants. These merchants are spread across 19,000 postal codes in the country, making PhonePe's SmartSpeakers an invaluable asset for their businesses.
• June 2023: Amazon unveiled the Echo Pop intelligent speaker. The Amazon Echo Pop features Amazon's AZ2 Neural Edge processor. It enables users to give voice commands in English, Hindi, and Hinglish, allowing them to enjoy music, control smart devices, schedule alarms, check cricket scores, and set reminders. Additionally, users can link the Echo Pop via Bluetooth to stream music from their phone or computer.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

• 4.1 Market Overview
• 4.2 Industry Value Chain Analysis
• 4.3 Industry Attractiveness - Porter's Five Forces Analysis
  • 4.3.1 Bargaining Power of Suppliers
  • 4.3.2 Bargaining Power of Consumers
  • 4.3.3 Threat of New Entrants
  • 4.3.4 Threat of Substitute Products
  • 4.3.5 Intensity of Competitive Rivalry
• 4.4 Impact of COVID-19 Aftereffects and Other Macroeconomic Factors on the Market

5 MARKET DYNAMICS

• 5.1 Market Drivers
  • 5.1.1 Growing Investments and Government Efforts to Boost Smart Homes
  • 5.1.2 Increasing Consumer Demand for Smart and Connected Devices
• 5.2 Market Challenges
  • 5.2.1 Growing Concerns for Safety and Privacy

6 MARKET SEGMENTATION

• 6.1 By Intelligent Virtual Assistance
  • 6.1.1 Amazon Alexa
  • 6.1.2 Google Assistance
  • 6.1.3 Apple Siri
  • 6.1.4 DuerOS
• 6.2 By Component
  • 6.2.1 Hardware
  • 6.2.2 Software
• 6.3 By Application
  • 6.3.1 Smart Homes
  • 6.3.2 Smart Office
  • 6.3.3 Consumer
• 6.4 By Geography
  • 6.4.1 North America
  • 6.4.2 Europe
  • 6.4.3 Asia
  • 6.4.4 Australia and New Zealand
  • 6.4.5 Latin America
  • 6.4.6 Middle East and Africa

7 COMPETITIVE LANDSCAPE

• 7.1 Company Profiles
  • 7.1.1 Apple Inc.
  • 7.1.2 Amazon.com Inc.
  • 7.1.3 Bose Corporation
  • 7.1.4 Sonos Inc.
  • 7.1.5 Google LLC (Alphabet Inc.)
  • 7.1.6 HARMAN International
  • 7.1.7 Baidu Inc.
  • 7.1.8 Xiaomi Corporation
  • 7.1.9 Sony Corporation
  • 7.1.10 Samsung Electronics Co. Ltd

8 INVESTMENT ANALYSIS

9 MARKET OPPORTUNITIES AND FUTURE TRENDS