Total smart speaker and smart display shipments are estimated to have grown 10% year over year to 39.3 million units in Q3 2021. HomePod captured 10.2% of the market versus 5.9% in the year prior.
Sales of Smart Displays in Q3 surged year-on-year by almost 19% to 11.2 million units, while sales of basic smart speakers (without a display) increased about 7% over the same period. Eighteen of the top 50 models sold in Q3 2021 were smart displays, with Google’s Nest Hub taking the smart display crown in Q3 2021 with 1.5 million units shipped, followed by the second generation of Amazon’s Echo Show 5 and Baidu’s Xiaodu Zaijia 1c. Google’s Nest Mini was the top-selling device overall in Q3 2021, at just over 5 million units, followed by Apple’s HomePod Mini and then Amazon’s fourth-generation Echo Dot.
Notably, supply chain issues are also expected to affect the production of smart speakers next year.
“While our earlier forecasts showed we expected the market to return to stronger growth levels in 2021 if component supply constraints eased, this scenario is not playing out,” noted David Watkins, Director, Intelligent Home. “China alone typically accounts for 30% to 40% of the global market each quarter, so challenges experienced by Alibaba, Baidu, and Xiaomi will be indicators for how well – or not – China is managing its supply chain issues. The contract manufacturers partnered with these three, and dozens of other smart speaker and smart display brands, are settling in for a prolonged period of supply chain issues.”
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