For Q1, video entertainment devices shipments lifted 11.2 percent to 12.7 million. The largest smart home category includes smart TVs, the biggest product in this section, as well as digital media adapters.
The second largest category among smart home products were smart speakers. Shipments here jumped 58.1 percent to 3.35 million units, making up 15.8 percent of the market, making it the second largest product category. Google Home devices were responsible for 45.1 percent of shipments, with Amazon Echo devices bringing in 41.8 percent. However, although Google Assistant led in the quarter, present in 49.2 percent of all smart speakers sold in Europe, Amazon’s Alexa will remain the number one voice assistant for the year, only getting surpassed by Google AI Platform in 2022. IDC said supply issues affected Amazon for its Echo Dot. The product was out of stock in some countries for several weeks, leaving space for Google Home products.
Lighting, home security/monitoring and thermostats accounted for 20.8 percent of the smart home market. The three categories combined are expected to grow 9.5 percentage points in market share between 2019 and 2023, with a compound annual growth rate (CAGR) of 27.11 percent. Growth will come from the adoption of smart speakers by more people and the desire and curiosity to control devices through voice.
Google was the only company to grow its market share for smart home products in the quarter, though smaller producers also saw their share increase in this still new field, when taken together. Shipment volumes rose to 3.575 million from 2.612 million the year before at Google, with the market share rising to 16.8 percent from 15.2 percent. At Samsung, shipments went higher to 2.853 million from 2.391 million, but the market share slipped to 13.4 percent form 13.9 percent. Amazon shipments increased to 2.810 million from 2.357 million while the market share fell to 13.2 percent from 13.7 percent. At LG, shipments went up to 2.129 million from 2.030 million, but the market share declined to 10 percent from 11.8 percent. Rounding off the top 5, shipments at Sony were off at 1.231 million from 1.250 million, with the market share falling to 5.8 percent from 7.3 percent. For Others, shipments climbed to 8.670 million from 6.530, with the market share going up to 40.8 percent form 38.1 percent.
