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It’s A Two Horse Smartspeaker Race – Digital Gabe
Digital Gabe
Cutting Edge Commentary On All Things Media

It’s A Two Horse Smartspeaker Race

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Wow, what a difference a year makes!  In Q2’17 Amazon had a soul-crushing 76% share of the total global smartspeaker market.  But just one year later Google is closing in fast.  According to Strategy Analytics’ latest smartspeaker report, Amazon’s share has dropped 34 points to 42%, while Google jumped 12 points to 28%.  Granted there’s still a huge gap between 42 and 28 points, but at least Google is finally in the game.  You can see how the entire field is shaping up in the table below.

Before you go feeling too sorry for Jeff Bezos about Amazon’s declining share of smartspeaker sales, take a look at those raw shipment numbers.  Despite their market share being down 34%, Amazon Echo shipments almost doubled YoY from 2.9M in Q2’17 to 4.8M this year.  Overall, global smartspeaker shipments tripled in Q2 from 3.9M to 11.7M.  This growth trajectory is actually faster than anything we saw during the height of the smartphone boom of 2008-2010 – so we’re talking about some record setting numbers here!

One potential storm cloud for Amazon and Google is with so many other competitors jumping into the market, the prices for smartspeakers are plummeting.  So they may be shipping many more units than before, but their profit margins are coming down just as fast.


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