Omdia：2025年第三季度，全球开放式耳机（OWS）出货量突破1,000万台，华为领跑，TWS市场逐渐转向价值创造

Core Insights - Omdia's latest research indicates that global True Wireless Stereo (TWS) headphone shipments will reach 92.6 million units in Q3 2025, reflecting a slight year-on-year increase of 0.33% [1][9] - Open Wireless Stereo (OWS) headphone shipments surpassed 10 million units, showing a significant year-on-year growth of 69%, compensating for a 4% decline in traditional TWS shipments [2][9] - The market is evolving along two distinct paths: one focusing on high-end differentiation with advanced Active Noise Cancellation (ANC) and AI features, and the other offering cost-effective innovative products in emerging markets [4][8] TWS Market Dynamics - Apple maintains its leading position in the TWS market, capturing approximately 50% of the market value, despite a 4% decline in shipments [4][9] - Xiaomi ranks second, achieving triple-digit growth in Latin America and other emerging markets by accelerating the launch of products priced below $50 [4][9] - The average selling price (ASP) of OWS products is being pushed above $100 to avoid price-driven competition, with higher-priced OWS shipments growing faster than lower-priced ones [7] OWS Market Potential - OWS shipments are projected to reach 40 million units by 2026, accounting for 10% of the overall TWS market, highlighting the strategic importance of OWS in reshaping the audio market [8] - The long-term retention of OWS users will depend on the continuous provision of functional value beyond initial use, as the open design has inherent sound quality limitations [7][8] - Key manufacturers are exploring integration with specific use cases, such as sports or office environments, to enhance functionality and maintain growth momentum [7][8]