While market spotlight is mostly on brand name voice assistants, consulting company Futuresource predicted that future growth of smart speakers will be influenced by the level of integration that voice assistants have with different device categories.
“Successful deployment in a broader portfolio of devices will limit the requirement for smart speakers and multiple device ownership. Various levels of VPA functionality will appear in devices throughout the home as well as cars, public places and in mobile devices,” says Futuresource.
As voice assistant integration extends beyond smart speakers, adoption will surge to account for 25% of electronic home devices sold by 2021, Futuresource predicted.
According to AFTVNews, Amazon is planning to launch a new Fire TV device that looks like a box with Alexa built-in. Current Fire TV devices already have Alexa and accept voice commands. The new flagship device, however, will come with far-field microphone so that it will function just like an Amazon Echo. For now, Alexa has shown up in many device categories in home, more than Google Assistant has.
With Alexa installed on over 90% of speaker units, Amazon is a clear leader in the market. Apple, Google and Microsoft are all launching products powered by their own voice assistants, which may also be used by third-party vendors. For example, speaker brands such as Sony, Panasonic, Harman Kardon and JBL have all announced they will ship speakers powered by Alexa or Google Assistant in the near future.
4.2 million smart speakers were shipped globally between April and June this year. The market is largely dominated by the U.S. and the UK, while growth moment
um is picking up in Germany, China and South Korea, according to a report by consulting firm Futuresource. The report states that penetration rates of smart speaker in the U.S. and the UK households were 6% and 3%, respectively.
In the U.S., based on the firm’s study, 46% of device owners used them daily mostly to control media with voice. Currently, there are over 20,000 Alexa skills on the platform and the number keeps growing.