China Overtakes U.S. to Become Largest Smart Speaker Market [Chart]

China has overtaken the U.S. to become the largest smart speaker market, reports Canalys. Last quarter the global smart speaker saw triple digit growth of 131% with 20.7 million units shipped. China accounting for 51% of those shipments compared to 24% for the U.S.

The competitive landscape inside China has shifted significantly. Baidu topped the market for the first time. Baidu had a stellar quarter building up from Q4 last year and the amount of marketing promotion around its smart speakers was unprecedented. The company struck an exclusive sponsorship deal with CCTV, the national TV channel, on its New Year’s Gala on Chinese New Year’s Eve, which is the biggest entertainment show in terms of viewer numbers in China. This sponsorship allowed Baidu to generate significant downloads of its mobile app, which distributes over 100 million coupons to a 1.2 billion audience during the show, and to drive country-wide awareness around its smart speakers.






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