Apple

September 2024 brought key product updates from Apple. The brand officially announced the AirPods 4, introducing two new models that build on the design and features of previous generations. Available in both standard and Active Noise Cancellation (ANC) versions, the AirPods 4 represent a significant upgrade for Apple’s standard earbud lineup. The key feature across both models is the integration of the H2 chip, which enhances audio quality and enables features like Personalized Spatial Audio, Voice Isolation, and gesture-based Siri controls. Both versions also come with a more compact USB-C charging case, bringing them in line with Apple’s broader shift to USB-C across its product lineup.

Apple also announced an update to its premium over-ear headphones, the AirPods Max, but the changes are largely minor. The most notable update is the shift from Apple’s proprietary Lightning port to USB-C, in line with the company’s broader move towards standardizing USB-C across its product lineup. In addition to the USB-C update, Apple introduced five new color options for the new AirPods Max: midnight, starlight, blue, orange, and purple. These fresh color choices are part of a cosmetic refresh, rather than a full redesign.

Additionally, Apple secured FDA approval to transform the second-gen AirPods Pro into over-the-counter (OTC) hearing aids, targeting users with mild to moderate hearing loss, and positioning Apple to significantly disrupt the hearing aid market. This is made possible through a previously announced software update, arriving with iOS 18, which will enable clinical-grade hearing aid functionality in the popular earbuds.

Beats by Dre

Beats by Dre announced its new Solo lineup in the spring, featuring the Beats Solo 4 and Beats Solo Buds. The Beats Solo 4 are the next generation wireless headband model for $199 and the Beats Solo Buds boast not only 18 hours of playtime, but a $79 shelf price. The Beats by Dre Solo 4 comes eight years after the Solo 3, which debuted back in 2016 for $299, and have been “re-engineered for incredible sound.”

Google

The #MadebyGoogle event in the summer brought the launch of the Pixel Buds Pro 2. The new Google Pixel Buds Pro 2 are 27% smaller and 24% lighter than its predecessor, and feature a $229 shelf price. Updates to the new model include a new Tensor A1 chip, which improves ANC, and 11-millimeter drivers. The headphones feature an improved wingtip design, which enables users to “twist-and-lock” the earbuds into a more secure fit for activity, and up to eight hours of playtime with ANC engaged. The Pixel Buds Pro 2 are the “first earbuds of the Gemini era”, equipped with touch pads on the outside of the earbud for quick access to the Gemini assistant.

Samsung

During Samsung’s annual Unpacked Event, the brand unveiled its new generation Galaxy Buds. The Galaxy Buds3 ($179) and the Galaxy Buds3 Pro ($249), both feature a new stick-bud design, charging case, and the addition of Galaxy AI. Samsung has officially moved away from its traditional in-ear bud aesthetic and towards a silhouette that similarly resembles the Apple AirPods. The Galaxy Buds3 feature Active Noise Cancellation (ANC), translation capabilities during face-to-face conversations, Intuitive Touch Control, up to 30 hours of playtime (ANC Off), and a IP57 water resistance. The Buds3 Pro boast all of the aforementioned features on the Buds3 with the addition of immersive audio, blade lights on the exterior of the headphones, as well as an additional 2 hours of playtime with ANC on.

JBL

In February, JBL debuted its first OWS headphones, the SoundGear Sense. They are the first open-ear headphones from the brand, and feature a detachable neckband, priced at $179. The debut of the items shows the headphone market’s current focus on the open-ear segment.
JBL announced its next generation within the Tour Pro earbuds lineup, the Tour Pro 3 in the summer. The new model not only highlights upgraded features, but boasts a higher shelf price of $299, $50 more than last year’s. The Tour Pro 3 features an upgrade to its standout feature, the touchscreen charging case, which is now 1.57” compared to 1.45” on the previous generation. he case now holds the capability to broadcast audio into the earbuds from a wired source, such as the in-flight entertainment provided on airplanes.

Sony

In Spring 2024, Sony debuted the ULT Wear wireless headband headphones, alongside multiple additional products, as part of the manufacturer’s new lineup the “ULT Power Sound.” The new wireless headband model features an “ULT” button on the outside of the ear-cups, which activates different bass needs. The ULT1 mode features “deeper, lower frequency” and the ULT2 mode features “powerful, punchy bass”. Notably, Sony changed the name structure and branding for this new lineup, shying away from using the part number as the product name. The ULT Wear boasts multiple features from the ultra-premium WH-1000XM5 such as on-ear detection and spatial audio.

In the fall, Sony announced its new budget friendly earbuds, the WF-C510. The earbuds are the latest model within the Sony “Truly Wireless” lineup and feature a $59.99 shelf price, one of the lowest wireless headphones within its portfolio. The standout features for the Sony WF-C510 are an improved predecessor with voice isolation and an 11 hour battery life, with an additional 11 hours via the charging case.

Sony also introduced two additions to its LinkBuds lineup, the LinkBuds Fit and LinkBuds Open, aimed at providing improved sound quality, enhanced comfort, and a seamless listening experience. This launch positions Sony to further compete in the wireless earbud market by addressing key consumer demands, notably in the areas of comfort, fit and versatility in addition to sound quality.

Sonos

The Sonos Ace was unveiled as the brand’s first ever headphones, priced at $449. The Sonos Ace features Active Noise Cancellation, Dynamic head-tracking, 30 hours of playtime, and integration into Sonos’ home audio experience. The Ace can instantly swap TV audio from the Sonos Arc sound bar to the headphones for private listening. CEO Patrick Spence, stated that the headphones should be a “huge revenue driver” for the brand due to lessening demands for its speakers.

Dyson

Dyson announced its new set of premium headphones, the OnTrac for $499. The new Dyson model claims to feature “best-in-class” noise cancellation and a wide frequency range, fueled by 40 millimeter drivers. The wireless headband model also boasts up to 55 hours of listening time with the ANC feature on. The OnTrac focuses on something no other headphone brand has yet put on the forefront, customization. With over 2,000 potential color combinations, the Dyson OnTrac features customizable ear cushions and outer caps to give consumers the ability to personalize their audio experience at a whole new level.

Bose, Belkin, Nothing

Headphones with open-ear design were a point of focus for many brands during 2024, starting with early attention at CES. Bose announced its highly anticipated open-ear headphones, the Ultra Open Earbuds, which debuted in collaboration with lifestyle brand, Kith. The Ultra Open Earbuds x Kith became available to purchase in January and their “G-Shaped” design was made to cuff around the ear.

Belkin debuted its open-ear Soundform ClearFit Sport headphones in late summer for $59. The launch came on the heels of previous in-ear models that Belkin introduced in the spring, but with the ClearFit, they introduced their first sport-focused open-ear model for 2024. This launch not only adds diversity to their headphone lineup but also aligns with trends in the sports and fitness audio market.\

Nothing expanded its stance in the headphone market with the launch of its first open-ear model, the $149 Ear (open). The product is designed to offer a balance of comfort, situational awareness, and high-quality sound. They feature a unique wraparound silicone “ring” design that rests just inside the ear.

Jabra Exiting Consumer Headphones

Jabra announced that it will no longer compete within the consumer headphones market.  Notably, Jabra simultaneously announced its final generations of the Elite headphone lineup, the Elite Active Gen 2 and Elite 10 Gen 2.  The brand stated that it will gradually “wind-down” its Elite and Talk product lines to shift focus to more “attractive” markets such as hearing, enterprise, and gaming businesses. The press release elaborates on how Jabra believes that “the investment required for future innovation and growth in this very competitive space is deemed unjustified in the long-term given associated risks.”

Dyson Official Consumer Headphone Partner of the GRAMMY Awards

Dyson was named this year’s Official Consumer Headphone Partner of the 66th annual GRAMMY awards; the brand’s first feature as the headphones sponsor for the event.  The controversial Dyson Zone was featured throughout the GRAMMYs at events like “A Celebration of Women in the Mix” and the #GRAMMYsNextGen Party.  The Dyson Zone made waves back in 2023, and with the brand’s feature as the Official Consumer Headphone Partner of the GRAMMYs showed that Dyson was looking to shift consumer sentiment on the product.

Beats by Dre has Stylish Colabs

Beats by Dre continued to collaborate to launch unique color combinations of its models.  The brand worked with Kim Kardashian on the Studio Pro for an August launch, then used style as a tactic to attract holiday season buyers.  Back in 2022, Beats by Dre collaborated with the celebrity on the Beats Fit Pro earbuds and featured the same three colorways as debuted on the Studio Pro.  Best Buy announced an exclusive color variant of the Beats by Dre Beats Studio Pro headphones, introducing a sleek black-and-gold edition for the models in October.  Then in November, two new color options were introduced for Beats by Dre’s Solo4 wireless Bluetooth on-ear headphones, adding new choice for year-end shoppers.  Amazon.com gained a Black & Gold variant of the Solo4, while Target.com is promoted a Warm White edition as a store-exclusive for Black Friday.

Sonos Headphones Expand into Walmart’s Assortment

Sonos secured a significant new merchant partner for its Ace wireless over-the-ear headphones: Walmart.  This marks an important market expansion for the brand’s first headphone model, widening its national exposure and opening up new sales opportunities.  Sonos timed its entry into Walmart to coincide with Black Friday, leveraging the high-traffic shopping period to promote the Ace with its largest discount to date.  Walmart exposure highlights Sonos’ ongoing efforts to grow its retail presence while appealing to both loyal fans and new customers

July Prime Day

• Prime Day 2024 saw a 35% decrease in the number of headphone promotions to 238 promos
• Beats by Dre led all participating brands with 37 deals (+6 promos YoY)
• Amazon captured the largest average discount of Prime Day 2024 with an average of 65% off its nine promotions
• Major merchant launched reactions to Amazon Prime Day 2024

October Prime Big Deal Days

• 108 unique headphone deals captured, a reduction from last October’s event
• Overall average discount across brands was 35% off, a strong start to the year-end sale season
• Anker and JBL leads deal count, Amazon leads event discounting
• Major merchant launched reactions to Amazon Prime Big Deal Days 2024

Black Friday

• Black Friday 2024 headphone advertising up 90% YoY for event (84 vs. 44 ads)
• Overall average instant savings discount level of 40% off is less aggressive than last year
• JLab Audio surges to become the most active Black Friday headphone advertiser
• Nearly half of Black Friday 2024’s advertised headphones were priced under $50
• Walmart had the most active Black Friday 2024 headphone ads

Cyber Week

• 38% of all headphones were on sale during Cyber Week 2024, 1 point higher saturation vs. 2023
• Overall average discount level of 32%, is 2 points up YoY
• Average promotional value increased to $54 off this year vs. last year’s $40 off average
• True Wireless models accounted for 57% of promoted headphone products during the week, 10 points higher YoY

Q1 2024 advertising total down 26% YoY

• Apple led all brands as top advertiser with 123 ads
• True Wireless made up 63% of all advertised headphones (+4 ppt YoY)
• Beats by Dre rose to hold the largest share of voice within banner advertisements w/ 48 ads (+6 ads YoY)

Q2 2024 advertising total down 21% YoY

• Apple led all brands as top advertiser with 141 ads
• Multiple Offers” made up most promotions with 293 ads – led by Apple (87 ads)
• Beats by Dre held the most banner ads this quarter had 58 ads (+10 ads QoQ)

Q3 2024 advertising total down 29% YoY

• Apple and Beats by Dre remain in top positions
• Best Buy responsible for 72% of the quarterly advertising total
• Key fall sale events give expectation for increased vigor for year-end period