Headphones market expands with a growing repair culture, multi-device ownership and feature upgrades

Headphones have already captured the hearts and wallets of consumers, ranking in third position for ownership after smartphones and TVs, and cementing their role as an essential everyday device. Now, Futuresource Consulting’s latest Audio Tech Lifestyles report reveals how ownership, usage and replacement habits are evolving. 

The personal audio study, based on an in-depth survey of more than 10,000 consumers across the USA, UK, Germany, Japan and China, has highlighted a growing uptake of different form factors for different use cases. 

“Headphones are no longer a fire-and-forget, single-pair purchase,” says Rasika D’Souza, Principal Analyst at Futuresource Consulting. “They’re morphing into a cluster category, with consumers switching between devices depending on the context. Across markets, we see commuting, gaming, work and exercise all creating a divergence of demand.” 

Gen Z leads on headphones choice and usage

This year’s survey shows TWS ownership climbing four percentage points to 61%, while wireless on-ear and over-ear has leapfrogged the wired in-ear form factor to secure second position. On average, consumers own two pairs of headphones, with Gen Z averaging 2.3 devices per person. Nearly 40% of users switch between headphones at least weekly, a pattern most pronounced in the USA and China. 

Premium features move mainstream

For many consumers, premium features are becoming a baseline expectation. More than two-in-three respondents cited ANC as a key purchase driver, with nearly a third now calling it a necessity. Spatial audio awareness is also climbing, with the majority of those aware already owning compatible headphones. 

AI-enhanced features are also gaining ground, with adaptive noise cancellation and personalised sound profiles making waves with younger demographics, while real-time translation and smart ambient modes appeal to globally connected users. 

A case for repair over replace

Longer product lifecycles are also shaping buying behaviour. Half of consumers said they would repair their headphones rather than replacing them, and 62% would prefer to replace a battery rather than the entire device. Interest in modular solutions is also growing, with nearly two-thirds willing to buy single replacement earbuds. 

Purchase intent staying strong

Despite longer replacement cycles, demand for new headphones is holding firm. More than half of intended buyers are looking to new TWS purchases, while wireless over-ear models are also showing momentum, particularly in the $200+ price band. 

“Competition in the headphones segment remains fierce,” says D’Souza. “Apple, Sony, JBL and Bose continue to lead brand consideration, but we’re seeing growing traction for challengers in both premium and mid-tier segments. As features like ANC and spatial audio become standard, differentiation is shifting towards brand identity, design and ecosystem integration.”  

The Audio Tech Lifestyles series comprises three reports on headphones, home audio, and audio & music. Each report delivers unique insights into consumer behaviour, preferences and market dynamics. For more information or to purchase the reports, please contact luke.brodin@futuresource-hq.com.

About Futuresource Consulting 

Futuresource Consulting is a leading research and consulting firm, providing in-depth analysis and strategic insights for the technology, media and audio industries. 

Press Contact: Nicola Finn, Marketing Manager, Futuresource Consulting, nicola.finn@futuresource-hq.com