In 2018, the Consumer Electronics Show (CES) became a major stage for smart speaker innovation. Google showcased how its Assistant could integrate with various home appliances, while Qualcomm introduced tools to help original equipment manufacturers (OEMs) develop smart speakers more efficiently. Smart speakers quickly became one of the most talked-about products at the event. As the underlying technologies matured, the market for these devices began to grow rapidly. According to Canalys, global shipments hit 56.3 million units in 2018, with Amazon Echo and Google Home leading the charge. The competition was fierce, with new players entering the market, further driving innovation and expansion.
Lucio Chen, a researcher at Canalys, noted that smart speaker adoption had outpaced other consumer electronics like AR/VR and wearables. In 2017, hardware sales were already impressive, but by 2018, the focus shifted beyond just selling devices. Companies began exploring new revenue streams such as advertising, content subscriptions, and enterprise solutions. More industry players from diverse sectors started investing heavily, making 2018 a pivotal year for the smart speaker ecosystem.
The U.S. remained the largest market for smart speakers in 2018, with over 38.4 million units shipped. China followed closely with 4.4 million units. Canalys predicts the U.S. will maintain its dominance through 2020. Vincent Thielke, another analyst, pointed out that consumer acceptance of smart speakers was strong, prompting many companies to expand their smart home ecosystems. For instance, Amazon continued to invest in Alexa-enabled appliances, while Google’s acquisition of Nest and Apple’s HomeKit initiative helped drive further market growth.
In China, tech giants like Alibaba, JD.com, and Xiaomi also entered the smart speaker space, testing the waters. At CES 2018, Alibaba announced a collaboration with MediaTek to promote Bluetooth mesh technology in smart homes. Lucio Chen observed that the Chinese market was evolving fast. Although early adopters were cautious, with Alibaba’s deep investment and Xiaomi’s affordable offerings, the market was expected to heat up significantly in the near future.
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