Retail volume sales of portable players are set to increase in Indonesia in 2025, driven primarily by the strong performance of wireless speakers, which has become the dominant category in terms of retail volume. This growth is being fuelled by rising consumer demand for wireless convenience, especially for outdoor activities, social gatherings, and on-the-go entertainment. Products from the wireless speakers category are increasingly favoured for their ease of use, Bluetooth compatibility, and

Volume sales of portable players in Malaysia increased in 2025, driven by the rising popularity of e-readers and wireless speakers.

Portable players experienced modest regional volume growth during the review period, primarily due to the easing of pandemic restrictions, which led to an increase in social gatherings in Hong Kong. In 2025, the category continued to register growth thanks to the dynamic performance of wireless speakers. In addition to an increase in social gatherings, a large number of official music events and festivals boosted sales in this subcategory, as event organisers allocated more resources to updating

Volume sales of portable players have continued to see strong growth in 2025. Growth continues to be driven by demand for wireless speakers, which offer convenience and portability. This category accounts for an expansive range of product lines focused on specific needs. Consumers who prioritise budget models may find different options of good quality and availability, via both physical stores and e-commerce. However, leading brands such as JBL, Bose and Sony also offer premium models targeting

Portable players in Taiwan recorded only marginal growth in 2025, as gains from wireless speakers were balanced out by the continued steep declines in portable media players. Even as many Taiwanese consumers allocated more of their budgets to international travel after the pandemic, wireless speakers remained resilient, as their relatively low-price points and lifestyle appeal made them attractive household items. Global brands such as Google, Apple, and Xiaomi intensified competition during the

Portable players registered robust retail volume and current value growth in India in 2025, solely thanks to the strong performance of wireless speakers. Brands no longer regard India as purely price-driven; instead, they have developed products that reflect the ways Indians live, celebrate, and forge cultural connections. For example, Realme has enhanced its camera app for the festival season in India, optimising it for low-light and vibrant settings typical of Diwali and Navratri nights. Oppo

The performance of portable players in the UK is mainly driven by the performance of wireless speakers, as it is the largest and fastest growing product in this category. Consumer interest is being driven by premium features as well as the integration of AI, positively affecting volume sales in 2025. As consumers are looking for convenience in many parts of their everyday lives, wireless speakers are being used to upgrade their homes. Voice assistants, such as Alexa or Google Assistant, allows u

In 2025, portable players in the US is experiencing one of its sharpest declines in recent years, with volume sales falling sharply. The contraction is consistent across all major subcategories - e-readers, wireless speakers and other portable media players - as consumer preferences continues to consolidate around multifunctional devices such as smartphones and tablets. Despite the steep decline in volumes, portable players is recording a relatively small drop in value sales, cushioned by rising

Volume sales of portable players in South Africa rose in 2025, driven almost entirely by the sustained growth and popularity of wireless speakers, the most dynamic category. These devices benefit from being portable while offering improved sound quality and longer battery life. The unreliable electricity supply within South Africa has further reinforced the popularity of wireless speakers. This has encouraged consumers to invest in audio solutions that do not rely on constant power and can easil

In 2025, portable players in the Philippines demonstrated significant growth, with retail volume sales increasing by 6% to reach 142,000 units. This expansion was primarily driven by the dynamic performance of wireless speakers, which continued to be the dominant force in the category. Retail volume sales of wireless speakers rose by 7% to total 135,000 units in 2025, as these devices have evolved from basic portable devices to essential components of home audio systems. Local consumers are attr

Volume sales of portable players in Canada are set to increase in 2025, supported by shifting consumer preferences, advances in wireless technology, and rising demand for high-quality sound systems. The adoption of voice-controlled devices and AI-driven audio features is also contributing to market expansion.

Volume sales of portable players are seeing a positive performance in Turkey in 2025. E-readers is seeing particularly robust growth, and wireless speakers is also faring well.

In 2025, retail volume sales of portable players in Saudi Arabia rose by 6% to reach 2.4 million units, driven significantly by the increasing popularity of wireless speakers. This growth reflected global trends but was also deeply influenced by local consumer preferences, spending patterns, and technological advancements. The demand for wireless speakers surged as consumers developed a greater appreciation for high-quality audio experiences and the convenience of wireless connectivity, aligning

In 2025, retail volume sales of portable players in China experienced a significant decline, falling by 16% to 20 million units. Although all categories saw declining sales, this reduction was mainly attributed to the largest category, wireless speakers. Smart speakers in particular faced substantial criticism for their weak voice interaction capabilities and limited AI utility. Many devices struggled with multi-step commands and complex queries, leading to user frustration and reducing their pr

Volume sales of portable players in Romania increased in 2025. Despite the introduction of new austerity measures, Romanians continued to adopt a cautious approach to spending. Wireless speakers remained the main growth driver for the category, while portable media players and e-readers continued to post declining volume sales, largely due to cannibalisation by smartphones. For both financial and convenience reasons, consumers increasingly rely on their smartphones for all types of media consump

In 2025, volume sales of overall portable players in Ukraine are rising, though the category continues to struggle in line with global patterns. Smartphones now deliver every core function these devices once offered - seamless music playback, access to streaming platforms, extensive storage and Bluetooth audio - so, for most Ukrainian consumers, especially younger listeners, a dedicated portable player no longer makes practical sense. A tougher economic environment further nudges buyers towards

In Sweden, volume sales of portable players are expected to decline in 2025. This decrease is mainly due to market saturation and the replacement of task-specific devices, like e-readers, with multifunctional alternatives such as smartphones, tablets, and, to a lesser extent, laptops.

Retail volume sales of portable players are set to increase in Isreal in 2025. As in 2024, wireless speakers continue to see increasing sales throughout 2025, remaining very popular. These speakers are convenient for outdoor use, such as barbecues or days at the beach with friends. The Bluetooth connection is highly convenient, as is the integrated voice activation and control feature available in many products. There is also a wide range of wireless speakers to choose from, varying in shape, si

In 2025, retail volume sales of portable players in Mexico increased by 11%, reaching 5.4 million units. This growth was primarily driven by strong demand for wireless speakers, which accounted for the majority of sales. Despite a significant decline in portable media players, wireless speakers continued to thrive, as Mexican consumers appreciate their portability and versatility, allowing them to enjoy music in various settings, from home to outdoor events and travel. Key features such as water

Retail volume sales of portable players in Portugal continued to grow in 2025, supported primarily by the strong performance of wireless speakers and renewed interest in e-readers. Wireless speakers, while moving closer to maturity, maintained positive momentum thanks to their convenience, wide range of price points, and continuous product launches. Segments designed for parties and events continued to stand out, attracting consumers looking for portable yet powerful sound solutions. E-readers,

Volume sales of portable players are set to increase in Poland in 2025, though this modest growth masks a clear divergence within the category. Traditional portable media players continue to decline sharply, as consumers increasingly use smartphones for on-the-go music and video playback. In contrast, wireless speakers, particularly smart models, are seeing steady growth, fuelled by demand for flexible audio solutions and integration with smart-home ecosystems. These devices appeal to consumers

Portable players is seeing robust volume growth in Nigeria in 2025, driven by the popularity of wireless speakers. While technological advancements in other consumer electronics—particularly smartphones—have negatively impacted the sales of portable media players overall, the growing popularity of budget-friendly wireless speakers is helping boost category sales. Amidst low consumer purchasing power, these affordable wireless audio solutions offer a practical and appealing alternative, supportin

In 2025, retail volume sales of portable players in Italy marginally fell to total 4.2 million units, continuing a downward trend observed over much of the review period. The decline, albeit at a slower pace compared to the previous year, was primarily driven by the perception among local consumers that several products within this category, such as portable media players, were becoming obsolete. E-readers, in particular, saw a significant drop in sales, as the overall share of Italians reading

Retail volume sales of portable players in France marginally increased in 2025 to reach 5.7 million units, but this modest growth masked significant challenges within the category. E-readers continued their structural decline, as consumers increasingly opted to read e-books on multifunctional devices such as smartphones, using apps such as Apple Books, which rendered dedicated e-readers superfluous. Portable media players experienced extreme, double-digit declines, driven by fierce competition f