It seems Google has slipped from second place in the smart speaker market, replaced by its Chinese counterpart Baidu. According to a report by Canalys, Amazon maintained its lead in the global smart speaker space, followed by Baidu, Google, Alibaba, and Xiaomi, in that order.
The report says the overall market grew by 55.4% in Q2 2019 and shipped a total of 26.1 million units. Amazon shipped 6.6 million units of its Echo speakers, while Baidu shipped 4.5 million units and showed growth of 3700% in the quarter. The company has its Xiaodu smart speakers, which were introduced in Q2 of last year.
Google, on the other hand, shipped 4.3 million units, slipping behind the Chinese giant. Canalys says “China’s smart speaker market performance outshone others”, with double the quarterly shipment size and a total of 12.6 million units shipped. That’s more than two times the size of the US market, which has 6.1 million units, the report states.
“In China, Baidu has constructed powerful momentum for aggressive marketing and go-to-market campaigns. The seller stood out as the main driver of intelligent displays in its Q2 deliveries to accomplish 45% smart display product combination, “Canalys Research Analyst Cynthia Chen said.
Incidentally, Google launched the Google Nest Hub smart display in India just today. The device competes against Amazon’s Echo Show and Echo Show 5 smart displays and is priced at Rs. 9999. According to IDC’s India Monthly Smart Speaker Device Tracker, Google had 39% of the market share here in 2018, behind Amazon which has 59% of the market share.
Further, it seems the market size for smart speakers in the US also declined by 2.4% in Q2 2019. Canalys Senior Analyst noted that both Google and Amazon “are focused on growing their business outside the US”. “Google’s transition to the Next branding while pivoting to smart displays proved to be a challenge, especially as it has begun rolling out its Nest Hub smart display globally. Google urgently needs a revised portfolio of non-display intelligent speakers to boost customer interest, “Low observed.
Writer: Himani Ranade