Baidu beats Google in global smart speaker market: Canalys

Yolanda Curtis
August 27, 2019

Baidu is now the No. 2 smart speaker seller in the world, roaring past Google and trailing only Amazon.

An abysmal performance by Google further helped Baidu.

Amazon maintained the worldwide lead with 25 per cent market share and shipping 6.6 million units of its Echo smart speakers. Baidu's smart speaker lineup is sold only in China.

Baidu reentered the market in Q2 of past year but only serves the Chinese market.

China, on the other hand, is leading the charge for smart speaker sales. The drop in shipments represents a 19.8 percent year on year decline for Google. Baidu posted an astonishing growth of 3700% to reach 4.5 million units in Q2 2019.

Baidu became the second largest vendor and overtook Google which shipped 4.3 million Home units in the second quarter.

Unfortunately for Google, this comes as the smart speaker category actually expanded during the quarter, growing 55.4% to now include 26.1 million units. About 55 percent of Google smart speaker sales occurred outside the USA, compared to 42 percent a year ago.

According to Jason Low, senior analyst for Canalys, "Google urgently requires a revamped non-display smart speaker to rekindle consumer interest, as well as a robust marketing strategy to build its Nest branding outside of the U.S.".

Canalys Senior Analyst Jason Low said Google's transition to the Nest branding while pivoting to smart displays proved to be a challenge.

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