By the end of 2023, Russia saw a robust headset market with 30.6 million units sold and a total value of 62 billion rubles. This reflects a 43% rise in unit sales and a 23% increase in revenue from the previous year. True to current consumer preferences, true wireless stereo (TWS) headphones represented roughly 60% of all headsets sold, underscoring a clear shift toward compact, wire-free listening. The figures were provided to socialbites.ca by MTS’s press service.
The growth story for 2023 centers on the ongoing demand for TWS devices. In the year, TWS units accounted for 58% of total headset sales, while their share of revenue was even more pronounced at 72%. Across January through December, approximately 18 million individual TWS units found homes, delivering a combined turnover of about 44.7 billion rubles. In comparison with 2022, unit sales surged by 56% and revenue rose by 17%. This pattern highlights how price sensitivity and feature expectations shaped buying behavior—shifting more purchases toward compact, feature-rich models and away from bulkier wired alternatives.
Analysts from MTS point to several drivers behind the rising popularity of TWS solutions. The familiar form factor—one that tucks neatly into the ear and offers true wireless convenience—paired with increasingly accessible pricing has grabbed consumer attention. Last year, the average price of TWS headphones declined by about 25% to roughly 2,500 rubles, while the average price for standard, wired headphones rose by around 10% to about 1,400 rubles. These shifts reflect a market recalibration toward value-oriented buying, where buyers weigh convenience and sound quality against cost.
Brand dynamics within the TWS segment tell a story of rapid diversification. Unbranded or white-label headphones—often produced by newer Chinese manufacturers—captured about 46% of the unit market in 2023, up from the previous year by 17 percentage points. Xiaomi followed, but its share slipped from 9% in 2022 to 7% in 2023 as consumer preference diversified. The list of leaders closes with Apple, occupying around 5% of the market share in 2023, down from 8% in 2022. These shifts signal a more fragmented competitive landscape where price, performance, and distributor reach deeply influence consumer choices.
In a lighter note, a separate industry blogger’s earlier post referenced issues with the Steam Deck OLED screen, noting burn-in concerns. While not central to the headset market, such anecdotes illustrate the broader attention paid to consumer electronics display durability and user experience, a factor that can subtly influence how buyers compare device ecosystems over time.