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This spreadsheet projects AI assistant active users and device installed base for the 2019–24 period for 20 countries, four regions, and eight subregions. Splits are provided by device type (smartphones, tablets, smart home, wearables, VR headsets, TV sets, set-top boxes, and media streamers) and by AI assistant (Amazon Alexa, Apple Siri, Google Assistant, Microsoft Cortana, and Samsung Bixby).


  • AI assistant monthly active users have more than doubled every year for the past four years to exceed 1 billion at the end of 2018. This will continue to grow to 3.3 billion by 2024, 41% of the world’s population.
  • Google Assistant will overtake Apple Siri in 2019 with an installed base exceeding 1 billion connected devices, expected to grow nearly fivefold in the next five years to reach just under 5 billion devices in 2024.
  • Amazon Alexa stands far behind Apple Siri and Google Assistant with 182 million active devices in 2018 but dominates the smart home market and will continue so until 2024.

Features and Benefits

  • Sizes the AI assistant market user base and device installed base.
  • Compares the device installed base market share of different AI assistant at a country level.
  • Identifies the device segments with the highest penetration of AI assistants.

Key questions answered

  • How many people will use AI assistant on a monthly basis in the next five years?
  • Which AI assistant is the most popular and where?
  • How many TV devices will feature AI assistants by 2024?

Table of contents


  • Introduction
  • Download 1: AI Assistant Forecast: 2019–24

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