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This spreadsheet projects unit sales and installed base for voice AI–capable smartphone, tablet, wearable, VR, smart home, and TV devices through 2021.


  • Unit sales for voice AI–capable devices will grow by 1 billion units in the next five years, to reach 3 billion sales in 2021.
  • Growth will come primarily from new device segments, such as the smart home, TV devices, and wearables, generating a combined 623 million unit sales in 2021.
  • The digital assistant marketplace is set to remain relatively fragmented. Established vendors in each device segment will push their own flavor of digital assistance, which will be difficult to displace in the short and medium term.

Features and Benefits

  • Size the addressable for voice AI digital assistants across the smartphone, tablet, wearable, VR, smart home, and TV device segments.
  • Provides digital assistant market shares for North America, Western Europe, Asia, and other regions.
  • Evaluates the digital assistant opportunity for smart TV sets, set-top boxes, and media streamers.

Key questions answered

  • How many devices in which segments are compatible with voice AI?
  • How quickly will Google transition its Android installed base to Google Assistant?
  • What is the effective influence of Amazon's Alexa on the digital assistant marketplace and how will it change in the next five years?

Table of contents


  • Introduction
  • Download 1: Digital Assistant and Voice AI–Capable Device Forecast: 2016–21
  • Further reading

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