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This article analyzes the expected growth in smart speakers, discusses whether we are underestimating the impact of the new channel, and highlights the five key types of voice activities.


  • Ovum's Smart Home Devices Forecast predicts that interactive audio hubs (including Amazon Echo/Alexa and Google Home) will grow global revenue from $6bn revenue in 2018 to $13bn by 2023.
  • Analyzing the 19 activities about which users were questioned showed five activity groups: listen, personal assistant, functions, fun, and commerce.
  • Consumer brands should start to think about new ways to speak to consumers in their homes and integrate voice recognition platforms into their channel strategies.

Features and Benefits

  • Quantifies the forecast growth in the global smart speaker market.
  • Analyzes different use cases for smart speakers in the home.

Key questions answered

  • How fast will the smart speaker market grow in the coming years?
  • How are home users utilizing smart speakers?
  • How does smart speaker use differ between China and the United States?

Table of contents


  • Smart speakers are becoming big business
  • Are we underestimating the impact of this new channel?
  • There are five key types of activity for which consumers use voice
  • Next steps for consumer-facing companies


  • Methodology
  • Further reading
  • Author

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