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Google: Closing the Gap with Amazon in the Smart Speaker Market?

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Dec. 4 2020, Updated 10:52 a.m. ET

Google Home captured 40% of the market in 4Q17

While Amazon (AMZN) currently dominates the market for smart speakers, its days at the helm could be numbered if two recent studies are any guide. According to eMarketer, Amazon commanded more than 70% of the US smart speaker market in 2017, with about 24% of the market going to Alphabet’s (GOOGL) Google.

However, Google is quickly catching up—a recent study by CIRP (Consumer Intelligence Research Partners) reported that Google Home accounted for 40% of all smart speakers sold in the United States in 4Q17. Google Home, Google’s voice-controlled speaker, competes with Amazon’s Echo line of smart speakers and Apple’s HomePod. According to CIRP, the 40% market share was the largest seen by Google Home since it launched in November 2016.

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Could Google topple Amazon by 2022?

Google seems to be closing the gap with Amazon in the smart speaker market this year, and could continue to do so in the coming years. According to Loup Ventures, Google is expected to close 2018 with a 32% share of the global smart speaker market, whereas Amazon is expected to have a 52% share, and Apple (AAPL) a 12% share. However, by 2022, Loup Ventures predicts a big shift that would see Google become the world’s top smart speaker vendor with a 48% share of the market, leaving Amazon with 37% and Apple with 12%. The rest of the players—Microsoft (MSFT), Samsung (SSNLF), and Alibaba (BABA)—are expected to share the remaining 3%.

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