A Sound Choice: the role of TWS in hearing health

New Futuresource hearables report highlights the opportunity for consumer audio to combat hearing loss.

The ever-increasing popularity of true wireless stereo (TWS) devices is reshaping consumer audio. TWS isn’t just offering convenience, it’s also delivering potential benefits for wellness.

With headphones now an everyday companion for work, entertainment and communication, they are seamlessly integrated into daily routines. However, noise exposure is also on the rise, and it is impacting hearing health.

Breaking the sound barrier

“Hearing health is a big issue that has long been overlooked in consumer audio,” says Saranraj Mathivanan, Senior Consultant at Futuresource Consulting, “but we are now seeing a shift, with technology playing a key role in both personalisation and hearing protection. TWS devices, in particular, are being optimised to help users manage their auditory environments more effectively.”

Hearing loss is a growing concern

According to the UN, more than one billion people worldwide experience some degree of hearing impairment. Unlike vision issues, hearing loss often develops unnoticed, only becoming apparent when it starts to affect everyday interactions.

For those with severe hearing difficulties, professional-grade hearing aids remain the default solution, with annual global sales projected to reach 29 million units in 2024. However, individuals with mild to moderate hearing challenges have traditionally had fewer options. This gap is now being addressed by TWS devices, which incorporate advanced features such as conversation enhancement and advanced adaptive noise cancellation. Futuresource Consulting’s new audio report points out that 48 million units of these TWS models are expected to ship 2024, helping users to tailor their listening experiences to help people with mild hearing loss and converse effectively in a noisy environment.

OTC hearing aids are slow to gain momentum

Many consumers remain unaware of the availability of OTC hearing aids, and questions persist around pricing and effectiveness. Yet Apple’s announcement hearing aid functionality in the AirPods Pro 2nd gen could mark a turning point in over-the-counter hearing aids. With a major technology brand championing the space at a projected $0.9Bn, mainstream consumer interest in hearing assistance is likely to experience a significant boost.

“This could be the catalyst the industry needs to drive wider adoption,” says Mathivanan. “Many in the industry expected the introduction of OTC hearing aids in 2022 to improve accessibility and affordability, but consumer uptake has been slow. However, when a household name enters the market with a compelling solution, it brings awareness to an issue that may not have been previously considered by consumers.”

Challenges in mainstream hearing support

Despite growing interest, Futuresource notes that many challenges remain. Battery life continues to limit all-day usability, with meaningful advancements still three to five years away. Extended battery life is essential for seamless integration of advanced features, such as head tracking and integrated cameras, which could further enhance hearing personalisation and spatial audio experiences.

Futuresource Consulting’s research suggests that many consumers don’t recognise hearing protection and enhancement as a necessary feature of their everyday audio devices. With the right promotional strategy, manufacturers have a unique opportunity to reposition TWS devices not just as entertainment tools, but as essential components of long-term wellness.

A new direction for consumer audio

The integration of hearing support into mainstream personal audio marks a significant evolution in the industry. With leading brands investing in enhanced accessibility and smart audio solutions, TWS devices are set to redefine expectations in consumer electronics.

“This shift represents more than just a tech upgrade,” says Mathivanan, “it is a movement towards inclusivity, offering solutions to millions who might otherwise struggle with undiagnosed hearing loss. At the same time, we need a balanced approach. It’s vital that innovation, affordability and sustainability come together to form the vanguard of this rapidly developing market.

“As the industry moves forward, the relationship between hearing health and consumer audio will continue to deepen. With technological advancements accelerating, the next generation of personal audio devices could play a key role in shaping the long-term future of auditory wellness.”

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About Futuresource Consulting

Futuresource Consulting, established in the 1980s, is a leading research and consulting firm specialising in global market analysis, forecasts and strategic insights. With a deep understanding of emerging trends and technologies, Futuresource helps businesses navigate complex markets and make informed decisions.

For more information about the Hearables reports from Futuresource visit our website. To discuss all of the audio market and end user reports reach out to benedict.greenwood@futuresource-hq.com for more information.

Press Contact: Nicola Finn, Marketing Manager, Futuresource Consulting, nicola.finn@futuresource-hq.com

About the author

Saranraj Mathivanan

Saranraj is a Senior Market Analyst in the Personal Electronics team. He has about six years of experience in market research and consulting. He is responsible for analysing and reporting trends in consumer electronics such as headphones, hearables and smartphones. In the past, Saran worked with the B2B and Technology teams at Kantar, where he managed and executed more than 80 customised market research projects across various sectors such as e-commerce, technology, logistics, automotive, engineering, etc. Projects he handled included market sizing, competitor analysis, demand estimation, forecasting, and brand equity. He holds a Bachelor's degree in Electrical & Electronics Engineering and an MBA in Marketing & Analytics.