Revolutionising hearing health: The role of modern audio technology

Headphones have become an integral part of modern living, driven by the rapid adoption of TWS devices. Their versatility supports multiple use cases, from work to leisure, making them a must-have accessory. For Gen Z in particular, headphones are now an extension of their smartphones, seamlessly integrated into daily routines. Yet, as the ubiquity of headphones grows, noise exposure is also on the rise, and it is impacting hearing health.

Rising noise exposure and a hidden dilemma
According to the UN, over one billion people globally suffer from some form of hearing loss. Unlike vision impairment, where symptoms are often more immediately noticeable, hearing loss can develop unnoticed, until it significantly impacts quality of life.

Currently, people with severe hearing loss naturally purchase professional-grade hearing aids, a global market estimated at 26.8m units annually. For those with mild to moderate hearing issues, options for hearing support remain limited. However, TWS devices are helping to bridge the gap.

Innovative features, such as adaptive ANC and conversation enhancement, the latter of which is now available on 15% of TWS devices, allows users to tailor their soundscapes in noisy environments, amplify voices during conversations, and enjoy an early introduction to personalised hearing technology.

OTC hearing aids struggling to gain traction
In 2022, FDA approval for OTC hearing aids marked a significant milestone. This regulatory shift aimed to make hearing support more accessible and affordable. Yet it has struggled to stimulate an uplift in demand, with many consumers still unaware of the availability and benefits of OTC hearing aids.

In September 2024, Apple’s announcement that its AirPods Pro 2 will support hearing aid functionality may represent a turning point. With this trusted tech giant championing the space, at an affordable price point of $249, more consumers are likely to explore the option, creating opportunities for other TWS manufacturers to follow suit.

Challenges ahead for TWS devices
Despite the growing popularity, TWS devices are not without limitations. One major barrier is battery life. This means all-day wearability remains a goal rather than a reality, with the necessary battery advancements still three to five years away. Extended battery life is essential for prolonged wear and to enable seamless integration of advanced features, such as head tracking and integrated IR cameras, which could further enhance hearing personalisation and spatial audio experiences.

Meanwhile, software innovation is set to play a critical role in optimising hearing profiles. Customisable audio settings, tailored to an individual’s hearing needs, could transform TWS devices into powerful tools for hearing management.

However, the journey doesn’t end there. Manufacturers must continue educating consumers on the importance of hearing health, and the role that TWS devices can play in proactive care. For the CE industry, this represents a unique opportunity to position TWS not just as entertainment devices, but as essential tools for wellness and accessibility.

A sound investment in the future
With companies like Apple leading the charge, and advancements in battery life, software and hardware on the horizon, TWS devices are perfectly positioned to revolutionise the personal audio experience.

This transformation will not only drive innovation, but will also promote inclusivity, offering a lifeline to millions with mild to moderate hearing loss who might otherwise go unsupported. There is a clear and present need to combine technological excellence with sustainability and affordability, ensuring that the future of personal audio serves everyone.

As we look ahead, the intersection of audio innovation and hearing health represents an exciting frontier, promising not only better sound experiences, but also a better quality of life. For industry leaders and consumers alike, it’s time to listen closely and act decisively.

Senior analyst Rasika D’Souza and Guy Hammett recently discussed the audio innovations, purchasing patterns and their view on what’s ahead for personal and luxury audio in 2025. Check out our new Future Sessions 2025 video series. View here.

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