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The U.S. no longer leads the smart speaker market, according to new data from Canalys out this morning, which found China’s smart speaker shipments grew by 500 percent in Q1 2019 to overtake the U.S. and achieve a 51 percent market share.
The firm said shipments in China reached 10.6 million units which was driven by “festive promotions.”
Baidu - Quarter - Thanks - Sponsorship - Deal
More specifically, Baidu had a huge quarter thanks to an exclusive sponsorship deal with China’s national TV channel, CCTV, on its New Year’s Gala on Chinese New Year’s Eve — one of the biggest entertainment shows in terms of viewer numbers. This promotion prompted users to download the Baidu app, which distributed over 100 million coupons to an audience of 1.2 billion during the show, and drove awareness around the brand’s smart speakers, Canalys says.
In Q1, Baidu shipped 3.3 million speakers — putting it in third place behind Amazon’s 4.6 million and Google’s 3.5 million. Alibaba and Xiaomi followed, each with 3.2 million shipments, also driven by Chinese New Year promotions.
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