Report Overview

Now present in a wide range of devices and having become a mainstream interaction platform, understanding the voice assistant marketplace is crucial for a wide range of services.

Our cutting-edge research on Voice Assistants is a vital guide to these disruptive platforms, their use cases, market trends and business models. It provides a comprehensive analysis of this evolving market across a range of different voice assistant verticals:

  • OEM mobile voice assistants
  • Mobile voice assistant apps
  • PC OS-based voice assistants
  • Automotive voice assistants
  • Smart Speaker voice assistants
  • Smart TV-based voice assistants
  • Wearable voice assistants

This research includes:

  • Strategy & Forecasts (PDF)
  • 5-Year Market Sizing & Forecast Spreadsheet (Excel)
  • 12 months' access to harvest online data platform
Key Market Statistics
Market size in 2021: $4.6bn
Market size in 2026: $99.0bn
2021 to 2026 CAGR: 85.08%

  Buy Full Research Suite - Immediate access to all the above only £3750.


Key Features

  • Market Landscape: In-depth assessment of, and insights into, the wider voice assistant market share, examining:
    • Core capabilities and strategies of key voice assistant players
    • Discussion of voice assistants devices as delivery channels, and what that means for their capabilities.
    • Drivers and constraints affecting the whole market
    • Strategic case studies
  • Business Models: Discussion of the effectiveness of, and potential for, a range of business models for players in the voice assistant value chain, from hardware revenue to transactions.
  • Benchmark Industry Forecasts: Size, growth and revenue from the following voice assistant sectors:
    • OEM mobile
    • Mobile apps
    • PC OS-based
    • Automotive
    • Smart speaker
    • Smart TV-based
    • Wearable
  • Juniper Research Leaderboards: The following consumer and enterprise voice assistant players are compared on an enterprise and consumer product basis:
    • Alibaba
    • Amazon
    • Apple
    • Artificial Solutions
    • Baidu
    • Cerence
    • Deutsche Telekom
    • Google
    • IBM
    • IPSoft
    • Microsoft
    • Nuance
    • RASA
    • Samsung
    • SAP
    • SoundHound
    • Xiaomi

Key Questions Answered

  1. Where can these technologies be monetised to ensure their longevity?
  2. What enterprise use cases for voice assistants will have the most success?
  3. What effects will the moves of the voice assistant platform providers have on the ecosystem?
  4. What impact does different hardware have on voice assistant deployment and use?
  5. How are other technologies and players interacting with the voice assistant market?

Companies Referenced

Case Studied: NEURA Robotics

Included in the Juniper Research Leaderboard for Consumer Digital Voice Assistants: Alibaba, Amazon, Apple, Artificial Solutions, Baidu , Deutsche Telekom, Google, Mycroft, Nuance, RASA, Samsung, SoundHound, Xiaomi.

Included in the Juniper Research Leaderboard for Enterprise Digital Voice Assistants: Amazon, Apple, Artificial Solutions, Baidu, Cerence, Google, IBM, IPSoft, Microsoft, Nuance, RASA, SAP, SoundHound.

Mentioned: ab1 GroupAB, Accenture, Adobe, Affectiva, Airbus, Allwinner, AT&T, Audi, Babel, Banco BPM, Bank of America, Bankia, BBVA, Bing, Blueprism, BMW, Bosch, Bose, Budweiser, Cambridge Audio, CanaryCare, Capgemini, Cerence, CGI, Circle K, Cogita, Cognizant, Conversation Design Institute, CSG, Daimler, Deloitte, Dialogflow, Disney, Dominos, Dragon, Edison Research, EMC, ENGIE, Explorsys, Facebook, Fitbit, Ford, France Telecom, Gartner, GCP, Geely, General Motors, Global Catalyst Partners, GM, Grohe, HCA Healthcare, Helvetia Insurance, Houndify, Hyundai, Hyundai Motor Company, IBM, ICA, IFLYTEK, iHeartRadio, Inductiv, Instagram, Intel, Kleiner Perkins, KPMG, Land Rover, LG, LIFX, Line, Mastercard, Mercedes-Benz, Merge Healthcare, Microsoft, Midea Group, Miele, Milestone, MindMeld, MKaNN, Netflix, NPR, Nvidia GPU Ventures, Occulus, Onkyo, Oracle, Orange, Oreo, Panasonic, Pandora, Pegasystems, Phillips, Phytel, PNB Paribas, PullString, RSI Fund, SAIC, Salesforce, SAP JAM Collaboration, Scania, SEB, SelectQuote,, Sickweather, Skoda, Slack, Snapchat, Sonos, Sony, Spotify, Starbucks, Sterling Bank, Swisscom, Synqq, TechMahindra, Telegram, Tencent, Tencent, T-Head, Ticketmaster, Toyota, Twilio, Twitter, Uber, UiPath, Universidad de Burgos, Verto Analytics, Viv Labs, VMWare, Voicea, Volara, Vonage, Voysis, Wall++, Webchat, Widiba, Workspace, Yandex, YouTube, Zendesk, Zoom.

Data & Interactive Forecast

The new Voice Assistants forecast suite includes: 

  • Voice Assistant market data splits for 7 key verticals:
    • OEM mobile
    • Mobile apps
    • PC OS-based
    • Automotive
    • Smart speaker
    • Smart TV-based
    • Wearable
  • Access to the full set of forecast data of 60 tables and almost 6,000 data points.
  • All verticals include:
    • Assistant installed base
  • Selected verticals include:
    • Devices in use
    • Device shipments
    • Voice assistant hardware revenue
    • Voice assistant software revenue
    • Voice assistant transaction value

Geographical splits: 25 countries

Harvest: Our online data platform, harvest, contains the very latest market data and is updated throughout the year. This is a fully featured platform enabling clients to better understand key data trends and manipulate charts and tables, overlaying different forecasts within the one chart - using the comparison tool. Empower your business with our market intelligence centre, and get alerted whenever your data is updated.

Interactive Excels (IFxl): Our IFxl tool enables clients to manipulate both forecast data and charts, within an Excel environment, to test their own assumptions using the Interactive Scenario Tool and compare selected markets side by side in customised charts and tables. IFxls greatly increase a clients’ ability to both understand a particular market and to integrate their own views into the model.

Forecast Summary

eCommerce transaction values via voice assistants will reach $19.4 billion by 2023, rising from just $4.6 billion in 2021. The availability of voice assistant devices with screens will be imperative to increasing the monetisation of voice assistant commerce services, by increasing the efficiency of the checkout process.
  • Increasing the size and accessibility of the content domain libraries will be critical to increasing the number of transactions processed by voice assistant services. In turn, this will increase the value proposition of voice commerce to third-party retailers, and generate new revenue streams for voice assistant platforms.
  • Leaders in the voice assistants space, including Amazon, Apple and Google, are encouraged to open up their platform-based commerce services to third-party retailers, in addition to leveraging their own ecosystems to expand their monetisation capabilities. However, a key hurdle to attracting third-party retailers is the absence of a screen in many smart speakers; limiting the contextual information presented to users. Implementing omnichannel retail strategies, where users’ retail interactions are managed across multiple channels, is recommended to enable retailers to display further information on a product.
  • Users will generally use voice assistants to initially explore a product, before completing the purchase via a device with a screen. Voice assistant platforms must ensure that the user experience is so seamless that transactions are carried out via these platforms, rather than requiring additional devices.
  • The global-installed base of smart speakers will rise by over 50% between 2021 and 2023; assisting the adoption of monetisation strategies. While smartphone-based voice assistants will be dominant in usage terms, the rising number of standalone smart speakers means that the potential for commerce is growing rapidly, but this must be targeted with the right partnerships to achieve success.

Full Research Suite


Full Research Suite

  • Executive summary & core findings report (pdf)
  • Deep dive strategy & competition report (pdf)
  • Market data, forecasts and analysis report (pdf)
  • Market data, forecasts and interactivity (xls)
  • harvest market data platform (12 months’ online access) - find out more

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Research FAQs

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Research Details

Juniper Research
James Moar, Meike Escherich
Innovation & Disruption
8 Key Regions - includes North America, Latin America, West Europe, Central & East Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East
Argentina, Australia, Brazil, Canada, China, Colombia, Denmark, France, Germany, India, Italy, Japan, South Korea, Mexico, Netherlands, Norway, Poland, Portugal, Saudi Arabia, Singapore, South Africa, Spain, Sweden, UK, USA

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