Global Smartphone Market Undergoes Structural Shift
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 58 minutes ago
0mins
Source: Newsfilter
- Shipment Decline Forecast: Omdia forecasts a 12.2% year-on-year decline in global smartphone shipments in 2026, dropping to 1.093 billion units, which is a reduction of 152 million units from 2025, indicating a weakened demand for low-cost products.
- Record High Average Selling Price: The average selling price of global smartphones is expected to rise from $467 in 2025 to $565 in 2026, marking a 21% increase, which reflects the direct impact of rising manufacturing costs on consumer pricing.
- Strategic Shift and Regional Impact: Global vendors are scaling back low-end product lines while increasing production shares of mid-to-high-end smartphones, with emerging markets like Africa and Latin America expected to see significant demand drops, while developed markets remain more resilient.
- Long-Term Outlook and Delayed Recovery: Omdia predicts that the contraction in the global smartphone market will extend into 2027, with a slowdown in shipment decline to 0.9%, but significant market recovery is not expected until 2028.
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Analyst Views on TTGT
Wall Street analysts forecast TTGT stock price to rise
3 Analyst Rating
3 Buy
0 Hold
0 Sell
Strong Buy
Current: 3.600
Low
10.00
Averages
11.67
High
15.00
Current: 3.600
Low
10.00
Averages
11.67
High
15.00
About TTGT
TechTarget, Inc., which also refers to itself as Informa TechTarget, is a business-to-business (B2B) growth accelerator that informs, influences and connects the world’s technology buyers and sellers, helping accelerate growth from R&D to return on investment (ROI). It has scale in permissioned B2B first-party data and a unique end-to-end portfolio of data-driven solutions that services the full B2B product lifecycle, from R&D to ROI: from strategy, messaging and content development to in-market activation via brand, demand generation, purchase intent data and sales enablement. In intelligence and advisory, it offers expert analyst, data-driven intelligence products and advisory services to product managers, corporate strategists and the C-suite, challenging market strategies and sharpening product roadmaps. In brand and content, it provides expert editorial, data-driven brand products and content marketing services for brand marketers, product marketers and content marketers.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Global Smartphone Market Undergoes Structural Shift
- Shipment Decline Forecast: Omdia forecasts a 12.2% year-on-year decline in global smartphone shipments in 2026, dropping to 1.093 billion units, which is a reduction of 152 million units from 2025, indicating a weakened demand for low-cost products.
- Record High Average Selling Price: The average selling price of global smartphones is expected to rise from $467 in 2025 to $565 in 2026, marking a 21% increase, which reflects the direct impact of rising manufacturing costs on consumer pricing.
- Strategic Shift and Regional Impact: Global vendors are scaling back low-end product lines while increasing production shares of mid-to-high-end smartphones, with emerging markets like Africa and Latin America expected to see significant demand drops, while developed markets remain more resilient.
- Long-Term Outlook and Delayed Recovery: Omdia predicts that the contraction in the global smartphone market will extend into 2027, with a slowdown in shipment decline to 0.9%, but significant market recovery is not expected until 2028.
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- Surpassing Other Markets: Korean content achieved 44% more viewing than Japanese content and nearly twice that of UK content, indicating Korea's increasing competitiveness in global content exports, particularly driven by popular series like Squid Game.
- Rising Global Influence: Maria Rua Aguete, Head of Media & Entertainment at Omdia, noted that Korea's success reflects a broader shift in the entertainment industry, with audiences increasingly embracing stories across language and geography, highlighting the rapid growth in international demand for Korean productions.
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- Leading Viewing Hours: From April 2025 to March 2026, South Korean content achieved 12.1 billion hours of viewing on Netflix globally, making it the most-watched content origin outside the United States, showcasing its significant influence in the global streaming market.
- Surpassing Other Markets: South Korean content generated 44% more viewing than Japanese content and nearly twice as much as UK content, indicating a growing competitive advantage for Korea in the global content export market.
- Contribution of Global Hits: Global hits like Squid Game, Daehongsu, and When Life Gives You Tangerines have propelled the success of Korean content, reflecting an increasing audience demand for high-quality storytelling.
- Strategic Importance of Content Ecosystem: Korea's content ecosystem combines world-class creators, strong intellectual property, and innovative production techniques, establishing a sustainable content production capability that further solidifies its position in the global streaming market.
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- XR Glasses Market Growth: Despite the overall shipment decline, the rapid expansion of XR glasses is projected to drive market recovery in 2027, with shipments expected to rise to 6.5 million units, reflecting a 4.8% increase as consumers favor lighter devices.
- Standalone XR Headset Decline: The standalone XR headset category is forecasted to see a 15% drop in shipments to 4.7 million units in 2026, marking the fifth consecutive year of decline since the pandemic peak in 2021/22, leaving future growth prospects uncertain.
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- Audience Scale Expansion: Omdia forecasts that Netflix's monthly audience will exceed one billion by 2027, demonstrating sustained growth in its global reach and influence, which further enhances its competitive edge in the market.
- Industry Consolidation Trend: Omdia's analysis indicates that strategic consolidation will play a crucial role in the next phase of streaming competition, with a potential HBO Max and Paramount+ merger expected to attract approximately 175 million subscribers by 2031, positioning it among the world's top five streaming platforms.
- Evolving Competitive Landscape: As YouTube continues to expand its influence, Omdia anticipates that its monthly active users will reach 2.7 billion by 2026, indicating that competition in the streaming market is no longer limited to individual platforms but is extending into a broader audiovisual ecosystem.
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Global Smartphone Market Undergoes Structural Shift
- Shipment Decline Forecast: Omdia forecasts a 12.2% year-on-year decline in global smartphone shipments in 2026, dropping to 1.093 billion units, which is a reduction of 152 million units from 2025, indicating a weakened demand for low-cost products.
- Record High Average Selling Price: The average selling price of global smartphones is expected to rise from $467 in 2025 to $565 in 2026, marking a 21% increase, which reflects the direct impact of rising manufacturing costs on consumer pricing.
- Strategic Shift and Regional Impact: Global vendors are scaling back low-end product lines while increasing production shares of mid-to-high-end smartphones, with emerging markets like Africa and Latin America expected to see significant demand drops, while developed markets remain more resilient.
- Long-Term Outlook and Delayed Recovery: Omdia predicts that the contraction in the global smartphone market will extend into 2027, with a slowdown in shipment decline to 0.9%, but significant market recovery is not expected until 2028.
See More
BrightTALK Recognized as Leader in 2025 Event Experience Platforms by QKS Group
- Industry Leadership: BrightTALK has been recognized as a Leader in the 2025 SPARK Matrix™ for Event Experience Platforms by QKS Group, highlighting its high scores in customer impact and technology excellence, which underscores its significance in the B2B market.
- Unique Market Positioning: By combining a sophisticated event technology platform with an active community of B2B professionals, BrightTALK offers a unique event marketing approach resembling an on-demand video streaming service, thereby enhancing ongoing customer engagement.
- Sustained Customer Engagement: The platform's channel-based publishing model and consumer-grade audience experience position it as a strategic tool for B2B demand generation, enabling companies to maintain contact with potential customers and generate qualified marketing leads post-event.
- Technological Innovation and Features: BrightTALK provides personalized attendee journeys, AI-enabled closed captions in multiple languages, and comprehensive engagement analytics, which help marketing teams execute coordinated multi-session campaigns efficiently, further solidifying its leadership in the event technology space.
See More
South Korean Content Achieves 12.1 Billion Viewing Hours on Netflix
- Viewing Hours Milestone: According to analysis from Omdia and Digital i, South Korean content generated 12.1 billion hours of viewing on Netflix from April 2025 to March 2026, making it the most-watched content origin outside the United States, showcasing Korea's formidable influence in the global streaming market.
- Surpassing Other Markets: Korean content achieved 44% more viewing than Japanese content and nearly twice that of UK content, indicating Korea's increasing competitiveness in global content exports, particularly driven by popular series like Squid Game.
- Rising Global Influence: Maria Rua Aguete, Head of Media & Entertainment at Omdia, noted that Korea's success reflects a broader shift in the entertainment industry, with audiences increasingly embracing stories across language and geography, highlighting the rapid growth in international demand for Korean productions.
- Strategic Importance of Content Ecosystem: Korea's content ecosystem combines world-class creators, strong intellectual property, and innovative production techniques, forming a sustainable content production capability that helps solidify Korea's position in the global streaming market.
See More
South Korean Content Achieves 12.1 Billion Viewing Hours on Netflix
- Leading Viewing Hours: From April 2025 to March 2026, South Korean content achieved 12.1 billion hours of viewing on Netflix globally, making it the most-watched content origin outside the United States, showcasing its significant influence in the global streaming market.
- Surpassing Other Markets: South Korean content generated 44% more viewing than Japanese content and nearly twice as much as UK content, indicating a growing competitive advantage for Korea in the global content export market.
- Contribution of Global Hits: Global hits like Squid Game, Daehongsu, and When Life Gives You Tangerines have propelled the success of Korean content, reflecting an increasing audience demand for high-quality storytelling.
- Strategic Importance of Content Ecosystem: Korea's content ecosystem combines world-class creators, strong intellectual property, and innovative production techniques, establishing a sustainable content production capability that further solidifies its position in the global streaming market.
See More
Global XR Headwear Shipments Forecasted to Decline
- Shipment Decline: According to Omdia's latest forecast, global XR headwear shipments are expected to decline by 12% to 6.2 million units in 2026, negatively impacting revenue for manufacturers in this sector.
- XR Glasses Market Growth: Despite the overall shipment decline, the rapid expansion of XR glasses is projected to drive market recovery in 2027, with shipments expected to rise to 6.5 million units, reflecting a 4.8% increase as consumers favor lighter devices.
- Standalone XR Headset Decline: The standalone XR headset category is forecasted to see a 15% drop in shipments to 4.7 million units in 2026, marking the fifth consecutive year of decline since the pandemic peak in 2021/22, leaving future growth prospects uncertain.
- Maturing Technology and Market Adaptation: As hardware matures and spatial computing capabilities improve, standalone XR glasses are expected to grow rapidly over the next five years, although shipments are only projected to reach 93,000 units in 2026, indicating significant potential in this niche market.
See More
Netflix to Reach 400 Million Subscribers by 2031
- Subscriber Growth Forecast: Netflix is projected to approach 400 million global subscribers by 2031, reinforcing its position as the world's leading subscription streaming platform despite increasing merger activity in the industry.
- Audience Scale Expansion: Omdia forecasts that Netflix's monthly audience will exceed one billion by 2027, demonstrating sustained growth in its global reach and influence, which further enhances its competitive edge in the market.
- Industry Consolidation Trend: Omdia's analysis indicates that strategic consolidation will play a crucial role in the next phase of streaming competition, with a potential HBO Max and Paramount+ merger expected to attract approximately 175 million subscribers by 2031, positioning it among the world's top five streaming platforms.
- Evolving Competitive Landscape: As YouTube continues to expand its influence, Omdia anticipates that its monthly active users will reach 2.7 billion by 2026, indicating that competition in the streaming market is no longer limited to individual platforms but is extending into a broader audiovisual ecosystem.
See More
