The global wearable band market has reached a record 50.2 million devices shipped in the second quarter of 2025, driven by the increasing popularity of smartwatches. This marks a 13 per cent increase compared to the same period last year, according to research from Omdia.
Strong demand for entry-level devices and the integration of advanced tracking features are propelling this growth. Omdia anticipates the market will expand by 8 per cent in 2025, followed by a further 9 per cent increase in 2026 as consumer adoption accelerates.
Wearable band: Consumer Focus on Health Fuels Expansion
Jack Leathem, an Analyst at Omdia, noted that the rising interest in wearable technology is largely due to shifting lifestyles and the increasing emphasis on personal health management. “Interest in wearable bands is booming, driven by a growing consumer focus on health, fitness and sports,” he stated.
Leathem emphasised that wearable devices have become integral to health, fitness, and wellness applications, as consumers prioritise their well-being. This trend is expected to continue, particularly as innovations pave the way for expansion into medical and clinical markets.
Smartwatches Leading the Charge
According to Leathem, smartwatches will be the key driver of ongoing market expansion. He mentioned, “We expect the uptake of basic watches to reach a large audience of first-time buyers.” The development of new applications is deemed essential for maintaining user engagement and vendor success.
“Finding new use-cases are key not only for attracting new audience groups, but also for evolving vendors’ business models,” he added. The rise of cellular-enabled devices supports safety-conscious users across various age groups and boosts the adoption of kids’ wearables in select markets.
5G Connectivity Enhancing User Experience
Leathem highlighted that smartwatches equipped with 5G connectivity, such as the latest Apple Watch models, cater to users seeking improved real-time connectivity and stand-alone functionality, potentially encouraging upgrades. He also pointed out that Apple’s iPhone Air signifies a pivotal step toward eSIM-only technology, simplifying digital purchasing and subscription services.
Market Value and Future Projections
Cynthia Chen, Research Manager at Omdia, indicated that the wearable band industry continues to thrive despite challenges in the competitive consumer electronics landscape. “In 2024, the wearable band market was valued at US$36.6 billion and is expected to exceed US$40 billion by the end of 2025,” she explained.
Despite intense competition and unpredictable upgrade cycles, vendors are broadening their offerings to sustain revenue and profit growth. Chen noted that “smartwatches account for a 69 per cent share of the market in the second half of 2025, despite only being 32 per cent of shipments.” She stressed the importance of encouraging consumers to upgrade as they replace older products for vendors.
Subscription Revenue Opportunities for Vendors
Chen stated that leveraging subscription revenues through value-added services, connectivity subscriptions, and partnerships will be high on vendors’ agendas. “Tapping into the almost 500 million active user installed base is crucial,” she remarked.
Vendors need to understand the factors driving users towards wearables to capture upselling and cross-selling opportunities. Features such as easy-to-interpret metrics and community engagement are particularly appealing.
Convergence of Health and Technology
Omdia predicts that the growing convergence of health, connectivity, and digital ecosystems will define the next growth phase for the wearable band market. As vendors strive to enhance user loyalty and monetisation, the focus on personal health and fitness remains at the forefront of consumer interests.
