TWS Trend in Indonesia: Personalized Audio Experience

Jakarta –

Music and podcasts are increasingly becoming part of Indonesian society’s routine. Activities such as working, traveling and relaxing are now often accompanied by audio content, driving the need for practical supporting devices such as true wireless stereo (TWS).

Samsung sees that this trend has helped strengthen the growth of the earphone market in Indonesia in recent years. TWS is considered to be a category with high demand because it offers easy Bluetooth connectivity, especially in the absence of an audio jack on many of the latest smartphones.

As user expectations increase, features such as active noise cancellation (ANC) and integration with smart assistants are also gaining attention. Samsung said that the development of their audio products is now directed at providing a more personal and connected experience in the Galaxy ecosystem.

“Music and podcasts are now part of the way Indonesian people do activities and express themselves. Along with that, expectations for audio experiences are growing,” said Jenis Sultan, MX Product Marketing Manager for Samsung Electronics Indonesia, in a statement received by detikINET.

At the same time, user expectations are also evolving. TWS is no longer just about listening, but also about a more focused and personalized experience. Features such as active noise cancellation (ANC) are becoming increasingly commonly sought after, especially for use in noisy public spaces.

Integration with smart assistants and device ecosystems is also starting to become a differentiating factor in the premium category. Audio device manufacturers now compete not only on sound quality, but also on ease of cross-device connectivity, more intuitive control, and support for AI-based features.

Samsung is one of the players pushing this ecosystem approach through the Galaxy Buds line. In the last few generations, the company has presented improvements in ergonomic design, ANC capabilities, and adaptive features such as Adaptive EQ and Adaptive ANC.

The Galaxy Buds3 series released in July 2024, for example, brings integration with Gemini AI. Meanwhile, the Galaxy Buds3 FE, which will launch in September 2025, expands the choice in a more affordable price class, around IDR 1 million, while still carrying the ANC feature.

Going forward, the TWS category is expected to continue to grow as audio becomes increasingly embedded in digital lifestyles. Competition is not only about specifications, but also about the overall experience offered by the device in the user’s daily activities.

(asj/asj)