Introduction

The Audio & Video market has been playing a significant role in the global consumer landscape. With the increasing demand for entertainment and communication, products in this category have witnessed continuous growth. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It provides a vast audience base and effective marketing channels for Audio & Video products, enabling merchants to reach a wide range of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Audio & Video market in the US is substantial in size. In recent years, it has shown a steady growth trend. The changes in consumer demand are also notable. Consumers are increasingly seeking high-quality, innovative, and convenient Audio & Video products. For instance, wireless headphones and portable speakers have become highly popular due to their ease of use and enhanced functionality. Integrating with the existing data, we can see that the market is evolving to meet the diverse needs of consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Audio & Video category exhibited various sales performances. The GMV Gross Merchandise Volume for the category was $282.6 million, with a 1% growth quarter-on-quarter QoQ. The sold count was 140,700, showing a -0.59% QoQ change. The average price of sold products was $20.09.

Among the top-selling products, the JLab JBuds Lux Active Noise Cancellation Wireless Bluetooth Headphones led the way with 8,472 units sold, achieving a GMV of $389,600 and a remarkable 111.01% GMV QoQ growth. The Baofeng UV-5R Dual Band Two Way Ham Radio Transceiver also had a good performance, with 8,229 units sold and a GMV of $155,000, showing a 68.63% GMV QoQ increase. These products' popularity can be attributed to their advanced features, such as noise cancellation in the case of the headphones and long-range communication for the radio transceiver, meeting the specific needs of consumers in the Audio & Video domain.

Brand Case Analysis of the Specific Category

Several brands stood out in the Audio & Video market on TikTok in the US during the specified week.

JLab, for example, had a GMV of $515,000 with 12,500 units sold. Their success can be linked to their product quality and effective marketing strategies. The brand offers a range of features in their headphones, like active noise cancellation and custom EQ, which attract consumers. They also likely utilize TikTok's marketing channels effectively to showcase their products to a wide audience.

Transpeed had a GMV of $174,800 with 4,181 units sold. Although their growth QoQ was relatively modest at 0.06%, they maintain a presence in the market with their specific product offerings. Each brand in the market has its own unique selling points and strategies that contribute to their performance within the Audio & Video category on TikTok.

Conclusion

Overall, the Audio & Video market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of growth and challenges. The category witnessed a moderate GMV growth QoQ, with some products and brands outperforming others. For cross-border merchants, it is advisable to focus on product innovation, highlighting unique features to attract consumers. They should also leverage TikTok's marketing capabilities to increase brand visibility. Looking ahead, the market is likely to continue evolving, with consumer demand for more advanced and convenient Audio & Video products expected to drive further growth and competition.