Soundbars Enter New Phase as Consumer Purchase Journey Evolves

The latest Futuresource consumer research reveals how AI, influencers and retail demonstrations are reshaping soundbar buying behaviour 

Soundbars have surfed the wave of television upgrades for some time now. Consumers increasingly add a soundbar to a new TV to improve the overall home entertainment experience, creating a natural upsell opportunity for both manufacturers and retailers. 

But what’s changing is the journey consumers take before they buy. New research from Futuresource Consulting shows that the path to purchase for soundbars has become significantly more complex, shaped by a growing mix of online research, retail experiences, influencer content and AI-driven product evaluation. 

That’s according to Futuresource’s Audio Tech Lifestyle: Path to Purchase Soundbars Study, a large-scale consumer research programme based on nearly 3,000 recent soundbar purchasers across the USA, UK, France, Germany and China.  

TV upgrades still drive the market 

The research confirms that the fundamental driver of the soundbar market remains unchanged, with the focus still on improving the home entertainment experience. Ranked among the most common triggers for soundbar purchases are better music listening and improved dialogue clarity, alongside the desire for a stronger home cinema experience.  

At the same time, the connection with television purchases remains strong. Around four in ten soundbar buyers also purchased a TV within the previous 12 months, and nearly half of those bought both products at the same time.  

“Soundbars have been part of the TV upgrade story for years,” says Tom Bartlett, Insights Analyst at Futuresource Consulting. “But the way consumers discover and evaluate them is evolving quickly. The journey is no longer linear, and brands now have to win attention across multiple touchpoints.” 

AI and influencer-based soundbar discovery 

One of the clearest shifts highlighted by the research is how widely consumer discovery now spreads across the digital and physical landscape. 

While word-of-mouth recommendations and retailer websites remain important research tools, social media personalities and influencers are also shaping the early stages of the purchase journey. This is particularly visible during the research and evaluation phases, where creator content can help explain technical features or demonstrate how products perform in real-world situations. 

At the same time, AI tools are rapidly becoming part of the research toolkit. Nearly three in five respondents said they used AI assistants during their soundbar purchase journey, most commonly to analyse reviews and compare specifications.  

Together, these emerging channels are reshaping how consumers filter information before they reach a purchasing decision. 

Retail demonstrations still close the deal 

Physical retail remains one of the most powerful influences on final purchasing decisions. Half of consumers reported seeing a product demonstration before buying their soundbar, and the vast majority of those went on to buy from the same retailer that hosted the demonstration.  

“This highlights the continuing importance of the in-store experience,” says Bartlett, “particularly when it comes to audio products where hearing the performance difference can significantly influence buyer confidence. Yet the transaction itself increasingly takes place online. More than two-thirds of soundbar purchases are now completed online. The result is a purchase journey that blends showroom experience with digital convenience.” 

Price and promo shape the final decision 

While the discovery journey is evolving, traditional purchasing dynamics remain firmly in place. Most buyers spend between $200 and $499 on their soundbar, and promotions play a major role in closing the sale. Around six in ten consumers report purchasing their soundbar as part of a promotional offer or discount. When soundbars and TVs were bought together, almost three quarters received a promotion/deal on the soundbar as part of the joint purchase. 

For manufacturers and retailers, this underlines the importance of coordinated pricing strategies, bundle offers and promotional activity, particularly around TV purchase cycles. 

Understanding the modern consumer journey 

For the audio industry, this new Futuresource research report highlights a fundamental shift in how consumer decisions are shaped. Discovery may begin with influencer content, research may be accelerated by AI tools, and confidence may ultimately be built through in-store demonstrations, but all of these touchpoints combine to create a highly nuanced purchasing journey. 

To learn more the Futuresource’s Audio Tech Lifestyle: Path to Purchase Soundbars Study get in touch. 

About Futuresource Consulting

Futuresource Consulting provides the insights that power the world’s leading technology and media companies. For more than 30 years, the firm has combined rigorous data, sector expertise and a forward-looking view of market change. Its syndicated research, consulting services and industry partnerships span audio, collaboration, consumer electronics, displays, education, entertainment, media technologies, storage media, semiconductors and AI. https://www.futuresource-consulting.com 

Press contact:

Nicola Finn, Head of Marketing and Communications, Futuresource Consulting

nicola.finn@futuresource-hq.com