Science & Tech · Gadgets & EVs · 1 day ago
Wireless headphones gain ground as wired models lose sales share
MegaFon and Yota sales data show wired headphones losing ground in the first nine months of 2026.
The figures cover sales through the companies’ online store and combined retail network, not the whole headphone market.
The sources differ slightly: wired models fell from 30% of sales to 18% nationally and 19% in the Khanty-Mansi region.
TWS earbuds remained the most popular format, accounting for 69% of sales nationally and 68% in that region.
Sales of other wireless styles also rose, though the sources give different growth rates for them.
Realme and Tecno climbed the national brand rankings, with sales up 90% and 83%, respectively.
The data points to buyers favoring wireless models, but it does not say what sales will be in the future.
MegaFon analysts said wired headphones lost sales share during the first nine months of 2026.
In Yugra, wired models’ share fell from 30% to 19%, while TWS headphones accounted for 68% of sales, up from 61% a year earlier.
In the sales data reported by CNews, wired headphones’ share fell from 30% to 18%, while TWS models rose to 69%, from 60%.
The reports differ on some figures, including wireless headphone growth and the ranking of leading brands.
MegaFon sales strategy director Vadim Zimin said customers were again choosing wireless models predominantly.
- Who
- MegaFon analysts reported the sales trends; the data covered MegaFon and Yota sales.
- What
- Wired headphones lost share of sales as wireless models gained ground.
- When
- The figures cover the first nine months of 2026 and compare them with the previous year.
- Where
- MegaFon and Yota’s online store and combined retail network; one report gives specific figures for Yugra.
- Why
- MegaFon said buyers were again predominantly choosing wireless models. The sources do not state a further cause.
This story does not have two clearly opposing sides.
TWS headphones accounted for 61% of sales in Yugra and 60% in the sales data reported by CNews.
Wired headphones’ sales share fell from 30% to 19% in Yugra and to 18% in the CNews report.
- Wired share in Yugra
- Fell from 30% to 19%
- Wired share in CNews report
- Fell from 30% to 18%
- TWS share in Yugra
- 68%, compared with 61% a year earlier
- TWS share in CNews report
- 69%, compared with 60% a year earlier
- Sales period
- First nine months of 2026
3 sources
What people are saying
Wired headphones did indeed experience a return of interest, but now this trend, judging by the sales mix, is gradually weakening.
Buyers are again predominantly choosing wireless models, and we regularly expand our range and accompany it with special offers.