Omdia Report: Southeast Asia's Smartphone Market Sees Q4 2025 Rebound, But Full-Year Performance Lags

According to a report released by research firm Omdia, the Southeast Asian smartphone market showed signs of recovery in the fourth quarter of 2025. After three consecutive quarters of decline, the market achieved a 2% year-over-year increase in shipments. However, this late-year growth was not enough to offset earlier downturns, as the overall performance for the full year remained weaker than the previous year.

Despite the positive momentum at the end of the year, the total shipment volume for 2025 experienced a 1% decline compared to 2024. Throughout the year, the Southeast Asian region saw a total of 100 million smartphone units shipped, highlighting the scale of the market despite the slight contraction.

Source: Omdia

A closer look at the market leaders reveals a mixed performance among top brands. Samsung Electronics secured the top position with 17.9 million units shipped, representing a 5% increase in volume. Xiaomi also demonstrated strong performance, shipping 17 million units and recording a 4% growth, solidifying its position as a key player in the region.

In contrast, other major brands faced significant headwinds. Transsion shipped 16.3 million units, marking an 8% decline. The downturn was more pronounced for OPPO, which saw its shipments decrease by 16% to 14.7 million units. Similarly, vivo experienced a 6% retreat, with total shipments reaching 11.9 million units for the year.

One of the primary factors influencing the market is the ongoing memory "super cycle," which has had a substantial impact on low-to-mid-range consumer electronics. For smartphones priced under $200—a dominant category in Southeast Asia—the cost of memory components has surged to account for over 30% of the total device cost. This pressure on margins is a critical challenge for manufacturers targeting budget-conscious consumers.

Looking ahead, market participants are adopting a cautious stance for 2026. The combination of rising component costs and the price-sensitive nature of the Southeast Asian market is expected to drive a period of "rationalization." While the Q4 recovery offers a glimmer of hope, manufacturers will need to navigate cost pressures carefully to maintain competitiveness and profitability in the coming year.

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