Knowledge is one of the most impactful gifts we can share. Just as in past years, we’re excited to offer open access to the latest insights from the MarkeTrak 2025 study published in Seminars in Hearing.
What Is MarkeTrak and Why It Matters
Since 1989, MarkeTrak has been the most comprehensive, nationally representative survey tracking hearing loss and hearing device use in the United States. Commissioned by the Hearing Industries Association (HIA) and fielded in late 2024, MarkeTrak 2025 (MT2025) continues this rich tradition, surveying thousands of adults to better understand how people perceive and manage hearing difficulty, how devices are adopted and used, and what trends are shaping the future of hearing health care. This latest edition is especially insightful because it is the first to include over-the-counter (OTC) hearing aids within the greater market landscape and captures consumer perspectives of this new device category.
1. Hearing Aid Adoption Continues to Rise
MT2025 shows a continued increase in overall device adoption across those reporting hearing difficulties, now including traditional hearing aids (purchased through a licensed hearing care professional), OTC devices (do not require the involvement of a licensed professional, but may be available through multiple purchase pathways including professionals, retail, and online), and even earbuds with hearing-enhancement features.
2. Professionals Are the Key to Satisfaction
OTC hearing aids have been available to U.S. consumers since 2022 and have largely attracted those who are younger or more cost sensitive. Traditional prescription devices, however, remain the dominant choice for individuals seeking professional support for customized fitting and troubleshooting. Despite the new channel of purchase without professional intervention, many OTC purchasers reported that they received or would like to receive licensed hearing care professional assistance during their treatment process. This underscores how hearing care professionals remain critical in the success of hearing loss treatment.
3. Quality of Life Outcomes Remain Strong
Across device types, satisfaction levels remain consistently high. About 90% of hearing aid owners report that their devices improve their quality of life either regularly or occasionally, and roughly eight in ten owners are satisfied with their hearing aids overall, showing a testament to the ongoing benefits these technologies can deliver.
Ownership also correlates with psychosocial gains: many users indicate they feel more confident and socially engaged while wearing their devices, and a large majority do not feel embarrassed by wearing them.
4. Daily Use Trends Vary by Device Type
Regular device use remains an important measure of successful outcomes. Two-thirds of hearing aid owners report daily device use, one of the strongest indicators of consistent benefit. However, regular use is somewhat less common among OTC owners compared to traditional hearing aid users, which aligns with differences in age, hearing loss severity, and lifestyle.
5. Coverage and Cost Remain Important Barriers
Although more hearing aid owners now report having some level of financial coverage — including Medicare Advantage, private insurance, and veteran benefits — cost and insufficient coverage remain a concern for non-owners considering hearing aids.
Although we’ve covered only a small fraction of highlights from the most recent MarkeTrak study here, we encourage readers to dive deeper into these insights and more in the Seminars in Hearing Volume 46, Issue 03 (2025). This collection includes hearing health expert discussion on consumer trends, device adoption, satisfaction outcomes, financial factors, and evolving technology landscapes.
The Hearing Industries Association is the trusted voice on hearing health care for product innovation, public policy, patient safety and education.
