# OTC Hearing Aids Sony Announces a Partnership with WS Audiology to Develop Hearing Devices By Kanesa D | Published 2022-09-13 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/sony-1 References: [theverge](https://www.theverge.com/2022/9/13/23350757/sony-otc-hearing-aid-announced-ws-audiology-fda) & [wsa](https://www.wsa.com/)  [Sony](https://www.trendhunter.com/trends/sony-crec10) has announced it is developing its first [over-the-counter hearing aid](https://www.trendhunter.com/trends/affordable-hearing-aid) in order to make hearing devices more accessible and affordable for all. In partnership with Denmark’s [WS Audiology](https://www.trendhunter.com/trends/overthecounter-hearing-aid), Sony will co-develop hearing aid devices using its advanced technology and equipment. WS Audiology claims that the company sells approximately 5.5 million hearing aids annually, and by leveraging Sony’s audio and product miniaturization technology, WSA hopes that it will be able to provide a better alternative for people with hearing loss. As quoted in a press release, Sony and WSA aim “to create OTC hearing aids that can be used more naturally and comfortably,” and offer “easy-to-use features that personalize the hearing aid.” Interested parties can visit Sony and WS Audiology’s websites for more updates on the forthcoming hearing devices. Image Credit: Kristen Radtke, The Verge ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 9% | Activity: 35% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) ## Key Themes ### Why This Trend Is Growing - **OTC Hearing Aids:** The rise of OTC hearing aids will disrupt traditional hearing aid providers, and create an opportunity for technology companies to develop innovative and affordable hearing devices. - **Personalized Hearing Aids:** As Sony and WSA aim to create personalized and easy-to-use hearing aids, this trend could open up opportunities for companies to develop hearing devices personalized to individual needs. - **Tech-integrated Hearing Aids:** The integration of advanced technology in hearing aids could disrupt the hearing aid market, as companies like Sony aim to leverage their audio and product miniaturization technology to create disruptive devices. ### Industries Being Reshaped - **Healthcare Industry:** The rise of OTC hearing aids could disrupt traditional healthcare providers, and provide an opportunity for new companies to offer affordable solutions for hearing loss. - **Technology Industry:** The integration of advanced technology in hearing aids could disrupt the hearing aid market, and create an opportunity for technology companies to develop innovative devices. - **Consumer Electronics Industry:** As Sony enters the hearing aid market, consumer electronics companies could consider investing in this industry, and potentially benefit from an increase in demand for affordable and innovative hearing devices. ## Related on Trend Hunter - [Accessible DIY Hearing Aids](https://www.trendhunter.com/trends/overthecounter-hearing-aid.md) - [Optimized OTC Hearing Aids](https://www.trendhunter.com/trends/sony-crec10.md) - [Over-The-Counter Hearing Aids](https://www.trendhunter.com/trends/allday-clear.md) - [Touchscreen-Equipped Hearing Aids](https://www.trendhunter.com/trends/overthecounter-hearing-aid-model.md) - [AI-Powered OTC Hearing Aids](https://www.trendhunter.com/trends/avatronics.md) - [AI-Powered Hearing Aids](https://www.trendhunter.com/trends/aipowered-hearing-aids.md) - [Upgraded OTC Hearing Aids](https://www.trendhunter.com/trends/otc-hearing-aids.md) - [Nearly Invisible Hearing Aids](https://www.trendhunter.com/trends/core-one-pro.md) - [Affordable Hearing Aid Lines](https://www.trendhunter.com/trends/affordable-hearing-aid.md)