The World Health Organization (WHO) estimates that almost 1.6 billion people, or one fifth of the world’s population, lives with at least moderate hearing loss. But despite the enormous health burden, little is known about how hearing loss is dealt with in public health systems.
Global surveys by the hearing care industry aim to plug this data gap and shed light on public attitudes and behaviours: They uncover trends and insights ranging from the accessibility of hearing aids, the availability of fitting services, and consumer trends.
The MarkeTrak survey carried out by Hearing Industries Association (HIA) in the United States and the EuroTrak surveys carried out in Germany and France by the European Hearing Instrument Manufacturers Association (EHIMA) offer a detailed snapshot comparing the state of hearing care across three key markets.
Self-reported hearing difficulty declining
In the United States, self-reported hearing difficulty declined to 9.1%, down from 10.2% in 2022, with France and Germany showing similar patterns. This suggests a possible global improvement in hearing awareness and protection. The decline may reflect greater attention to noise prevention – both in workplaces and in recreational activities environments – and supported by public health campaigns about unsafe listening habits.
Rising adoption across all markets
All three countries consistent rises in the rates of hearing aid adoption. In the United States, adoption has climbed from 22% in 2000 to 39% in 2025; in France, from 32% to 47%; and in Germany, from 30% to 55%. Uptake among adults aged 44–64 showed the greatest increases in all countries – a positive sign that younger generations are beginning to engage with hearing care earlier and are taking active steps to protect their senses.
Dr Thomas Powers, Strategic Advisor at HIA and author of the MarkeTrak report, notes:
“We’re seeing a more informed, health-conscious consumer. Awareness of the benefits of hearing care – from improved communication to emotional wellbeing – is clearly growing.”
Satisfaction and professional care remain high
Across all three countries, user satisfaction with hearing aids remains consistently high at or above 80% – with Germany reporting the highest satisfaction at 85%. Binaural fitting rates are equally strong, ranging from 74% in France and Germany to 83% in the United States.
Encouragingly, hearing care professionals continue to enjoy exceptional trust and satisfaction ratings, at or above 90% across all markets. Even as over-the-counter (OTC) hearing aids gain traction in the United States, the findings suggests that professional expertise remains a valued and integral part of the hearing care journey.
One of the most striking findings in both MarkeTrak and EuroTrak is emotional rather than technical: More than 60% of hearing aid owners said they wished they had acted sooner. This sentiment was consistent across the United States (66%), France (63%), and Germany (64%).
Respondents cited improved social connection and enhanced mental and emotional wellbeing as the top benefits of getting hearing aids – illustrating the far-reaching life improvements associated with treating hearing loss.
For those yet to take action, perceived cost and a belief that hearing loss “isn’t severe enough” remain the main barriers. The report’s authors suggest that better education and myth-busting could help bridge this gap, empowering more people to seek support sooner.
Cost and coverage – different systems, shared lessons
The United States, France, and Germany each operate under very different coverage models. European systems offer far greater reimbursement: 90% of French and 92% of German survey respondents reported full or partial coverage for their devices and care. In contrast, the United States – where hearing aids remain excluded from traditional Medicare – reports lower overall coverage. Still, access has improved: 58% of American respondents now receive some third-party assistance, largely through private insurance and veteran programmes.
The findings underline the vital role that policy and funding models play in ensuring equitable access to hearing care.
Looking ahead: new pathways and opportunities
While OTC devices are currently more established in the United States, they are beginning to enter European markets, potentially reshaping access and choice. Meanwhile, remote and self-fitting technologies are expanding opportunities for both consumers and professionals, extending care beyond traditional clinic settings.
The data ultimately paints an encouraging picture: growing awareness, steady adoption, and strong satisfaction across diverse markets. Yet, it also highlights an ongoing need for reform, outreach, and investment – to ensure that hearing care remains accessible, equitable, and stigma-free.
__________________________________________________________________________________________
About the Studies:
MarkeTrak 2025 was conducted by the Hearing Industries Association (HIA) in the United States, with corresponding EuroTrak 2025 surveys led by the European Hearing Instrument Manufacturers Association (EHIMA) in France and Germany. Together, they encompass responses from over 40,000 individuals, offering a comprehensive look at global hearing care trends and consumer perspectives.
