Several years have passed since the formal launch of the Bluetooth feature Auracast, which enables devices like earbuds, headphones, speakers, and assistive hearing devices to connect to a single audio source without needing to pair them. Similar to a radio tuning into local channels, users only need to connect to the proper broadcast. These can include announcements at an airport, a teacher’s microphone during a class, or the television being watched on a treadmill at the gym.
By allowing you to directly access one of these broadcasts, Auracast enhances auditory access for those with hearing difficulties or helps filter out relevant information in a noisy environment. Although Auracast is available now, many tech firms have yet to adopt it or seldom discuss it, even when it is part of their offerings.
Each year since 2023, the Bluetooth Special Interest Group (Bluetooth SIG) has highlighted Auracast’s features in exclusive gatherings at CES. However, after that, news coverage diminishes, journalists lose interest, and the audio landscape resumes its routine for another 11 months until the cycle restarts. Recently, there has been an increase in announcements, particularly with Sony introducing its Audio Sharing functionality, which leverages Auracast, on its XM5 and XM6 headphones, as well as support in recent smartphones from Google, Samsung, and OnePlus. Nevertheless, many might overlook this information.
JBL is among the few brands that consistently promotes the Auracast functions of its compatible products — to the extent that some believe it’s a technology exclusive to JBL (one of my colleagues, to be honest, thought this). It’s featured in JBL’s Bluetooth speakers like the Charge 6, Clip 5, and PartyBox Stage 320, along with headphones such as the Tour One M3, which even features a dedicated Auracast audio transmitter to share with compatible nearby headphones.
However, as an early adopter, JBL faced some challenges. “Integrating Auracast into our products posed several technological hurdles, particularly since we committed to implementing it across diverse platforms during its early development phase,” shares Sharon Peng, SVP of global engineering at JBL. “Though Bluetooth SIG provided a solid foundation, it didn’t account for all the specifics needed for effective deployment. Early adopters like JBL had to deal with a level of uncertainty, but Bluetooth SIG has since rolled out more structured compliance and testing guidelines.”
This may clarify some issues reported by Reddit users, particularly regarding JBL PartyBox speakers, which can exclusively receive Auracast broadcasts from JBL products. Peng mentioned that JBL is aware of the situation and is actively working to address it through OTA firmware upgrades. “In short,” Peng commented, “JBL’s Auracast framework is created for compatibility, and we’re dedicated to broadening support across our product range to ensure users can experience uninterrupted connectivity — whether utilizing JBL products or third-party devices.”
Henry Wong, the market development director at Bluetooth SIG, echoed Peng’s commitment to interoperability. He was also aware of the challenges related to the JBL party speaker mode. “We’ve been communicating with JBL, and they are diligently striving to align their products with the complete Auracast standards to ensure greater compatibility and transparency for buyers.”
Not all companies that back Auracast promote it as vigorously as JBL. Samsung has incorporated Auracast in its premium 8K televisions since 2023, and LG introduced support in its 2025-model OLED and quantum dot LED TVs. However, neither company mentions Auracast on their product sites. I discovered LG’s inclusion only after exploring the C5’s menus while reviewing the television in the spring.
When I discussed the feature in June, the only online reference to Auracast support in LG televisions was a press release from Starkey, a hearing aid company. LG did not release its own statement and guided me to the one from Starkey when inquiring about the feature. However, limiting announcements largely to the hearing aid sector, while significant, results in the general public being unaware of this crucial capability they may already have in their products. Utilizing Auracast with your television allows each viewer to adjust the volume to their liking or enhance frequencies for clearer dialogue. Beyond the hearing accessibility, Auracast conveniently allows multiple viewers to enjoy content late at night using headphones without disturbing family members or neighbors.
LG confirmed to me that while Auracast isn’t a focal point in its current marketing campaigns, it is mentioned in the specifications on the LG website (although as of publication, I still can’t find a reference to Auracast on LG television product pages). They expressed support for the technology but noted that its significance to TV consumers is still developing.
LG already promotes Auracast within its xboom series of speakers and earbuds, but the implication seems to be that the uncertain importance to television purchasers is hindering a broader marketing initiative. Why the reluctance, though? While discussing the industry at large, Peng may hold the key to the answer. “There has been a certain degree of caution within the industry, which is common with emerging technologies. Manufacturers frequently evaluate the dangers of investing in features that have yet to be widely accepted or standardized.”
Auracast is already present in earbuds and headphones, and not just premium models from JBL or Sony. EarFun earbuds — all priced under $100 — come equipped with it, and marketing manager Helen Shaw noted that the company’s design team dedicated months to addressing compatibility challenges to get it functioning. Since EarFun incorporates Qualcomm chips in its products, Qualcomm assisted in overcoming some of those hurdles. The determination and innovation shown by a smaller firm like EarFun illustrate that integrating Auracast doesn’t necessitate vast resources from a large company.
However, there is a need for some investment regarding infrastructure — including transmitters and staff training — in venues where Auracast can be highly beneficial. Yet, this adoption has not progressed rapidly. Venues such as the Sydney Opera House are beginning to embrace Auracast for performances, as are several universities and religious institutions, but widespread knowledge and availability in headphones, earbuds, and hearing aids is necessary before we see it regularly used and start benefitting individuals with accessibility requirements in their daily routines.
This highlights why the scarcity of comprehensive marketing is disheartening, particularly as it pertains to its possible applications in households. The technology is already present in many people’s ears, and potentially in their televisions as well. There are even transmitters available for less than $100 to add Auracast functionality to an existing source. If more individuals were aware of Auracast, interest would grow, and venues could begin to adopt it.
But do manufacturers genuinely care to inform consumers? As previously mentioned, Auracast is technology that transcends brand affiliation. Nonetheless, there is a notable tendency for companies to create exclusive ecosystems. TCL has initiated this approach with the introduction of the Z100 Dolby Flex Connect speaker, which necessitates a TCL QM series TV from 2025 for setup. This is not a limitation of the Dolby Flex Connect technology. Moreover, Apple’s success has largely been attributed to this strategy — as I type on my MacBook with my AirPods connected, with my iPhone nearby and my iPad resting on the coffee table. Consider how quickly Auracast could become mainstream if Apple were to implement it in its iconic headphones and earbuds. To date, however, there has been no news from Cupertino addressing Auracast or any future inclusion by Apple. (I have contacted Apple for a comment but have yet to receive a reply.)
Nonetheless, there is significant optimism and dedication to Auracast among all the companies I’ve spoken with. Each one emphasized the importance and potential they believe Auracast holds. According to Wong from Bluetooth SIG, “Auracast broadcast audio is gaining substantial traction across the industry. We’re witnessing a rise in adoption from device manufacturers, increasing deployments in public venues around the globe, and strong backing from advocacy organizations and influencers.”
If (or when) Auracast achieves widespread availability and backing, the accessibility advantages will be immense. Families watching television together will all have the ability to adjust the dialogue clarity for a more enjoyable experience. Hearing travel announcements or the next stop on a train will become easier. Students will no longer struggle to catch the lecture, and sharing music or podcasts will become more straightforward. However, awareness of Auracast is essential before it can truly resonate with individuals, and the onus for educating consumers primarily rests with the manufacturers backing it.
