1. The Launch of Auracast (LE Audio)
The newest Bluetooth transmission protocol will eventually be a game changer. Not just for those with hearing aids, but for anyone that streams using Bluetooth (which is essentially everyone). Sound quality will improve, and accessibility to sound in public spaces will be more widespread than ever before.
How it Works
How it works is best described using imagery: Imagine walking into an airport. There are restaurants and pubs with televisions showing sporting events, along with announcements coming from different gates as well as from the airport terminal.
Picture pulling out your phone, pulling up your Bluetooth settings, and selecting what you want to hear. Maybe you want to hear one of the televisions in the restaurant you are in, which has your favorite team playing. Perhaps, you want to hear any announcements coming from Gate A5. Whatever your preference, those sounds will be streamed to your hearing aids (or for those without hearing loss, their Bluetooth headphones).
Almost all hearing aids sold in 2025 have the technology to stream using LE Audio. These improvements will take time to take place in other markets; however, cell phones, televisions, and other streaming devices are beginning to offer LE Audio.
Sound systems in churches, schools and other public venues are now able to upgrade to this technology, and it is expected to be widespread in public spaces by 2030.
2. New Research Shows Positive Results
Research continues to provide insight into how hearing loss affects cognitive function.
Hearing aids continue to improve speech processing in noise, and recent studies have confirmed that these improvements reduce cognitive load and listening effort. Over the last ten years, multiple articles have provided evidence that untreated hearing loss negatively affects cognition.
We cannot stop the brain from aging; however, new research provides evidence that treating hearing loss is an effective way to reduce burden on the brain, and that, in turn, can prevent earlier onset of cognitive decline.
3. Over-the-Counter Hearing Aids
Over-the-counter hearing aids have reshaped the marketplace by increasing accessibility, affordability, and consumer awareness. These devices are approved for mild to moderate hearing loss and require the patient to self-direct their care.
This means the patient is responsible for fitting and programming the devices using their smartphone. While this approach appeals to certain people, it often isn’t effective, leading many to seek a professional’s help.
Even though there are significant drawbacks to over-the-counter hearing aids, the ability to try something without professional intervention is appealing to a certain population.
For those of us that treat hearing loss, we support any way in which a person starts their hearing loss treatment journey. The important thing is to start. Whatever path is most comfortable for you, start there. If you are concerned that your over-the-counter hearing aid is not improving your hearing, seek out professional advice.
Remember the effects of untreated hearing loss on lifestyle and cognition—an ineffective hearing aid can be just as damaging as not treating your hearing loss at all.
4. AI Integration
In the past, hearing aid technology applied the same rules for controlling how speech in noise is processed, regardless of the environment. The issue with this is that all noisy environments are different. A sports bar is different than a cocktail party, which is different from a wedding reception.
By teaching computer processing how to select which speech sounds to amplify in noisy situations, the “brain” of the hearing aid is better able to adapt differently to speech in noise whenever the environment changes.
This approach allows for personalizing amplification, improving hearing in complex listening situations, and reducing listening effort. As a result, users experience clearer communication, greater comfort, and improved satisfaction across diverse acoustic environments.
5. Biometric Sensors
Many hearing aid manufacturers are now adding sensors to monitor heart rate, activity (including steps) and fall detection in an effort to integrate hearing loss treatment with overall wellness.
The most impactful of these sensors to date is Starkey’s fall detection system, which has been tested and proven to be as effective as the leading body-worn fall detection system and will alert family members if a fall is detected.
Schedule an Appointment Today
As always, if you have questions about over-the-counter hearing aids or you want to discuss other options, contact us, and we’d be happy to see you.
Dr. Sondra Rierson
About the Author: Dr. Sondra Rierson is an experienced audiologist with more than a decade of expertise in diagnosing and treating hearing loss. Originally from Lake View, Iowa, she is dedicated to providing personalized, patient-centered hearing care.
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