VLOGGING CAMERA MARKET

KEY FINDINGS

1. The global market for camera sales is decreasing but cameras bought for content creation will see increased growth as people with vlogs improve the quality of production with an increase in viewership.
2. Cameras used exclusively for vlogging purposes will see increased growth in terms of overall sales (9.37 % CAGR from 2022 – 2027 ). The price per unit will also see a slight decrease as companies offer better products with competitive pricing.
3. The >$900price range will see the highest growth in volume while the $300-$900 range will see the greatest value growth as most of the vloggers will shift to improving their vlog quality and the top vloggers will improve their gear with time.
4. Go-Pro saw a boost in their direct-to-consumer e-commerce business as demand for GoPro continued to grow from the COVID-19 trough. This continued momentum supports their shift to a more direct-to-consumer business.
5. In mid-2022 Nikon, the world’s third-largest camera manufacturer, made a public shift away from DSLRs and toward mirrorless cameras, which use an electronic screen fed by the camera’s sensor instead of a DSLR’s mirror gimmick to give a preview of the user’s photo. 
6. The major chunk of the top 10 influencers with maximum subscribers in the world comprises gamers. Most Gamers use advanced screen recording software coupled with a camera in a few cases. The cameras most preferred by top ‘Lifestyle and Beauty vloggers’ are manufactured by ‘Canon’ and ‘Sony’
7. Kodak has seemingly done the planning to take the biggest share of the compact camera in Japan.  
8. There are products like Panasonic G100 and Sony ZV-1 which are vlogging friendly but are the modified versions of their parent products. There is a gap that can be filled with an exclusive product with tailored hand grips and control points customized to be used at arm’s length, exclusively for vloggers.

SOME FACTS ON YOUTUBE

• As of 2022, there are about 51 Million YouTube channels globally. Since 2021, the channel number has grown by ~36%.
• There are about 32,000+ channels on YouTube with more than 1 Million subscribers.
• From 2016 to 2022, the number of channels with 1M+ subscribers grew by 70%. The number of channels featuring between 10K and 100K subs grew by around 70% in 2022. The number of channels having more than 100K subs even doubled last year.
• YouTube is the #1 platform for uploading videos and associated earnings but many vloggers also upload vlogs on 20+ other platforms like Dailymotion, Twitch, Vimeo, etc.
• What makes YouTube the #1 platform is that about 32% of the world population (2.56B people) are YouTube logged-in users today and about 30,000 hours of video content is uploaded every hour.
• In total YouTube gets 14.3 billion visits per month which is more than Facebook, Instagram, or any other platform. YouTube has 2.1 billion monthly active users based all around the world.
• On average 694,000 hours of video are streamed on YouTube each minute.
• YouTube has a user base of 2476 million whereas Facebook has 2936 million and Instagram has 1440 million.
• There is on average 50% growth rate of vloggers earning 5 figures on YouTube. 

NEW VLOGGING CAMERAS LAUNCHED IN THE MARKET (POST COVID)

VLOGGING CAMERA MARKET SEGMENTATION

VLOGGING CAMERA MARKET DYNAMICS

The vloggers are mostly influencers, who are always striving to create the best possible content to improve their channel and earnings. A good camera is a must-have but it also needs to be lightweight and versatile, to be used in almost all outdoor and indoor applications. Because of this, many vloggers are now substituting their mobile phone cameras with a vlogging camera, this is an ongoing trend and could also be a potential risk to the vlogging camera market.

• Future growth of vlogging cameras will also be closely linked to drone camera sales as many vloggers have both.
• The average selling price of a mirrorless camera’s body preferred for vlogging is $880 in 2022 and this is ~80% higher than the average DSLR vlogging camera ($380). The market share of mirrorless cameras in global vlogging cameras will increase from 27% in 2022 to 30% in 2027.
• The current smartphone cameras have become the biggest competitor for DSLR cameras. 
• Qualcomm has planned to develop artificial intelligence (AI) technology that will help smartphones surpass DSLR cameras completely within the next three to five years.
• The second stage includes AI control of the so-called 3A features, namely auto-focus, auto-white balance, and auto-exposure adjustments.
• Average Vlogging Camera weight across segments is around 386.9gms in 2022
• Back in 2018-19, DSLRs were used for high-quality vlogging weighing an average of 675.3gms.
• Development of newer models like Sony A7,  and Nikon Z7 mirrorless cameras weighing around 476gms have gained popularity among vloggers in upcoming years.

VLOGGING CAMERA MARKET SIZE AND FORECAST

The vlogging camera market size is derived from two sets of buyers, 1) those who are new to vlogging and buying their first camera with a lower budget and limited features 2) experienced vloggers who understand the nuances of advanced cameras, and related tech, and the impact it has on their content.

We talked to 14 celebrity vloggers (>1M subscribers) and found that their average cost of a camera ranged between $1,300-$1,900. But there are more than 100,000 aspiring vloggers (20k-100k subscribers) who have varying needs, and budgets and are always on the lookout to upgrade their equipment. Something the vlogging camera manufacturers will have to pay very close attention to.

• The price point is important to vloggers as they shift to serious vlogging after generating traction and upgrading their gear. The digital cameras offered in this price range can shoot top-quality videos as well as the action cameras. Some of the DSLR models that cost more than $900 in 2020 will also fall into this price range as better cameras are developed.
• Companies will have to market products in this price range exclusively for content creators and offer features that facilitate fast editing as well as uploading to platforms for sharing.

Mirrorless and DSLR cameras will have a slower replacement period (~2-2.5 years) compared to action cameras (~1-1.5 years). USA currently has 23% of the global market share (by volume) and this will grow to 15-16% by 2027, USA will remain the biggest market in terms of a single country for Vlogging cameras.

“The global vlogging camera market size is estimated at $XXM in 2020, growing at 8.7% CAGR till 2027”.

VLOGGING CAMERA MARKET COMPETITIVE LANDSCAPE

The vlogging camera market is dominated by Asian manufacturers. 6 out of 9 manufacturers profiled in this report belong to Japan and it is because of their long-proven expertise in building all forms of cameras over the past many decades. Olympus has the highest gross margin among all manufacturers.

The vlogging camera market is highly concentrated with just four players accounting for ~77% market share So far, Sony and Cannon have emerged as the top choice brands by vloggers and they cumulatively account for a substantial market share.

Nikon is willing to expand their base of younger customers by introducing entry-level models that are more affordable while still featuring improvements to video and other functions and by supplying software that supports expression through imaging.

Nikon has planned to increase their revenue and profits down to the increasingly weaker “yen” against the global markets, and the decision to slim down their entry-level cameras and lenses, instead focusing all their marketing and development on cameras and lenses for the higher-end enthusiast and professional markets. 

Sony is actively engaging in acquisitions, joint ventures, capital expenditures, and other strategic investments to acquire new technologies. Sony invested in Bilibili Inc. and Epic Games, Inc. (“Epic”), and acquired minority interests in both companies, to accelerate business expansion in the area of entertainment in the fiscal year ending March 31, 2022.

GoPro’s sales through GoPro.com represent an increasing percentage of revenue and are focused on continuing to accelerate the growth of e-commerce sales. Revenue from GoPro.com represented 33% of revenue in the fourth quarter of 2020.

Canon is accelerating the promoting and marketing sector to boost the sales of products such as “EOS R5” and “EOS R6” full-frame mirrorless models.

VLOGGING CAMERA MARKET COMPANY PROFILES

1. Panasonic Corporation
2. Sony Corporation
3. Canon Inc.
4. GoPro, Inc.
5. Nikon Corporation
6. Samsung Electronics
7. SZ DJI Technology Co., Ltd
8. Fujifilm Holdings Corporation
9. Olympus Corporation
10. SJCAM  Limited
11. YI Technology
12. Garmin Ltd.

VLOGGING CAMERA MARKET REPORT WILL ANSWER THE FOLLOWING QUESTIONS

1. Global Vlogging Camera Market Size and Forecast, segmented by geography, camera type, and brand
2. Which market segment will grow at the highest rate and why?
3. Growth in influencer marketing and its Impact on the vlogging camera Market
4. Top 10 YouTube influencers in the US, Europe, India, and China and most popular vlogging cameras in respective regions/countries
5. Pain points of vloggers related to camera and their expectations from future vlogging cameras
6. Latest technical trends and developments in newly launched vlogging cameras
7. Growth in the number of vloggers in the past two years and 2024-2030
8. Opportunity in related camera accessories market(Tripod, lens, external hard drive, memory card, etc.)
9. Market share of vlogging camera vendors
10. Persona of popular vloggers