GfK/PIV - Vlogging cameras in demand

Vlogging cameras designed specifically for short video clips are currently in demand, according to a market survey conducted by GfK on behalf of the Photoindustrie-Verband (PIV).

With cameras for vlogging - a portmanteau of "video" and "blogging" - the photo and imaging industry has created a new product category that is showing double-digit growth rates despite the difficult market environment. According to the report, the camera category already represents annual sales of well over 200 million euros. And the trend is clearly upward. A comparison of key market figures from 2020 to spring 2022 by GfK confirms the economic potential of this product category. Both sales and revenue from vlogging cameras developed significantly better than the overall market, which was characterized by a decline, during this period.
Specifically, total sales of vlogging cameras in 2021 increased by 20 percent year-on-year to EUR 222 million. Around 172,000 units were sold during this period. Sales of high-end cameras with interchangeable lens mounts increased by 24 percent to 200 million euros in the same period. Mirrorless system cameras generated sales of 171 million euros in 2021, an increase of 35 percent.
The industry sold around 94,000 vlogging cameras in the price category above 900 euros in 2021, 22 percent more than in the previous twelve months. Sales increased by 38 percent to 171 million euros.
Here, too, cameras with interchangeable lens mounts (sales +40 percent, unit sales +23 percent), without SLR technology (sales +51 percent, unit sales +32 percent) and with sensors in 35 mm format (sales +106 percent, unit sales +95 percent) were in greater demand than the average for products in this price class.
In 2022, the trend toward high-priced products is continuing. Between January and March, 60 percent of the approximately 34,000 vlogging cameras sold were those with a retail price of over EUR 900. They accounted for 81 percent of the €48 million in sales of the entire product category during that period. Nevertheless, half of the ten best-selling vlogging cameras are available in the price segment of 547 to 681 euros.

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