Home Security Camera Market Share Report Reveals Fragmentation

The top five home security camera brands in the world are, in order, Ring, Arlo, Wyze, Google’s Nest and Alarm.com, according to a home security camera market share report from Strategy. Analytics.

The five companies have shipped more than 14 million cameras, or about 20% of the 72 million cameras the company says it shipped to consumers last year. The report said sales of smart home cameras “rebounded” last year behind inexpensive entry-level cameras from APAC brands and the easing of COVID-19 installation restrictions in the United States.

Almost all brands benefited from year-over-year unit shipment gains. At the same time, the market share of almost all brands has declined due to the entry of dozens of new brands. This phenomenon has been particularly felt in the Asia-Pacific region.

The report looks at indoor and indoor/outdoor cameras sold at retail, but does not include video doorbells and professional surveillance systems. The rest of the top 10 is made up of ADT and what Strategy Analytics defines as Tier 2 retail companies, D-Link, Eufy, EZVIZ and Xiaomi. The report also discusses Tier 3 brands that use a variety of go-to-market strategies such as consumer electronics retailers (Kasa and Blink) and interactive security channels (Resideo, SimpliSafe and Vivint).

“The mid-range price segment, which includes cameras priced between $50 and $100, is becoming the main competitive arena,” said Bill Ablondi, director of consulting service Smart Home Strategies. of Strategy Analytics, in a press release. Press release about the Home Security Cameras Market Share Report. “This price range will provide most brands with a balance of profit and revenue that will make competing in this segment a sustainable endeavor. Interactive security vendors such as ADT, Alarm.com and Vivint will eventually control most of the Premium price range as they develop sales and marketing campaigns to increase the number of cameras sold. to new subscribers and encourage existing subscribers to purchase additional cameras. »

Source: Strategy Analysis

Analyst Jack Narcotta, senior industry analyst in the company’s Smart Home Strategies advisory service, said Ring’s strength in video doorbells continued to have a “huge halo effect” on its cameras. indoor and indoor/outdoor.

In 2018, Strategy Analytics said the market for smart home surveillance cameras would surpass the $9.7 billion mark by 2023. It said the main driver would be cameras with software and service features complete that would cost less than $200. He said the main service providers would be ADT, Alarm.com and Vivant and the main providers would be Amazon, Netgear and Nest.

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