Strategic Analysis: Amazon’s Ring Remained No. 1 in the Global Home Security Camera Market in 2021

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BOSTON–(BUSINESS WIRE)–In 2021, Amazon’s Ring retained the crown for global camera market share, further building on the momentum it established in 2020 with an expanded camera portfolio, according to Strategy Analytics’ report, “Smart Home Surveillance Camera Global Market Shares – June 2022”.

Strategy Analytics reports that the top five home security camera brands globally at the end of 2021 are, in order: Ring, Arlo, Wyze, Google’s Nest and interactive security platform provider Alarm.com. These five companies have combined to ship more than 14 million cameras, or approximately 20% of Strategy Analytics’ estimated 72 million cameras shipped to consumers globally in 2021. The report assesses the market for indoor and indoor/outdoor cameras sold to consumers, excluding video. doorbells and professional surveillance systems. Major retail companies D-Link, Eufy, EZVIZ and Xiaomi were joined by ADT to round out the top 10. surveillance cameras, whether through consumer electronics retailers (Kasa, Blink) or through interactive security channels (Resideo, SimpliSafe and Vivint).

Overall year-over-year smart home camera sales growth exploded in 2021, as APAC brands with inexpensive entry-level cameras jumped at opportunities to win customers for the smart home as consumers became more familiar with surveillance cameras and eased pandemic-related installation restrictions for US interactive security providers. Nearly all brands reported year-over-year unit shipment gains, although nearly all brands’ market shares declined year-over-year as dozens of new brands flooded the market, especially in APAC.

Jack Narcotta, Senior Industry Analyst at Strategy Analytics’ Smart Home Strategies advisory service, said, “The strength of the Ring brand in video doorbells continues to have a huge halo effect on indoor and outdoor cameras. inside/outside of Ring, setting the stage for Ring to stay on top. ranking at least for the next two years. However, brands that compete primarily in the US, such as Ring, Nest and Wyze, are rapidly approaching an inflection point after which their business model will need to adapt to drive additional camera sales or upgrades. level to older models. The bulk of new customers are won outside of the US, especially in APAC where the number of brands with inexpensive cameras has grown exponentially over the past two years. »

Bill Ablondi, Director of Smart Home Strategies Consulting at Strategy Analytics, added, “The mid-range price segment, which includes cameras priced between $50 and $100, is becoming the main arena competitive. This price range will provide most brands with a balance between 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 included cameras sold to new subscribers and encourage purchases of additional cameras from their existing one. the subscribers.”

Source: Strategy Analytics Inc.

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