According to the recent research report “Smart Home Surveillance Camera Global Market Share – June 2022” released by Strategy Analytics, in 2021, Amazon Ring continued to maintain the first position in the global surveillance camera market share.
According to the report, by the end of 2021, the world’s top five home security camera brands are Ring, Arlo, Wyze, Google Nest, and interactive security platform provider Alarm.com. Strategy Analytics estimates that the five companies shipped more than 14 million surveillance cameras in total, accounting for about 20% of the 72 million global security camera shipments in 2021.
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The agency noted that Ring’s brand strength in the video doorbell space will continue to have a huge halo effect on its indoor/outdoor camera market, setting the stage for it to maintain its leadership position for at least 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 models will need to adjust to encourage sales to buy additional cameras or upgrade older products.
Most of the new customers come from outside the U.S., especially in the Asia-Pacific region, which has seen an exponential increase in the number of entry-level low-priced brands over the past two years.
SA believes that mid-range prices, including cameras priced between $50 (about 334.5 yuan) and $100 (about 669 yuan), are becoming the main area of competition. This price range will provide a balanced margin and revenue for most brands, making competition sustainable in this segment.
Interactive security providers like ADT, Alarm.com, and Vivint will ultimately control most of the high-end prices, running occasional promotions to add new users and entice existing users to buy additional camera products.