Chennai: The growth of the creator economy and success of short video platforms during the pandemic has given a leg up to the digital photography industry that was under strain from smartphone cameras.
Camera brands have seen almost doubling of demand and sales of entry-level mirrorless cameras in the last 15 months.
Consumer tech analysts and influencer marketing firms TOI spoke to say hobbyist creators and vloggers who started off using smartphones for producing content have tapped the entry-level digital cameras (also called mirrorless cameras) to create and share content more professionally. They are also driving sales of tripods, portable microphones, ring lights, gimbals and other equipment that help create a professional studio atmosphere at home.
FujiFilm saw over 200% growth in sales of its entry-level camera line up including the XP-200 last year. “Wireless content sharing, flip-able screen, aspect ratio settings to reduce post production work and setting time limits are a few features that make it a pick among content creators,” Arun Babu, general manager, EID & Optical Device Division, FujiFilm, said. Travel and lifestyle vloggers and photographers used to be a niche segment but are now one of the key customer categories and growing, he added.
Manabu Yamazaki, president & CEO, Canon India, said the company has witnessed “double-digit growth rates” in its camera division. “Features in cameras such as direct streaming on social media, IBIS (n-body image stabilization) and advanced auto-focus have only further enabled vloggers to become independent and shoot their videos,” he said.
Canon has a range of cameras available with the EOS 200DMKII being a hit with content creators. Its key features include ability to share content to any platform through Wi-Fi and bluetooth and a HDMI output for direct live streaming in YouTube.
Zhiyun India, a company that sells gimbals -a device that allows cameras to rotate smoothly to help film smooth footage on the move- says it has seen almost 200% rise in demand and sales. With a suge in direct streaming, the company is also planning to launch a small sim-enabled display unit that creators can mount on their DSLRs for quick sharing.
“As creators gain a large following and wish to enhance the quality of their content, they move on to DSLRs/Mirrorless cameras, etc… many of these devices today facilitate transfer of data quickly in order to broadcast it,” Apaksh Gupta, co-founder and CEO of influencer marketing firm One Impression, said. In the pandemic, we have seen a surge in the indoor lighting market with ring lights, soft lights and over-the-top lights being used by the influencers, he added.
Digitek, Simpex and other photography equipment companies have all expanded product lines to include tripods, gimbals, ring lighting and other preferred equipment by content creators. Industry players say one can set up a good home studio in under Rs. 25,000 with the options and get started on a creator journey.