The global PTZ market continues to generate opportunities as market demand remained strong against pre pandemic level in FY21. Growth in demand started due to the pandemic, as remote working practices became mandatory across many organisations, and limitation on budgets for broadcasters created the conditions for this product category to thrive. However, this success has, at times, come at the expense of other professional video acquisition product categories.
As the optical performance of Pro PTZ cameras has improved, technical decision makers have become more open to considering them in place of camcorders or even system and box cameras, especially as Pro PTZs offer potential for both cap-ex and op-ex savings. As an example, five or more PTZs could be purchased for the same price as two system cameras, and while this may not deliver all the same benefits in optical quality, the lower ASP of these cameras allow more to be purchased to create more coverage and angles. Or, alternatively, spare budget for investment in lighting or other equipment to raise the production value of what is seen on screen. Furthermore, all of the PTZs can be controlled centrally by a single operator. This is not to say that PTZs are replacing all system and box cameras, but for cost-conscious live content producers they represent a very strong value proposition.
These advantages are instrumental in expanding the addressable market and allowing multicamera live video production to become more attainable in non-traditional verticals such as corporate/enterprise, education, house of worships and government.
IP adoption is gaining momentum in the professional video market, and this is directly benefitting the PTZ market. The introduction of NDI and NDI HX compatibility in many vendors’ product portfolios has been very well received by the market. However, it’s not only IP connectivity that is driving the PTZ market: end users are also seeking more features to simplify ease of use for operators with limited production experience or even without operators at all. This is creating an opportunity for AI technologies as auto-tracking PTZ cameras start to penetrate the market. The technology is developing at two places in the workflow, either embedded in the camera itself or as a software layer that sits across multiple cameras at the camera control layer. The popularity of the auto tracking PTZ cameras has been particularly notable in the K-12 and higher education sectors, as it enables more rooms to be equipped with lesson capture and distance learning capabilities.
Given the lucrative opportunities presented by this growth market, many new brands are entering into the market. The lower price categories have become highly saturated with different options. While some emergent brands have been able to capture market share when major players have encountered supply chain issues, ultimately it will be the brands that enter the market with new innovations on the tried and tested PTZ formula that gain a longstanding foothold. For example, Aver and Birddog have been able to establish a strong presence in this market due to their market penetration within specific verticals. Aver’s wider product portfolio, existing channel connections and auto-tracking capabilities were all well suited for success in the K-12 and Higher Education sector. Birddog have championed the use of full NDI and support for the IP protocol throughout their product range has made them a go-to brand for end-users, as the demand for IP workflows has risen.
Availability of inventory remains one of the most crucial components of success in this market. Brands face a challenge on two fronts, to ensure they can procure parts in the necessary quantities without suffering from extortionate price hikes due to scarcity, as well as keeping pace with market innovation as more brands enter this space.
Futuresource’s Global Pro PTZ Camera Market Report reveals the true extent of market growth in FY21 and volume and value share held by leading brands across different price segments.
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