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Surge In Corporate Video Use Fueling Growth In Entry-Level Video Products

The challenge for many businesses to facilitate home working at scale has proven a major catalyst in making video an everyday business tool. According to a report from Futuresource Consulting, many companies are reevaluating how to use video technologies more prominently in their long-term strategy for success.

The industry has witnessed a surge in demand for a range of video acquisition devices across several key product categories. Webcams, PTZ cameras, entry-level pro camcorders, video bars and other videoconferencing equipment have been highly sought after over the past seven months, as the need for higher performance image acquisition drives end users to upgrade from using readily available cameras integrated into devices, like smartphones and laptops, to dedicated solutions.

Videoconferencing is proving to be a gateway to widespread adoption of video use in many businesses. This has not only influenced a change in internal corporate communication, but also external collaboration and engagement. Anyone who is regularly engaging in videoconferencing, corporate communications, webinars and virtual networking—or creating digital marketing content, sales materials and training resources—has now entered the addressable market for professional imaging devices.

Devices with higher resolution, greater dynamic range and more effective video compression present opportunities to raise the standard of video quality. Ultimately, every individual’s image quality will be tied to the compression and maximum bitrate used by their video conferencing or streaming platform. However, for those who are seeking to differentiate their video from competitors or even stand out memorably from other participants on collaborative calls, investing in a better camera will prove that they have done everything within their control to improve the visible quality of their video output.

The democratization of video equipment in recent years means there is a range of solutions available for those seeking to move beyond integrated laptop webcams. Smartphones offer a readily available alternative, and webcams and dedicated videoconferencing kits present a traditional B2B solution. Consumer imaging devices, including DSLRs, mirrorless and action cameras, can be taken advantage of due to software upgrades making them compatible as a video source. Additionally, PTZs and pro-camcorders offer more sophisticated imaging options and increased manual control.

Aside from simple availability, the reasons some products have been favored during the lockdown period include intuitive user interfaces, menus and configurations, cameras with good autofocus for self-shooting and convenient connectivity for integration with livestreaming platforms. These features all help solo-shooters to set up and operate at home with only remote technical support.

As more companies consider their use of video not only as a short-term solution to the challenges of the coronavirus pandemic, but also an opportunity to reinvent operations and communications, Futuresource predicts there will be a growing need for high-quality video devices and more ambitious use cases that arise.

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