International. In 2020, Amazon's Ring expanded its camera portfolio to double its market share, surpassing Arlo and Wyze, and establish itself for the first time as the world's largest smart home security camera brand, according to Strategy Analytics' report, "Smart Home Surveillance Camera Global Market Shares – April 2021."
Strategy Analytics reports that the top five home security camera brands globally by the end of 2020 are, in order: Ring, Arlo, Wyze, Google's Nest, and interactive security platform provider Alarm.com.
These five companies combined to ship more than 12 million cameras, or about 30 percent, of the 42.5 million cameras that Strategy Analytics estimates sent to consumers worldwide in 2020. The report evaluates the market for smart home security cameras for consumers, excluding video doorbells and professional surveillance systems. At level 2, the companies D-Link, Eufy, EZVIZ, Kasa and Resideo completed the top 10. Tier 3 companies ADT, SimpliSafe, and Vivint showcased how the U.S. interactive security market shapes the smart home camera market shares of global consumers.
Before 2019, consumer brands like Arlo and Nest, and U.S. interactive security companies ADT and Vivint were entrenched in the top five. However, the popularity of video monitoring as a self-monitoring service, with no subscription and lower-priced but feature-packed offerings from dozens of smaller camera brands have altered the global camera landscape.
Jack Narcotta, senior industry analyst in Strategy Analytics' smart home strategy advisory service, said: "Ring's most important addition in the pandemic year was not a market-making device, but an aggressive but calculated expansion of its camera portfolio. To be sure, Ring heard from millions of Ring video doorbell users who wanted to remain loyal to Ring while considering buying indoor and outdoor cameras. In 2020 it expanded the size of its camera portfolio, paying special attention to outdoor cameras equipped with spotlights, as well as indoor cameras. The strength of the Ring brand on video doorbells has had a huge positive halo effect on their camera business."
Bill Ablondi, Director of Strategy Analytics' Smart Home Strategies advisory service, added: "Ring's moves had a ripple effect on the other largest retail-oriented camera brands, particularly Arlo, which reported an annual decline in camera units shipped in 2020 while its main competitors Ring, Nest and Wyze came forward.
In the interactive security market, many vendors are doubling down on video monitoring capabilities as a cornerstone of their value proposition for consumers. Alarm.com, ADT and Vivint have excelled in capitalizing on the demand for video security from their millions of existing subscribers, and Alarm.com and Vivint have excelled at increasing camera connection rates for new subscribers."
Source: Strategy Analytics.
