Video creator tools Hardware user profile
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The democratisation of video creation has created an unprecedented opportunity for hardware tools companies. However, converting casual creators and beginners into high spenders is difficult given the financial and educational barriers creators must overcome. Hardware companies are also facing competition from AI tools that extoll the benefits of bypassing hardware workflows with AI video generators that can help creators reach audiences faster.
Hardware companies will only maximise this opportunity if they respect that video creator needs have trifurcated between videographers and professionals, social video creators, and marketing creators. Each group has a nuanced set of behaviours, preferences, and aspirations that need to be understood and catered to by hardware companies. While hardware bundles can help alleviate key pain points for these groups, they must also be supported by a marketing push that underscores the value they bring as AI tools seek to disintermediate hardware workflows.
This report analyses creator hardware usage and behaviours of video creators. It focuses on their roles, hardware tools used, income and spending behaviours, creative motivation, most important workflow moments, tools needed, and most common pain points. The key segments in this report are video creators by sophistication, videographers, social video creators, and marketing content creators.
Key data and insights in this report:
This report presents MIDiA data for key behaviours of video creators, from entry-level social video creators to professional-level videographers. Data covered includes usage of video creator hardware tools by sophistication, including beginner, intermediate, advanced; and creator type, including videographers, social video creators, and marketing content creators. Data is from our video creator tools survey fielded in Q2, 2024, sample size 240. And MIDiA’s consumer survey Q2, 2024, US, UK, Australia, Canada, Germany, France, Sweden, South Korea, Brazil. Sample size 9,000.
Table of contents:
Words: 5355
Pages: 43
Infographics: 25