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The market study will assess the lighting solutions market at large including but not limited to Profoto's key customer, geography and product segments
misc · 2021 · context
The market study will assess the lighting solutions market at large including but not limited to Profoto's key customer, geography and product segments
 The findings in this report are based on interviews with market participants, end-user survey, management information as well as other secondary sources
misc · 2021 · disclaimer
The findings in this report are based on interviews with market participants, end-user survey, management information as well as other secondary sources
 The market study has incorporated 46 interviews with camera OEMs, lighting solutions manufacturers and distributors, camera equipment dealers & users across geographies
misc · 2021 · context
The market study has incorporated 46 interviews with camera OEMs, lighting solutions manufacturers and distributors, camera equipment dealers & users across geographies
46 — Total interviews
 The end-user survey targeted a selection of geographies and reached a total of 636 respondents with broad demographic distribution
misc · 2021 · segmentation
The end-user survey targeted a selection of geographies and reached a total of 636 respondents with broad demographic distribution
636 — respondents
 Profoto operates within the lightning solutions market, a subsegment of the broader image and content creation market
misc · 2021 · market_landscape
Profoto operates within the lightning solutions market, a subsegment of the broader image and content creation market
30 SEKK — Average spend per user
 The global lighting solutions market had an estimated value of 8.2bn SEK in 2019, with the EU32, the US, China and Japan are the largest end markets
misc · 2021 · market_landscape
The global lighting solutions market had an estimated value of 8.2bn SEK in 2019, with the EU32, the US, China and Japan are the largest end markets
8.2bn SEK — Market Value
 The market has been impacted by COVID-19, however demand is expected to recover by 2023 with 3-5% growth p.a. expected thereafter
misc · 2021 · industry_trends
The market has been impacted by COVID-19, however demand is expected to recover by 2023 with 3-5% growth p.a. expected thereafter
3-5% — CAGR
 The lighting solutions market is consolidated – a handful of key players dominate with few competing in both the flash and continuous lighting spaces
misc · 2021 · market_landscape
The lighting solutions market is consolidated – a handful of key players dominate with few competing in both the flash and continuous lighting spaces
20% — market share
 Several avenues for growth exist in the broader lighting solutions market
misc · 2021 · market_landscape
Several avenues for growth exist in the broader lighting solutions market
 Profoto operates within the lighting solutions market, a component of the wider image & content creation space, which has favorable tail winds from long term macro trends
misc · 2021 · industry_trends
Profoto operates within the lighting solutions market, a component of the wider image & content creation space, which has favorable tail winds from long term macro trends
 The image and content creation market can be segmented into imaging, production and creative solutions which are used to produce a range of content types
misc · 2021 · segmentation
The image and content creation market can be segmented into imaging, production and creative solutions which are used to produce a range of content types
 Growth is supported by several favorable mid to long-term macro trends
misc · 2021 · industry_trends
Growth is supported by several favorable mid to long-term macro trends
 Rising disposable incomes and emerging middle classes are driving increased spend on camera equipment and demand for event photography
misc · 2021 · industry_trends
Rising disposable incomes and emerging middle classes are driving increased spend on camera equipment and demand for event photography
17% — Disposable income
 Demand for, and production of, digital content has been growing, and is expected to continue doing so (video content for social media in particular)
misc · 2021 · industry_trends
Demand for, and production of, digital content has been growing, and is expected to continue doing so (video content for social media in particular)
180 — Data generated (m PB)
 While sales of digital cameras have decreased due to the use of built-in smartphone cameras, sales of more sophisticated cameras (e.g. mirrorless) have been resilient
misc · 2021 · industry_trends
While sales of digital cameras have decreased due to the use of built-in smartphone cameras, sales of more sophisticated cameras (e.g. mirrorless) have been resilient
8.9 — Global digital camera sales
 Global e-commerce is growing both in volume and as share of total retail sales, driving demand for digital images and video
misc · 2021 · industry_trends
Global e-commerce is growing both in volume and as share of total retail sales, driving demand for digital images and video
6,388 — Global e-commerce sales
 Long-term growth of leisure travel and events, such as weddings, expected to rebound from the COVID-19 dip by 2023
misc · 2021 · market_landscape
Long-term growth of leisure travel and events, such as weddings, expected to rebound from the COVID-19 dip by 2023
1,626 — International arrivals / Number of weddings
 Lighting solutions is a key component of the image & content creation market, covering a number of solutions used to shape light
misc · 2021 · key_takeaways
Lighting solutions is a key component of the image & content creation market, covering a number of solutions used to shape light
25% — share of camera equipment spend
 Photographers and content creators use a wide range of solutions; lighting is often a key component, with varying needs depending on the requirements of their work
misc · 2021 · market_landscape
Photographers and content creators use a wide range of solutions; lighting is often a key component, with varying needs depending on the requirements of their work
 The lighting solutions landscape consists of a range of lighting, shaping tools & accessories as well as software – all of which are used to create and shape light
misc · 2021 · market_landscape
The lighting solutions landscape consists of a range of lighting, shaping tools & accessories as well as software – all of which are used to create and shape light
 Users devote ~25% of their yearly photography equipment spend to lighting solutions, and usually purchase new lighting solutions every 3-4 years
misc · 2021 · market_landscape
Users devote ~25% of their yearly photography equipment spend to lighting solutions, and usually purchase new lighting solutions every 3-4 years
25% — Annual spend allocation
 Average spend per user on camera equipment is ~30 SEKk per year, however this varies by user and increases with share of income from photography and experience
misc · 2021 · market_landscape
Average spend per user on camera equipment is ~30 SEKk per year, however this varies by user and increases with share of income from photography and experience
30 SEKk — Average spend per year
 Choice of main lighting solution varies by market and type of user – US shows higher share of continuous, while Japan and China exhibit tendency toward speedlight
misc · 2021 · market_landscape
Choice of main lighting solution varies by market and type of user – US shows higher share of continuous, while Japan and China exhibit tendency toward speedlight
 DSLRs and fixed lens are the camera types most often used; smartphones are more common amongst part-time photographers
misc · 2021 · market_landscape
DSLRs and fixed lens are the camera types most often used; smartphones are more common amongst part-time photographers
45% — Primary camera type
 Various technological advancements have been emerging in the lighting solutions space, with OEMs of both flash and continuous lighting leading development
misc · 2021 · industry_trends
Various technological advancements have been emerging in the lighting solutions space, with OEMs of both flash and continuous lighting leading development
 Lighting equipment OEMs have traditionally reached end-users through indirect sales channels, with dealers and rental shops acting as the primary user touchpoint
misc · 2021 · value_chain
Lighting equipment OEMs have traditionally reached end-users through indirect sales channels, with dealers and rental shops acting as the primary user touchpoint
 Rental shops is an important channel affording end-users flexibility to adapt to client requirements and reduce the need to purchase expensive equipment
misc · 2021 · market_landscape
Rental shops is an important channel affording end-users flexibility to adapt to client requirements and reduce the need to purchase expensive equipment
 Supply chain participants all play a key role in influencing the purchase decision making process of the end-user and positioning the product in the market
misc · 2021 · market_landscape
Supply chain participants all play a key role in influencing the purchase decision making process of the end-user and positioning the product in the market
 There are several market regulations and trade risks affecting lighting solution OEMs
misc · 2021 · risk_register
There are several market regulations and trade risks affecting lighting solution OEMs
 The global lighting solutions market had an estimated value of SEK 8.2bn in 2019, with the EU32, the US, China and Japan are the largest end markets
misc · 2021 · key_takeaways
The global lighting solutions market had an estimated value of SEK 8.2bn in 2019, with the EU32, the US, China and Japan are the largest end markets
SEK 8.2bn — Market Value
 The photography lighting solutions market is estimated to be valued at SEK 8.2bn in 2019, and is a component of the larger image and content creation market
misc · 2021 · market_sizing
The photography lighting solutions market is estimated to be valued at SEK 8.2bn in 2019, and is a component of the larger image and content creation market
SEK 8.2bn — Market size
 The largest end-markets are EU-32, US, China, and Japan, together accounting for ~75% of the global lighting solutions market
misc · 2021 · market_landscape
The largest end-markets are EU-32, US, China, and Japan, together accounting for ~75% of the global lighting solutions market
75% — Market share
 The lighting equipment market has shown stable historical development – market participants indicate ~5% growth p.a. 2015-2019
misc · 2021 · market_landscape
The lighting equipment market has shown stable historical development – market participants indicate ~5% growth p.a. 2015-2019
5% — CAGR
 Growing addressable user base, and increasing lighting penetration and spend are expected to be key areas driving the lighting solutions market going forward
misc · 2021 · industry_trends
Growing addressable user base, and increasing lighting penetration and spend are expected to be key areas driving the lighting solutions market going forward
 Sales of digital cameras have declined in recent years, however, due to the resilience of premium camera sales this is expected to have marginal impact on lighting solutions
misc · 2021 · market_landscape
Sales of digital cameras have declined in recent years, however, due to the resilience of premium camera sales this is expected to have marginal impact on lighting solutions
-57% — CAGR
 The adoption of smartphones and resulting increase in the number of content creators drives demand for and presents new opportunities within smartphone lighting
misc · 2021 · market_landscape
The adoption of smartphones and resulting increase in the number of content creators drives demand for and presents new opportunities within smartphone lighting
1.5bn — Global smartphone sales
 A large share of end-users expect professional use of smartphones to increase going forward
misc · 2021 · market_landscape
A large share of end-users expect professional use of smartphones to increase going forward
 The rapid growth in e-commerce has increased demand for digital images, and is expected to continue driving demand for lighting solutions and studio gear in particular
misc · 2021 · industry_trends
The rapid growth in e-commerce has increased demand for digital images, and is expected to continue driving demand for lighting solutions and studio gear in particular
5,424 — Global e-commerce sales
 Penetration of lighting solutions is high, with 78% of equipment users using (primarily battery-operated) OCF...
misc · 2021 · market_landscape
Penetration of lighting solutions is high, with 78% of equipment users using (primarily battery-operated) OCF...
78% — Penetration rate
 ...and there is potential to increase lighting penetration further as a majority of ambient light users are open to using external lighting in the future
misc · 2021 · market_landscape
...and there is potential to increase lighting penetration further as a majority of ambient light users are open to using external lighting in the future
69% — Likelihood of using external lighting
 While the total number of speedlights sold is expected to decline through 2025, sale of premium speedlight solutions are expected to be resilient
misc · 2021 · market_landscape
While the total number of speedlights sold is expected to decline through 2025, sale of premium speedlight solutions are expected to be resilient
2.2 — Speedlight market size
 Spend on continuous lighting is expected to increase as end-users migrate towards becoming “hybrid users,” creating both still images and video content
misc · 2021 · market_landscape
Spend on continuous lighting is expected to increase as end-users migrate towards becoming “hybrid users,” creating both still images and video content
+23% — Net growth in spend
 Penetration of continuous lighting increases with a photographer’s share of videography work, however there is ample room for further adoption across all user segments
misc · 2021 · market_landscape
Penetration of continuous lighting increases with a photographer’s share of videography work, however there is ample room for further adoption across all user segments
48% — Continuous lighting penetration
 Users expecting to increase spending state a desire to upgrade to a better brand and improved functionality/durability
misc · 2021 · market_landscape
Users expecting to increase spending state a desire to upgrade to a better brand and improved functionality/durability
57% — Share of respondents
 Users who expect to spend less on lighting cite less work requiring lighting products, lower cost alternatives and investment in other equipment as main rationale
misc · 2021 · market_landscape
Users who expect to spend less on lighting cite less work requiring lighting products, lower cost alternatives and investment in other equipment as main rationale
40% — Share of respondents
 Introduction of new Godox solutions has hindered price increases in the low-end of the market while premium brands have successfully increased prices
misc · 2021 · market_landscape
Introduction of new Godox solutions has hindered price increases in the low-end of the market while premium brands have successfully increased prices
4.5% p.a. — Price development
 Market participants have a mixed view of price development for lighting solutions, with over half of them expecting price decrease in the coming years
misc · 2021 · industry_trends
Market participants have a mixed view of price development for lighting solutions, with over half of them expecting price decrease in the coming years
58% — Price growth expectation
 Key drivers for increased spend on lighting solutions are brand upgrades and improved functionality and durability
misc · 2021 · market_landscape
Key drivers for increased spend on lighting solutions are brand upgrades and improved functionality and durability
23% — Share of respondents
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