- Smartphone limitations are driving creators towards microphones, lenses, gimbals and dedicated cameras
- The cost of accessories increases as creators invest hundreds and thousands in equipment upgrades
- AI-driven production growth exposes capture weaknesses and increases hardware demand worldwide
Smartphones still dominate video creation, but mounting evidence suggests their physical limits are driving a new wave of spending on dedicated equipment among millions of creators, experts have said.
A new report from Futuresource Consulting estimates that the global population of online video creators reached 246 million by 2025 and could grow to 267 million by 2030. However, this growth is only part of the story, as consumption patterns and equipment upgrades appear to be the real commercial drivers behind the next phase.
Drawing on responses from more than 16,000 people across the US, UK, Germany, France, Spain, Brazil, China and India, the research combines survey data with creator population size, forecasting and analysis of device preferences and purchasing behaviour.
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Smartphones have physical limitations
“Smartphones remain the primary video capture device for the vast majority of creators,” said Helen Matthews, Senior Market Analyst at Futuresource. “However, the number of users moving towards dedicated hardware is growing at a significant rate. The closest dedicated alternative, vlogging cameras, falls far behind smartphones in our survey, underscoring how wide the gap is and how much runway there is for manufacturers to capture spending.”
She said progression becomes harder to ignore as creators increase their output.
“And while smartphones pose almost no barrier to entry for online content creation, they do have physical limitations. As creators grow in ambition and production volume, the penalty for poor capture becomes more visible. This is where the opportunity for dedicated camera products lies.”
Growth in accessory ownership suggests the move is already happening, with the number of creators using more than just a smartphone up 17% year-over-year.
Nearly half of accessory creators reported spending over $1,000 on gear, while 70% said they spent more than $500.
Microphones, smartphone lenses, gimbals and compact action cameras that resemble GoPro-style devices are among the most commonly planned purchases. These add-ons offer incremental upgrades without requiring creators to abandon smartphones entirely.
Three maker groups emerge through the data – hobbyists, creative makers and professionals – each with different priorities when using equipment. Aspirational and professional creators together account for about 35% of creators today and are expected to approach 38% by 2030.
Artificial intelligence is now widely used by four out of five creators, greatly speeding up editing, idea generation and visual effects. Faster production cycles increase output volume, which in turn puts pressure on catch quality at the start of the process.
“As post production becomes faster and more automated, the amount of content produced increases,” Matthews said. “As a result, the penalty for poor recording quality is becoming more visible. We expect this dynamic to drive continued demand for higher-spec cameras, audio equipment and accessories as creators who produce regularly seek to differentiate their output.”
Regional differences affect how this consumption evolves, with India accounting for 28% of the global creator base and showing strong momentum in dedicated hardware adoption.
The US continues to lead in equipment spending and upgrade paths, while European markets show uneven growth linked to cultural attitudes around monetization and creator income.
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