Videndum is at the heart of the growing content creation market.
Videndum’s purpose, to “enable the capture and sharing of exceptional content”, continues to be highly relevant. 2021 saw strong market recovery and, post- pandemic, our markets are larger and growing faster.
The pandemic accelerated the democratisation and digitalisation of media, driving a permanent structural change to the content creation market. There has been recovery in demand and, more importantly, there has also been a dramatic increase in the capture, consumption and sharing of content. Videndum is right at the heart of this exciting and fast-growing market, with market-leading, premium products.
Market growth is being driven by technology advancement and by the significant changes in the way people capture, consume and share content.
We estimate that c.75% of the Group’s business is being exposed to the four different structural market growth drivers below, which are all experiencing double-digit growth. This is driving a sustained demand for new and replacement products. The Group’s Total Addressable Market (“TAM”) is now larger, at £2.6 billion, and is expected to grow faster post-pandemic, at high single digit 2022-24 compared to low single digit pre-pandemic.
Growth in retail e-commerce is driving increased demand for digital visual content as new products need to be photographed and filmed frequently to be published online. More and more brands are using digital platforms to reach audiences, and creatives must deliver content to more platforms and devices than ever before to build brand awareness.
This drives demand for Videndum’s professional photography and videography equipment, including supports, backgrounds, lighting and bags, mainly benefiting our Media Solutions Division.
Increasing spend on original content creation for subscription TV channels like Netflix, Amazon Prime Video, Disney+ and Apple+, while incumbents like Hulu, HBO and traditional broadcasters are all maintaining existing levels of spending on original content, is driving higher demand for our equipment.
Videndum offers a wide range of market-leading products across all three Divisions to meet the high production value needs of both large media companies and smaller independent producers. These include our video transmission and monitoring systems and camera accessories in Creative Solutions, lighting equipment, mobile power and supports in Production Solutions, and supports and audio capture in Media Solutions.
TikTok and YouTubeplus
There has been significant growth in vloggers and influencers creating and sharing video and audio content on social media platforms like TikTok and YouTube. We estimate that there are more than 40 million vloggers (with a following of over 1,000 people), who share their videos or podcasts, and then monetise that content. Improving the quality of their content is enormously important to their success – and that’s what Videndum products help them do.
JOBY is our main brand serving the needs of vloggers and influencers. They use our JOBY supports, lights, audio capture and our backgrounds and graphics to create high-quality content. The JOBY customers of today potentially transition to Videndum’s other premium brands, as they become the filmmakers, broadcasters and professional photographers of the future. In addition, growth in documentaries and wildlife photography, also typically shared on social media, benefit our supports, windjammers and bags in Media Solutions.
Live streaming of video is growing strongly across multiple verticals, such as enterprise, medical and gaming to maintain communications and facilitate remote working.
For example, governments, schools, houses of worship and businesses rely on high quality, secure, zero or low delay video transmission to communicate with their communities, customers and employees. Professional content creators working from home require remote streaming with high image quality, low delay and robust security for post-production. This is driving demand for our Teradek IP-based live streaming software and hardware in Creative Solutions.
There is also a high demand for remote wireless video within hospital operating rooms. Our Creative Solutions Division has developed wireless video transmission and monitoring solutions using Amimon’s proprietary zero delay technology for the leading medical equipment providers, and is also supplying the industrial market.