- Smartphone limitations push creators toward dedicated microphones, lenses, gimbals and cameras
- Spending on accessories is increasing as creators invest hundreds and thousands of dollars in upgrading their equipment
- Growth in AI-Driven Production Exposes Capture Weaknesses, Drives Hardware Demand Worldwide
Smartphones still dominate video creation, but growing evidence suggests their physical limitations are driving a new wave of spending on dedicated equipment among millions of creators, experts say.
A new report from Futuresource Consulting estimates that the global population of online video creators reached 246 million in 2025 and could reach 267 million by 2030. This growth is only part of the story, however, as spending habits and equipment upgrades appear to be the real business driver for the next phase.
The study draws on responses from more than 16,000 people in the US, UK, Germany, France, Spain, Brazil, China and India, and combines survey data with creator population sizing, forecasting and analysis of device preferences and purchasing behavior.
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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 Future source. “But the number of users progressing to dedicated hardware is growing at a significant rate. The closest dedicated alternative, vlogging cameras, fell far behind smartphones in our survey, highlighting the size of the gap and the room manufacturers have to capture spending.”
She said the progression becomes harder to ignore as creators increase their output.
“And while smartphones present virtually no barrier to entry for online content creation, they do have physical limitations. As creators increase in ambition and production volume, the penalty for low capture becomes more visible. Therein lies the opportunity for dedicated photo products.”
Growth in accessory ownership suggests this shift is already underway, with the number of creators using more than just a smartphone increasing 17% year-over-year.
Nearly half of creators with additional accessories said they spent more than $1,000 on equipment, while 70% said they spent more than $500.
Microphones, smartphone lenses, gimbals and compact action cameras similar to GoPro-like devices are some of the most commonly planned purchases. These add-ons offer incremental upgrades without requiring creators to abandon smartphones entirely.
Three groups of creators appear in the data: amateurs, ambitious creators and professionals, each with different priorities when it comes to equipment spending. Ambitious and professional creators represent around 35% of creators today and are expected to approach 38% by 2030.
Artificial intelligence is now widely used by four out of five creators, significantly speeding up editing, idea generation and visual effects. Faster production cycles increase production volume, putting pressure on capture quality early in the process.
“As post-production becomes faster and more automated, the volume of content produced increases,” Matthews said. “As a result, the penalty for poor capture quality becomes more visible. We expect this dynamic to drive sustained demand for higher specification cameras, audio equipment and accessories as creators who produce regularly seek to differentiate their output.”
Regional differences affect how this spending plays out, with India accounting for 28% of the global creator base and showing strong momentum in dedicated hardware adoption.
The U.S. continues to dominate capital spending and upgrade paths, while European markets show uneven growth tied to cultural attitudes around monetization and creator income.
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