Despite recent slowdowns after the pandemic-induced boom, content creator populations are stabilising and growing in 2024, according to Futuresource Consulting’s new Content Creator Survey and Sizing report. Futuresource has identified several growth opportunities for pro audio brands and technology providers, particularly in the home studio areas of audio interfaces, microphones, studio headphones, mixing consoles and studio monitors.
The extensive study, which surveyed over 16,000 end users across the USA, UK, Germany, France, Spain, Brazil, China and India, provides insights into the dynamic world of audio and video content creation, highlighting trends, market opportunities and future projections. The report says growth in the use of pro audio equipment has been prompted by new users being inspired to join the space, particularly as the accessibility of content creation tools and platforms increases.
Paul Wylie, market analyst, Futuresource Consulting, said: “Content creation has become a mainstream activity, with a diverse range of creators producing audio, video, and ever more increasingly, multimedia content. We’re seeing a continually evolving content creation landscape, and our latest round of research drives home the enduring potential of the opportunity for equipment manufacturers.”
Challenges, considerations and a change of pace
The report outlines how the pandemic drove unprecedented growth in home studio content creation, with a flurry of new users joining the space due to having more spare time and money. End user demand and manufacturer revenues reached unprecedented heights in 2020 and 2021 and have elevated the market opportunity moving forwards.
As restrictions subsided and individuals returned to their normal lives, the pro audio equipment market for home studio content creation has been forced to re-stabilise from unsustainable pandemic levels. Global economic constraints have applied further pressure to revenues in 2022 and 2023 due to reduced consumer spending.
Yet, both the video and audio content creator populations continue to sit above pre-pandemic levels, at a rate of over 25 percent in 2024. Manufacturer revenues in 2023 were sustained at levels above pre-pandemic.
Wylie said: “The overall home studio market has changed pace, but opportunities remain secure. Alongside elevated creator populations and manufacturer revenues, platforms and tools are becoming more accessible. This is acting as a magnet for new users – users who hold immense potential for future equipment purchases.”
Seizing the opportunities
At one end of the market, established users, particularly in music and video creation, present immense opportunities for considered, higher-end purchases. At the lower end, less experienced users continue to join the market, often seeking to diversify and explore emerging categories like podcasting, streaming, and social media videos, driving further opportunities.
Despite pressures from consumer and e-commerce brands at the lower end, opportunities are still significant, particularly in ease of use, with plug and play products like compact wireless lavalier solutions seeing success recently. Overall, with the rise of home studios and the continuing demand for high-quality content, there remains a substantial market for high-quality, affordable and user-friendly equipment.
AI’s growing role in content creation
According to the report, 80 percent of content creators are currently integrating AI into their workflows, a significant increase from 72 percent in the previous year. This surge underscores AI’s growing role in enhancing the creative process, streamlining workflows and increasing accessibility for new creators.
As mentioned, AI tools are revolutionising content creation across the board. By optimising audio, stabilising footage and enhancing visuals, creators can achieve high-quality results with less manual effort. Futuresource points to examples such as AI-driven tools, which can automate aspects of the creative process, such as subtitling, captioning and brainstorming ideas. This significantly reduces the time and effort required for content production, enabling creators to focus more on their creative expression and less on technical complexities, whilst also lowering barriers for new users.
A market on the move
Looking ahead, Futuresource expects the content creation market to continue to gain momentum as new users join the space, and existing users upgrade, expand and replace their equipment. The adoption of content creation tools and platforms will continue to increase, driven by the need for expression, personalised and engaging content. And as more individuals recognise the potential of content creation as a viable career path, way of expression, or place to share their views and skills, the demand for high-quality equipment and software is set to rise.
Wylie said: “It’s exciting to see how content creation is becoming more accessible, and how creators are leveraging new tools to produce high-quality output. This trend is not just about technology. It’s about empowering individuals to express themselves and connect with their audiences in meaningful ways.”
For more information or to purchase Futuresource Consulting’s Content Creator Survey and Sizing Report 2024, please contact Benedict at benedict.greenwood@futuresource-hq.com.
As part of our celebration of ISE 2025, Installation is producing a special eBook looking at AV and broadcast convergence, highlighting key products and convergence events at the show. A joint project with Future B2B sister titles TVBEurope and TV Tech, ISE 2025: Technology Convergence will be distributed ahead of ISE 2025, from January 21st and is free to access.
