Hollyland launches $1,999 Astra P1 4K PTZ camera with AI tracking

The Astra P1 marks a strategic shift for Hollyland from wireless accessories into integrated production hardware. By offering native NDI|HX3 and AI tracking at the $2,000 price point, the camera directly challenges established incumbents like Sony and Canon, whose comparable AI-equipped units often command higher premiums. For the broader ecosystem, this move signals the ongoing commoditization of professional-grade automation, enabling small crews to achieve high production values without dedicated operators. This trend lowers barriers to entry for houses of worship and corporate streamers moving toward AVoIP (Audio-Video over IP) standards. Market observers should track Hollyland’s pricing impact on the mid-range 4K PTZ segment through Q4 2026.

The global PTZ camera market for video broadcasting is projected to grow from $2.1 billion in 2025 to over $2.9 billion by 2026, per Market Report Analytics (May 2026). This growth is driven by the rapid institutionalization of live streaming in education and corporate sectors, where PTZ cameras are expected to be the fastest-growing product type through 2034 with a 12.8% CAGR, according to Dataintelo (April 2026). The trend toward NDI-integrated hardware is accelerating as smaller venues seek to replace traditional SDI cable runs with single-wire Power over Ethernet (PoE) infrastructures.

Hollyland's entry with the Astra P1 follows its display of the unit at NAB 2026 in April, positioning it against established competitors like the Canon CR-N300 ($2,399) and the Sony SRG-A40. While Sony’s AI-driven SRG-A40 offers similar automated framing features, the Hollyland unit includes a bundled NDI|HX3 license and 30x optical zoom at a competitive $1,999 price point. Other niche players like PTZOptics and AVer have also updated their 2025-2026 lineups with HX3 support and AI tracking, indicating that automated focus and framing are now baseline requirements for the prosumer PTZ market.

Industry adoption of NDI (Network Device Interface) has become a primary driver for these hardware refreshes. Market data from Nearity (March 2025) suggests that AI-powered zone tracking and low-latency HX3 streaming are becoming standard across all price tiers, including models under $1,000. As streaming services demand higher production values, manufacturers are responding by migrating high-end sensor technology and software-based automation into more compact, user-friendly form factors designed for non-professional operators such as volunteers and freelancers.