GRIPS CUSTOMERS & RESEARCH PARTNERS
According to data from Grips Intelligence covering January through June 2026 across in-store and online channels, Night Owl saw revenue decline 16.4% year-to-date while maintaining an average product price of $200.20. Amazon dominates the brand's revenue share at 60.7%, followed distantly by Menards at 18.1% and Home Depot at 10.9%, indicating strong online penetration. The brand's pricing remained relatively stable with just a 1.8% increase overall despite recent monthly volatility. Night Owl's product portfolio ranges significantly in price, with systems spanning from approximately $265 to over $1,198, reflecting a diverse offering across DVR and NVR security solutions.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 16% from Apr to Jun.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 2% from Apr to Jun.
REVENUE SHARE
Revenue distribution across product categories for Night Owl on Best Buy.
REVENUE SHARE
Revenue distribution across tracked channels for Night Owl.
BY REVENUE
Night Owl sells 80% online and 20% offline. Online runs through 4 channels; offline through 3. Online share has moved from 80% in Feb to 74% in Jun.
Online
80%
20%
Offline
Online channels
80%
Offline channels
20%
BY REVIEW COUNT
Across 32K ratings on 7 channels, Night Owl averages 4.4★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.4
/ 5
From 32K ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$1,198.15
Price
$46K
Revenue
$579.99
Price
$19K
Revenue
$462.05
Price
$16K
Revenue
$686.24
Price
$14K
Revenue
$658.81
Price
$11K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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