The Studio Equipment Store is where you can buy and upgrade items that affect how many views your published videos get. The second item on the bottom navigation bar, that looks like a film reel camera, will bring you here.
Once you buy an item, you can upgrade it for increased cost to multiply its benefit by its level. The cost goes up by 15% with each purchase, which is pretty standard for clicker games.
However, each new base item only improves in viewership gain by about 40% while being about 25% more expensive, meaning that it is only cost-effective to buy a few upgrades for each before moving on to the next one. Some are even already outclassed at the base item, though you must still buy it to unlock the next item. See the table below for how many levels you should put in each before the next item gives you more gain per amount spent.
Upgrading any base item enough times to fill the progress bar beneath it will change its appearance in Room View (which is completely aesthetic) and entitle you to one more Prestige when you start a New Channel. Once the item has a gold outline around it this will not happen again, though you may still continue to upgrade it for its main purpose. Items List
% of Next Item's Cost
Views Gained Per Video
% of Next Item's Gain
Level Before Next is Better
Videos Before Base Item Breaks Even
|Figure Shelf||5.2 M||25.4%||540,000||40%||4||9|
|Chroma Key||20.5 M||25%||1.6 M||32%||3||12|
|Studio Props||82 M||28.6%||5 M||35.7%||3||16|
|Pug||286.8 M||33.3%||14 M||31.8%||1||20|
|Parrobot||860.2 M||39.1%||44 M||36.7%||1||19|
|Couch||3.5 B||57.1%||540 M||56.8%||1||17|
|Floor Style||17 B||66.7%||950 M||67.9%||1||18|
|Table||25.5 B||80.2%||1.4 B||82.4%||1||18|
|Rug||31.8 B||-----||1.7 B||-----||-----||18|