According to AVIXA’s Industry Outlook and Trends Analysis (IOTA), the solution area is currently worth $43 billion in revenue and growing at a compound annual rate of 5.46% through 2029. The solution is defined as the cross-adoption of broadcast technology by corporations and brands (in other words non-traditional broadcast companies) and the adoption of AV technologies by media companies.

For example, a corporation may use broadcast technology to create rich content experiences for internal stakeholders or external financial analysts and shareholders. Or a broadcaster may adopt AVoIP switches to increase the efficiency of content creation and distribution. 

Unlike the video display-oriented Pro AV market, Broadcast AV is more focused on capture and production equipment and content management hardware as shown in the above IOTA analysis of revenue by product category. This means that media servers, storage, and AV servers are in high demand, along with video production and recording equipment. Services catered to the unique requirements of Broadcast AV are also growing.

Before tackling the Broadcast AV solution area, Pro AV professionals should adapt their offerings and skill sets to the environment they are addressing. This adaptation may require education and knowledge transfer. For example, many Pro AV professionals do not understand the world of broadcast and are not used to working with media companies or advertisers. Likewise, Pro AV users may not understand broadcast-like technologies or workflows.

The overall use case might be new to all parties. For example, the CEO who asks his IT group to make his presentation look like he’s on CNN, might pose a challenge not only to IT but also to Pro AV professionals used to conference room installations. A knowledgeable professional is required to bridge the worlds with the right equipment in the most cost-effective way to meet the requirements, which the users might be discovering as they proceed.

Generally, end users are looking for “broadcast quality” but requiring ease of use, simplified user interfaces, and a budget-friendly price point. These criteria are different for the end user type addressed. For example, large corporations will have different budget and production requirements than houses of worship, hotels, or sporting arenas.

Lastly, the Broadcast AV opportunity is worldwide, with adoption expected in Asia, a $15 billion market, Europe at $10 billion, and North America at $14.6 billion. Regardless of product category the opportunity is well-worth the additional educational and go to market adaptation for Pro AV professionals and companies.