A briefing for broadcast and media technology vendors

The convergence of AV and broadcast is fast becoming part of the core business of broadcast vendors and no longer an ‘adjacent’ opportunity. 

Broadcast AV, the application of professional broadcast quality across corporate, enterprise, education, live events, houses of worship and beyond, is now the second largest segment in the global ProAV market. It generates over $44.2 billion in annual revenue. Capture and production alone account for nearly $19 billion of the market (AVIXA 2025 IOTA). 

Broadcast AV has overtaken digital signage and sits behind only conferencing and collaboration. This is where broadcast expertise is in demand and it is a market that knows how to spend. However, it demands a new level of sophistication from vendors who want to compete and grow.

• $44.2 B Broadcast AV annual spend
• $258 B ProAV market by 2030 
• 89% Enterprise orgs producing video in-house
• 3 M&A deals in ProAV 2022-2025

(Source: Caretta Research, AVIXA)

WHY THIS IS YOUR MOMENT: A MARKET IN TRANSFORMATION

Enterprise investment in professional video is not a blip. The arrival of Gen Z in the workforce and the permanence of remote work are reshaping how companies operate, putting video at the heart of business communication.

Corporate buyers already account for 6% of broadcast camera sell-in (vs 2% in 2019). Large sensor camcorder sales rose 487% between 2019 and 2024.

But Broadcast AV is not ‘corporate video with expensive kit’ David Thompson of the DPP noted following ISE 2026, it encompasses live and pre-recorded production, post-production, content management, archiving, distribution and marketing at an institutional scale, with financial and reputational stakes comparable to national broadcasting. 

This is also a market being transformed by M&A. Caretta Research recorded 31 significant deals in 2025, up from just 13 in 2022. The land grab for technical expertise, software capability and market position is underway. Vendors that have not yet established a clear presence and voice in this space risk being displaced by those who have.

The confluence of expanding enterprise video demand, channel-led routes to market and high sector value creates a clear imperative: act now, with clear strategy and sharper messaging.

THE CHALLENGE: SPEAKING A NEW LANGUAGE

Your technology is proven. Your heritage is real. But the route to market in ProAV is different from broadcast, and enterprise video buyers speak a different language.

As our joint research with Futuresource shows, 89% of organizations now produce video in-house. Decision-makers are increasingly video-native; they’ve grown up creating and editing video, and they arrive at the buying table with expectations shaped by broadcast quality. Enterprise buying happens through integrators, resellers, distributors and AV consultants. The Channel is the critical pathway to success, and they will only champion brands that give them the tools to sell confidently. Your narrative must work at every level of the buying chain from the C-suite to the system integrator to the end users’ IT team.

Yet the challenge most vendors face is how they tell their story rather than their technology. Too many still lead with specs rather than outcomes. Too few have channel enablement programs that equip integrators to sell to enterprise buyers across multiple sectors. Too many are invisible in the vertical sector media their prospects and customers read.

To maximize Broadcast AV growth, vendors need:

• Business-outcome messaging: translating technical excellence into business outcomes that speak to the C-suite, IT buyers and end users simultaneously.
• Vertical sector storytelling: adapting narratives for ProAV audiences, with case studies and content framed for vertical end customers.
• Channel-ready GTM programs: giving integrators, resellers and consultants the credibility to tell your value and sell your solutions confidently.
• Thought leadership and authority: establishing your brand as a trusted partner in ProAV and Broadcast AV markets.
• Differentiated trade show presence: positioning your brand for growth at industry events, not just demonstrating features.

HOW PLATFORM HELPS YOU WIN IN BROADCAST AV

Platform Communications is a specialist B2B communications agency with deep roots in both broadcast media technology and the ProAV/enterprise AV sectors, a combination of expertise that puts us in pole position to help broadcast vendors expand into Broadcast AV.

We understand your technology, your heritage and your competitive landscape. Equally, we know how ProAV buyers think, how integrators sell, and what messaging makes buyers across multiple vertical sectors take action.

Our work with clients has consistently shown that the brands that grow fastest are those that combine technical credibility with clear business narratives and execute across PR, content, channel and trade shows simultaneously. 

The evidence is in our clients’ results. Avid’s VP Marketing called Platform ‘integral’ to their GTM plan helping define corporate voice, solution story and PR momentum while expanding audience reach. Appear’s VP Marketing credits Platform as being instrumental in driving business success and revenue growth.

Our approach combines market intelligence, strategic positioning, communications, content creation, and overarching marketing and GTM strategies into an integrated program that drives measurable business outcomes, not just noise.

What we deliver:

• Broadcast AV positioning and narrative development: translating your solutions for ProAV audiences and vertical end customers.
• Go-to-Market strategy and channel enablement: equipping integrators, resellers and distributors to sell your value and solutions with confidence.
• PR and thought leadership: building your authority in ProAV media and vertical sector publications.
• Sales enablement content: pitch decks, playbooks, case studies and vertical-specific materials.
• Trade show strategy: pre-show, during and post-show amplification that builds brand momentum year-round

“Every product, every buyer, every market is different. But with the right insight, you can build a strategy that turns enterprise video into a growth engine.”

Platform Communications / Futuresource, Lights Camera Enterprise Report 2025

Ready to unlock the Broadcast AV opportunity? We’d love to talk through your communications, GTM and marketing opportunities.