By Reece Hainesborough, Consultant

Professional video has become a critical part of how modern enterprises operate, shaping everything from product launches and internal communications to investor relations.

Our paper, created with Futuresource, showed that almost nine in ten organisations are now producing video in-house, and corporate buyers have moved from occasional users of pro video tools to confident, repeat investors. What started as a pandemic-era necessity has hardened into a strategic capability.

But the most interesting insight isn’t just the scale of adoption. Vendors heading into ISE 2026 need to match this sophistication with solutions and messaging that demonstrate real-world impact and deliver measurable business outcomes, not just shiny new product features.

The enterprise buyer isn’t ‘non-broadcast’, they’re video-native

When we delve further into the joint Futuresource paper, a growing number of enterprise video decision-makers are Gen Z and younger millennials, people who grew up creating, editing, and publishing video. Many arrive in the workplace already owning cameras, editing software, and production tools of their own. They don’t need convincing that video matters. What they do need is help scaling it safely, consistently, and credibly inside complex organisations.

Audiences are setting expectations across everything from internal comms and training to live events, retail media, and brand storytelling. The opportunity isn’t to simplify video, it’s to operationalise it.

Convergence is no longer a trend

 ISE has always showcased the future of Pro AV, but the pace of change is striking. Broadcast, live production, and enterprise AV are now converging into a single, integrated ecosystem, reshaping how buyers evaluate technology.

Data from our paper with Futuresource shows that corporate buyers account for a growing share of broadcast camera sales, while entry-level professional and ‘video-first’ cameras are booming. At the same time, software vendors are racing to remove friction through automation, AI-assisted workflows, and cloud-based collaboration.

 At ISE 2026, buyers will be assessing complete solutions. Cameras, cloud, AI, and services will be judged on how they drive efficiency, engagement, and scalability, not just on specs. 

Outcomes beat resolution 

One of the clearest messages from our Futuresource paper t is that enterprise buyers don’t buy technology for its own sake. They buy confidence.

They want to know whether their investments will reduce training time, improve engagement across hybrid teams, scale across hundreds of locations without specialist skills, and integrate seamlessly with the tools they already rely on.

Vendors still leading with features rather than impact will struggle to cut through. The brands that win will be those that translate technical excellence into business value.

What this means for marketers heading into ISE 2026

The enterprise video opportunity is real, but it isn’t unlocked by presence alone. 

ISE 2026 will be crowded, competitive, and converged. Standing out won’t come from shouting louder, it will come from showing that you understand how enterprise video really works today and where it’s heading next.

At Platform Communications, we turn market intelligence into communications strategies that help technology brands connect with the buyers that matter most.

If you’re thinking about how to sharpen your story ahead of ISE 2026, we’d love to continue the conversation.