Beyond Broadcast: The corporate video revolution

The convergence catalyst: What’s driving the shift

The professional AV (pro AV) and broadcast industries continue to converge, driven by the ongoing democratisation of technology and a growing appetite for video communication and consumption. In addition, the increasing relevance of general-purpose technologies such as AI has gained traction across both sectors, spurring the development of solutions that benefit a wide range of users.

New verticals, new demands

Traditionally, verticals such as corporate, education, and houses of worship have relied on pro AV technologies like video conferencing cameras for their video production needs. However, in recent years, these users have increasingly adopted professional broadcast technologies—such as professional camcorders, , professional PTZs, cloud streaming tools, and video editing software—into their workflows. According to Futuresource’s System and Box Camera Market Update FY2023, the corporate sector now accounts for 8% of global system and box camera sell-in, up from just 2% before the pandemic. This shift highlights a broader transformation in how video content is created and consumed.

The influence of remote work and content demand

The demand for more video content is a key driver of this convergence. Since the COVID-19 pandemic, video communication and remote working have become integral to daily life, prompting non-traditional verticals to seek more sophisticated video solutions from broadcast technology providers. Video usage in these sectors has evolved beyond remote working—many organisations are now building in-house studios to produce internal training content and marketing materials.

Affordability and accessibility of professional tools

Falling costs of professional video technology are further accelerating this trend. For example, Sony’s ILME-FX3 camcorder offers full-frame sensors for under $5,000—technology that was previously reserved for high-end cinematic productions. This makes advanced video acquisition more accessible to small and mid-sized businesses, houses of worship, and higher education institutions. The trend extends beyond acquisition: Blackmagic’s free DaVinci Resolve software enables users to achieve professional-grade post-production results without a large budget.

Tailored solutions for non-traditional users

In response, broadcast technology vendors are developing solutions tailored to the needs of non-traditional users. These often prioritise ease of use and affordability. For instance, Blackmagic’s ATEM Mini video production switchers offer features like Picture-in-Picture (PiP) and scene transitions at a low cost, enabling users to create professional-looking content without mastering complex broadcast switchers. Similarly, Sony’s HXC-FZ90 broadcast system camera is designed with pro AV users in mind, featuring a single-chip 2/3” sensor and a more budget-conscious price point.

The rise of software and cloud-based production

Software and cloud-based versions of broadcast tools—such as video switchers—are also gaining popularity among entry-level users, as they require no specific hardware investment and can be deployed instantly on standard computers. Vendors are also offering AR, MR, and XR tools to enhance engagement. For example, Vizrt’s Viz Virtual Studio Go provides an AR graphics and virtual set solution that boosts the production value of corporate communications and educational content.

IP technology as a catalyst for convergence

The democratisation of IP technology has also played a pivotal role. The launch of the Internet Protocol Media Experience (IPMX) in January 2024—based on the SMPTE 2110 broadcast standard but tailored for pro AV—has made IP-based video production more accessible to a broader range of content creators, further fuelling convergence.

A two-way exchange of innovation

Importantly, this convergence is a two-way street. Broadcast vendors are also drawing inspiration from pro AV. For example, LED walls—once primarily used in AV settings—are now integral to virtual production in broadcasting. Vendors are also exploring new operational models by integrating their products with AV devices. Grass Valley’s AMPP platform, for instance, can now be accessed via Apple Vision Pro, allowing operators to control virtual production tools in an augmented environment.

Shifting priorities in innovation

As convergence deepens, innovation priorities are shifting. While R&D for high-end broadcast equipment remains important, growing demand from non-traditional sectors means more resources are being directed towards solutions tailored to these workflows. This may slow innovation in traditional broadcast technologies but opens up new opportunities for hybrid products that serve both broadcast and non-broadcast environments.

A shared future of innovation

In summary, the pro AV and broadcast industries are increasingly benefiting from each other’s innovations. The rising demand for high-quality video content across diverse sectors will continue to drive adoption of professional production tools. For technology vendors, success will depend on developing tailored solutions that address the specific needs and challenges of each vertical.

Professional video is no longer just for broadcasters, a new report from Futuresource Consulting and Platform Communications shows. The report reveals that enterprises are embracing professional-grade video, creating a fast-growing market for broadcast tech and pro audio-visual (AV) vendors that can tap into the right strategy to reach new buyers. Download here.

About Futuresource Consulting 
Futuresource Consulting, established in the 1980s, is a leading research and consulting firm specialising in global market analysis, forecasts and strategic insights. With a deep understanding of emerging trends and technologies, Futuresource helps businesses navigate complex markets and make informed decisions. 

Press Contact: Nicola Finn, Marketing Manager, Futuresource Consulting, nicola.finn@futuresource-hq.com