From broadcast to boardroom: enterprise video boom creates huge opportunity for vendors to grow revenues

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.

The report, entitled Lights, Camera, Enterprise!, reveals that 89% of companies are now producing video content in-house, fueling opportunities for vendors of professional cameras, production tools, software and services. Sales of broadcast-grade video cameras to corporate users tripled between 2019 and 2023, while large-sensor camcorder shipments have skyrocketed by 487% since 2019. A major factor in this growth is Gen Z reshaping expectations, with over 60% of professionals aged 22–26 actively creating video content for online consumption.

“The convergence of traditional broadcast and enterprise video is happening at a rapid pace,” said Alistair Johnston, Head of Consulting and Advisory at Futuresource Consulting. “Whether they see their products and services as professional, ‘prosumer’, or pro AV, vendors need to grasp enterprise as a huge opportunity. It’s the growth engine for the next decade of professional video.”

Emerging as a core strategic tool for marketing, sales, corporate events, internal communications and training, professional video production is now commonplace across retail, finance, healthcare, education, house of worship, and other non-media industry sectors. The report shows a surge in demand for professional-grade cameras, editing software and live production tools.

“High quality video has become the norm for business, driven by lower equipment costs, digital fluency and the continued evolution of hybrid working,” said David Lawrence, Managing Director at Platform Communications. “This is the moment for tech vendors to ensure they have a marketing and communications strategy that will properly engage new audiences and drive sales.”

The report notes that in the retail sector alone, 42% of enterprises will be producing their own external marketing videos by 2025, creating both short and long content for the web and social media platforms. Meanwhile, many leading retailers are operating their own advanced video production studios.

Building Strategies for Reaching Business-Driven Buyers

Knowing that this fundamental shift is happening is only half the story. To help marketers better understand how to target the rapidly evolving user landscape, the report lays out clear strategies:

• Lead with Business Value: Specs don’t sell – outcomes do. Frame solutions around impact: improved collaboration, faster onboarding, greater ROI.

• Tailor Messaging by Role: C-suites care about results; Technical teams need integration and scale. Avoid one-size-fits-all.

• Empower the Channel: Find integrators and resellers that understand vertical markets. Equip them with authoritative, story-led content, not just brochures.

• Showcase Thought Leadership: Use case studies, data-driven insights, and vertical media to build trust and visibility.

• Build Strategic Alignment: Know your audience and demonstrate insight. Speak to their challenges and aspirations, not just features.

To download a copy of the Lights, Camera, Enterprise! report, click here. Contact sales@futuresource-hq.com to discuss accessing further market insights, or hello@platformcomms.com for marketing and PR to build your brand and drive sales. 

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About Futuresource Consulting

Futuresource Consulting, established in the 1980s, is a specialist market research firm providing intelligence and strategic insight to global technology and media industries. Its comprehensive research portfolio offers detailed analysis of ecosystems, devices and platforms across all major regions. 

About Platform Communications Group
Platform helps media and technology brands achieve business growth through strategic, outcome driven marketing and communications. With decades of sector expertise and a deep understanding of client goals, we design and deliver integrated campaigns that go beyond just making noise to drive measurable impact across sales and brand reputation. Our approach connects strategy with execution: shaping compelling narratives, reaching decision-makers, and enabling go-to-market success. From global launches to sustained brand building, we focus on results that matter to your business.