Production switcher market hits reset as new opportunities develop

After several years of major upgrades and pandemic-driven investment for global production switchers, FY24 saw market value fall 9% year-on-year to $325 million. However, a new report from Futuresource Consulting reveals an industry quietly reshaping itself. 

Based on direct vendor and supplier feedback, collected between May and October 2025, the report shows that switchers now sit at the intersection of broadcast, corporate communications, education, esports, houses of worship, individual content creation and live events. As buying cycles change, this opens up fresh opportunities for the vendors who understand where the next growth will come from. 

Production switchers find a new balance 
The post-pandemic boom in upgrades, combined with preparations for the 2024 Paris Olympics, had front-loaded demand into previous years. FY24’s contraction was the natural correction, with a double-digit decline in volume driven largely by drop-off in <$10K products, as entry-level users slowed purchases and some migrated to software alternatives. High-end switchers (> $50K) also fell 12%, following major investment cycles tied to global sports events. 

But the market is far from stagnant. Futuresource forecasts a modest value uplift of 3% in FY25, fuelled by preparations for the 2026 FIFA World Cup and upcoming international events across North America and Europe.  

Mid-range momentum and the rise of non-traditional verticals 
In contrast, the $10K to $50K segment expanded its value by 4% in FY24, becoming a sweet spot for organisations wanting broadcast-quality production without the high-end infrastructure demands. This growth came from: 

These non-broadcast markets collectively grew their value share in FY24, reinforcing a steady rebalancing of demand beyond TV studios and OB vans. 

IP uptake gains traction 
Despite the softer market, technology adoption is accelerating, with IP input share increasing from 15% to 19% in FY24. This took place across a range of price tiers, not just in flagship SMPTE 2110 deployments, but also through NDI adoption in <$10K products, enabling affordable IP workflows for smaller creators. 

4K becomes the default position 
4K-capable inputs reached 28%, up five percentage points year-on-year, as both vendors and users transition away from HD-only designs. Even where output remains HD, 4K workflows support cropping, IMAG, and future-proofing for sports and live events. 

The competitive profile also continues to evolve, with Grass Valley extending its lead to 19% of global market value, supported by major IP projects and expansion into corporate and worship sectors via compact K-Frame VXP systems. Ross Video gained two percentage points, while Blackmagic Design remained dominant in <$10K, though that segment faces erosion from pure software workflows and intense price competition. 

Mixed fortunes in the regions 
North America is still the largest region, gaining one percentage point in market value share, and poised for a rebound with World Cup investments. Europe had a challenging 2024, driven by economic headwinds and faster cloud-workflow adoption in some markets. Meanwhile, APAC was down, as broadcasters across China and Southeast Asia faced financial constraints and increased competition from OTT and social media platforms. 

The analyst view  
“What we’re witnessing is the end of one investment wave and the beginning of another,” says Joyce Wang, Lead Analyst at Futuresource Consulting. “Traditional broadcast is cautious, but the real energy is coming from hybrid workflows, software-driven production and the expanding universe of content creators who now need broadcast-grade tools. 

“The next frontier is flexibility Systems that scale up or down, run on-premise or in the cloud, and integrate seamlessly across IP, SDI and software. Switcher systems can be multi purposed and help end users achieve high ROI It’s clear that the vendors who can meet customers where they are, not where the old broadcast model used to be, will be the ones who capture the market of tomorrow.” 

About Futuresource 

Futuresource Consulting provides the insights that power the world’s leading technology and media companies. For more than 30 years we’ve been combining rigorous data, sector expertise and a forward-looking view of market change, to help organisations understand what’s happening, why it’s happening and what’s likely to come next. Our syndicated research, consulting services and industry partnerships span consumer electronics, entertainment, Pro AV, education and emerging technologies.