Explore the Size and Growth of Pro AV

For more information about IOTA or to make a purchase, contact AVIXA.

What is IOTA?

AVIXA’s Industry Outlook and Trends Analysis (IOTA) is a forecast of end user spending on AV products and services. The study is updated once per year by our partners at Omdia and covers a period of 5-years back and 5-years forward. The revenue data is segmented by geography, vertical markets, solution areas, and product categories. The 2024 IOTA updates prior analysis ondata on the tiers of distribution for the various product categories to see how hardware flows in the market, whether directly to a purchaser or through distributors.

Those purchasing the IOTA bundle will be provided access to the following:

  • An Initial Guidance report that leverages analyst research, the preliminary market forecast data from AVIXA’s quarterly Market Opportunity Analysis Report (MOAR) and the annual Channel Survey, a collaborative study between Omdia and AVIXA fielded to AV providers.
  • The Channel Survey report, detailing the key issues and trends from global distributors, VARs, MSPs, and system integrators.
  • An Industry Overview presentation deck highlighting the latest trends revealed by the current IOTA.
  • A single user license to an online interactive dashboard where the data can be filtered and visualized.
  • A supporting notes document written by the analysts who craft the forecast estimates, detailing the trends and assumptions driving the numbers.
  • A mid-cycle guidance document providing an ‘over-under’ analysis of how the pro AV market is performing relative to forecast. This will be released in the October timeframe.

Check out both our definitions document and the larger FAQ below for more details about the IOTA, its components, usage, and methodology.

How is it used?

Overall, the IOTA is a tool for guiding business strategy about the underlying opportunities within pro AV to inform decisions about market or product expansion. Or more specifically for creating an analysis of total addressable market (TAM) for a given product, solution, or service. This starts with using the overview presentation to get a sense for the general trends and growth. From there users migrate to the dashboard to filter the date to desired segments for comparisons. And lastly, the notes document offers answers to questions about the why behind the forecasts.

Who should purchase?

The use cases described above can span large or small organizations and those across the value chain of pro AV. Manufacturers will find the data useful for sizing relevant categories and benchmarking growth, while also seeing how the products are utilized in solutions and verticals. Distributors will dig into the solution areas to determine product mix and bundling opportunities, while also benchmarking against growth. Integrators can obtain guidance on the opportunity presented by various solution sets and which target markets may yield the best growth. Investment firms also see utility in IOTA as a 3rd party source for market data as part of a due diligence effort.

What does it say?

The 2024 IOTA reveals the state of the industry at a time of staffing challenges and economic headwinds. Here’s just a bit oof what the data says:

  • Growth is slowing in 2024 as the surge in demand from the pandemic recovery transforms into a new normal somewhere between pre-pandemic levels and the post-pandemic surge. Economic issues have manifested themselves in the form of slower growth in most regions.As pro AV becomes more complex with the advent of cloud, AI and XR, skilled labor becomes more important, however channel players report labor shortages in highly skilled areas as well as an increasing cost of labor.
  • Supply chain issues have been relieved except for some regions such as the disruption in the Suez Canal and Red Sea. Channel providers are still concerned about regional complexities and the impact of geopolitical issues.
  • Migration to a software revenue model, incorporating premium AI features, and increased service complexity are both opportunities and challenges for industry players as revealed by the IOTA findings.
Subscribe to the IOTA to learn more about all these trends and more! Fill out an interest form to the right or reach out to our market intelligence staff for more information.

Interested in purchasing this study at the member price?

Explore membership benefits and contact our Customer Service team with any questions.

Have you already purchased IOTA? Click here to access your subscription.

Is Your Company a Global Leader?

Are you searching for a more in-depth look into the industry? Become a global partner and receive the IOTA Dashboard, the Industry Overview Report, forecast notes to go along with the report, time with an analyst, and an exclusive webinar on the Industry Overview.

Inquire about AVIXA's Global Partnership, an invitation-only opportunity that empowers your executive leadership with the full library of AVIXA market intelligence reports in a year-long program with direct access to our experts in every geographic region for one-on-one consultations to help you hone your go-to-market plans – and much more.