News & Trends

The rise of accessible tech has turned what used to be specialist skills into everyday tasks for many. The toolboxes of teachers, content creators, and corporate communicators are not the same as they were a few years ago.

In a recent session at the International Broadcasting Convention (IBC 2025), experts set out to unpack what’s really happening as professional video technology finds its way into non-media sectors like government offices, schools, houses of worship, and more.

We took forty-five minutes of insights from experts from IABM, Canon, and Audinate and distilled the conversation into ten key takeaways you need to know about this evolving landscape. And if you'd like to check out the full video, head to IABM's website.

Thank you to Chris Evans, Head of Knowledge & Insight at IABM, for his contributions to this story.

1. AV and Broadcast Are Already Happily Merged

This might seem like a basic point for most in the industry by now, but it needs to be stated. As we know here at AVIXA, the term "Broadcast AV" is now commonplace. There's no longer a debate about whether Broadcast and Pro AV will merge; It's already happened. IABM’s research shows that a massive 86% of the industry confirms this convergence is already impacting their organizations. And when asked what the convergence actually means to them, one respondent claimed it's like "blending the high quality of linear broadcast with the flexibility of digital signage and enterprise AV."

2. Media Tech Is for Everyone Now

Remember when recording and post-production required a team of specialists and expensive gear? Those days are quickly fading. Powerful smartphones and user-friendly web platforms have put these tasks into the hands of generalists. This "democratization" means that high-quality media creation is no longer confined to broadcast studios. This shift is a core driver of the convergence, as more people in different fields need and use video technology.

📖 Related Reading: The Rise of Scrappy Creators: Lessons for Broadcast AV

3. New Markets Are a Goldmine of Opportunity

The convergence has already moved beyond a technical curiosity and reached the point of business opportunity. A significant 52% of industry professionals see new business and market expansion as the top benefit. The numbers clearly back this up. Nearly half of all revenue for broadcast and media tech companies now comes from outside the traditional media world. Parallel markets are shifting from a side hustle to a primary source of income.

4. Key Parallel Markets Are Diverse

So, where is this new revenue coming from? The top verticals are a diverse mix: corporate, government, sports clubs, education, stadiums, houses of worship, and telecom. What’s interesting is that no single vertical dominates the field. This means there are multiple avenues for growth, and companies can find niches that fit their expertise.

5. Government and Corporate Sectors Are Booming

While the opportunities are spread out, some sectors are growing faster than others. The government and military sectors saw the most significant growth in 2025 compared to the previous year. Looking ahead, the corporate market is projected to be the fastest-growing space. This is a clear signal for vendors: if you’re not looking at corporate and government clients, you’re missing a huge piece of the pie.

6. Selling to New Markets Is Tough

It’s not all easy money. An overwhelming 87% of media tech vendors admit they face significant challenges when developing products for these non-media markets. The rules of the game are different. What works for a broadcast client might not work for a corporate one. This means a new approach is needed, from product design to sales strategy.

7. Price and Experience Are Major Hurdles

What are these challenges exactly? The top issues are price sensitivity, a lack of internal resources, and a simple lack of experience in these new markets. Other roadblocks include aligning marketing efforts and even identifying the right customer segments. Non-media customers have different budgets and expectations, and vendors are struggling to adapt.

8. Business Models Must Change

You can't sell to a corporate client the same way you sell to a broadcaster. The IABM briefing stressed the need for vendors to adjust their business models. Corporate customers often prefer subscription or recurring revenue models over large, one-time capital expenditures. Being flexible and offering different procurement options is key to winning them over.

9. User Experience Is Everything

In these new markets, your customer is often not a trained broadcast engineer. They could be a marketing manager or an HR coordinator. This means simplicity and user experience are paramount. Products must be intuitive and easy to use for non-specialists. Vendors need to stop selling specs and start telling stories about how their products solve specific, real-world problems for these users.

10. Education Is a Two-Way Street

Success in these parallel markets requires learning. Media tech vendors need to educate themselves about the pro AV world and the unique challenges of each vertical. You can't just push broadcast gear into a corporate boardroom and expect it to work. It’s about understanding the customer’s world and adapting your solutions to fit their needs, not the other way around.

What's Next?

The convergence of AV and media is opening new revenue streams and reshaping the industry for those willing to adapt. The overall key takeaways from the briefing are embrace change, work hard to understand your new customers, and be prepared to evolve your products and business models. The opportunities will be massive for those who get it right.

Image credit: Getty Images/photoman

Note: This article came together with the assistance of Jasper, our AI marketing tool. It helped us quickly distill the source video and bring you the most important parts, before we carefully edited and fact-checked the final article. Rest assured, there is always a human in the loop.