The rapid growth of companies producing video content in-house is fuelling major opportunities for vendors of professional cameras, production tools, software and services, according to a new report from Futuresource Consulting and Platform Communications.
The report found that 89% of companies are now producing video content in-house and that enterprises are embracing professional-grade video, creating a fast-growing market for broadcast tech and professional audio-visual (proAV) vendors.
Sales of broadcast-grade video cameras to corporate users tripled between 2019 and 2023, while large-sensor camcorder shipments skyrocketed by 487%, according to the report.
A major factor in the growth of the enterprise video boom 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 proAV, vendors need to grasp enterprise as a huge opportunity. It’s the growth engine for the next decade of professional video.”
The report concludes that professional video production is now common across retail, finance, healthcare, education, house of worship, and other non-media industry sectors.
The report also 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.
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