Industry Outlook and Trends Analysis (IOTA)
Market Intelligence
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:
- 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, active for the period of one year from the time of purchase, 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.
- Ask about our custom analytics add on option!
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 2025 IOTA highlights the state of the Pro AV industry during a pivotal year when a combination of growth normalization and technology transition are manifesting even amidst significant economic uncertainty. Here’s some key points from the data:
- Growth is decelerating but not abating even with the dampening effect of tariffs. The industry remains optimistic from the channel to end users for the long term. Projects are underway, many incorporating cloud and artificial intelligence, not as full replacement for traditional technology, but enhancements, offering automation and cost savings..
- The use of standalone software is growing, along with networking standardizing on some form of AVoIP, a sign of convergence with IT. Convergence is also occurring across solutions as Pro AV solutions are growing in broadcast use cases, while media technology is finding white space in Pro AV areas such as corporate, education, hospitality, and houses of worship.
- Regional growth remains higher in Asia Pacific, even as China remains on a slow track to recovery. India and the Middle East, especially the GCC countries, show the strongest opportunities. In mature economies there is some sign of hedging against possible recession with growth in government and utilities use cases. However, the large markets, remain so and continue to slowly grow, including corporate and media and entertainment, still absorbing content management hardware, services, capture and production equipment, audio equipment and video displays.
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