In this article, Lorenzo, our Lead Consultant - Dovetail Pulse, has rounded up some of his recent LinkedIn posts about pro-AV and broadcast convergence ahead of ISE 2025, in case you missed them, and you need some insights on this topic to be well prepared at the show. He has also added some new bits here and there and we hope you find the information below useful to your business.
ISE 2025 will be the perfect place to assess the evolution of convergence between broadcast and pro-AV technology, a trend that has become increasingly important in recent years. Whether you're attending ISE 2025 or monitoring industry developments, understanding these dynamics is becoming crucial.
Let’s start with some context about ISE’s growth in the last few years and the key trends that have driven it.
ISE’s Growth & Convergence Drivers
ISE’s Mike Blackman told invidis in a November interview that ISE 2025 will be at least 20% larger than the 2024 show (in terms of exhibition space). 2024 was the most successful in the show’s history and delivered a 27% increase in attendance on the 2023 edition. 2025 is expected to be another record year for ISE.
The pandemic was a key turning point for ISE, as for other trade shows. While ISE suffered from an inevitable decline in attendance in its first post-pandemic edition in 2022, it rebounded significantly between 2023 and 2024. This rebound was arguably led by pandemic-driven forces such as the rising investment in corporate video and communications caused by the move to remote and hybrid work environments. You can see the historical trend in ISE attendance in this chart:
The recent growth of ISE highlights the health of the pro-AV segment, but what does it say about the convergence between broadcast and pro-AV? The pandemic-driven forces cited above have gradually made broadcast technology more attractive to AV users looking to upgrade the quality of their systems, which has led broadcast technology suppliers to show increasing interest in the AV market.
It is also useful to note that convergence is operating both ways, as broadcasters have gradually adopted some AV technology and, more generally, technology used in non-broadcast industries, at accelerating pace after the pandemic.
But back to ISE. There is one part of the show which might help us better understand the direction of this convergence.
Analysis of the “AV Broadcast” Hall
A portion of Hall 4 at the show is dedicated to broadcast technology. This has been rebranded to “AV Broadcast” from “Content Production & Distribution” in 2025, which may signal an effort to blend broadcast technology within the AV landscape further. Tracking this part of the exhibition over time is a good indicator of convergence progress, and particularly of which broadcast technology is finding its place in AV (and how).
First, let’s take a snapshot of the types of companies exhibiting in this hall. I conducted a detailed profiling analysis of the companies exhibiting in the "AV Broadcast" Hall at ISE 2025 to find out which segments dominated the floor. I analysed the companies’ business profiles and product portfolios to categorize them into one of four main segments. Here's what I found:
39% of companies are in the Streaming and Connectivity segment. These companies provide solutions for video transport, encoding, decoding, and live streaming.
37% of companies are in the Content Acquisition and Production segment. These companies provide tools for capturing, creating, and editing audiovisual content.
15% of companies are in the Immersive and Display segment. These companies provide technologies like AR/VR, holographic displays, and advanced monitors.
9% of companies are in the Audio segment. These companies provide products such as mixing consoles, microphones, and audio signal processing.
This classification largely resonated with my previous beliefs, even though I was perhaps expecting content creation to be more dominant than streaming on the show floor. Feel free to share what you think about it and whether it is consistent with your view of the show.
The analysis also highlights sectors that may be underrepresented at the show, which may represent an opportunity if you are a broadcast vendor looking to expand into AV as convergence further progresses.
Analysis of Floorspace Trends in the “AV Broadcast” Hall
I also wanted to share some observations on the floor map changes I have noticed between 2024 and 2025. Note that this not a perfect analysis, but still, it provides some valuable insights:
Some broadcast tech suppliers (e.g., Ross Video) have transitioned to Hall 4 this year. This could reflect a move to further centralize solutions coming from broadcast. It certainly helps navigation for buyers (and for analysts)!
Some suppliers like Blackmagic Design seem to have expanded their floor space this year. Though most seem to have kept a similar booth space as in 2024 even if the overall show is growing, as mentioned earlier.
There are some new suppliers exhibiting this year (e.g., Grass Valley). And there are also a few vendors that have vanished from the map in 2025.
My main takeaway from observations is that convergence is still a trend in flux, with companies coming from the broadcast industry still experimenting with strategies to engage the AV market effectively. Yes, while convergence is on the rise but, companies need time to adapt to the AV market.
Approaching the AV Market Effectively
Conversations with broadcast tech suppliers about the AV sector have often revealed mixed experiences. While some are energized by the opportunities provided by this new market, others express frustration over the mismatch between investments (including ISE) and returns.
The AV market should not be approached in the same way as the broadcast market. Success often comes from recognizing and understanding the distinct demands of the AV sector.
Here’s a short checklist for broadcast technology suppliers attending the show or considering entering the AV market (while it is not exhaustive, it may provide a framework to get started or review your strategy):
Do your research: Study AV trends, buyer priorities, and tech investments. This foundation drives everything else.
Focus on UI/UX & simplicity: Design solutions that are easy to use and don’t always assume deep technical expertise.
Educate your users: Provide training, resources, and great product documentation relevant to AV.
Highlight integration: Showcase how your products can easily fit into AV infrastructures and workflows.
Update your messaging: Tailor marketing to address AV buyer needs across various sectors and preferably drive this effort with research.
Partner up: Consider partnerships with integrators, consultants, and distributors to penetrate the market.
Adapt to changing buyers: Recognize that AV purchasing decisions, like in broadcast, are increasingly spread across departments, not centralized in engineering.
If you have other tips, please feel free to share them in the comments of this article
Conclusion
In conclusion, the convergence of pro-AV and broadcast technology is a trend in flux that presents exciting opportunities for technology suppliers and AV users alike. ISE 2025 offers a great platform to explore these trends and engage with leading voices shaping this convergence.
I will be at the show so feel free to contact if you’d like to meet there. Our objective at Dovetail Pulse is helping companies navigate this convergence by providing a deep understanding of market dynamics and audience needs through data.
See you in Barcelona!
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