Professional video is no longer just for broadcasters, according to a new report from Futuresource Consulting and the marketing agency Platform Communications. The Lights, Camera, Enterprise! report reveals 89 percent of companies are now producing video content in-house, fuelling opportunities for vendors of professional cameras, production tools, software and services.
The report suggests that a major factor in this growth is Gen Z reshaping expectations, with over 60 percent of professionals aged 22-26 actively creating video content for online consumption. Sales of broadcast-grade video cameras to corporate users tripled between 2019 and 2023, while large-sensor camcorder shipments have skyrocketed by 487 percent since 2019.
Alistair Johnston, head of consulting and advisory at Futuresource Consulting, said: “The convergence of traditional broadcast and enterprise video is happening at a rapid pace. Whether they see their products and services as professional, ‘prosumer’, or pro AV, vendors need to grasp enterprise as a huge opportunity. It’s the growth engine for the next decade of professional video.”
Emerging as a core strategic tool for marketing, sales, corporate events, internal communications and training, professional video production is now commonplace across retail, finance, healthcare, education, house of worship, and other non-media industry sectors. The report shows a surge in demand for professional-grade cameras, editing software and live production tools.
David Lawrence, managing director at Platform Communications, added: “High quality video has become the norm for business, driven by lower equipment costs, digital fluency and the continued evolution of hybrid working. 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 percent 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.
Knowing that this fundamental shift is happening is only half the story. To help marketers better understand how to target the rapidly evolving user landscape, the report lays out clear strategies:
- Lead with Business Value: Specs don’t sell – outcomes do. Frame solutions around impact: improved collaboration, faster onboarding, greater ROI.
- Tailor Messaging by Role: C-suites care about results; technical teams need integration and scale. Avoid one-size-fits-all.
- Empower the Channel: Find integrators and resellers that understand vertical markets. Equip them with authoritative, story-led content, not just brochures.
- Showcase Thought Leadership: Use case studies, data-driven insights, and vertical media to build trust and visibility.
- Build Strategic Alignment: Know your audience and demonstrate insight. Speak to their challenges and aspirations, not just features.
To download a copy of the Lights, Camera, Enterprise! report, click. Contact [email protected] to discuss accessing further market insights.
