Hi y’all! Today we’re revisiting the results of our December 2024 Temperature Check to take a closer look at the trends, challenges and opportunities shaping the ProAV industry. As part of our year-end survey, we asked professionals to reflect on their 2024 goals, trade show participation, education priorities and emerging technologies. With 64% of respondents reporting they’ve achieved their goals for the year, and 35.6% citing education as their main focus, we asked industry leaders to weigh in on the current landscape — from how professionals are staying connected, to what’s driving growth in corporate and education sectors.

With fresh insights from industry leaders, we’re diving deeper into what these results reveal — and what they mean for the rest of the year ahead.

While trade shows remain a traditional hub for networking and innovation, attendance has shifted. With 52.9% of respondents noting no change in participation — and others citing decreases — how are professionals staying informed?

Scarlett Woodford, head of collaboration at Futuresource Consulting, emphasized that we now live in a world where video conferencing is the norm. “At Futuresource, we hold regular briefings with our clients—leading vendors across ProAV and top channel partners—to stay up to date with market trends,” she said. “LinkedIn is also a great resource, with companies and colleagues alike posting regular updates.”

Grant Youngman, head of pro audio at Futuresource, added that while trade shows remain valuable, a mix of virtual briefings, digital communication and curated research ensures continuous engagement. “For our clients, we suggest leveraging virtual demos, manufacturer-hosted webinars and direct conversations,” he said. “We also offer end-user survey services to gather real-world feedback and provide insights that support market awareness and data-driven decisions.”

When asked about the common challenges that prevent ProAV projects from reaching their full potential, Futuresource experts pointed to scope creep, unrealistic expectations and compatibility issues.

“After a challenging 2023, many vendors were optimistic for improved market performance in 2024,” Woodford said. “While the first six months fell short of expectations due to macroeconomic headwinds, the market showed signs of improvement in the second half.”

Youngman noted that organizations sometimes overreach with ambitious goals that don’t align with budget, feasibility or user needs. “Futuresource helps clients set realistic, data-driven objectives by analyzing adoption trends, industry benchmarks and user interactions,” he said. “We also conduct in-depth research on integration challenges to recommend future-proofed solutions.”

Corporate and education were cited as the top growth sectors in ProAV for 2024. So what trends are shaping buying decisions in these areas?

“We expect video conferencing market volumes to increase by 8% from 2024 to 2025,” said Woodford. “Video bars will see the most growth, offering a cost-effective way to equip meeting rooms with audio and video capabilities. USB deployment is also gaining popularity as businesses navigate tight budgets.”

Claire Kerrison, principal consultant at Futuresource, highlighted higher education as a standout segment. “Investment in ProAV helps universities demonstrate their ability to deliver cutting-edge IT to prospective students,” she said. “Asynchronous learning is on the rise, creating demand for video capture and distribution solutions.”

Alistair Johnston, head of consulting and advisory at Futuresource, noted a continued push toward flexible, scalable video communication tools. “Companies are investing in solutions that are intuitive, easy to install and compatible with existing systems,” he said. “We’re also seeing a rise in corporate in-house production studios for everything from CEO messages to training videos.”

Despite the buzz around XR, 39.1% of respondents said it created the fewest new opportunities in 2024. But that doesn’t mean innovation is slowing down.

James Salter, senior vice president of marketing at Aver Senior Vice President of Marketing said the company focuses on practical, AI- and cloud-supported features. “While XR/AR/VR offers some potential, we deliver what customers want now. That leans more toward AI voice tracking, cloud integrations and continued adaptability. Future XR applications may come as demand evolves.”

Futuresource Lead Analyst Nikolaos Tzoumerkas added that while immersive technology adoption is slower, the potential is still there—especially as crossover applications emerge between broadcast, corporate and education.

With education a top priority, both AVer and Futuresource are investing in training and support. AVer offers webinars, video tutorials, toll-free tech support and is planning formalized product training, including CTS-certified options through AVIXA.

As for profitability, 59.8% of respondents reported stable margins in 2024, while 25.3% saw increases. AVer attributed this to a balance between competitive pricing and product differentiation. “Value is often more important than price alone,” a representative said. “Customers will pay for solutions that solve real problems and improve workflows.”

As the ProAV industry continues to adapt, professionals are seeking smarter ways to connect, plan and grow. Whether it’s investing in video-enabled meeting spaces, embracing hybrid learning environments or refining scope and expectations, the message is clear: success in 2025 relies on data, flexibility and the right mix of innovation and practicality.