A leading provider of professional broadcast technology solutions needed to refine its long-term business strategy and resource allocation. It aimed to identify and quantify new revenue streams beyond its traditional customer base.

• The primary challenge was a lack of detailed market insights to accurately measure the growth potential between established professional broadcast technology and the emerging professional AV (pro AV) market.
• It required a precise, custom data cut to establish the total addressable market (TAM), perform robust buyer segmentation, and uncover specific growth opportunities for its technology when sold into non-traditional buyers, collectively known as the broadcast AV market opportunity.

• The project relied on the analysis and interpretation of existing proprietary data across the relevant parts of the broadcast AV and pro AV market.
• The core deliverable was a custom data cut providing granular data on the broadcast AV market opportunity.
• TAM data was comprehensively segmented across key product categories, including:
  1. Live production and post production
  2. Content acquisition and content supply chain
  3. Media cloud and storage
  4. Connectivity and distribution services

• Furthermore, the TAM was segmented by key broadcast AV buyer industry types, such as corporate, education, government, retail/consumer services, telecommunications and hospitality.
• The approach included a comparative sales analysis between traditional professional broadcast and pro AV for specific technical subsegments.

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• The project successfully delivered a definitive custom data cut on the broadcast AV market opportunity.
• Caretta Research provided accurate, segmented total addressable market (TAM) data, broken down by buyer industry, product segment, and subsegment.
• The final output was a spreadsheet containing detailed market sizing data (TAM) on a time series from 2020 through to 2028, enabling informed strategic planning and enhanced budget allocations.