According to the Professional Audio and Video Industry (Pro AV) And Trend Analysis 2017 (IOTA) market study, produced by AVIXA, Colombia is an important part of the growth of this business in the Americas. It generated USD 65 billion in revenue in 2016.
TecnoMultimedia InfoComm
With the country's success as the epicenter of festivals and artistic shows, the growing media industry and the strengthened corporate market, the Colombian dynamic in the professional audiovisual industry is moving at a steady pace.
According to the Top 100 AV Integrators Latin America 2016, carried out by AVI Latin America Magazine, Colombia and its regional scope have registered a growth of close to 13% between 2012 and 2016 and continue to gain ground in addition to standing out as important players in the global context.
This figure is consistent with the forecast of the Avixa report (formerly InfoComm) which calculates at 4% the value of annual growth for professional audio and video in the coming years, and this includes the United States where, out of every ten dollars, eight are spent in this industry.
By 2022, U.S. revenue from Pro AV will still account for 80 percent of expenses. Along with Canada, the North American sub-region will capture 86 percent of the industry's value by 2022.
"It is demonstrated once again that, despite the complex situation that Latin America has experienced during the last two years, the professional audiovisual industry continues to grow," says Rodrigo Casassus Coke, Senior Director for Latin America and the Caribbean at Avixa.
In this panorama, Colombia has a good participation with the line of the rent of equipment for large shows, which has increased in the last five years. Bogotá, Medellín, Cali and Cartagena are the most consuming cities due to the need for spare parts generated by the useful life of the equipment.
According to Juan Tamayo, Sales Engineer for Sound Installations in Latin America for Audio-Technica, an exhibitor company of TecnoMultimedia InfoComm, the cycle of use of sound systems with high work traffic is five years, while video equipment, in many opportunities must be changed in an average of two years, due to their wear and tear and the continuous offer generated by technological advances.
Products and services
The report, which analyzes market opportunities for Pro-AV products and services from major verticals including cinema, enterprise, education, energy, utilities, government, military, healthcare, hospitality, media, entertainment, residential, retail, transportation, venues and events, ensures that streaming, storage and distribution (SMSD) platforms generated profits of USD 17 billion in 2016 in the world and now. they account for more than 26 percent of the professional AV market.
The media space in the Americas region – especially the North American – is characterized by the interest in adopting new technologies and formats, as well as experimenting with new distribution models although it clearly maintains mass consumption trends in products such as video screens, audio equipment, equipment for video conferencing, speakers, microphones, cameras and video recording and production systems, lighting systems, digital signage, and video projection devices.
As for the services, the following stand out: AV design, AV installation and integration, management and maintenance, programming and rental and staging.
The strength of AV design, system integration, and programming services are a natural consequence of an AV ecosystem that has become incredibly complex. System integration and installation services represent the second item in expenses of the AV industry (13 percent) after servers.
Video screens account for 8 percent of the market – around $5 billion in 2016 – and an annual growth rate of 11 percent is expected to be recorded between 2017 and 2022, reaching $9.7 billion.
Two market forces are bolstering the digital display and signage segment. First, the interest in the products of this segment by consumers and second, the success of the advertising and marketing industries that have taken public spaces and streets to make a mass market through outdoor screens.
In another sense, the environmental products segment is a stable source of value, and it is growing rapidly. While this segment currently accounts for 6 percent of investment, the annual growth rate of 19 percent will be transformed. By 2022, the environmental segment will generate 12 percent of the total value of the industry.
Media servers added the highest value to the pro-AV segment in 2016. Of the 34 products and service categories that this report records, media servers account for 17 percent of the value market. In 2022, revenue from this segment will increase by almost 4 percent annually.
On the other hand, AV installation and integration is the second largest category in the market that generated USD 8.3 billion in 2016, and will grow more than 4 percent annually until 2022, representing USD 10 billion.
The report states that no other product category will grow as fast as lighting fixtures, but this will only account for 4 percent of investment in the industry. These equipment will have a growth rate of 24 percent, and in 2022, they will generate 10 percent of the value of the AV industry, driven by integrations of LED lighting systems, in building automation and AV installations, both in the corporate sector and in retail and transportation.
Control systems will be the sensation of the AV industry. These systems generated USD 2.3 billion in 2016, but will grow by 11% annually and will represent USD 4.3 billion in 2022, driven mainly by AV integration in the corporate segment, smart building systems and theater management systems.
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