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Pro AV news, trends, and expert voices for the AV industry

Pro AV Today, hosted by Ben Thomas, covers the latest developments in professional audio-visual technology, including new products, industry trends, and the people driving change across the AV sector. The show gives AV professionals, integrators, and technology buyers a consistent source of expert-driven news and analysis. Published on MarketScale, it reaches a targeted B2B audience across the professional AV industry.

121 episodesHosted by Ben Thomas
Channel Brief·Pro AV Today · 121 episodes
Updated Jun 22, 2026

AV Converges with IT, Security, and Mission-Critical Infrastructure

Pro AV Today argues that audiovisual systems have stopped being siloed specialty tech and now sit at the heart of enterprise IT, healthcare delivery, public safety, and grid modernization. The channel proves this through on-site reporting, vendor partnerships, and concrete deployment examples.

Pro AV Today's core argument is that the Pro AV industry's historical boundary between audiovisual systems and enterprise IT infrastructure has collapsed. The channel demonstrates this convergence through reporting on real deployments: AV systems now sit on the IT backbone in healthcare, hospitality, security, utilities, and data centers. The proof pattern rests on vendor voices, event reporting, and labor-market data showing that integrators must now master IT practices, security protocols, and cloud architecture to remain competitive.

Drawn from Real-World IT Practices Are Streamlining AV De… and 4 more →

“This year felt different. Less specs, more real problem-solving.”

Pro AV Today host, reporting from InfoComm 2026

By the numbers

72%

AV integrators cite talent shortages as top profitability threat

$422B

Pro AV market projection by 2029

9%

data center share of U.S. electricity by end of decade

3x

hyperscale data center capacity growth expected by 2030

What the channel argues

InsightAV systems now integrate into IT backbones; majority of new conference rooms require network-centric workflows.→
DataField Nation reports 72% of AV integrators cite talent shortages as their biggest profitability threat.→
DataPro AV market projected to reach 422 billion by 2029, driven by scaling and labor complexity.→
DataHP Dimension with Google Beam delivers spatial 3D conferencing at 25,000 current price point.→
DataBureau of Labor Statistics: hospital employment dropped nearly 100,000 between February 2020 and September 2021.→
DataHyperscale data center capacity expected to triple by 2030 as AI and cloud demand surge.→

What you'll learn

•AV integrators must now adopt IT practices, security standards, and cloud architecture to serve enterprise clients effectively.
•Talent shortage is an existential threat: 72% of integrators report it as their top profitability risk, forcing recruitment beyond traditional AV circles.
•Immersive spatial technologies like HP Dimension and Sphere's audio systems are shifting conferencing and entertainment from specs-driven to experience-driven design.
•Healthcare, utilities, and data centers now rely on AV-integrated systems for operational resilience, patient care, and grid modernization.
•Federal broadband funding and edge computing growth are creating new infrastructure and connectivity challenges that require cross-sector collaboration.

What to do about it

→Audit and integrate IT security, cloud, and network practices into your AV deployment workflows and training programs.
→Launch proactive recruitment outside traditional AV talent pools: partner with IT, trades, and education programs to build pipeline and mentorship.
→Map your integrator business model to scalability: evaluate service bundles, remote support, and partnerships like LinkLab to serve growing demand without proportional headcount.

Who and what shows up

Field Nation

Labor and workforce data provider

Reported that 72% of AV integrators cite talent shortages as their biggest profitability threat.

AVIXA

Pro AV industry association

Cited in multiple episodes for market projections: 422 billion by 2029 and 402 billion by 2028.

Bureau of Labor Statistics

U.S. federal labor statistics agency

Reported hospital employment dropped nearly 100,000 between February 2020 and September 2021, underpinning healthcare AV demand.

Kumar Sokka

Security industry leader

Discussed how security buyers now include IT, HR, and compliance leaders, shifting decision-making profiles.

Fredrik Nilsson

Vice President of the Americas, Axis Communications

Discussed AI advancements in surveillance, cloud-based security, and AV1 video compression reshaping security technology.

Questions this channel answers

Q

How has the AV industry relationship with IT changed?

AV systems now sit on IT backbones rather than as separate siloed infrastructure. Cloud adoption, hybrid work, and security requirements mean IT leaders influence AV deployments as much as AV specialists do.

Real-World IT Practices Are Streamlining AV Deployments … →
Q

What is the biggest threat to AV integrator profitability?

Talent shortages. 72% of AV integrators cite labor scarcity as their most pressing challenge, driven by retirements, project complexity, and increased demand.

Talking Recruiting, Retention and Everything in Between … →
Q

How can AV integrators scale operations amid labor constraints?

Expand recruitment beyond traditional AV circles into IT and trades; invest in mentorship and CTS-certified training; adopt scalable service models and remote support partnerships.

Talking Recruiting, Retention and Everything in Between … →
Q

What is the next frontier in conferencing technology?

Immersive spatial experiences that replicate face-to-face presence without headsets. HP Dimension with Google Beam demonstrates 3D spatial realism at 25,000.

Lifelike and Headset-Free: HP’s New Spatial Conferencing… →
Q

How are data center and fiber infrastructure demands reshaping AV and connectivity?

AI and cloud workloads are tripling hyperscale data center capacity by 2030, pushing edge computing closer to users and forcing fiber providers to offer denser, more flexible solutions.

Understanding the Infrastructure of Data Centers →
Topics:AV-IT convergence and hybrid IT infrastructureTalent acquisition and workforce development in AVImmersive audio and spatial conferencing technologyHealthcare delivery and remote monitoring systemsPortable and mission-critical AV systemsData center fiber and edge computing infrastructureSecurity technology, AI, and threat detectionRural broadband and federal funding coordination
Themes:Convergence: AV no longer stands alone; it is now embedded in IT, security, and mission-critical infrastructure.Labor crisis and upskilling: the industry cannot scale without radical recruitment expansion and IT-AV hybrid competency.Experience over specs: buyers now demand problem-solving, immersion, and reliability, not just technical specifications.

Industry context

Organizations are expanding technology adoption but face significant infrastructure readiness gaps. Simultaneously, workplace roles are shifting as AI and advanced technologies reshape skill demands across sectors.