This is the fourth in a series of posts reviewing excerpts from the 2021 Big Broadcast Survey (BBS). This post will explain how the brands of technology suppliers were ranked by respondents to the 2021 BBS.
This post examines the metric of Innovation for media technology suppliers profiled in the 2021 Big Broadcast Survey. Innovation is of course a constant focus of technology suppliers, both in terms of product development investments and, as important, in marketing these investments to the global audience of current and future customers.
Please keep in mind these posts are not the opinions of Devoncroft. Rather, these posts are offering a summary of the global responses to Devoncroft’s annual Big Broadcast Survey (BBS), which makes every effort to gather the opinions of a representative sample of global media technology purchasers.
Within the BBS we are attempting to measure both the customer view of a given vendor’s level of innovation along with the potential customer’s perspective. The difference in these measures is a referendum on a supplier’s marketing effectiveness for educating the market about the innovation taking place at the supplier. Consider, more than 2/3rds of the suppliers listed in the Devoncroft 2021 BBS Innovation League Table receive higher scores from customers compared to potential customers (i.e. those aware of the supplier, but not yet having purchased the supplier’s product).
That discrepancy represents a straightforward opportunity for the marketing groups inside those suppliers. Why is it straightforward? Marketing is most difficult when you have to describe something that doesn’t exist (and may never); it is easiest when you are describing something that demonstrably exists.
The innovation findings in the 2021 BBS are shown below as an overall industry league table containing the 30 highest ranked suppliers for the metric innovation. If you would like to understand the innovation rankings at a more detailed level, please contact Devoncroft Partners.
An explanation of how these results were calculated can be found at the end of this article. Please note that both audio and video brands are included in these rankings, and that the table below shown brands in alphabetical order, NOT in the order in which they were ranked in the study.
More than third of the members of the 2021 BBS League Table for Innovation are audio suppliers (or at least have a heritage beginning on the audio side). Both Frame.io and Zixi (both new to the BBS in 2021) are among the 13 new members of the 2021 league table (versus 2020). Camera manufacturers are well-represented with ARRI, Blackmagic Design, RED, and Sony all making the list, as are ‘Innovation’ league table stalwarts like Lawo, NewTek, and Riedel.
The attentive reader may have started to recognize a trend in 2021 with the large public cloud providers conspicuous in both the ‘Vision of the Future’ and ‘Innovation’ league tables. One could view media customer opinions of the public cloud providers as a stand-in for opinions about moving media workflows to the public cloud. More on this topic in future posts.
For year-over-year comparison purposes, the 2020 Devoncroft BBS Innovation League Table is below.
How These Results Were Calculated
2021 BBS participants were asked to provide their perception of the Innovation of a variety of relevant media technology supplier brands on a scale of 1-10 — with 10 being best in the market, and 1 being worst in the market.
This data was then aggregated and averaged in order to generate the global score for each brand based on these responses.
Please keep in mind when reviewing this information that the table is presented in alphabetical order, not in the order brands were ranked by respondents to the BBS. Also, the charts in this posting measure the responses of all 2021 BBS respondents, regardless of their company type, company size, geographic location, job title and budget for broadcast technology products.
In order to get full value from this data, it is necessary to evaluate these results on a granular basis. If you would like more information, please contact Devoncroft Partners.
Please also note that inclusion of any brand in the above table is dependent on inclusion in the 2018 BBS and available sample size. The minimum sample size for inclusion in this charts is 30 respondents. Therefore it is possible that a highly regarded brand was excluded from these findings based on sample size.
The information in this article is based on select findings from the 2021 Big Broadcast Survey (BBS), a global study of media industry trends, technology purchasing plans, and benchmarking of media technology vendor brands. Several thousand media professionals in 100+ countries took part in the 2021 BBS, making it the largest and most comprehensive market study ever conducted in the media industry.
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