Professional Displays Redefine Priorities Across the Pro AV Market: Futuresource Consulting

New Future Sessions video reveals how shifting user needs and market pressures are changing the way displays are specified and deployed. 

Professional displays are moving up the priority list, as shifting deployment strategies and rising cost pressures reshape the AV market. That’s the focus of the latest Future Sessions video from Futuresource Consulting, featuring insights from David Thompson and Johnny Woodman, who break down how these shifts are influencing deployment decisions, total cost of ownership and the wider competitive landscape. 

“Professional displays are no longer just a component within AV,” says Thompson, Lead Market Analyst with Futuresource. “They’re increasingly defining the experience itself. And as demand shifts towards larger, higher-resolution and more immersive formats, we’re seeing displays take up a greater share of both attention and budget within installations. In our latest Future Sessions video, we explore some of the key shifts already playing out in the verticals.” 

Deployment trends evolve across use cases 

A key theme in the discussion is how professional display deployments are diversifying across collaboration, signage and immersive environments. Interactive flat panel displays continue to dominate classroom and collaboration use cases, while flat panel displays remain the cost-effective choice where interactivity isn’t required.  

At the same time, projection is carving out a strong position in immersive environments, where large-scale visuals can be delivered more cost-effectively. Meanwhile, LED is expanding rapidly beyond traditional video wall applications, with falling prices expected to drive adoption into more mainstream use cases over the coming years. 

Total cost of ownership moves up the agenda 

The conversation also turns to the growing role of total cost of ownership in purchasing decisions. With rising energy costs and tighter budgets, end users are looking beyond upfront pricing and considering long-term operational efficiencies. This is accelerating shifts such as the move from lamp-based to laser projection, as well as increased focus on energy-saving features in flat panel displays. Technologies such as e-paper, while niche, are also gaining traction. 

Supply instability continues to shape pricing and strategy 

Supply-side challenges also remain a defining feature of the market, with ongoing pressures around chipsets, freight and manufacturing costs. These are continuing to push pricing upwards, with vendors increasingly prioritising higher-value SKUs to protect margins. As a result, end users are facing rising costs across multiple display formats. 

These dynamics are not only influencing pricing, but also shaping product strategy, availability and the pace of technology adoption. 

Near-term opportunities emerge across regions and applications 

Despite challenges, Thompson notes that clear areas of growth are emerging. Developing markets continue to present significant opportunities for interactive displays, particularly in education. In more mature regions, increased funding initiatives are supporting upgrades and refresh cycles. 

At the same time, projection is finding renewed relevance in simulation and immersive environments, while LED is positioned as a major growth driver as pricing continues to fall. E-paper is also gaining momentum in applications such as retail signage and transport wayfinding, and in other specific use cases where ultra-low energy consumption offers a clear advantage. 

Watch the full discussion 

This latest Future Sessions video brings together Futuresource Consulting’s latest thinking on the professional displays market, grounded in ongoing engagement with vendors, integrators and end users. It offers a clear, expert view of how deployment strategies, cost pressures and supply dynamics are shaping the market now, and where the next opportunities can be found. Watch now.  

About Futuresource Consulting 

Futuresource Consulting provides the insights that power the world’s leading technology and media companies. For more than 30 years, the firm has combined rigorous data, sector expertise and a forward-looking view of market change. Its syndicated research, consulting services and industry partnerships span consumer electronics, entertainment, Pro AV, education and emerging technologies. 

Press contact: 

Nicola Finn, Head of Marketing and Communications, Futuresource Consulting 

nicola.finn@futuresource-hq.com