The global ProAV industry is entering a new era shaped by tariffs, shifting supply chains, and a renewed focus on resilience. As growth normalizes, businesses are recalibrating strategies, exploring new markets, and accelerating the shift toward software‑driven solutions. invidis presents all things tariffs at ISE 2026.
ISE 2026: Global AV Rethinks Risk, Resilience, and Reach
The past hours have once again reminded the global Pro AV industry how quickly trade tensions between the US and the rest of the world can escalate – sometimes triggered by issues that appear only loosely connected, as seen in the current dispute over Greenland.
On Saturday, President Trump announced that the US will impose an additional 10 percent levy on goods from France, Germany, the UK, the Netherlands, Denmark, Norway, Sweden and Finland starting February 1, marking a sudden intensification of the standoff over his ambition to acquire Greenland. The tariffs are set to rise to 25 percent in June if no resolution is reached, according to his post on Truth Social.
Join invidis’ Florian Rotberg at ISE 2026 CC5.3 for Regulation and Tariffs: On the Brink – ProAV in the Crossfire of Global Trade Wars on ISE-Wednesday 04 February at 16:40h
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Geopolitical tensions and shifting tariff regimes are reshaping the global ProAV industry, creating volatility in pricing and forcing companies across the ecosystem to rethink their operational strategies. Hardware categories such as displays, media players, and cameras have been particularly affected by cost fluctuations, with many projects delayed as firms struggle to secure stable pricing.
The industry has largely responded through shared burden: manufacturers, integrators, and buyers are absorbing portions of the increases, while some companies have stockpiled inventory to protect ongoing projects. This temporary buffer is now thinning, signaling a more challenging environment as the sector has moved into 2026.
The accelerated move toward software and cloud‑based solutions is one of the most significant structural consequences of the tariff landscape. Import duties on hardware are encouraging a shift to SaaS and IP‑based workflows that bypass traditional manufacturing routes. At the same time, North America’s supply strategies are undergoing a dramatic reconfiguration, positioning Mexico as the key tariff‑free manufacturing hub for the U.S. market. Manufacturers with established production capabilities in Mexico are benefitting, while those dependent on China or Vietnam face mounting competitive pressure. The ripple effects extend to Europe and Latin America, where redirected supply flows and retaliatory tariffs are reshaping product availability and pricing.
The supply chain disruptions of recent years have left a lasting imprint on the ProAV industry’s operating model. After a three‑year cycle of shortages – from pandemic‑driven spikes in demand to the 2022 backlog crisis – availability has largely stabilized. Lead times have normalized, and backlogs continue to clear, prompting integrators to reduce the high inventory levels they once considered essential. Many of the practices developed during the pandemic, however, have become permanent: earlier ordering, broader supplier networks, and a stronger preference for local sourcing. These measures have collectively strengthened channel resilience, reducing the likelihood that future disruptions will cascade into the same levels of systemic strain.
While global growth in ProAV begins to normalize, firms are looking beyond traditional strongholds to fuel the next expansion cycle. With the U.S., China and Western Europe sre showing slower momentum, companies are increasing their focus on India, Latin America, Southeast Asia, and the Middle East. At the same time, solution boundaries are blurring: Digital Sigange and ProAV providers are entering the broadcast space, while media companies are adopting enterprise‑grade AV workflows. Trade barriers are only one factor driving this shift, but they add to the incentive to diversify geographically and technologically.
The result is a market recalibrating for steady, rather than explosive, growth – more global, more flexible, and more attuned to long‑term resilience than ever before.
