2025 Made Software-Defined Normal. 2026 Will Reward the Bold.
By Adam Marshall, CPO Grass Valley
"We’re just over a week into 2026, and it’s hard to ignore how much has shifted over the last 12 months. The direction of travel is clear: more outputs, more platforms, tighter budgets, and higher expectations - all at the same time. The organisations that will be strongest this year will be the ones that can scale up and down cleanly, integrate faster with partners, and keep a tight grip on unit cost - without lowering the bar on quality.
That’s the backdrop - and it’s why reflecting on 2025 matters. Last year was when a few “future” conversations became normal operations.
Throughout 2025, one theme kept coming up in customer conversations: how do you stand out in a congested market? The competition isn’t just other broadcasters anymore. It’s social platforms, independent creators, and an endless supply of always-on content"
