Caretta Research

29/01/2026

The global Pro AV market is projected to grow by 21% to reach $258 billion by 2030 driven by spending on control rooms, digital signage, corporate video, immersive entertainment and AV-over-IP all driving significant growth in AV system integration.

Caretta Portal now covers the Pro AV ecosystem, which includes live production, AV broadcast, digital signage, audio equipment and system integration among other areas.

Read the full story below. 👇

https://eu1.hubs.ly/H0rkDX40

22/01/2026

🥳 Anjum Iqbal has just joined our team as a business development manager. He brings strong experience in market intelligence and commercial growth, having worked closely with technology providers as well as telecoms and media organisations. His background includes supporting clients as they navigate evolving markets and identify new opportunities.

🎶Outside of work, Anjum is a huge live music fan, with Bruce Springsteen being his all-time favorite artist, as he's attended 20 shows and counting. He also enjoys cinema, traveling, and spending quality time with his family, including his two boys, who are loyal Liverpool FC supporters. 🎞️⚽

20/01/2026

💰📺As global trade tensions resurface and tariffs return to the political spotlight, the media and entertainment sector is again facing uncertainty.

Robert Ambrose notes that while tariffs can disrupt some hardware vendors, their overall impact on the media technology market remains limited. Software and cloud services are largely unaffected, and manufacturing patterns change slowly, so the industry has adapted to a constantly shifting “new normal.”

The bigger issue is the wider economic outlook. Broadcast and media technology is a global business, and any serious breakdown in relations between Europe and the US would have consequences far beyond individual tariffs. A weakened global economy would be a much greater challenge for the industry overall. 🌎

You can read more on Rob’s perspective and the wider implications for media technology in the full story by TVBEurope. 👇

Following the UK Prime Minister's address to the nation, Rob Ambrose, co-founder and CEO of Caretta Research explores the potential impacts of tariffs across the domestic creative industries

13/01/2026

🎊We’re excited to welcome Parth Ahuja as a new member of our consulting team.

Parth, based in the UK, holds an MBA from Oxford's Said Business School, specialising in sports, media tech and commercial strategy. He will assist specialist tech vendors and media organisations in overcoming key challenges through consulting projects, with hands-on experience in direct-to-fan streaming, livestreaming platforms and sports management.

🍳🏞️In his free time, he enjoys watching sports, hiking, cooking his favourite meals, running, and spending time with friends and family.

30/12/2025

This year, Caretta Portal has gone further than ever, helping specialist tech vendors and media organisations make faster, better decisions.

From broadcast and media to telecoms, ad tech and sports rights, our detailed taxonomy, analyst‑curated data and intuitive tools give teams a clear view of complex markets and the confidence to act.

Here’s our year in numbers. 👇

18/12/2025

✨TV still does something no other channel can: Create shared cultural moments and deep emotional connections at scale.

As broadcasters move into a hybrid future, TV now stretches far beyond linear and proving measurable outcomes is non‑negotiable.

This is where the broadcaster’s YouTube dilemma emerges, as presented by our research director, Marija Masalskis, during the Future of TV Advertising by Adwanted Events:

📺TV is fragmented and complex for viewers and advertisers

📺YouTube’s scale is impossible to ignore while delivering ~17% of all online video in 2024, equalling around one-third of total TV ad revenue.

Broadcasters are testing a range of strategies:

🪧Teaser channels to drive traffic back to owned platforms

🪧Premium curation to maintain more control on YouTube

The trade-off is clear. YouTube offers instant reach and monetisation, but it also requires revenue sharing, limits access to user data and undermines “walled garden” ambitions.

For broadcasters, this creates a new strategic reality in which dependence on YouTube for audience, technology and monetisation must be actively managed.

Request Marija’s presentation to learn more. 👇

04/12/2025

🐢 Our team visited ΑΡΧΕΛΩΝ-Archelon, the Sea Turtle Protection Society of Greece sea turtle rescue centre in Athens, for our annual visit.

Every time, we're reminded how much dedication and care goes into protecting and rehabilitating sea turtles. The volunteers walked us through the centre and shared more about the turtles currently in recovery and the challenges they face from pollution and fishing.

We've been proud to support Archelon over the past years as part of our CSR efforts and it’s always inspiring to see their work up close. Thank you to the Archelon team for welcoming us once again. 💚

02/12/2025

💡The decision to integrate YouTube into a broadcaster's digital strategy is complex, demanding a sophisticated operational calculus that balances potential ad yield with long-term investment in dedicated infrastructure, technology and specialised staff.

Join Marija Masalskis, research director at Caretta Research, at the Future of TV Advertising Global by the MediaLeader, as she outlines the full spectrum of engagement strategies and discusses the essential elements broadcasters must consider in this critical choice:

🔸Market dynamics: New pressures arising from CTV platform monetisation.

🔸Strategic spectrum: Reviewing the full range of options, from using YouTube as a primary platform to a promotional funnel.

🔸Tech stack imperative: The infrastructure required for building competitive proprietary operations.

🔸Performance budgets: Technical demands for capturing high-value performance advertising, especially with the rise of commerce media.

🔸Industry implications: What these decisions mean for all players, from public service broadcasters to ad tech vendors.

📅 When: December 10, 2:15 PM

📍 Where: Kings Place, London

27/11/2025

🎊Eri Papadopoulou is the newest member of our analyst team, specialising in the content distribution segment. Her day-to-day responsibilities include data collection and research within the media technology landscape.

Previously, Eri contributed to research activities during internships at international affairs and law enforcement organisations. She holds an MSc in behavioural economics from Erasmus University Rotterdam and a Bachelor’s degree in business administration from the Athens University of Economics and Business.

🎭In her free time, Eri loves checking out museums, catching a good play at the theatre, or going for long walks in nature.

25/11/2025

📝 When it comes to media tech procurement, the end of the year is the most crucial period for procurement teams to plan for the year ahead.

As everyone works to plan efficiently and manage their budgets, here are some tips and tricks for running an effective procurement process.

Our short, six-step guide to better media tech procurement includes the following key points:

🎯Create the right shortlist through research

🎯Focus on user stories, demos and POCs

🎯Don’t aim for perfection, find the best-fit solution

🎯Avoid long requirement lists and prioritise core needs

🎯Involve the whole team to ensure buy-in and smooth change management

🎯Include outside perspectives and validation for project success

Learn more by reading Rob Ambrose’s latest insight and don't forget to download your copy of the guide at the end of the article. 👇

20/11/2025

Digital-out-of-home (DOOH) is expected to see at least 40% revenue growth in the coming years.

Key elements that drive this growth:

🪧The rapid digitisation of traditional ad spaces

🪧The rise of digital signage across new venues (retail, hospitality, 🪧wellness)

🪧The booming retail media ecosystem

🪧The programmatic wave, bringing automation and attracting new buyers

Learn more about the evolving digital-out-of-home landscape by reading our research director Marija Masalskis’ latest blog post. 👇

The digital out-of-home (DOOH) landscape is currently shaped by the rapid digitisation of traditional advertising sites...

19/11/2025

⭐🥇We're immensely proud of our own Regina Poniridis, data and AI manager, for her outstanding recognition at the Rise Awards 2025, where she earned the Product Innovation Award.

Since joining us in 2021, it has been inspiring to watch her grow, evolve and continually raise the bar in our industry. Her problem-solving mindset and passion for innovation have had a remarkable impact on our entire team.

👏 Congratulations, Regi! This achievement is truly well-deserved and we're all excited to continue this journey with you.