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A conventionally conservative AV market is being shaken up by increased military spend, and a trend towards experiential applications.
Riedel Communications and Nordic media technology company,
Media Tailor delivered broadcast, AV, and communications infrastructure aboard
Royal Caribbean International’s newest vessel - Star of the Seas.
While the Nordics (encompassing Norway, Sweden, Denmark,
Finland – and, for the purposes of this article, the autonomous Danish
territory of Greenland) tend to forge ahead in technology and market
developments, it appears that it’s in a phase of rearrangement.
“A good business climate, but currently shifting,” sums up
Torbjorn Mahler, product and marketing manager, Panasonic Projector and
Display. “We see new technologies taking over established places in the market.
At the same time many new use cases offer existing technologies a new grow
potential.”
Katrin Kerber, local account manager at Matrox Video reports
a similar trend. “Pro AV verticals in the Nordics truly behave differently,”
she says. “You cannot define the market into strict verticals.”
Philippe Genar, sales manager Northern Europe, Riedel
Communications says: “The Nordic AV market is shaped by a highly
technology-driven culture and a strong willingness to challenge established
workflows. Customers are not focused on repeating legacy approaches. Instead,
they actively explore how new technologies can improve quality, flexibility,
and operational efficiency.”
James Kennedy, who runs operations for Peavey Commercial
Audio, reports a noticeable decline in spending in 2025 but a more positive
outlook for 2026.
“While investment in new technology continues, purchasing
decisions tend to favour well-established brands, making brand awareness a key
factor in market traction. This can slow adoption for less visible
manufacturers and limit rapid growth compared to more aggressive or cost-driven
markets elsewhere in Europe.”
Immersive applications
What we’re seeing, and this won’t be unique to the region, are technologies
conventionally pinned to one vertical now bleeding across into others. The most
striking example are immersive AV spaces in corporate and education used “to
improve experiences within environments, like car manufacturers, exhibition
halls and universities,” says Mahler. “Many new customers are following in the
footsteps of larger entertainment experiences, and we see a clear spill-over of
this into the more traditional markets.”
Mahler goes further and thinks that developments in
immersive entertainment are only just beginning, and that we’ll likely see more
implementations of the physical fused with digital and multisensory experiences
in other markets.
“Traditionally very different markets like
surveillance/control rooms, visualisation studios at universities, advanced
ship and vehicle simulators and sport simulators are adopting immersive
technologies.”
This is supported by Genelec’s Head of Business Development,
Gaurav Narula who says: “Museums are a key vertical in this region as they are
increasingly focusing on creating immersive, experience-driven environments
rather than traditional static exhibitions. High-quality audio is essential for
storytelling, spatial sound, and smooth integration within architectural
spaces.”
Venue owners are placing greater emphasis on delivering a
“complete, holistic experience” to end users, he adds. “This means creating
immersive environments that go beyond just sound or video. In some cases,
additional sensory elements – such as aromas or fragrances – are incorporated
to enhance the overall experience.”
Cautious optimism
Judging the region “generally pragmatic, quality-focused, and risk-aware”
Kennedy cites experience-driven venues, particularly theatres, as a key
trending vertical “driven by the push for more immersive audience experiences
and continued investment in cultural infrastructure. This is further supported
by growing interest in modern, energy-efficient AV systems as venues replace
ageing installations.”
Calling business “stable and mature” Kim Nedertorp, sales
manager, DPA Microphones adds: “While uncertainty and economic pressures like
inflation have introduced some short-term caution, the region remains
structurally strong.”
Johan Hoel, sales and business development manager at
Netgear says the region is experiencing “exceptional momentum” having begun a
“significant expansion roughly four years ago with no signs of slowing down.”
This trend is reinforced by customer priorities around
“sustainability, longevity, and energy efficiency,” he says. Sustainability is
already a key purchasing criteria in many public and private projects
“reflecting a strong Nordic mindset and values,” reflects Narula.
Arctic Circle
Military spend is on the increase across the northern hemisphere with
instability felt acutely in countries neighbouring the Arctic Circle. “The
biggest increase has been in Norway,” notes Lightware’s representative Kjetil
Pettersen.
2025 marked an “all-time high” for Lightware in the Nordics
driven by projects for military/defence, universities and oil and gas. “Based
on our technology portfolio and solutions, USB-C, video distribution for both
CAT and fibre, as well as BYOD/BYOM integration, will play an important role,”
he says.
Kennedy expects Sweden to increase investment spending on
military and defence infrastructure. “After a prolonged period of limited
investment, the expansion and modernisation of military facilities is
generating new construction and refurbishment projects which typically require
AV systems for command centres, training environments, and secure
communications.”
Subtle differences
Esports has emerged as one of the most active and influential pro AV verticals
in the Nordics with significant investments in advanced production
environments.
“The sector’s technical demands – high reliability, low
latency, and tightly integrated audio, video, data, and communications
workflows – are pushing production standards forward,” says Genar. “As a
result, esports is acting as a trendsetter beyond its own ecosystem,
increasingly influencing adjacent markets such as live events, entertainment
venues, and even traditional broadcast.”
Region wide there’s a growing trend for more advanced light
festivals and events as well as theme parks “utilising light and projection
mappings to attract customers who are also visiting in the darker period of the
year,” says Mahler. “In projection we see an increased selection from customers
of solutions in higher brightnesses due to a noticeable decrease in price in
both LCD and DLP.”
Aside from the capital cities, prime pro AV hotspots
identified by Kerber are Göteborg and the Lund/Malmö region in Sweden,
Trondheim, Bergen and Stavanger in Norway, as well as Tampere in Finland.
But the Nordic countries are vast, so it is possible to have
high end AV installations almost all over the region. “Remote parts of these
countries can still house large industries like mining, military or tourism,”
says Mahler. “AV is used by many different customers and will therefore also
follow into remote areas.”
Country by country
Norway stands out for its concentration of larger-scale public projects,
according to Hoel. It was an early adopter of AV-over-IP technology in the
region, setting the pace for others to follow.
Norway leads in ambitious entertainment and public sector
investments: theatres, operas, courthouses, and large governmental projects
dominate its landscape, with project sizes notably larger than those of other
Nordic countries, he says. “Norwegian governmental and cultural projects
continue to expand, with new arenas also emerging across the country.”
There are two important reasons for this: firstly, the
proximity of the production and R&D departments enables the company to
maintain quality and keep its promises. “Second, our company is part of the
wider society which can inspire people globally, and we want to make a
constructive impact on the community around us,” he says.
Finnish market dynamics are particularly noteworthy.
Historically conservative about adopting new tech, the country has “transformed
dramatically and is now experiencing explosive growth, with significant
investment in municipalities, universities, and new arenas,” reports Hoel.
Finnish customers demonstrate newfound confidence in modern
infrastructure, evidenced by their rapid shift from passive observation to
active deployment of AV-over-IP solutions.
“This cultural shift in Finland represents one of the most
significant changes in Nordic pro AV adoption patterns in recent years, with
the market transitioning from extremely cautious to almost outpacing Norwegian
adoption rates,” he adds.
Finnish municipalities and universities are currently in
active tender periods, representing substantial and immediate investment
opportunities.
Sweden maintains a steady pace with predominantly small- to
mid-sized projects, while Denmark shows consistent growth, according to Hoel,
“with 90 per cent of projects remaining relatively small but advancing at a
reliable pace.”
Tight public sector budgets
Nedertorp says public-sector spending for cultural applications in Sweden,
Norway, Finland and Denmark has “tightened unevenly, impacting demand from
publicly funded institutions. Simultaneously, cross-border operations are
increasing, with pan-Scandinavian players becoming more common, smoothing out
country-specific fluctuations.”
Kennedy highlights nuances between Sweden and Finland “which
both tend to be early adopters in collaboration tech and digital
infrastructure, particularly within corporate and public sectors” and Norway
“which often benefits from strong public investment capacity, supporting
large-scale projects.” Denmark, he suggests: “Shows a high focus on design
integration and sustainability.”
There are differences in channel, too. While AV integrators
in Denmark seems to be consolidating, Norwegian SI’s may have fragmented more
by use case compared to their neighbours. “This can influence manufacturers’
views on which channel model to choose,” Kerber says. In addition to a “high
technology affinity” across the region, Matrox reports a strong level of
standardisation and an established vendor ecosystem.
“Open standards for media over IP are becoming increasingly
popular in all four countries even in different installations,” she says.
Global healthcare company Novo Nordisk in Denmark and
Norwegian broadcaster NRK are upgrading their facilities to ST2110 from a
variety of different manufacturers. Helsinki’s Landmark Finlandiatalo music and
exhibition venue has invested in an IPMX infrastructure in its convention
centre.
“Norwegian theatres are also beginning to roll out open
standards,” such as the Trondelag Theater and Den Norske Opera and Ballet, an
architectural landmark in the Oslofjord.
d&b audiotechnik recently expanded its local business
presence by acquiring pro-audio distributor Arva Group, with offices in
Stockholm, Malmö, Aarhus, Oslo and Helsinki.
“Both brands share the belief in education and focus on
relationships,” notes territory manager, Christian Orcin-Torner who thinks the
move will get d&b closer to the customer.
“We want to offer more tailored solutions, strategic
expertise, and direct access to our latest innovations throughout the whole
region.”
Overall, trust, performance, and brand reputation remain
central across the Nordics.
CASE STUDY 1: Star of the Seas
Built in Finland for Royal Caribbean International’s cruise fleet, the Star of
the Seas (pictured left) features multiple entertainment venues and highly
demanding production environments across the vessel.
The installation, delivered in collaboration with Media
Tailor, includes a broad Riedel technology footprint, incorporating hi human
interface, MediorNet, Artist, Bolero, and PunQtum, supporting integrated AV,
data, and communications workflows at scale.
The project was recently recognised with the ‘Applied
Technology’ award at ISE.
CASE STUDY 2: Centria University
Finland’s Centria University in Kokkola has adopted a technology standard based
around Lightware’s Taurus UCX-4×3-HC40-BD solution to unify classroom devices.
“The lack of permanent hybrid devices, such as microphones
and cameras, and the need to set up the room peripherals for every class, was a
huge drain on teachers’ time and caused stress,” explains Centria’s AV and
education specialist, Janne Torvikoski.
“Our goal was to make the teacher’s life easier, so they
could go into the classroom, connect their laptop to the camera and the smart
microphone and enjoy laptop charging.