With BMD announcing significant price increases, do you think that will drive users to competitors?
ASKED BY · Douglas Carmichael · 21 OCT 2026 · ▶ 00:51:45
Price alone rarely drives users away; product failures, unreliability, poor support, and lack of patches are more compelling reasons to switch.
Blackmagic Design is pivoting toward 2110 support as a higher-tier market; low-end products like ATEM Mini will be allowed to age while the company focuses on professional-grade revenue.
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From the transcript.
Machine-transcribed, so it may contain errors. Every timestamp opens the episode at that second.
51:13Any NAB New York news? Nope. No news. Next question. All right. All right, next up is coming in from Douglas Carmichael. With BMD announcing significant price increases, do you think that will drive users to competitors? That's a good question. What do you think, Alexander? Not necessarily. Now, price is always one factor, but not always the factor. What drives people typically to other competitors is some failure of the product,
51:45whether it's unreliable hardware, whether it's unreliable software, or a combination of the two, maybe a lack of support or the product not getting patched when it needs to get. There's a lot of other factors. Usually price for me is at the very bottom of the list, although price can be a factor for sure. But it's usually just a failure of the company to support the product
52:05or they've built something that I can't trust. Courtney, and if you want to answer the New York NAB question too, you clicked it right as I was moving on. No, you gave the correct answer. There is no new news. There's never any news coming out of NAB New York because they never announce anything at NAB New York. It's mainly for the local broadcasters.
52:23All right. What about Blackmagic? Blackmagic Design is moving in a direction of 2110 support, which is a whole different tier of price and performance and reliability and usage. So I think they're going to aim more at that market in the future. And their low-end products, you know, the ATEM Minis and the ATEM Mini Pro ISOs are not – They're going to let them kind of fall by the wayside.
52:49They'll increase the price on them because it's more expensive to make them. But I think they're going to be making the majority of their income off of that 2110 move. So we'll see. Yeah, I tell you, this Blackmagic announcement is creeping its way into our questions time and time again. Alexander, handle this last one. The next one. Douglas Carmichael is asking, or no, sorry, that was the last one.
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