Ross Video
Ross Video is a privately held Canadian provider of end-to-end live video production technology, including switchers, graphics, routing, robotic cameras, and media workflow systems, serving 10,000+ broadcast, sports, and live event customers across 110+ countries.
- Company typePrivate
- Founded1974
- HeadquartersIroquois, Canada
- Headcount1,001–5,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Ross Video does
Ross Video is a privately held Canadian designer, manufacturer, and integrator of live video production technology founded in 1974 and headquartered in Ottawa, Ontario, with manufacturing operations in Iroquois, Ontario. The company builds an end-to-end portfolio spanning production switchers (Carbonite, Ultrix Acuity, Ultrix Carbonite, Carbonite Ultra series, Carbonite Code, Graphite), real-time graphics and virtual production (XPression, Voyager, PIERO, Lucid, Raiden, XPression Tessera), routing and signal processing (Ultrix, Ultricore, NRG, NK, openGear, softGear, Ultriscape), robotic and camera motion systems (Furio, spidercam, SkyDolly, CamBot, PTZ, Vision[Ai]ry, SmartShell), video servers and replay (Tria, Kiva, Rio Replay + Mira), media workflow and automation (Indigo/Inception, OverDrive, DashBoard, Ross Platform Manager, Quorum, PowerPlay), and audio systems (LAMA Mix, Connect, AutoMix). Its underlying architecture is software-defined, with hardware platforms upgradeable through software licenses and unified control via DashBoard and RossTalk protocols.
The company serves 10,000+ customers across more than 110 countries, with approximately 93% of sales generated through exports. Named enterprise customers include NBCUniversal, ESPN, Fox Corporation, BBC, Sky, CBS/Paramount Global, the New York Stock Exchange, the United Nations, Rogers Sportsnet, PGA Tour, and SoFi Stadium. Ross Video generates revenue through a mix of hardware product sales (the core base), software licenses and subscriptions (Carbonite Code perpetual at $2,495 or annual at $1,200; XPression.cloud subscription), professional services (training, commissioning, creative services), and production-as-a-service (remote production vehicles supporting ten consecutive Super Bowls). Distribution is via direct enterprise sales, channel partners and system integrators such as Diversified, regional sales managers, and major industry trade shows.
Ross Video firmographics
Firmographics- Name
- Ross Video
- Legal name
- Ross Video Ltd.
- Website
- https://rossvideo.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Ross Video is a privately held Canadian provider of end-to-end live video production technology, including switchers, graphics, routing, robotic cameras, and media workflow systems, serving 10,000+ broadcast, sports, and live event customers across 110+ countries.
- Ownership category
- akta.pro rank
Ross Video industry classification
Industry- Product category
- Broadcast Video Production Equipment
- NAICS
- Audio and Video Equipment Manufacturing (3343), Other Motion Picture and Video Industries (512199)
- SIC
- Services-Allied To Motion Picture Production (7819)
- akta.pro primary industry
- Broadcast/Recording for Live Events (OB, Multicam, Livestream Capture) (MPAGAKAI)
- akta.pro secondary industry
- Partner Integrations & Distribution (App Stores, Channels, OEM/Carrier Bundles) (MPAHAJAO)
Keywords
Where Ross Video is headquartered
LocationHeadquarters
- HQ city
- Iroquois
- HQ country
- Canada
- HQ region
- North America
Offices4 records
Markets served
Ross Video business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Hardware Product Sales: Sale of production switchers, routing systems, camera motion systems, video servers, signal processing equipment, and related hardware. Hardware forms the core revenue base with modular platforms allowing feature expansion through software licenses.
- Software Licenses and Subscriptions: Software-defined platforms with optional feature licenses. Carbonite Code available as perpetual license ($2,495) or annual subscription ($1,200). Cloud solutions like XPression.cloud operate on subscription model.
- Professional Services: Training and commissioning services, Ross Creative Services (Rocket Surgery), and Ross Production Services for live event production support.
- Production-as-a-Service: Ross Production Services provides full-service remote production vehicles and specialized operators for sports and live events, including support for major events like Super Bowls.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Carbonite Code - Full NDI production switcher software |
| One time/ perpetual license | One time/ perpetual license | Carbonite Code Solo - Compact NDI production switcher |
| Other | Multi-year contract | Enterprise Hardware Products |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Ross Video product offering
Product offeringCore offering
Ross Video designs, manufactures, and supports a broad portfolio of live video production technology for broadcasters, sports venues, and live event producers. Core offerings include production switchers (Carbonite and Ultrix families), real-time motion graphics (XPression), hyperconverged routing and signal processing platforms (Ultrix), robotic and cable-suspended camera systems (Furio, spidercam, CamBot), media workflow and newsroom systems (Indigo), automated production control (OverDrive), and unified control/experiential platforms (Vertex). Revenue is driven by hardware sales with software-defined licensing, complemented by subscriptions and professional services.
Product overview
Ross Video offers a comprehensive portfolio of live video production technology organized into distinct product categories. The core offering centers on production switchers (Carbonite HyperMax, Ultrix Acuity, Ultrix Carbonite, Carbonite Ultra 60/Ultra/Ultra Solo, Graphite all-in-one systems, Carbonite Code for NDI workflows, Carbonite Mosaic for multi-screen processing) and graphics systems (XPression real-time motion graphics platform with specialized solutions for weather, sports analysis, virtual production, and LED content management via XPression Tessera). The routing and signal processing portfolio includes Ultrix hyperconverged platforms, openGear modular infrastructure, softGear cloud gateways, and control systems (DashBoard, Ross Platform Manager, OverDrive automation). Camera motion systems span robotic pedestals, cable-suspended cameras (spidercam), AI-powered tracking (Vision[Ai]ry), and PTZ solutions. Video servers and replay (Tria, Kiva, Rio) support production workflows managed through the Indigo media workflow platform with newsroom (Inception), asset management (Streamline Pro), and media I/O components. Audio solutions (Lama Mix/Connect/AutoMix) were expanded through the 2025 LAMA acquisition. The Vertex experiential platform, acquired from ioversal in late 2025, extends the portfolio into unified video/audio/lighting control for immersive experiences. Ross Production Cloud provides hybrid cloud workflows with XPression.cloud, Streamline.cloud, and Inception.cloud services.
Differentiator
Problem solved
Functional benefit
Brands
- XPression: Real-time motion graphics platform for news, sports, and live entertainment
- Carbonite
- Ultrix
- Vertex
- Primestream
- spidercam
- LAMA
Products and services
- Carbonite HyperMax
- Ultrix Acuity
- Ultrix Carbonite
- Carbonite Ultra 60
- Carbonite Ultra
- Carbonite Ultra Solo
- Graphite
- Carbonite Code
- XPression
- XPression.cloud
- Ultrix
- openGear
- Furio
- spidercam
- Tria
- Indigo
- OverDrive
- Vertex
- Ross Production Cloud
- LAMA Mix
Quantifiable outcome
- 93% of sales through exports to 110+ countries
- +4 more outcomes
Companies that use Ross Video
Customer profileNamed customers12 records
Segments8 records
Ideal customer profiles8 records
Ross Video technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability5 records
Feature8 records
Ross Video partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and strategic.
- Invest OntariocoreInvest Ontario is supporting Ross Video's C$122.5 million expansion through a conditional grant of up to C$6 million from the Invest Ontario Fund and strategic guidance connecting the company with Ontario's media technology ecosystem.
- HighField AIcoreRoss Video and HighField AI partnered to integrate AI-assisted graphics creation into Ross Video's production ecosystem for news and sports broadcasters. The integration enables HighField AI to analyze story context within Ross Inception, identify appropriate Ross XPression graphics templates, and generate production-ready graphics rendered and deployed through Ross Streamline and XPression. Plans include expansion of AI-assisted workflows across additional Ross production tools. HighField AI is now commercially available.
- HighField AIcorePartnership to embed AI-assisted graphics creation within Ross Video's production ecosystem for news and sports broadcasting. Integration analyzes story context within Ross Inception, identifies appropriate XPression graphics templates, and assists operators in building production-ready graphics while preserving brand consistency.
- SMPTE UK / Control Plane EventcoreRoss Video participated in SMPTE UK's Control Plane Event bringing together broadcasters, vendors, and technologists to discuss transition from hardware-based to software-defined broadcast infrastructure, control plane standards, and AI security risks. Ross engaged in cross-vendor dialogues on interoperability, security, and orchestration standards.
- SMPTEcoreRoss Video is a diamond-level corporate member of SMPTE, supporting the organization's open-access program for freely accessible Standards, Recommended Practices, Engineering Guidelines, and Registered Disclosure Documents. Ross Video supports industry transition to IP-based workflows, artificial intelligence, and content provenance standards.
- Van Wagner Sports and EntertainmentstrategicVan Wagner Sports and Entertainment is a partner for NFL productions working with Ross Video's production-as-a-service offerings for major sporting events including Super Bowls.
- DiversifiedstrategicDiversified served as the integration firm partnered with Transformation Church and Ross Video to build an advanced UHD HDR broadcast production system in a converted former basketball arena.
- LMGstrategicRoss Video partnered with LMG to deliver its NAB Show keynote, creating an immersive hybrid experience for in-person and remote audiences. The collaboration has evolved into permanent integration of Ross Video technology across LMG's production infrastructure, with upcoming shows already in planning.
Scale indicators8 records
Recent moves8 records
Expansion highlights6 records
Ross Video competitors and assessment
Company assessmentDirect peers
- Grass Valley: Direct competitor in live production switchers, routing, cameras, and broadcast infrastructure. Grass Valley (now owned by Belden) offers LDX cameras, Kula switchers, and GV Orbit routing, competing head-to-head with Ross across the core production stack.
- Evertz Microsystems: Canadian-based competitor specializing in broadcast routing, signal processing, and IP infrastructure. Evertz's IP-based routing and processing platforms compete directly with Ross's Ultrix hyperconverged systems in large broadcast facilities.
- Blackmagic Design: Direct competitor in production switchers (ATEM line), routing (Videohub), and broadcast graphics. Blackmagic's aggressive pricing strategy has been a notable competitive threat in the mid-market switcher segment where Carbonite competes.
- Vizrt Group: Direct competitor in broadcast graphics (Viz Trio, Viz Engine), virtual sets, and live production workflows. Vizrt's graphics portfolio competes directly with Ross's XPression platform in news and sports broadcast graphics.
- EVS Broadcast Equipment: Competitor in live production replay and video server systems. EVS's XT series replay systems compete with Ross's Rio Replay, and the company shares Ross's focus on live sports broadcast production.
- Imagine Communications: Competitor in broadcast routing, playout, and advertising management. Imagine's IP-based routing and playout systems compete with Ross's Ultrix and Indigo media workflow products in broadcast facility infrastructure.
- ChyronHego: Direct competitor in broadcast graphics, particularly for news and sports. ChyronHego's PRIME graphics platform competes with Ross's XPression, and both companies serve major sports leagues and broadcasters.
Broad incumbents
- Sony Professional Solutions: Major incumbent in broadcast cameras, switchers, and production systems. Sony's HDC cameras and XVS switchers compete with Ross's offerings, though Sony operates across a much broader professional and consumer AV portfolio.
- Avid Technology: Incumbent in broadcast and post-production workflows with MediaCentral and Pro Tools. While Avid focuses more on post-production, its newsroom and media management products compete with Ross's Indigo/Inception newsroom platform.
Emerging players
- TAG Video Systems: Emerging player in IP-based multiviewer and monitoring solutions. TAG's software-centric monitoring platform competes with Ross's Ultriscape multiviewer in IP-based broadcast infrastructure deployments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ross Video social profiles
Digital presenceRoss Video financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ross Video leadership team
Management profileNumber of profiles
Profiles2 records
Ross Video subsidiaries and ownership
Company hierarchySubsidiaries4 records
Ross Video funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ross Video M&A and investment
M&A and investmentM&A10 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ross Video
What does Ross Video do?
Ross Video designs, manufactures, and supports a broad portfolio of live video production technology for broadcasters, sports venues, and live event producers. Core offerings include production switchers (Carbonite and Ultrix families), real-time motion graphics (XPression), hyperconverged routing and signal processing platforms (Ultrix), robotic and cable-suspended camera systems (Furio, spidercam, CamBot), media workflow and newsroom systems (Indigo), automated production control (OverDrive), and unified control/experiential platforms (Vertex). Revenue is driven by hardware sales with software-defined licensing, complemented by subscriptions and professional services.
Is Ross Video a public or private company?
Ross Video is a private company. It is classified as family owned and is currently operating.
When was Ross Video founded?
Ross Video was founded in 1974. It employs 1,001 to 5,000 people.
Where is Ross Video based?
Ross Video is headquartered in Iroquois, Canada, in the North America region.
How does Ross Video make money?
Four revenue lines are on record. Hardware Product Sales are the primary driver. The others are software Licenses and Subscriptions, professional Services and production-as-a-Service.
Who are Ross Video's main competitors?
Direct peers on record are Grass Valley, Evertz Microsystems, Blackmagic Design, Vizrt Group, EVS Broadcast Equipment, Imagine Communications and ChyronHego. Broad incumbents are Sony Professional Solutions and Avid Technology. TAG Video Systems is listed as an emerging player.
Does Ross Video have an API?
No public API is recorded for Ross Video.
What industry is Ross Video in?
Ross Video's product category is Broadcast Video Production Equipment. Its primary akta.pro industry code is MPAGAKAI, Broadcast/Recording for Live Events (OB, Multicam, Livestream Capture), with a secondary code of MPAHAJAO, Partner Integrations & Distribution (App Stores, Channels, OEM/Carrier Bundles). Its NAICS code is 3343 and its SIC code is 7819.