Ross Video

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.

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

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

• Live video production
• Broadcast production switchers
• Real-time broadcast graphics
• Robotic camera systems
• Media workflow automation

Headquarters

HQ city

Iroquois

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Technology or R&D, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. 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.
2. 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.
3. Professional Services: Training and commissioning services, Ross Creative Services (Rocket Surgery), and Ross Production Services for live event production support.
4. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers12 records

Segments8 records

Ideal customer profiles8 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered core and strategic.

• Invest OntariocoreOthers · 21 May 2026Invest 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 AIcoreTechnology or Integration · 15 April 2026Ross 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 AIcoreTechnology or Integration · 15 April 2026Partnership 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 EventcoreStrategic or Co-development Partner · 23 March 2026Ross 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.
• SMPTEcoreStrategic or Co-development PartnerRoss 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 EntertainmentstrategicStrategic or Co-development PartnerVan 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.
• DiversifiedstrategicImplementation/ SI/ Consulting PartnerDiversified 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.
• LMGstrategicStrategic or Co-development PartnerRoss 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

Direct 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

• YouTubeyoutube.com/rossvideo
• Xx.com/ross_video
• Facebookfacebook.com/rossvideo
• LinkedInlinkedin.com/company/ross-video

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A10 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ross Video