Videocraft Pro

What Videocraft Pro does

Videocraft Pro is an Australian systems integrator and value-added reseller specialising in production and post-production technology solutions for media, entertainment, corporate, government, and defence sectors. Operating as a trading name of Digistor Pty Ltd under the Videocraft Group, the company combines equipment distribution, professional services, training, and recurring managed services from offices in Sydney (St Leonards) and Melbourne (Burwood). The core technical offering is the design, integration, and commissioning of complex end-to-end workflows spanning acquisition, editing, storage, and distribution — built from a portfolio of 50+ premier vendor brands including Sony, Apple, Adobe, Avid, Blackmagic, EVS, AWS, and Canon.

The business generates revenue across five interlocking streams: hardware sales (via the Videocraft Online e-commerce platform with 5,250+ products across 153 brands), equipment rental (1,300+ parts across 97 brands from Sydney and Melbourne showrooms), systems integration and professional services (studio builds, workflow development, fixed-price and time-and-materials contracts), training (delivered at a dedicated Sydney facility), and recurring cloud storage and managed services (Software Valet, support plans). Its go-to-market combines enterprise consultative field sales with multi-vendor channel partnerships, targeting broadcasting, sports, production, post-production, gaming, education, and emerging verticals including architecture, healthcare, and scientific research.

The company leverages 50+ years of industry heritage, anchored in broadcaster-grade client relationships across every major Australian network and global production brands, supported by one of the largest technical teams in Australia. Recent strategic moves include the 2023 acquisition of Digistor and Adimex, the 2025 rebrand to Videocraft Pro, the group's restructure into three business units (Videocraft Online, Videocraft Pro, Videocraft Rentals), and the introduction of AI-integrated editing tools (Quickture) and on-premise AI media assistants (CaraOne).

Name

Videocraft Pro

Legal name

Digistor Pty Limited

Website

https://videocraftpro.com.au

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Videocraft Pro is an Australian systems integrator and value-added reseller providing production and post-production technology solutions — equipment, integration, training, cloud, and managed services — to broadcasters, production companies, sports organisations, government, and enterprise clients across Australia.

Ownership category

akta.pro rank

Product category

Broadcast and Media Technology Systems Integration

NAICS

Motion Picture and Video Industries (5121), Other Motion Picture and Video Industries (512199)

SIC

Services-Allied To Motion Picture Production (7819), Photographic Equipment & Supplies (3861)

akta.pro primary industry

Live Production Switching & Routing (Vision Mixers, Routers) (MPAHAKAE)

akta.pro secondary industries

Gaming Capture & Streaming Hardware (Capture Cards, Stream Decks) (CRACAOAK), Streaming & Creator Hardware (Webcams, Lighting, Green Screens, Stream Decks) (MPAFAGAM)

Keywords

• Broadcast systems integration
• Production equipment reseller
• Post-production workflows
• Media technology services
• Professional video solutions

Headquarters

HQ city

Sydney (St Leonards)

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Sales: Sale of professional production and post-production equipment across production brands (cameras, lenses, audio, lighting, streaming) and post-production brands (software, storage, monitors, workstations). Equipment is available for purchase through their Videocraft Online e-commerce platform and via consultative sales.
2. Equipment Rental: Short-term and long-term hire of media, broadcast, production and post-production equipment. Catalogue of over 1,300 parts across 97 brands, available from rental showrooms in Sydney and Melbourne.
3. Systems Integration & Professional Services: Design, consulting, installation, and commissioning of integrated production and post-production systems, including studio builds, workflow development, and managed services. Provided on a time and materials basis or under fixed-price contracts.
4. Training Services: Industry training on both production and post-production skill sets delivered at a state-of-the-art training facility in Sydney, covering software and hardware workflows.
5. Cloud Storage & Managed Services: Cloud storage solutions, Software Valet services, and ongoing support plans for post-production and cloud-based workflows.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Videocraft Pro is an Australian systems integrator and value-added reseller that sells, rents, designs, installs, and supports professional production and post-production technology for media, broadcast, government, corporate, and defence clients. The company combines equipment distribution (cameras, lenses, audio, lighting, editing software, storage, networking, monitors, workstations), short- and long-term equipment rental, studio and workflow design and integration, cloud storage, software configuration (Software Valet), technical support plans, and industry training into end-to-end solutions.

Product overview

Videocraft Pro is a solutions integrator specializing in Production and Post-Production equipment, services, and integrated workflows. The company operates across three divisions: Videocraft Online (e-commerce with 5,250+ products from 153 brands covering cameras, lenses, lighting, audio, monitoring, recording, streaming, and software), Videocraft Pro (integrated workflow solutions combining Digistor's post-production expertise with Videocraft's professional facilities), and Videocraft Rentals (short and long-term equipment hire with 1,300+ parts from 97 brands). The portfolio includes AI-powered tools Quickture (AI editing assistant integrating with Adobe Premiere Pro and Avid Media Composer) and CaraOne (on-premises intelligent media assistant), cloud storage and workflow services, professional training, and distributes major brands including Sony, Apple, Blackmagic, Canon, EVS, Dejero, Spectra Logic, Peplink, DZO Film, CineCert, and many others for broadcast, cinema, streaming, and post-production applications.

Differentiator

Problem solved

Functional benefit

Brands

• Videocraft Online: E-commerce brand and direct to market operation with 5250 products available for purchase spread across 153 brands.
• Videocraft Rentals

Products and services

• Videocraft Pro Systems Integration End-to-end systems integration, design, installation, and commissioning of production and post-production environments combining equipment procurement, workflow design, training, and ongoing support for media, broadcast, corporate, and government clients.
• Studio & Facility Builds Consulting, design, installation, and commissioning of broadcast studios, production facilities, and integrated media environments for enterprise and government clients.
• Workflow Development Design and optimisation of post-production workflows combining software, hardware, and storage solutions for content production, editing, colour grading, and distribution.
• Pro Services and Support Plans Ongoing technical support, troubleshooting, and managed services delivered under subscription or contract terms for production and post-production systems.
• Training Industry training on production and post-production skill sets delivered at the Sydney training facility, covering software and hardware workflows.
• Videocraft Pro Cloud Storage Subscription-based cloud storage solutions for media and content management, enabling scalable and secure storage for production and post-production workflows.
• Software Valet Software installation, configuration, and management services for post-production applications.
• Videocraft Online Equipment Sales Direct e-commerce storefront offering 5,250+ products across 153 brands covering cameras, lenses, audio, lighting, monitors, recording, streaming, software, and workstations.
• Videocraft Rentals Short-term and long-term rental of media, broadcast, production, and post-production equipment with a catalogue of 1,300+ parts across 97 brands, available from Sydney and Melbourne showrooms.
• Quickture AI Editing Assistant AI-powered editing tool for professional editors that accelerates rough-cut generation through instant summaries, story beat detection, and natural-language-guided revisions. Integrates with Adobe Premiere Pro and Avid Media Composer.
• CaraOne Intelligent Media Assistant On-premises intelligent media assistant providing conversational media search, automated rough-cut generation, intelligent clip sequencing, and narrative shaping without cloud dependency.

Quantifiable outcome

• Built Australia's first dedicated esports production studio for Gfinity with 1080 60p live workflows to Twitch and TEN digital playout.
• +2 more outcomes

Named customers45 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability9 records

Partnerships

42 partnerships are on record, tiered core, minor and strategic.

• SonycoreChannel Partner/ Reseller/ DistributorVideocraft Pro is an authorised reseller of Sony's broadcast and professional A/V products, including PTZ cameras, digital cinema cameras, and studio/broadcast cameras.
• Blackmagic DesigncoreChannel Partner/ Reseller/ DistributorAuthorised reseller of Blackmagic Design products across both production and post-production categories, including DaVinci Resolve, cameras, and post-production hardware.
• AdobecoreChannel Partner/ Reseller/ DistributorAuthorised reseller of Adobe Creative Cloud and post-production software solutions for professional video editing and production workflows.
• ApplecoreChannel Partner/ Reseller/ DistributorSpecialised in building scalable, production-ready Apple environments including Mac Studio, Mac Pro, MacBook Pro, and Studio Display for broadcast and post-production workflows.
• Avid TechnologycoreChannel Partner/ Reseller/ DistributorAuthorised reseller of Avid Media Composer and post-production solutions, with Avid exclusive briefings hosted for customers.
• AWScoreTechnology or IntegrationIntegration partner for AWS cloud infrastructure supporting cloud rendering, cloud storage, and cloud-based post-production workflows for Australian media companies.
• EVScoreChannel Partner/ Reseller/ DistributorAuthorised reseller of EVS live replay and production server solutions including XT3 video servers for live production environments.
• DejerocoreChannel Partner/ Reseller/ DistributorAuthorised reseller of Dejero mobile transmitters, encoders, and cloud workflows including EnGo, PathWay, WayPoint, and Cloud Workflows solutions.
• CanoncoreChannel Partner/ Reseller/ DistributorAuthorised reseller of Canon professional broadcast and cinema cameras and lenses.
• PanasoniccoreChannel Partner/ Reseller/ DistributorAuthorised reseller of Panasonic broadcast and professional video cameras and production equipment.
• Spectra LogiccoreChannel Partner/ Reseller/ DistributorAuthorised reseller of Spectra Logic data protection solutions including Spectra Vail, StorCycle, RioBroker, BlackPearl S3, and tape libraries for media archiving.
• EIZOcoreChannel Partner/ Reseller/ DistributorAuthorised reseller of EIZO color-critical monitors including ColorEdge series for post-production colour grading and HDR mastering workflows.
• PeplinkminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Peplink enterprise routers, mobile routers, and SpeedFusion network aggregation solutions for resilient internet connectivity.
• EditSharecoreChannel Partner/ Reseller/ DistributorAuthorised reseller of EditShare shared storage and media asset management solutions for collaborative post-production workflows.
• SennheiserminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Sennheiser professional audio equipment including microphones and headphones for production environments.
• Zoom CorpminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Zoom audio recording and podcasting equipment for professional content creation.
• BirdDogminorChannel Partner/ Reseller/ DistributorAuthorised reseller of BirdDog NDI converters and video-over-IP solutions for production workflows.
• CineCertminorChannel Partner/ Reseller/ DistributorAuthorised reseller of CineCert digital cinema software including CLIPSTER 7 mastering, MaUI DCP mastering UI, and Wailua testing tools.
• DZO FilmminorChannel Partner/ Reseller/ DistributorAuthorised reseller of DZOFILM cine lenses including Arles Prime, zoom lenses, and PAVO anamorphic lens series.
• QuickturestrategicTechnology or IntegrationQuickture AI editing integration partner providing AI-powered editing tools integrated with Adobe Premiere Pro and Avid Media Composer, with Australian-based installation and training by Videocraft Pro.
• CaraOnestrategicTechnology or IntegrationCaraOne intelligent media assistant partner providing on-premise AI for media search, rough cut generation, and conversational media analysis, with local expertise and support from Videocraft Pro.
• AutodeskcoreChannel Partner/ Reseller/ DistributorAuthorised reseller of Autodesk media and entertainment software including Maya, Flame, and 3ds Max for VFX, animation, and post-production.
• Ross VideominorChannel Partner/ Reseller/ DistributorAuthorised reseller of Ross Video broadcast graphics, production switchers, and live production solutions.
• Riedel CommunicationsminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Riedel professional intercom and communications systems for broadcast and live production.
• HaivisionminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Haivision broadcast contribution and live video streaming solutions.
• WacomminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Wacom pen displays and tablets for post-production and compositing workflows.
• MaxonminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Maxon Cinema 4D and motion design software for 3D animation and VFX.
• TelestreamminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Telestream video transcoding, quality assurance, and streaming solutions.
• MRMCminorChannel Partner/ Reseller/ DistributorAuthorised reseller of MRMC (Mark Roberts Motion Control) robotics and camera automation systems.
• Insta360minorChannel Partner/ Reseller/ DistributorAuthorised reseller of Insta360 360-degree cameras and imaging solutions.
• HollylandminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Hollyland wireless video transmission and monitoring solutions.
• FujinonminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Fujinon broadcast and cinema lenses.
• FocusriteminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Focusrite professional audio interfaces and preamps for production audio.
• REDminorChannel Partner/ Reseller/ DistributorAuthorised reseller of RED digital cinema cameras.
• IBM AsperaminorChannel Partner/ Reseller/ DistributorAuthorised reseller of IBM Aspera high-speed file transfer solutions for large media assets.
• LucidLinkminorChannel Partner/ Reseller/ DistributorAuthorised reseller of LucidLink cloud-based shared storage for collaborative post-production.
• QumulominorChannel Partner/ Reseller/ DistributorAuthorised reseller of Qumulo cloud-native file storage for media workloads.
• QuantumminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Quantum storage solutions for media production and archiving.
• WasabiminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Wasabi hot cloud storage for media archiving and backup.
• QNAPminorChannel Partner/ Reseller/ DistributorAuthorised reseller of QNAP NAS and storage solutions for media production.
• DellminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Dell workstations and servers for post-production environments.
• YamahaminorChannel Partner/ Reseller/ DistributorAuthorised reseller of Yamaha professional audio mixing consoles for broadcast and production.

Scale indicators5 records

Recent moves8 records

Expansion highlights10 records

Broad incumbents

• EditShare: Provider of shared storage and media asset management for collaborative post-production. Videocraft Pro is an authorised reseller of EditShare, but EditShare also sells directly to large post houses, creating partial competitive overlap.
• Grass Valley: Global incumbent in broadcast technology manufacturing live production, playout, and editing solutions. While a vendor to Videocraft Pro, it also competes in the broader broadcast systems integration space through direct enterprise sales.
• Qvest Media: Global broadcast and media technology consulting and systems integration firm. Operates as a much larger-scale peer in broadcast systems integration, with comparable workflow consulting and integration services.
• AVI Systems: Large US-based AV and broadcast systems integrator. While US-focused, it is a relevant scale peer for Videocraft Pro's enterprise AV and broadcast integration business model.
• Imagine Communications: Large broadcast technology vendor providing playout, master control, and advertising management systems. Adjacent competitor and ecosystem participant to Videocraft Pro's broadcast integration business.

Direct peers

• Magna Systems & Engineering: Australia-based broadcast and media systems integrator and reseller. Closest direct competitor serving Australian broadcasters, production companies, and post-production houses with similar multi-vendor integration, equipment sales, and rental.
• Techtel: Australian broadcast technology specialist and systems integrator supplying equipment and integration services to broadcasters and media companies. Competes directly with Videocraft Pro in the Australian broadcast and production market.
• Adimex: Australian distributor and integrator of broadcast, production, and post-production equipment. Was acquired by Videocraft in February 2023 alongside Digistor, making it a former peer now within the same corporate group.
• ProAV Solutions Australia: Australia-wide AV systems integrator providing design, installation, and integration of professional AV solutions. Overlaps with Videocraft Pro in corporate, government, and broadcast AV integration work.
• Diversified Communications Australia: Australian broadcast and production systems integrator providing workflow solutions, equipment supply, and integration services to media organisations across Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/videocraftaustralia
• LinkedInlinkedin.com/company/videocraftpro
• Instagraminstagram.com/videocraft_pro

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Videocraft Pro