What was the cause of this? Poor marketing.Īvid’s inability to effectively market Media Composer to the next generation signaled its doom in the consumer market. Until 2012, Avid Technology had been the dominant force in the marketplace, but that all changed when the company declared it was exiting the consumer NLE business.
For instance, what was the above-mentioned misstep made by Avid that Apple and Adobe avoided? While this isn’t necessarily a mass exodus, as films like Star Wars: The Force Awakens, The Martian, The Revenant, and Mad Max: Fury Roadwere all cut in Avid, the situation does raise some valid questions.
Deadpool and Hail, Caesar! were both edited in Premiere Pro CC, and Whiskey Tango Foxtrot was cut in Final Cut Pro X.
And now even more editors are making the jump away from Avid. This pattern can be seen in examples like Gone Girl, which was cut in Premiere Pro, and Focus, which was cut in Final Cut Pro X. Other solid NLEs (like Lightworks, Final Cut Pro 7, and the earliest form of Premiere Pro) floundered into a smaller market share.īut then, as we’ll discuss below, Avid made a fatal error that caused a surge in the number of editors using Premiere Pro CC and Final Cut Pro X, even in Avid’s traditional stronghold of Hollywood. In fact, there was a time when Avid rose to prominence among a sea of NLEs with high prices. Some might remember a time when Avid wasn’t just an NLE for the Hollywood elite. Let’s get one thing very clear - the majority of film-industry editors still use Avid, and while Premiere Pro is making some good headway, Avid’s dominance isn’t dying off just yet. Why is this? It’s due to a few fatal errors in judgement. Avid has long since been considered the gold standard NLE for the film industry, but recent industry shifts have seen Avid’s market share shrink dramatically. Today’s industry climate is governed by the big three large video editing platforms: Avid, Premiere Pro, and Final Cut Pro. The video editing landscape is ever changing Premiere Pro is on the rise in Hollywood, Final Cut Pro is exceeding expectations, and Avid is in decline.