Today, Avid issued a notification via email, dated 2nd April 2024, informing customers of price “adjustments” on software and maintenance products planned for May 1st.

“Dear Avid Customer,

The media and entertainment industry has faced several challenges in recent years. From the shift to direct-to-consumer services to unavoidable supply chain disruption to the Hollywood strikes, enterprises through individual creators have all been affected.

Although not immune to these market dynamics, Avid has worked to minimize the impact on our customers, supporting the needs of remote workers with free products during the COVID-19 pandemic, as an example. We are aware of customer budget constraints coupled with increasing demand to deliver and have intentionally not raised subscription prices for most of our product portfolio for years.

However, due to recent shifts, we are reshaping our organization to accelerate innovation delivery and create experiences that have a meaningful impact on customer success. In doing so, we have determined that adjusting pricing for software subscription and annual maintenance of various software and hardware products is necessary.

On May 1, 2024, price adjustments of our software and maintenance will go into effect. These adjustments are aligned with individual market fluctuations. We understand these changes will have an impact on your business in different ways. If you would like to discuss your renewal and/or understand your options, please contact an Avid account representative, or local reseller, who will be happy to speak with you. If you are unsure who to contact, please send an email to pricing.adjustments@avid.com with your question or concern.

Sincerely,

The Avid team”

We are speaking with the Avid team and will update this article as more information becomes available.