Avid: Important Update on Price Adjustments
By Adam Noyes
As the video editing industry shifts from perpetual licenses to business and subscription models, Avid has made some changes to their Perpetual Licensing plan. Effective August 30th, Avid Media Composer’s Perpetual License is set to increase from 25-33% for new licenses. Upgrade and Support Plan renewals will also increase ranges from 11-25%, depending on the level of support.
Check out some highlights from Avid’s press release to learn more, below.
Today, we are announcing that we have adjusted the prices of our Media Composer perpetual license offerings. A major focus of our analysis was on this continued shift from perpetual to subscription models and as a result, we have increased the prices of our perpetual offerings in order to appropriately reflect the value they provide.
Please know that Avid understands the impact and implication of price increases and this is not a decision we take lightly or without significant analysis and thought. The price increase for Perpetual Licenses ranges from 25-33% for new licenses depending on the type of license. For Upgrade & Support Plan renewals, the increase ranges from 11-25%, depending on the level of support. As an alternative, there are incentives for you to cross-grade from your current perpetual license to subscription, like lower pricing and additional functionality. We would highly recommend that you look at those options as you consider your next renewal.
These changes will go into effect August 30th, 2021. If you would like to discuss your current renewal and/or understand your options, please contact an Avid account representative, or local reseller, who will be happy to speak with you.
Thank you again for being an Avid customer, and we appreciate your continued support.
FAQ
WHAT IS THE REASON FOR THE PRICE CHANGE?
We are making a price adjustment/alignment for Media Composer perpetual licenses based on the shift to more subscription-based pricing options for our creative product offerings. The adjustment is to better align the offerings to the market/industry. Please know that Avid understands the impact and implication of price increases and this is not a decision we take lightly or without significant analysis and thought.
WHAT DO YOU MEAN BY PRICE “ADJUSTMENT”?
A price adjustment is done by organizations to better align with the cost of doing business. The adjustment is based on usage/cost analysis and in some instances, this means prices for products will increase.
WHEN DOES THIS PRICE CHANGE TAKE EFFECT?
The new pricing will take effect on August 30th, 2021.
WHY IS AVID INCREASING PRICES FOR MEDIA COMPOSER AT THIS POINT IN TIME?
From time to time Avid re-evaluates our cost of doing business and market conditions and may choose to increase or decrease prices to optimize our business. We continue delivering comprehensive feature releases for Media Composer as well as maintaining at least one if not two prior major software versions.
WILL AVID STILL OFFER BOTH PERPETUAL AND SUBSCRIPTION OFFERINGS FOR MEDIA COMPOSER?
We will continue to offer both perpetual and subscription pricing. However, going forward the preferred pricing model will continue to be subscription-based pricing, because this is the direction of the entire industry, and the way people would prefer to license software. Additionally, Avid will continue to offer upgrade and support renewal programs.
Use this chart with prices from the Avid Store to learn more about the price change:
