AI, cybersecurity spell channel opportunity amid economic and IT workforce challenges, new research from GTIA reports
Annual “State of the Channel 2025” report from the Global Technology Industry Association (GTIA) details new dynamics and trends in the global market for technology products and services.
OAKBROOK TERRACE, Ill., March 5, 2025 /PRNewswire/ — The need for robust IT services continues to fuel success for channel providers of all sizes, from the largest integrators to the smallest MSPs and solution providers, because customers increasingly need expertise and guidance around their technology strategies and investments, according to a new report from the Global Technology Industry Association (GTIA), the nonprofit membership community connecting and representing the worldwide IT channel.
GTIA’s “State of the Channel 2025” reveals that demand for artificial intelligence (AI) technology is up across the channel, notably in revenue-driving activities, and nearly six in 10 companies [1] surveyed see technology’s growing complexity as the top factor driving customer demand for the channel’s expertise, continuing a trend from last year.
Carolyn April, vice president of research and market intelligence, GTIA, says:
The channel will continue its adoption of new technologies like AI, while upping its game in disciplines like cybersecurity where more complex and ubiquitous threats continue to vex the business and consumer markets,
“That complexity will continue to accelerate, driving demand for support across many of these new and other emerging areas too. That will open more doors for the channel.”
Global IT spending is predicted to rise by 9.8% from 2024, reaching an estimated $5.61 trillion this year. Similarly, spending on IT services is also expected to increase by 9% worldwide, reaching $1.73 trillion. [2]
Aligning with these projections, half of North American channel firms anticipate significant AI-driven sales growth in the next two years, up from one-third last year, surpassing cybersecurity as the predicted leader of revenue growth. This shift underscores AI’s progression and expanding presence within the channel. At the same time, GTIA reports that four in 10 U.S. channel firms expect strong financial gains from cybersecurity and cloud services in the next two years, highlighting continued trends in consumer demand.
Survey respondents identified adoption of AI tools and cybersecurity services demand each at 49%, followed by continued cloud adoption at 47% as top-ranked health drivers to the IT channel. However, external challenges were identified as a top obstacle to channel health at 44% in 2025, as channel companies remain highly conscious of looming economic instability that could curb consumer spending.
As demand for channel services grows—particularly in fields like cloud computing, cybersecurity and AI —firms are facing increased strain on capacity and resources. At the same time, workforce skills shortages have surged in concern, now cited by nearly four in 10 channel companies as an inhibitor to success.
Amid heightened external challenges, North American channel firms maintain a positive outlook for 2025, but opinions are split in their interpretations of the year ahead—half characterize the channel as “relevant and holding steady” while the other half describe it as “healthy and changing rapidly.” This division illustrates the industry’s complexity with company size, location and service offerings playing key roles in shaping experiences.
Despite these varied perspectives, according to GTIA’s new report, many channel companies are meeting or exceeding their business expectations. In fact, 30% of U.S. channel firms say they are ahead of pace for business goals and financial health this year, while a narrow majority at 53% say they are on target.
GTIA’s “State of the Channel 2025” report is based on a survey of 1,042 channel company executives and owners conducted in December 2024. To download the full report and access additional research reports, go to gtia.org/resources.
[1] GTIA’s “State of the Channel 2025” is based on a survey of 1,042 channel executives in North America, the United Kingdom and Ireland, Benelux (Belgium, Netherlands, Luxembourg), DACH (Germany, Austria and Switzerland), ASEAN (Thailand, Malaysia, Indonesia, Singapore, the Philippines, Brunei, Vietnam, Cambodia, Myanmar and Laos), and ANZ (Australia and New Zealand).READ the latest news shaping the cybersecurity market at Cybersecurity News Central
AI, cybersecurity spell channel opportunity amid economic and IT workforce challenges, new research from GTIA reports, source
