The IT channel is operating in a new reality—one defined by hybrid business models, accelerating AI adoption, heightened cybersecurity demand and a renewed focus on market discipline. That’s the central takeaway from the GTIA State of the Channel 2026 report, available to GTIA members on the Member Portal.
While the flagship report dives deep into North America, the broader story is unmistakably global. Across regions, ITSPs are navigating similar forces—yet responding in ways shaped by local market maturity, economic conditions and talent availability. To bring that nuance to life, GTIA has developed exclusive regional briefs that complement the main report and help members understand how global trends materialize on the ground.
Read >> The Channel’s New Reality: Hybrid Models, AI Momentum & Market Discipline
Here’s a high-level look at what the data reveals—and why it matters.
A Common Thread: AI and Cybersecurity Drive the Conversation
Across nearly every region studied, AI and cybersecurity services stand out as the dominant growth engines for the next two years. In North America, more than three-quarters of ITSPs forecast AI and cybersecurity services as their top revenue growth categories. The UK & Ireland and ASEAN regions closely mirror that confidence, with roughly eight in ten—or more—providers signaling the same outlook.
This momentum isn’t just aspirational. Revenue attribution data shows AI is already contributing meaningfully to top-line performance. In DACH and the UK & Ireland, more than a third of ITSPs report that 11–25% of their revenue is currently generated from AI-related products and services. ASEAN providers report especially strong traction, with over half stating that AI solutions accounted for 6–25% of total revenue in the last fiscal year.
Even in regions where adoption is more measured—such as ANZ and Benelux—roughly one-third of ITSPs are already generating up to 10% of revenue from AI offerings. The implication is clear: AI is no longer an emerging opportunity; it’s an active line of business.
Regional Nuance Beneath the Global Trends
While AI and cybersecurity unify the global narrative, the regional data reveals important distinctions in priorities and pressures:
- ANZ providers pair AI and cybersecurity growth expectations with cautious optimism, as just over a quarter anticipate mid-single-digit annual growth rates over the next two years.
- ASEAN stands out for its strong confidence in cybersecurity demand, with an overwhelming majority ranking it as the top growth category—and a notable share reporting they are already ahead of pace on business and financial goals.
- Benelux reflects a more infrastructure-focused outlook, with managed and cloud services split evenly as top growth bets, while macroeconomic uncertainty looms as the single largest inhibitor to success.
- DACH shows some of the strongest monetization of AI today, with a significant share of providers already generating double-digit revenue percentages from AI-related offerings.
- North America continues to lead in AI maturity, with one-quarter of ITSPs self-identifying as “AI-driven” organizations actively generating AI revenue.
- UK & Ireland highlight a different constraint: workforce skills and talent shortages now pose the biggest challenge for more than a third of providers—underscoring the human side of transformation.
Taken together, these insights demonstrate why a one-size-fits-all channel strategy no longer works. Growth paths are converging, but execution realities remain regional.
Why This Data Matters—Especially Now
In a market characterized by tight margins, rapid technology shifts and evolving buyer expectations, intuition alone isn’t enough. The State of the Channel 2026 data provides objective signal amid the noise—helping ITSPs understand not just what’s changing, but where they stand relative to peers.
Put the State of the Channel 2026 Data to Work for You
This research isn’t just insight—it’s a tool. As a GTIA member, you can apply these findings across your organization to sharpen strategy, strengthen credibility and stay aligned with where the channel is heading.
- Strengthen sales and marketing narratives by incorporating GTIA data points into decks, proposals and campaigns to reinforce credibility and position your organization as market-aware and future-focused.
- Benchmark your business strategy against industry trends to validate growth plans, AI investments, and service mix—and identify where to double down or course-correct.
- Inform executive and board-level conversations with objective insights on market maturity, risk and opportunity to support better strategic decision-making.
- Enable internal alignment by sharing key findings with leadership, sales and technical teams so everyone is operating from the same data-driven view of the channel.
- Build thought leadership through member-approved use of insights in blogs, webinars and customer conversations, reinforcing your role as a trusted advisor in a complex, evolving ecosystem.
The channel’s new reality is global, data-driven and unfolding fast. For GTIA members, the State of the Channel 2026 and its regional briefs aren’t just reports—they’re competitive advantage.
GTIA members: Access the State of the Channel 2026 report and regional briefs on the Member Portal.
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