EAGLE EYE – BI
Data storage mediums
Ever wondered what keeps all the world’s backups, archives and critical data safe when the cloud fails? Welcome to data storage media: the physical tapes, disks, and blank cartridges behind every restore, audit or cold data archive. From LTO tapes preserving petabytes for decades, to blank optical or magnetic disks, cleaning tapes, and archival cartridges, these are the products that are keeping companies’ data secure and compliant.
Despite their foundational role, Stock in the Channel’s analysts have witnessed interest in storage media cooling: there has been a 17.4 % drop in searches year- on-year from 2024 for the same quarter. The irony might be that tape remains a cost-effective anchor for long-term retention, thus by its very function it is created to last for long periods of time without the need to be replaced. This is coupled with the long-awaited release of the LTO-10 in May, upgrading its native capacity from 18TB (LTO-9) to 30TB, driving fewer unit sales. Looking ahead, it will be interesting to
follow the trend of cloud dominance taking over the market where companies get more access to and can rely on increased security that cloud vendors are supplying, making off-site backups via external providers more attractive. However if physical media providers can prove differentiated value – air-gapped security, cost per TB, longevity – they’ll keep relevance. Otherwise, the decline in interest may foreshadow a deeper structural shift in data strategies for enterprise. Or, it’s the calm before the storm, as off-site data media storage could increase in the era of cybersecurity defence. n
Wickus Bester, B2B channel analyst S tock in the Channel
Creating data-driven market intelligence reports in over 20 IT categories. Using analytical metrics based on search data, stock levels and implied sales, we see trends as they flow through the channel, and spot opportunities on the horizon.
5.04%
Top performing brands in the channel (by total searches)
7.53%
44.37%
Quarter 3 2025 data storage mediums
Brand
10.16%
HPE Quantum IBM Fujifilm Verbatim
Data is reflective of the models listed on Stock in the Channel Quarter 3 2025
For more information about data storage mediums and market intelligence email: BI@stockinthechannel.com
32.9%
6362
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