Content everywhere: What to expect at IBC2024

In September, the media and entertainment industry will again attend the annual IBC event at the RAI Amsterdam. The Content Everywhere zone, which this year spans Halls 4, 5, and 14, remains at the heart of IBC’s coverage of the ever-expanding OTT and streaming scene.

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Dave Dembowski, senior vice president of global sales at Operative, noted, the Olympic Games in Paris this year placed streaming firmly in the spotlight. Millions of people worldwide received a custom viewing experience, and brands benefitted from the “full power of both brand advertising to mass audiences and targeted, personalized messaging all in one platform.”

“At the same time, media companies are considering how streaming fits into their larger multichannel portfolio, considering how to unify data, ad sales, and ad operations to create a streamlined, profitable business. We will see technology innovations like cloud and AI being leveraged for automation, flexibility, and transparency on a global scale,” Dembowski says.

Meanwhile, Michael Lantz, CEO at Accedo observes that there is a “sense in the market of it waiting for signs of a return to normal. While we are seeing many larger media companies starting to do better, a lot of that is driven by cost reductions, and not necessarily an increase in revenue. The advertising market, for example, is still weak. At IBC this year, I expect conversations with customers and partners will focus on gauging their views on when the market might start to turn around.”

AI is set to dominate…
Artificial intelligence (AI) is playing an even bigger role at IBC this year, including an AI Tech Zone in Hall 14, and Content Everywhere companies cite AI as one of the key focus areas this year as it moves beyond the hype.

According to James Cranfield, global VP sales and partnerships at Cinedeck, “AI is expected to be a major topic at IBC2024 this year, and with good reason. With the innovations it is already making in the industry, we have begun to actively integrate AI into our solution workflows, and we anticipate that other companies will be focusing on similar advancements. AI and ML are sure to set the standards for the show, especially with the AI Tech Zone being announced.”

Paul Myers, head of EMEA at Brightcove, agrees that it comes as no surprise that AI and automation will be taking center stage at this year’s event.

“This technology has been accelerating content creation, distribution, and personalization – as well as enabling faster workflows, from editing to targeted advertising, fundamentally transforming production pipelines,” Myers says.

SJ Murfitt, head of product marketing at Reuters Imagen, reveals that the company will be debuting Smart Clipping, an AI-powered tool that automates rich metadata generation, enabling instant clip search, delivery, and download.

“This year is our first time co-exhibiting with Reuters. Together we aim to surface and provide context for storytelling, enabling customers to present a fresh and trusted perspective on their news coverage and sporting events,” Murfitt says.

Lelde Ardava, sales and account manager at Veset, says that with AI and machine learning expected to play an ever-increasing role in content creation, distribution and workflow management, “I’m expecting to see innovations in automated video editing, content recommendation systems, AI-driven analytics for audience insights and enhanced personalization features, particularly in contextual-based ad tech”.

Erik Otto, CEO at Mediaproxy, notes that the production industry is “increasingly exploring generative AI capabilities, aiming to enhance creativity and automate repetitive tasks, so I expect AI to be one of the major talking points, if not the leading technology trend, at IBC2024. These features hold promise for improving content generation and streamlining production workflows, with notable applications in compliance monitoring”.

Mathieu Planche, CEO at Witbe, also comments that IBC represents a massive showcase for the “innovation of our industry”. However, he notes that offering a solid experience “is essential to standing out in a crowded video market”.  Witbe continues to address new concerns, “including streaming ad insertion, rapidly increased data usage over cellular networks, and integrating AI and machine learning” into the quality assurance process.

…but there is still much to come
Some Content Everywhere companies also point out that there is still a great deal to learn about the future development of products and services that integrate AI and machine learning technologies. As commented by Cees van Versendaal, COO at MwareTV, “We are curious to see the real use of AI technology, one that adds value for the end user or operations instead of AI-washed solutions.”

Shuki Eytan, media and telecom general manager at Kaltura, notes that broadcasters and media companies were just starting to “imagine and implement impactful AI-powered tools and strategies” at IBC2023, with “ready-to-go products” still in relatively short supply, “and those that were wowed audiences”.

“These features are now starting to trickle into the many products and services offered by the industry, but the explosive impact of AI in media and streaming is still yet to come,” Eytan says.

Eytan adds: “Looking ahead to IBC2024, we expect to see a wealth of AI innovations poised to transform every aspect of media and streaming for creators and audiences. For creators, personalizing and enriching content to engage a broader audience will continue to get easier, for example, assisting with tapping into new markets or improving reach in current ones with ever-improving multi-language and dubbing capabilities. The end users will have access to more content and an overall better experience, with a greater focus on personalization and recommendations for every end-user.”

Meanwhile, Tom Dvorak, chief commercial officer at XroadMedia, notes that AI dominated IBC last year, “but as this becomes more popular, there are questions about costs and scalability. Besides the cost, there is a fear of losing human control, which can ruin a brand. This year, we’re launching generative AI features that will give back that control to teams while allowing them to scale simultaneously.”

Stefan Lederer, CEO and co-founder of Bitmovin, observes that AI has been massively touted as the next big thing, “and we will certainly see evidence of that during IBC. What I think will be significant this year is a move from hype around AI to the launch of valuable services and solutions that will make a real impact in the industry. We will be showcasing the Bitmovin Analytics AI Session Interpreter, which leverages the power of AI to help users better understand playback sessions with explanations and recommendations for improving their service”.

At the same time, Lederer says, “I believe we will see a big focus on ways to create new and diverse monetization opportunities to promote growth. This is particularly important following the challenges over the past couple of years and will likely include new ways to deliver more value to advertisers while continuing to engage viewers.”

Cloud moves
The ongoing migration to cloud-based production workflows is expected to remain another hot topic this year.

As commented by Veset’s Ardava, “with the demand for content at an all-time high, it’s likely storage development will be a prominent feature of this year’s show, and I expect to see new tools and platforms for remote collaboration, virtual studios and scalable cloud storage solutions. With the shift to cloud-based workflows well underway, it has the potential for greater flexibility and cost efficiency throughout media operations”.

Cranfield from Cinedeck says his company anticipates a drive towards hybrid cloud workflows. “With an increasing demand for faster and more cost-effective delivery, hybrid cloud solutions are becoming essential. It will be interesting to see how media professionals leverage both on-premise and cloud-based resources for optimising efficiency and reducing costs,” he comments.

Mediaproxy’s Otto also observes that customers now better understand the role of cloud solutions in their workflows, “appreciating their scalability, flexibility, and cost savings”.

However, he says, “on-premises solutions remain relevant, especially for specific requirements and security concerns. Regardless of the deployment model, the trend leans toward more automated workflows. As we approach 2110, the industry anticipates advancements in cost-effective equipment. The transition to SMPTE ST 2110 standards for IP-based media transport necessitates affordable solutions, and manufacturers are actively working to meet this demand, ensuring broadcasters can adopt 2110 without straining their budgets.”

The monetisation challenge
Paolo Cuttorelli, SVP for global sales at Evergent, expects to see discussions about billing, customer management, and the ever-challenging matter of monetization and business models.

“Streaming companies realize the importance of data-driven subscriber management strategies that increase retention and customer lifetime value. But frankly, many existing customer management and billing systems weren’t designed to support the modern subscriber engagement capabilities that streaming players need today. We’re expecting to see many media businesses take a pulse check on their current tech stack at IBC2024. Bringing in a third-party expert to help provides the much-needed perspective streaming companies need to identify the quick fixes that can lead to significant revenue gains and churn improvements,” he says.

Cuttorelli adds: “The evolution of hybrid monetization models will also be a focal point. Building a powerful mix of subscription and ad-supported strategies while opening new e-commerce and interactivity-driven income streams is essential for maximizing revenue potential. Experimenting with the acquisition funnel is critical for FAST platforms as services push to convert free subscribers into paid customers. We expect providers and platforms to come together to explore innovative upsell tactics and user experience enhancements that increase engagement and bring viewers into premium subscription tiers — even if only a small percentage of their total audience.”

Brightcove’s Myers also says much of the event is expected to focus on how OTT streaming is “reshaping the media industry by driving new opportunities in content monetization, viewer engagement, and platform innovation.”

Rick Young, SVP, head of global products at LTN, notes that the “growing demand to provide multiple versions of content via digital linear channels across FAST is also a big driver for media players. We are already seeing great success with this approach to content distribution, with players in the European market also looking to capitalize.”

Young adds: “Media players in the live events space will be looking at ways they can achieve greater reach and monetization from their content distribution. But, they want to do this with greater customization capabilities to scale up and meet the market’s demands. Innovation in this area has been big for us at LTN by ensuring customers have the tools to anchor highly automated live event versioning technology and intelligent IP distribution mechanisms.”

Accredo’s Lantz comments that he is a “firm believer in the ‘bundling trend’. We’re seeing clear signs that consumers with bundles show lower churn than consumers with single services. If this holds up, we will see numerous initiatives bundling video services together in new packages and at IBC we will see technology that supports that”.

MwareTV’s van Versendaal observes that after the “FAST providers hype of last year, we expect this year to be more of a reality and how it will be used by more in a far more lucrative commercial way.”

Dvorak from XroadMedia says user experience is expected to “influence many of our conversations in the crowded streaming and TV market; it’s crucial that services get this right to stay competitive” and also observed that users are “more aware of the way their data is being used but still expect a tailored experience through targeted advertising. At IBC, we’re hoping to see how service providers are prioritising personalised advertisement experiences.”

Sports, sustainability and more
Other key talking points are expected to be the role of live sports, sustainability, immersive technologies, and the move to IP.

Cuttorelli from Evergent observes that sports rights “remain one of the biggest talking points as rights holders pivot toward fragmented distribution models that help them squeeze the most value out of content while reaching untapped global audiences. Finding ways to blend data-driven direct-to-consumer strategies while championing strategic partnerships and service bundles will be high on the agenda for major sports brands and media companies at IBC2024”.

Cinedeck’s Cranfield notes that following this year’s summer of sport, “we are eagerly anticipating the discussions around esports especially with the exciting announcement that it will be in the 2028 Olympic Games. This development highlights the growing influence and recognition of esports on a global scale”.

Meanwhile, Ardava from Veset says she expects sustainability will continue to be a main theme at IBC, with the growing awareness of the environmental impact of the media and entertainment industry.

“I am sure we will see innovations aimed at reducing energy consumption, minimizing electronic waste, and promoting eco-friendly production methods,” she adds.

Both LTN’s Young and Daniel Lundstedt, head of sales and marketing at Intinor, address the topic of IP.

According to Young, “the transition toward IP for better content distribution has been a major topic of conversation. Media companies want to adopt IP-first initiatives to power more creativity and unlock more intelligent media distribution capabilities. We can expect several conversations on how they can leverage a technology provider to shift to IP-based solutions.”

Lundstedt says that IP connectivity and streaming production services “have firmly moved from science project to the everyday, which means engineers are looking for the best possible practices. They want things as they used to be, over dedicated links to trustworthy hardware, but at a lower cost”.

“That means stability,” he adds. “Once circuits are established, they stay there for however long the broadcast or production needs. Part of that is clever, transparent, automated redundancy: nothing is guaranteed over the public internet, so intelligent software must provide security of transmission, as well as maintaining consistently high quality. But it must do all this without adding massive latency.”

Lundstedt concludes that “broadcasters, sports production, news agencies, esports organisers, distribution services and more all want simplicity, speed, stability and security, and that is what they will discuss at IBC”.

On security, Sergio Ammirata, chief scientist at SipRadius, expects to see a strong focus at IBC on advanced security features owing to the rise of cyber threats and increasingly dispersed production models.

“The industry will likely prioritise robust encryption and secure communication protocols that protect content across all stages of production and distribution, ensuring resilience against disruptions,” he says.

Ammirata also sees a growing need for tools that enable seamless collaboration across distributed teams. “We’ll likely see a push for integrated, interoperable systems designed to enhance workflow efficiency, allowing teams to work together in real time while maintaining high levels of security and reliability.”

In addition, he says that demand for uninterrupted service “is more critical than ever, even amid crises. I anticipate innovations to bolster the resilience of media infrastructures, ensuring consistent performance and reliability regardless of external challenges”.

Last but not least, Brightcove’s Myers expects that “much of the focus of IBC2024 will be on how immersive technology drives viewer engagement. With the growing adoption of VR, AR, and 360-degree experiences, audiences interact with content in increasingly personalized and immersive ways”.

Lantz from Accedo adds that he would like to see “innovative media use cases for XR devices like Apple Vision Pro. At Accedo, we’re excited about the possibilities and look forward to being inspired about what everyone else is presenting”.