IBC Amsterdam 2024 (@ RAI 13-16 Sep), what to expect ?

As the IBC tradeshow returns to Amsterdam from September 13-16, 2024, industry professionals are gearing up for a showcase of innovations that will shape the future of broadcast and streaming. This year’s event promises to be a hotbed of discussions on user experience, cost reduction, cloud strategies, AI integration, and sustainability. Here’s what to expect at IBC 2024.

User Experience: The Central Pillar of Success

User experience has finally taken its rightful place as the central focus in the streaming industry, surpassing traditional concerns like codecs, latency, and other technical aspects that, while important, are not directly relevant to the end user. Innovations in multiview technology, explored by some platforms since 2016, enable viewers to switch between multiple camera angles in real-time, greatly enhancing live event streaming by offering a fully immersive experience. Bitmovin's advanced Multiview solution, for example, caters to the growing demand for interactive and personalized viewing, particularly in sports and live events where capturing every critical moment from various perspectives keeps audiences deeply engaged.

Beyond Multiview, the shift towards personalized TV and addressable TV is transforming how content is tailored and delivered to viewers. Personalized TV focuses on curating content recommendations, dynamic ad insertion, and customized navigation based on individual viewing habits and preferences. This shift not only increases viewer engagement and satisfaction but also creates new revenue opportunities for content providers through more targeted advertising. Meanwhile, despite the limited commercial success of devices like Apple’s Vision Pro, they highlight the expanding potential for personalized and immersive experiences in environments where user engagement is key. As these technologies advance, the focus on user experience will continue to grow, ensuring that viewers receive a more interactive, relevant, and enjoyable streaming experience.

Cost Reduction Amid Market Pressures

As the media and entertainment industry faces a less dynamic market, cost reduction has become a critical priority. The high operational costs associated with public cloud services ("cloud bills") are leading many companies to explore more cost-effective solutions. The reality of $0.06 per hour streamed for HTTP streaming has now become achievable, making cost efficiency a central theme in discussions about the future of content delivery. Companies like Ateme are also championing infrastructure-neutral approaches that bridge the gap between on-premises and cloud-centric workflows, effectively reducing costs while maintaining high-quality service. With the need to streamline operations without sacrificing performance, cost efficiency is expected to be a major focus at IBC 2024.

The Shift Back to Private and Hybrid Cloud

After years of gradual adoption, there is now a noticeable shift back to private and hybrid cloud models within the media industry. Initially slow to embrace cloud technologies, the industry is now reconsidering its reliance on public cloud services due to rising costs and security concerns. However, the migration process or adopting a hybrid cloud path is not straightforward with all providers. Many companies face challenges in seamlessly integrating on-premises systems with cloud resources, often dealing with compatibility issues, data migration hurdles, and the complexity of managing a hybrid environment. Companies like Telestream and Cinedeck are addressing these challenges by offering hybrid cloud workflows that provide the flexibility to leverage both on-premises and cloud resources. This shift reflects a broader industry desire for greater control over infrastructure and costs, making private and hybrid cloud solutions a significant topic of discussion at this year’s IBC.

“AI This, AI That”: Cutting Through the Hype

Artificial Intelligence (AI) will undoubtedly dominate conversations at IBC 2024, but there’s growing awareness of "AI-washing," where the hype overshadows the real benefits. However, genuine advancements are also on display. For instance, Prime Focus Technologies’ CLEAR AI Agents are designed to automate routine tasks, allowing creative teams to focus on higher-value work. Meanwhile, companies like Imaginario AI are offering tools that improve content indexing and search capabilities without the need for extensive metadata. As AI continues to permeate the industry, the challenge will be distinguishing meaningful innovation from mere buzzwords. This shift from hype to practical application will be critical in determining AI's real value in transforming media production and distribution.

The Ecological Paradox: Sustainability in a Power-Hungry Industry

Sustainability has become a critical concern for the media and entertainment industry, yet it presents a paradox. The very technologies that drive innovation, such as AI and transcoding, are also among the most energy-intensive. In response, companies are taking a proactive approach by prioritizing genuine environmental responsibility over superficial gestures. For example, iReplay.TV has pioneered "green transcoding," a process that leverages renewable energy sources like excess solar and wind power to minimize the environmental impact of video processing. Rather than relying on carbon offsetting, which fails to address the root causes of emissions, iReplay.TV encourages competitors to adopt similar sustainable practices, setting a new standard for eco-friendly innovation.

As the industry gathers at IBC 2024, the tension between sustainability goals and the power demands of new technologies will be a central theme. The challenge lies in advancing technology while genuinely reducing environmental impact—a balance that the industry must strive to achieve as it moves towards a more sustainable future.

Conclusion: Navigating the Future at IBC 2024

IBC 2024 is poised to be a transformative event for the broadcast and streaming sectors. From enhancing user experience and cutting costs to the strategic shift back to private clouds and the ongoing evolution of AI, the discussions at this year’s event will set the stage for the industry’s future. As sustainability becomes a critical concern, the industry faces the challenge of advancing technology while minimizing its environmental impact. For professionals in the field, IBC 2024 offers a crucial opportunity to explore these trends, gain insights, and prepare for the challenges and opportunities that lie ahead.

Are you attending IBC 2024 in Amsterdam? Estimate your CO2 footprint for the trip and see how sustainable your journey is.

Or, for those who frequently discuss sustainability between tradeshows, consider the CO2 impact of your travels throughout the year. It’s time to match words with action!

Article written by
Sylvain Corvaisier