By Alice Chambers |
Profitability, transformation and agility are the three defining themes for the media technology sector in 2025, according to the International Trade Association for Broadcast and Media (IABM). The insights were shared during the IABM Industry Impact Briefing at IBC 2025.
Drawing on the latest IABM State of MediaTech report, which features input from technology vendors, production companies and service providers, Chris Evans, head of knowledge and insight at IABM, highlighted that while optimism peaked in 2023, industry confidence has since been challenged by factors such as the Hollywood strikes, the rapid rise of generative AI and ongoing geopolitical issues.
“The question of what broadcasting means in 2025 remains a fiercely contented topic,” he said. “We need to think beyond traditional boundaries and workflows to define the future of our industry.”
The report notes that audience behaviour continues to evolve, with streaming platforms such as Netflix and YouTube influencing how consumers engage with content. In July 2024, YouTube overtook major networks in audience reach, largely driven by exclusive programming and live sports. “Content is still what drives the viewer’s decision-making,” said Evans.
Media organisations are prioritising profitability and total cost of ownership when evaluating technology investments. While hardware still has a role, the industry is increasingly software-led (48 per cent versus 41 per cent). Cloud and AI-powered workflows are also reshaping cost structures, with vendors placing greater emphasis on secure end-to-end workflows.
Netflix, for example, has already introduced guidelines on the use of generative AI, signalling that the industry is moving towards clearer frameworks for responsible adoption.
“We expect all production partners to share any intended use of generative AI with their Netflix contact, especially as new tools continue to emerge with different capabilities and risks,” said Greg Peters, co-CEO of Netflix, in June 2025. “If the output includes final deliverables, talent likeness, personal data or third-party IP, written approval will be required before you proceed.”
Next, during a panel discussion, Donna Mulvey-Jones, director of post production at TV production company Banijay, emphasised that her organisation is “not carrying any legacy” and is looking to the future with cloud-first and AI-driven strategies. “We’ve made some big commitments to hardware this year but my future investments will be more software-driven,” she said.
Gareth Gordon, chief operating officer at production solution provider QTV, agreed that the shift towards platforms and AI tools reflects client demand but warned that “anyone can be a broadcaster now – which risks overwhelming organisations with too much technology.”
From left: IABM's Purminder Gandhu, Banijay’s Donna Mulvey-Jones and QTV's Gareth Gordon
Both speakers highlighted the need for quick wins, flexible pricing models and solutions that address immediate challenges without requiring wholesale transformation.
“Smaller companies can be more nimble,” said Mulvery-Jones. “Sometimes you just want to dip a toe in without locking yourself in for too long during a period of rapid change.”
Research and development was also discussed as a marker of resilience.
“It’s an investment of time and money, which is expensive for small businesses, but it defines your reputation,” said Gordon. “I don’t think we’d have made the leap as an industry if it wasn’t for Covid.”
While AI is regarded as a gamechanger, adoption is still cautious. Gordon pointed to hesitancy around losing traditional storytelling skills, suggesting that “it’s going to take a generational shift.”
Mulvey-Jones added that AI is worth exploring where it saves time and money, particularly for smaller players that can adopt faster without layers of approval.
The use of voice search as a tool to combat subscription fatigue was also discussed, helping audiences find entertainment more quickly and engage with content across platforms.
The IABM briefing close by emphasising that those organisations that can combine innovation with a clear business case – whether through software, cloud, or new storytelling models – will be best placed to thrive in the next chapter of media transformation.