(September 19, 2025) As another IBC in Amsterdam comes to a close, it’s time to take a step back and share some thoughts on the highlights of IBC2025, as well as where the show still leaves room for growth.
The Highlights: Future Tech and Streaming Innovation
The Future Tech Hub in Hall 14 was one of the most exciting areas this year. It gave us a look at the emerging technologies shaping the media and broadcast space, from AI-driven personalization to private 5G. What really stood out were the strong proof-of-concepts that hinted at how these innovations could be applied in real-world scenarios.
Over in Hall 5, the streaming zone was buzzing. Companies like Norigin Media showcased new case studies and references, including SoundCloud, Hearst Television, and several Nordic innovations in CTV and Smart TV apps. It was clear that the conversation is shifting more and more toward ROI-driven solutions and best-of-breed technology stacks, a sign of how the industry is maturing.
But beyond the exhibition halls, the real highlight was the networking. IBC2025 felt alive with energy thanks to the startups and niche technology players who brought fresh perspectives to the table. The mix of established vendors and new innovators created an environment where some of the best conversations happened off the show floor.
The Disappointments: Still Waiting for Tangible AI
That said, there was one area that left us a little underwhelmed – AI in broadcasting and streaming. Much like IBC2024, many of the bigger vendors stuck to incremental workflow improvements rather than truly transformative AI use cases.
It’s understandable, scaling AI across broadcast operations and streaming platforms takes time. But the event still felt too heavy on panel discussions and not enough on live demonstrations. Compared to the hands-on energy of CES 2025, IBC could have benefitted from more real product showcases, hardware demos, and practical AI applications in action.
Looking Ahead
Overall, IBC2025 was a reminder of both the incredible progress this industry is making and the gaps still left to close. The rise of CTV and Smart TV app innovation, the momentum of private 5G, and the focus on ROI-driven tech were all encouraging signs. At the same time, we’re still waiting to see AI move from concept to concrete deployment in a way that reshapes workflows and consumer experiences.
The good news? The conversations, partnerships, and networking at IBC are setting the stage for exactly that kind of transformation. Here’s hoping that by IBC2026, the industry shifts from talking about the future to showing us the future in action.
Get in touch with us at Norigin Media, we specialize in Smart TV and CTV app development across all major platforms. Whether you’re a broadcaster, content owner, or streaming service, we help deliver customized, ROI-driven solutions that bring your ideas to screens everywhere.