IABM Media Tech Trends Intelligence

IABM Media Tech Trends Intelligence tracks specific trends in the media technology sector. These include sector-specific trends in industries such as News and Audio, adoption trends for technologies such as AI/ML and Cloud, structural trends such as As-a-Service and Insourcing, and regional trends in different media markets.

Adoption Trends

IABM AI Report



Latest update July 2020

Report highlights

  • AI adoption in broadcast and media is accelerating; 21% of respondents say that they have already deployed some sort of AI technology
  • In terms of deployment methods, nearly half of respondents have or plan to leverage cloud service providers' AI capabilities

  • The primary drivers of adoption of AI technology are the opportunity to automate routine workflows and to gain increasing insights into audiences

  • From a Content Chain perspective, end-users are most likely to deploy AI in Manage-related workflows, followed by Produce and Publish

  • Content management is the key area of application for AI, because it helps end-users to automate resource-intensive and expensive activities like metadata tagging

  • More precise AI-based search on content management systems helps end-users to boost monetization
  • AI specialists often offer their tools on the public cloud, because this provides users with flexibility and scalability. Hence, end-users are increasingly leveraging cloud service providers’ functionalities for AI deployment

  • A growing number of end-users have started to explore AI tools related to image recognition/machine vision and Automatic Content Recognition (ACR)
IABM Cloud Report



Latest update July 2020

Kindly sponsored by

Report highlights

The top-level finding is that cloud adoption has accelerated significantly over the last six months – partly as a result of a continuing trend but noticeably accelerated due to the coronavirus pandemic and lockdown; 45% of respondents have already adopted Cloud compared with 39% a year ago – and the survey data was obtained early in the coronavirus pandemic.

The acceleration of cloud adoption was notable in all segments the BaM Content Chain® - which can also be clearly seen in IABM’s Coronavirus Impact Tracker – with the Manage and Publish segments leading the way with 43% and 39% respectively in a drive for efficiencies which can realize widespread savings throughout the content chain.

Other highlights:

  • Tapping of cloud’s potential for improved efficiency in Create and Produce by improving collaboration and decreasing time to market
  • move towards ‘pay-as-you-go’ solutions in the cloud in Manage for payment flexibility and increased collaboration

  • Growth in hybrid cloud models enabled by cloud providers offering solutions for the transfer of large video files
  • Increased use of AI, which often leverages cloud providers’ capabilities

  • Shift from IaaS to CaaS as the use of containers and microservices grows
IABM Next Generation Imaging Report


Next Generation Imaging

Latest update May 2021

Report highlights

  • Global UHD adoption is driven by a better visual experience, the decreasing cost of UHD-compatible devices, and the increasing amount of UHD content available. Historically, TV sales have been partly driven by major sporting events such as the Super Bowl, accompanied by attractive cost-reduction deals offered by manufacturers of UHD TV sets. 
  • The adoption of 4K has been driven by Pay-TV operators, as the advertising-based business model cannot justify the production expenses of UHD content. Satellite broadcasters were early adopters of 4K technology, and IPTV gained traction in 2016. 
  • Although consumer adoption of UHD sets is rising and IP is increasingly chosen for new infrastructure, UHD has remained a niche market for Pay-TV operators that helps them to differentiate their offerings and increase subscription revenues. 
  • According to IABM data, WCG and HFR remain clearly less preferred UHD formats among media companies compared to HDR. 
IABM Immersive Reports



Latest update April 2021

Report highlights

  • The coronavirus outbreak has triggered interest in shared remote experiences. Consumers went online massively during the lockdown period. At the same time, the entertainment industry that depends on live events has seen unprecedented revenue streams decline. This mismatch of peak consumer demand for content and limitations for content creators provides conditions that can boost VR as an alternative format. 
  • VR production cost is one of the major issues faced by industry players today. It consists of different variables like business costs, amount of work, and value created. 
  • In Sports, VR initiatives were mainly deployed by US broadcasters, such as FOX Sports, Turner Sports, CBS Sports, and NBC Sports. Social distancing restrictions have accelerated the need for shared viewing experiences and replicating the in-stadium experience. 
IABM Blockchain Report



Latest update April 2020

Report highlights

  • According to IABM data, blockchain adoption in Broadcast and Media is at a very early stage; only 2% of respondents said that they have already deployed some sort of blockchain technology

  • Nearly 50% of respondents are very likely or somewhat likely to adopt blockchain technology. However, another half (50%) remains unlikely to deploy blockchain.

Sector Trends

IABM Live News Report


Live News

Latest update December 2020

Report highlights

  • According to the IABM’s data, at-home/remote production is currently the most important technology for the live news sector
  • OTT & Streaming platforms have increasingly become a source of information about the COVID-19 pandemic. This has pushed some linear news channels to launch their own streaming platforms.
  • Attracting and retaining talent is a major worry for news organizations, especially in technology areas. According to the Reuters Institute for the Study of Journalism, only one in four news organizations says they are confident about keeping data scientists and technologists compared with three in four for editorial staff.


Live Sports

Latest update February 2021

Report highlights

  • The sports industry was disrupted by the COVID-19 pandemic in 2020 as a plethora of events, including the 2020 Tokyo Summer Games, were canceled worldwide due to government-mandated lockdowns. Cancellations hit the industry’s revenue models as advertising spending, a major source of funding for the sector, evaporated. Advertising brings billions of dollars to the industry as sports events attract mass audiences, making it a unique medium for advertisers. 
  • The decline in sports broadcast revenue also needs to be read in conjunction with the direct-to-consumer (DTC) transformation going on at some broadcasters. 
  • Even though sports viewership declined due to the impact of the pandemic, sports audiences remain a large share of overall live broadcasting consumption. However, these viewing trends should not be overlooked as they may conceal long-term implications. 
  • Despite the impact of the pandemic being a temporary driver of the decline, COVID-19 has accelerated long-standing drivers of innovation and disruption in the sports industry. Innovation in areas such as remote production, cloud-based infrastructure, data analytics, and immersive experiences has been propelled by the constraints posed by the pandemic. 
IABM Audio Tech Report


Audio Technology

Latest update July 2019

Report highlights

  • Most vendors interviewed for this report highlighted that the transition to AoIP is a question of when rather than if. However, adoption of AoIP has been slow with most broadcast and media organizations adopting a hybrid approach to deployment
  • AES67 is seen as a positive development by most suppliers although most highlight that some challenges such as discovery need to be addressed. The deployment of multiple standards is common at users’ organizations although Dante has grown significantly in recent years
  • Virtualization and automation of audio workflows were highlighted as the next big thing in audio technology according to interviews carried out for this report. While virtualization is at an early stage of development, it is a major focus going forward
  • Immersive audio was the third most important priority highlighted by research participants. This is a key area of interest for suppliers, though adoption by customers is low and still in the “education” phase
  • The rise of streaming platforms and content investment is having a huge impact on audio technology, with OTT players being increasingly seen as the trend-setters by audio technology suppliers
  • As the industry increasingly leverages data throughout the content chain, technology users are demanding solutions that take data into account

Structural Trends

IABM Structural Trends Reports track developments in specific technology business models as well as other structural changes within the Broadcast and Media sector. The purpose of these reports is to enable member companies to better understand the drivers change in the industry as well as emerging best practices at media companies.

This will provide member companies more tools to better address the challenges lying ahead, from new product development to marketing strategy. These reports contain actionable insights for both suppliers and media companies.


Content Chain Maturity

Following interviews with broadcast and media technology users and suppliers as well as extensive research on the topic of supply chain management, we have drafted a list of the possible layers and dimensions of BaM Content Chain Maturity™ in the broadcast and media industry.

We have also produced a visual journey to next-generation content chains based on these dimensions as well as a segmentation of buyer attitudes based on their background and their level of BaM Content Chain Maturity™.




The ultimate origin of the demand for insourcing - i.e. increasing internal technology development spending - is the move to direct-to-consumer platforms. This move created a significant disconnect between demand and supply of media technology with technology users wanting to increasingly control the development of new technology solutions - this is one of the main drivers behind insourcing.

The unpredictability of the broadcast and media market caused by direct-to-consumer drove this need for control as well as scale in technology platforms. According to IABM research, investment in internal technology capabilities by users of media technology has increased significantly in recent years.




IABM research shows that media technology users are shifting their investment towards more flexible technology payment models such as as-a-service offerings and away from legacy systems such as hardware equipment and licenses. IABM data shows this clearly with most customers planning to increase their investment in software subscriptions and on-demand models. In contrast, investment in hardware and software licenses is mostly flat or declining. Interviews conducted for this report described this transition as inevitable, particularly by customers. In fact, an overwhelming majority of them said they would be investing only in flexible payment models going forward and building a supplier ecosystem that provides consumption-based options.



IABM Special Repot - Adapt for change

Charting the Course through Media Technology and Business Transformation

The Adapt for Change Report aims to identify major drivers of change in media technology business models including the move to next-generation content chains, flexible technology business models and collaborative technology business models. The primary purpose of this report is to enable companies to understand the effects of these changes on their businesses to transform these into opportunities. Also, this report aims to give broadcast and media organizations a framework for best practice in content chain management and technology business models.

Regional Trends



Asia Pacific

Asia Pacific



Middle East & Africa 

Middle East & Africa