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.
Latest update October 2021
- According to IABM’s Media Tech Business Tracker, about a quarter of broadcast and media companies have already deployed some sort of AI/ML technology as of 2021.
- From the BaM Content Chain® perspective, end-users are most likely to deploy AI/ML in Manage- and Produce-related workflows.
- The primary drivers of the adoption of AI technology are vitally important in the direct-to-consumer model.
- Employing AI/ML technology in production enables broadcasters to cut staff and thus save money.
Latest update September 2021
- According to the IABM Media Tech Business Tracker, cloud adoption in broadcast and media has accelerated even more over the last year.
- COVID-19 accelerated remote production and virtualization, which pushed media companies to adopt cloud operating models.
- According to IABM's latest data, cloud computing represents the fastest growing category of investment for media companies.
- From the BaM Content Chain® perspective, cloud technology is being implemented predominantly for producing, managing & storing, as well as distributing content.
- The advent of the cloud has been a huge gamechanger in post-production.
NEXT GENERATION IMAGING
Next Generation Imaging
Latest update May 2021
- 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.
Latest update April 2021
- 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.
Latest update November 2021
- News broadcasters are increasingly threatened by fake news and disinformation campaigns, as they leverage user generated content - a trend accelerated by the COVID-19 pandemic. Blockchain can track and verify sources and other critical information on digital media platforms
- To improve viewer engagement and retention, blockchain technology is increasingly used by content creators for data analytics and content optimization
- Over the past year, NFT (non-fungible token) on the blockchain has emerged as a new format of content production, consumption and distribution
- The introduction of tradable digital assets related to a specific piece of content connects viewers with other passionate viewers, driving fan engagement through gamification
- All major public cloud service providers already offer BaaS-based (Blockchain-as-a-Service) solutions
Latest update December 2020
- 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.
Latest update April 2022
- 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.
Latest update February 2021
- COVID-19 has led to a realization of the importance of audio quality, as disruptions hit production standards.
- The pandemic has incentivized consumers to increasingly stream audio-only content, spurring growth in sectors such as podcasting.
- From a technology perspective, audio virtualization and remote production deployments have accelerated out of necessity, while other trends such as immersive audio have slowed down.
- Some audio business drivers, such as the move to easy-to-use products, have also been accelerated by COVID-19
- Demand from live sectors such as music and theatre has plummeted while other buyers such as streaming, smaller audio content creators and some adjacent markets have increased investment.
- The audio supply chain has been hit by the pandemic-induced cancellations of events and productions more than it has benefited from new waves of spending from remote working, production, streaming and small audio producers.
- Some audio technology suppliers have pivoted to cater to the needs of new segments, as well as to accommodate the health and safety requirements of the pandemic in some sectors.
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
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.