MediaKind – Creativity in the Age of AI
Chris Wilson, Head of Marketing, MediaKind
Independent content creators are no longer just challengers. They’re redefining the media landscape and going toe-to-toe with traditional broadcasters and major streaming giants for audience loyalty. A prime example of this shift? The recent Sidemen Charity Match, where over 90,000 fans packed Wembley Stadium to watch YouTube’s biggest stars compete on the football field. This event demonstrates how online influencers can now command the type of dedicated audiences once reserved for mainstream sports and entertainment events.
This level of engagement is no accident; it’s the result of a changing digital landscape that has transformed how content is created and consumed. Advancements in cutting-edge video editing tools, AI-powered content enhancement, and affordable production technology have empowered anyone with a smartphone, the right software, and creative vision can create professional-grade content that captivates millions.
The catalysts for content evolution
Platforms like YouTube, TikTok and Patreon have given creators direct access to global audiences, enabling them to build dedicated fan bases and monetise their work through ads, sponsorships and subscriptions. This evolution has turned creators into independent brands in their own right, attracting significant advertising dollars and dedicated fan bases. This shift in advertising revenue is moving from big players to individual creators and smaller studios, creating a more decentralised and diverse media landscape.
For traditional broadcasters, this is a growing challenge. They must now compete with digital-first services that offer global reach, interactivity, and the convenience of a single subscription. To keep audiences engaged and to stay relevant, broadcasters must embrace accessibility and interactivity, integrating features like graphical overlays and personalised content to align with evolving viewer expectations.
One example is the emergence of multiview solutions, which allow viewers to watch multiple streams simultaneously. This feature resonates with tech-savvy generations accustomed to multitasking, particularly valuable during live events or complex coverage broadcasts, such as elections or major sports tournaments.
Another major shift has been the increasing popularity of vertical video, especially on mobile devices and social media. Social platforms like TikTok have demonstrated its effectiveness, reporting a 25% higher six-second watch-through rate compared to horizontal videos. Vertical video enhances immediacy and second-screen engagement, offering an experience that traditional landscape formats struggle to match.
More than just a buzzword: the AI-driven future
It’s no secret that AI is transforming content delivery, especially in video encoding, where it can analyse video characteristics in real time to optimise video quality and bitrate. The result is a superior viewing experience with reducing bandwidth requirements. For streaming platforms, broadcasters, and content creators, this means cost savings, improved viewer retention, and the ability to deliver high-resolution video even in bandwidth-constrained environments.
But how does AI intersect with the viewer experience? Keeping viewers engaged is the key to keeping them loyal, but how can broadcasters take that engagement to the next level? AI makes it possible by personalising content, ensuring every broadcast feels tailor-made for the audience. Whether it’s delivering multiple language options or crafting highlight reels based on individual fan preferences, AI transforms the viewing experience into something far more immersive.
Imagine never missing the best moments of a game, AI-powered tools can instantly detect game-changing plays, such as a last-second goal or a pivotal turnover, and generate real-time highlights for social media or personalised fan feeds. This keeps fans glued to the action, enhances their experience, and unlocks fresh revenue opportunities, such as hyper-targeted ads and sponsorships. This increased engagement enables brands to maximise monetisation potential by aligning with audience preferences and demographics.
The key to succeeding with AI is not necessarily the AI itself, but its seamless integration into real video workflows. This synergy enhances both efficiency and output, allowing broadcasters and creators to push the boundaries of what’s possible.
Unlocking the power of conversational NLP in media workflows
As media workflows grow more complex with multiple platforms, formats, and technologies, there is a demand for intuitive, streamlined interactions. As media workflows grow more complex with multiple platforms, formats, and technologies -the demand for intuitive, streamlined interactions is needed. Conversational Natural Language Processing (NLP) is transforming how content is created, managed, and consumed by enabling seamless, voice-driven interactions for content discovery, metadata tagging, and audience engagement. By allowing both creators and consumers to interact with media using natural language, NLP eliminates technical barriers and enhances overall efficiency.
Beyond improving user experience today, conversational NLP is shaping the future of media operations. By embedding conversational NLP into media workflows, the industry can move beyond rigid, manual processes toward a more agile, intelligent, and user-centric future. As these technologies continue to evolve, they will redefine how content is produced, distributed, and experienced, unlocking new possibilities for both creators and audiences alike.
The evolving future
Supporting live streaming services at scale has become an essential element of modern media strategies. Live events offer an exciting opportunity to engage audiences in real-time and as consumer expectations shift toward instant access and interactive experiences, companies must invest in robust infrastructure to ensure seamless, high-quality broadcasts.
Platforms such as MK.IO Beam, provide the scalability and reliability needed to deliver live content to millions of viewers simultaneously. MK.IO Beam provides a new approach to live video processing as it offers maximum flexibility and power, combining on-premise appliances with cloud-managed control. By leveraging APIs, broadcasters can optimise live streams for different devices and networks, maintaining high-quality standards even under the most demanding conditions.
As broadcasters and content owners navigate this transition, they have the opportunity to replace their existing systems and enhance them. By embracing the latest innovations in content delivery, monetisation, and cloud technology, they can build a more agile and responsive media infrastructure that is ready to meet the demands of modern media consumption. In an era where independent creators like Mr Beast and other digital pioneers are smashing the engagement radar, adaptability is key. The media landscape is changing, those who innovate will lead while those who hesitate risk being left behind.
