IABM has been carrying out interviews with technology suppliers and media companies to identify major trends driving investment, revenues, and technology development in content creation and production technology ahead of BaM LIVE!™ 2021, and building on our previous briefing focused on the state of content creation and production. The COVID-19 pandemic has notably accelerated some long-standing trends in this sector, pushing some drivers to the extreme. This was the wide consensus emerging from the interviews which, however, also evidenced some more specific trends driving content creation and production technology. The following is a preview of these seven high-level drivers ahead of IABM's full content chain report on Content Creation and Production.

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IABM interviews with technology users also highlighted that most of them have deprioritized hardware for content creation unless absolutely needed for operational continuity. Although revenues are bouncing back, the COVID-19 pandemic has introduced structural changes to media technology demand in this part of the industry. In fact, the common theme in this part of the content supply chain is the contrast between the rising investment in original programming and the simultaneous disruptions in traditional business models caused by COVID-19.

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