Lionel Oisel, head of video labs at InterDigital
Despite many pessimists around virtual reality (VR), the technology has made some major steps over the last year. It has broken into the industrial and technical markets, lining itself up for wider consumer adoption in the coming years. The Apple Vision Pro is one example which impressed the market in 2024 — and although it’s not ready for the average consumer, the technology behind it will create stepping stones for future immersive technology development. We’re already seeing 3GPP SA4 set to work not only on HEVC Multiview technology but also on emerging formats such as point clouds or meshes to create more immersive environments. We believe this will be a key focus for the media and entertainment industry going forward.
As haptics becomes a first order media technology, standardisation efforts will increase, driving greater industry adoption. The lack of standards currently means there’s a great deal of inoperability between immersive environments and haptic developers, limiting the amount of use cases available. As a result, this has driven up developer costs and lowered adoption rates. Like audio and visual, haptics needs standards to ensure all aspects involved in the end-to-end delivery of the technology are compatible. In 2025, there are plans to collaborate haptics with manufacturers to conduct trials. Once these trials are in progress, the industry can really start to emphasise use cases and real-world implementations. We will also see the likes of gaming and cinema studios adding haptics to complement audio and visual.
It would be remiss not to mention AI, but specifically its application in video codecs. While AI has been present within the media and entertainment industry for the last 15 years, we have not seen the same maturity when applied to codecs. The complexity comes with the energy consumption required to run AI. If we were to take a codec running on a mobile device, a decoder would have to run 30 times a second. If we were to run these parameters and operations now, the battery on a smartphone would only last 2/3 minutes. The industry is currently working on the next generation of video codecs which won’t rely on the full AI schema to embed it, instead it will be a simplified version that can run in real-time on mobile devices that won’t impact battery life.
For greater immersive environments, much like the development of haptics standards, avatar standardisation is an important trend that we’ll see going into 2025 to ensure widespread adoption of augmented reality experiences. Users will want to take an avatar they have created on one platform into other virtual worlds. This developing groundwork in standards will be crucial for broader adoption of immersive technology. 6G may usher in a more prominent role for avatars, where integration with enhanced network capabilities could unlock new use cases and increase collaboration in virtual environments.
Brad Wall, CTO at LTN
Audiences are embracing new ways to engage with media and entertainment, including adopting ad-supported viewing models on streaming platforms. Advertising is a big part of the viewing experience once again, especially if it resonates with the consumer. It paints a picture of an industry thriving on innovation and adaptability, driven by technological advancements and a consumer base eager to embrace new experiences.
There has been a ton of change these past 12 months, with rapid transformations reshaping how content is created, delivered, and consumed. One of the most prominent shifts is the growth of immersive experiences. We saw The Sphere in Las Vegas become an instant cultural phenomenon in 2024, redefining how audiences interact with live performances and digital media. Its success has set the stage for immersive venues to become major attractions in 2025 and beyond, offering audiences experiences that feel like they are physically present in the action. UFC 306 was a real spectacle at this venue and has set the platform to take live events to the next level.
We are already seeing this being mirrored with the opening of Cosm, which has been highlighting live sports remotely, yet making audiences feel as if they are inside a stadium. These venues combine cutting-edge technology with the social energy of live events, providing fans with unparalleled engagement.
We can expect greater consolidation across the industry from both a business and a tech standpoint. Live sports have grown increasingly intricate. The fragmentation of sports rights has reshaped how content is distributed and media companies will likely continue to adjust their priorities to be able to exploit these changes and stay competitive. These strategies will likely blend streaming platforms, digital services with traditional TV broadcasting, so they can broaden their audience reach and cater to diverse viewing habits.
This aligns with the growing presence of more live events and entertainment on natively digital platforms. The direct-to-digital strategy provides the opportunity for platforms (and sports organisations) to broaden offerings and audiences with more live event content.
Bundling services together has also become an attractive strategy for media players. With the increasing pressure to achieve profitability, streaming services are turning back to bundles to limit subscription cancellations and attract new subscribers in the process. This is backed by Magid data that found consumers using bundles are 15 per cent more likely to maintain streaming subscriptions after six months. It will take time for the platforms to make these steps together, but we have already seen success.
Media companies will use 2025 to evaluate the constantly changing habits of their viewers, and listen to them intently. The innovators supporting them must do the same. As the business models solidify, this means there’s no room to be speculative anymore. Media companies are focused on supporting the rapid change of the consumer, and we all must be in a position to identify what the toughest challenges are, and work hard inside the industry to overcome them.
Nitin Jain, managing partner, business and solutions engineering, Skandha Media Services
A huge development in the M&E industry is that OTT giants have introduced live sports to their platforms.
With massive user bases and deep pockets, traditional OTT platforms are becoming formidable players in the live sports landscape, and by harnessing the power of AI, they can deliver a more engaging, personalised, and profitable experience for both fans and advertisers, ultimately boosting revenue for live sports events.
AR/VR ads will evolve, with AI enabling highly interactive and immersive ad formats in digital and physical spaces. AR/VR companies are currently working on ‘gamified ads’ where AI enables the creation of interactive games within AR/VR ads, turning passive viewing into active engagement – much like the in-app interactive games we see popping up on our smartphones.
‘Virtual Try-Ons’ are already beginning to penetrate the market, enabling users to visualise products (clothes, makeup, furniture) in their own space before buying. By the end of 2025, interactive and immersive ads will be more commonplace – opening up new opportunities for brands, advertisers and of course the OTT and streaming platforms that host them.
Kristie Fung, vice president, programme & product management, TMT Insights
The streaming landscape has undergone significant evolution, with a marked growth in specialised platforms catering to specific audience interests. For example, services focusing on niche markets such as anime or international content have gained traction. This shift reflects the increasing consumer preference for curated and personalised viewing experiences over generalised content libraries. As streaming continues to evolve, the diversification of content will continue to capture loyal audiences across a broader market.
AI is still in the early phases of transforming traditional content creation processes, however, its influence is expected to grow substantially, driving deeper integration into creative workflows. In 2025, users should expect to see AI transform from experimental to practical applications as it becomes more embedded in everyday tools, continuing to enhance the human-workflow but not replacing it completely.
We should expect to see enhancements in media personalisation, language accessibility, and creative production, while also enabling new storytelling formats and more interactive consumer experiences.
With content saturation and competition growing, streaming platforms in 2025 will look to focus on hybrid monetisation models combining subscriptions, ad-supported tiers, and interactive features. As platforms mature, we should expect to see bundling services and experimenting with live content continue to rise.
Yoann Hinard, chief operations officer at Witbe
Last year, a notable trend was the unexpected diversification of Smart TV operating systems. Smart TVs emerged as the primary content aggregation platform in homes, but with a surprising twist – instead of consolidation, we saw a proliferation of operating systems, with more than a dozen different platforms gaining significant market share. This fragmentation has created a complex ecosystem that content providers must navigate to reach their audiences effectively.
Consequently, we’re seeing a more pragmatic approach to quality and performance metrics. For instance, providers are increasingly choosing to deliver 1080p HDR content rather than 4K when it makes more sense for the viewing context, particularly given the impressive upscaling capabilities of modern TV sets. This shift reflects a broader industry realisation that “more” isn’t always “better” – whether in pixels, bandwidth, or features.
The economic realities of streaming have also come into sharp focus. Major streaming services have embraced ad-supported tiers as a path to profitability, successfully reaching new audience segments while diversifying revenue streams. Meanwhile, the fragmented Smart TV OS landscape has created both opportunities and challenges, requiring providers to balance the need for platform-specific optimisations with the cost of supporting multiple ecosystems.
Throughout 2025, the industry will grapple with the long-term implications of Smart TV OS fragmentation. While new OS introductions might slow, the installed base of diverse platforms will require ongoing support. Content providers will need to develop more efficient approaches to cross-platform development and deployment, potentially driving innovations in development tools and frameworks.
Sustainability and efficiency will become even more critical considerations, influencing everything from content delivery decisions to infrastructure choices. The industry will increasingly seek solutions that balance technical performance with environmental and economic considerations.
We anticipate several emerging trends that will reshape content creation and distribution. Vertical video formats, which have dominated social media, will likely see increased adoption by traditional broadcasters and streaming services. This shift isn’t just about aspect ratios – it represents a fundamental change in how content is conceived and produced for different viewing contexts.
We’ll also see greater integration between traditional content platforms and social media, with features like Netflix’s social media clipping capabilities becoming more common. This convergence reflects the growing importance of social sharing in content discovery and engagement.
Content discoverability will become an even more critical challenge as the media landscape fragments further. Services will need to innovate in metadata management, search optimisation, and recommendation systems to ensure their content reaches intended audiences across an increasingly complex distribution ecosystem.
João Tocha, CEO, Digital Azul
Remote production took a major leap forward in 2024, bringing huge benefits to customers in the area of content creation. At last, it has reached a point where remote production feels just like sitting in an OB van on site during a live show, despite being thousands of miles away. It’s one to watch for 2025.
I believe the industry is moving away from traditional advertising and content production towards flexible production and individual content delivery. With several big studios moving their production out of Hollywood towards other parts of the world, there has been a noticeable influx of business in many countries (such as Portugal) as a result. Cinema and content production will be a worldwide affair very soon. And in the next couple of years, AI workflows will probably achieve the holy grail of tailoring content to viewers through individual in-video personalisation.
This year, it’s all about tailored communication to specific audiences. Thanks to the tools available now, many local and niche content creators and broadcasters can compete with larger entertainment companies using the power of OTT and are showing a great understanding of their audience and the ability to successfully communicate directly with viewers. The key is relevant content.
Paolo Cuttorelli, SVP, Global Sales, Evergent
Profitability has remained a dominant concern across the industry. While the streaming market continues to grow, the focus has shifted from subscriber acquisition to retention and sustainable monetisation. Advanced churn prevention techniques, such as AI-driven predictive models and personalised engagement strategies, have moved far beyond a nice-to-have — they’re now essential tools to address critical challenges in retention and profitability.
The acceleration of service bundling has been another key trend, with a growing number of streaming services joining forces with both one another and telcos to create simplified, cost-effective subscription packages. In an era where consumers manage multiple subscriptions, bundling offers convenience and value, while also addressing the problem of fragmented user experiences. This marks a return to a cable-style aggregation model but with modern, digital-first capabilities such as seamless logins and integrated billing.
The resurgence of bundling is changing consumer expectations. By offering aggregated services, companies are simplifying subscription management for users, creating stickier revenue streams, and reducing churn. However, this approach is also increasing competition among providers to secure their position in these bundles, compelling them to differentiate through personalised experiences and value-added services.
Global expansion remains a priority for many media businesses, but the complexity of managing diverse regional markets has become increasingly apparent. Companies are realising the importance of flexible subscription management platforms that can adapt to different languages, currencies, product offerings and payment systems, enabling them to tap into new audiences without being hindered by their outdated subscription management software. The complexity of operating across multiple regions has led to a renewed emphasis on flexibility and scalability. Companies that can manage diverse pricing models, payment options, and user preferences are gaining a competitive edge. At the same time, the push for global reach is sparking new partnerships and market consolidation, with smaller players striking a balance between retaining audience share and partnering with global streaming giants to improve retention.
In 2025, key trends of profitability, bundling, and global scalability will evolve into more sophisticated strategies. The pursuit of profitability will drive greater adoption of advanced AI tools for customer engagement. These tools will move beyond churn prediction to enable real-time personalisation at scale, such as tailoring subscription plans and pricing to individual consumer preferences, ultimately maximising retention and revenue potential.
Chris White, chief architect, Friend MTS
When it comes to piracy, the days of watching a VHS filmed in the cinema are long gone. Instead, we see large scale criminal outfits increasingly use high quality branding and sophisticated infrastructure to deliver pirate services and apps that can match legitimate services in terms of quality and far exceed them in terms of content breadth and price.
This year, social platforms have found themselves increasingly in the front line for illegal streaming, with X and Telegram being the most notorious for dragging their heels on removing illegal content and lacking on-platform tools to address piracy.
One of the biggest challenges content owners and video service providers continue to face when fighting piracy is that different parts of the organisation often have opposing priorities – for example, while the security team might demand monitoring, watermarking or blocking services to fight piracy, others in the finance, product or IT departments may disagree about the priority, cost or implementation.
For consumers, there will be a growing awareness that those services which appear too good to be true do in fact have a sting in the tail. Services can disappear or be disrupted mid-viewing but, worse still, data or credit card details can be stolen for criminal activity and malware or malicious software can be installed on customer devices. Research has found that 72 per cent of people who used a credit card for a piracy service became victims of credit card fraud.
CDN leeching will also hit D2C streamers’ bottom lines in 2025. Despite cost cutting measures being top of mind, many are simply sticking their heads in the sand because they think the CDN leeching problem is complex and expensive to resolve. However, the issue won’t go away on its own because pirates love getting a free ride. We encourage content owners and platform operators to adopt best practices, such as effective management of key rotation policies and differentiation of content quality based on device trust levels, that can be implemented to strengthen security.
Ross Tanner, senior vice president, EMEA for Magnifi
The demand for short-form content continues to rise, especially with on-the-go viewers. Advertising on this short-form content is growing exponentially. There are also fewer barriers to content. For example, viewers worldwide now consume K-Drama shows and movies, and a person in Australia can watch a sport, such as kabaddi, which was once limited to India. This increasing globalisation creates higher expectations. Now exposed to the best content the world has to offer, fans expect much better content, such as videos that are personalised to what has historically engaged them in the past. These sweeping trends defined 2024 and will only continue to accelerate in 2025 and beyond: Viewers want to watch content from anywhere in the world on the go and expect it to their interests.
Producers have finite resources to create and make new content. As a result, many broadcasters are reframing the problem. Instead of simply thinking about how they can make more new content, they ask a different question: How can we create more videos from the broadcasts they already have? Thinking along these lines has invariably led most of them to AI-powered video editors, enabling broadcasters to produce more content from their existing films, shows, or broadcasts than ever.
2024 was defined by capturing the global mobile audience on TikTok, Instagram, and other similar channels. 2025 will see the rise of an opposing challenge: Now that content is ubiquitous, broadcasters will see a surge in viewers accessing content they are not allowed to see based on territorial rights. This trend will occur because existing digital rights management solutions, such as changing your IP address through a virtual private network, are easy to bypass. The only solution is geogating based on artificial intelligence, ensuring that viewers only have access to the content they are legally allowed to. With these protections in place, broadcasters can not only grow across the globe but also ensure they are earning from the correct enforcement of their territorial rights. In 2025, the best broadcasters will conquer the world sustainably.
Apart from accelerating the trends already discussed, I also wager on another significant shift: More broadcasters will experiment with cutting-edge technologies like AR and VR to improve the fan experience even further. However, due to the novelty of these technologies, they are also costly to implement. To mitigate the costs of deployments, broadcasters may lean heavily on building out their social media marketing across all available channels. Doing so will ensure they reach the early adopters who are likely interested in these brand-new fan experiences.
Dave Dembowski, SVP global sales, Operative
We have seen two major trends emerging in the last year. The first is based on the rise of “linear streaming”, a new way of selling inventory on streaming content that blends the elements of linear sold ads, with digital distribution. Media companies are selling this inventory as linear spots – up front and using fixed placements – rather than selling these premium placements programmatically. Media companies are taking the best of linear sales and dynamic ad serving and blending these capabilities into a new strategy that will define the future of streaming. We are also seeing AI dramatically improve workflows for media companies, driving efficiencies around data aggregation and enabling them to surface revenue driving insights faster.
Linear streaming in particular is part of the larger land grab for rights to stream live events. Giant digital and broadcast players are competing for top tier sports streaming as the crown jewel of their portfolio. These bigger companies are looking to smaller media companies to gain longer tail content and incremental reach.
In 2025, we expect that the big media companies will not only buy up content companies but also invest in technology to support these massive multi-channel products. They’ll need to unify their sales and workflows, optimise next-generation packaging and proposals, and sell content and audiences to brands that want to be everywhere.
Lisa Aussieker, SVP of marketing, Qwilt
Traditional broadcasters, including NBC/Peacock, are expected to further embrace digital-first strategies following the groundbreaking success of live-streamed events during the 2024 Euro and Paris Olympics. These events introduced audiences to interactive, multi-camera feeds and real-time statistics, redefining how sports are experienced online.
In regard to network edge computing, early edge adopters were primarily in content delivery. 2025 will see broader adoption across areas such as in-network application delivery for use cases such as gaming, analytics and VR that seek to harness the benefits of reduced latency and localised scaling.
With technologies like augmented reality (AR) overlays and instant replays integrated directly into streams, 2025 promises to deliver personalised and engaging live sports experiences unlike ever before. Streaming-only events will provide broadcasters with new opportunities to monetise through targeted ads, subscription tiers, and interactive features that increase viewer engagement. Simply put, the future of sports broadcasting is digital—and streaming-only will be leading the way.
Also, the rise in demand for low-latency applications like AI/ML, computer vision, and video streaming will likely take hold, driving network operators and service providers to expand their cloud capacity including new use cases that require edge.
In 2025, as content continues to fragment across multiple streaming platforms, the competition to retain subscribers will no longer hinge solely on the strength of exclusive content. Platforms that prioritise Quality of Experience (QoE) will certainly lead the pack. With live streaming, particularly of sports, becoming more common and widely available across services, it will be the seamless, high-definition experience that keeps viewers engaged. Edge-based content delivery networks (CDNs) will emerge as vital partners for streaming services, ensuring minimal buffering and delivering the responsiveness that today’s viewers demand.
Adi Rozenberg, RIST forum director and CTO and co-founder, Alvalinks
We are seeing more production than ever moving to ST 2110, with each deployment demonstrating its challenges when dealing with network equipment selection. JPEG-XS is continuing to triumph over SRT, with RIST gaining more momentum, and JPEG-XS is also showing strengths in the use of true SMPTE2022-7 multipath capability, providing lower latency than similar SRT delivery.
2024 has been a big year for ST 2110, with production workflows making the shift, and quickly. Alongside this, the standard of reliable content delivery is gradually changing, with the proliferation of SRT/Zixi and RIST gaining more momentum. There is also a noticeable decline in satellite usage, as well as an ongoing shift towards Starlink-based delivery, with 5G being increasingly implemented by bonded pack vendors. Having said this, 5G is still in the early stages of broadcast delivery use, but we are beginning to see early stage adopters.
In 2025, it can be reasonably predicted that Starlink and 5G will keep their current momentum and bring new applications to its growing repertoire. This will allow for our workflows to provide new high value content such as live events, live production and even remote scenarios – which will also be positively affected by the growth in cloud production over the next few years. More MPLS/dedicated fibre alternatives will be offered to allow reliable delivery, based on what we already see from equipment manufacturers and companies planning to jump on the band wagon. Alongside this, workflow automation and AI driven decision making will continue to take more market share, dominating new and untouched areas of the industry.
This year, we are likely to see solutions making use of Media over QUIC (MoQ), eventually taking more business from WebRTC workflows. Another prominent challenge the industry is facing at an accelerating rate is the increasing skills gap, with the older generation retiring and taking their knowledge with them. The challenge lies in finding a way to bring a younger cohort of professionals into the industry and address the gaps in knowledge that are starting to surface. It is critical for the M&E industry that the knowledge and skills are passed on to allow our future generations to embrace its strengths and address any weaknesses appropriately.
Steven Edwards, vice president, broadcast distribution, Rohde & Schwarz
The surge in interest and concrete planning for mobile-first broadcasting and the push towards NextGen TV standards have been impossible to ignore over the last year. Broadcasters are looking for creative ways to reach audiences on smartphones while exploring new possibilities with datacasting, like delivering automotive software updates. It’s exciting to see the industry embrace these shifts so enthusiastically.
These trends have the potential to transform how audiences consume content, with mobile-first broadcasting making live, on-the-go engagement easier than ever. Datacasting will open up fresh opportunities, allowing broadcasters to deliver data, so much more than just TV and radio. It’s clear these innovations are pushing boundaries and changing what’s possible.
In 2025, I expect mobile-first broadcasting to become even more mainstream as the business cases mature; we are past proving the technology now. New hybrid models will offer smoother integration between broadcast and streaming. Datacasting will also gain momentum, with more real-world applications emerging. It feels like we’re on the cusp of some genuinely transformative changes.
Sustainability will continue to be a major focus, with broadcasters exploring ways to reduce energy consumption and lower their environmental impact. We’re also likely to see more integration of traditional broadcast with IP-based streaming, enabling smarter, more efficient content delivery. It’s an exciting time for the industry to evolve.
Marc Baillavoine, CTO, Synamedia
Last year, despite growing demand, we saw the public CDN market contracting after years of consolidation, reducing available capacity. Many rediscovered the value of compression, realising that “good enough” quality wasn’t actually good enough – neither for audiences nor CDN bills.
Sports streaming evolved fast with interactivity at the forefront, including customisable camera angles, real-time stat overlays, and in-stream polls. And it’s no surprise to see how GenAI flooded the landscape in 2024 with applications like text-to-speech, speech translation, ad personalisation, automated highlights, and AI-assisted aspect ratio cropping.
Open source is also reshaping the industry. Projects like SVT-AV1 and dav1d have been pivotal in driving AV1’s momentum over VVC. Sustainability in streaming continues to be an extremely challenging problem. Given the greenest energy is the energy you never use, the industry has to maximise energy efficiency. Technologies that can tap into unused Spot capacity and dynamically shut down any services not being required are growing in popularity.
Cost efficiency and total cost of ownership will remain a top priority as industry consolidation continues. We expect more vendors to embrace open source, recognising it as the fastest path to global tech adoption. GenAI is fuelling exponential growth in video production, driving unprecedented demand for encoding solutions. Meanwhile 2025 could mark the decisive chapter in the AV1 vs. VVC showdown with ML and AI driving leaps in coding efficiency,
Monetisation techniques continue to be increasingly creative, including shoppable ads that seamlessly blend into the experience so viewers can engage with products in real time without missing the action. Combine this with ultra-low latency and energy-aware content delivery, and the future of sports streaming is immersive, inclusive, and profitable.
The future belongs to hybrid environments that combine global reach, QoE based automated infrastructure switching, reserved capacity, improved security, and a seamless user interface. We expect 2025 will bring the first serious attempts of traditional media aligning with social media through the establishment of new standards. Each social media platform has its own proprietary end-to-end delivery stack, which makes collaboration difficult. Establishing standards for the delivery of short-form videos and fast-growing live streams on social platforms is a priority as existing CDNs reach their limits. Initiatives such as Media Over Quic are a step in the right direction while SVTA working groups also hold potential.
Fabio Murra, SVP product & marketing, V-Nova
The continued shift toward streaming dominance is reshaping traditional broadcast TV. Major players are divesting legacy assets to focus on digital-first strategies. For instance, Comcast’s move to spin off cable TV networks underscores the pivot to on-demand, subscription-based models.
Innovations in immersive experiences are also making waves. Cinemas are transforming into multipurpose entertainment hubs with enhanced amenities and cutting-edge projection technology, offering unique value that streaming cannot replicate. Similarly, live-streamed events like sports are integrating interactive features, such as real-time stats and social engagement, to deepen audience participation.
Lastly, the rise of localised content is gaining traction. Platforms are investing heavily in regional programming to cater to diverse audiences, driving subscriber growth in untapped markets.
The M&E industry is undergoing a significant transformation, marked by a decline in traditional broadcast subscribers and a surge in OTT service users. Despite these challenges, broadcasters can remain competitive by embracing new technologies and innovative business models beginning with the Integration of Streaming Services.
Broadcasters can collaborate with OTT platforms to offer bundled services, providing consumers with a seamless viewing experience that combines traditional and streaming content. Charter Communications has partnered with Warner Bros. Discovery and Disney to include streaming services such as Max and Disney+ in their cable packages, aiming to retain subscribers by offering added value.
In 2025, I see cord-cutting intensifying, but this represents an opportunity for broadcasters not just to keep pace with the OTT platforms but leapfrog them with local content and live experiences that are best delivered by broadcast networks.
The OTT streaming and broadcast industries are poised to adopt transformative technologies in 2025, including advanced codecs, new protocols, and next-gen broadcasting standards.
Peter Watling, senior EMEA sales director, Perifery
The push for automation and AI to create more efficient workflows highlighted a glaring challenge in 2024: outdated storage infrastructure. Historically, media companies have not prioritised upgrading storage platforms despite relying on them to house valuable assets. As automation accelerates workflows, the ability to quickly access media becomes critical. Legacy platforms may no longer be fit for purpose in a world where agility and scalability are paramount, and media companies have finally understood that.
In 2025, media companies must shift focus to evaluate storage solutions not just based on cost but also on their ability to support core business objectives, generate revenue, and enhance competitive advantages, and investing in AI and cloud is part of that. AI will likely see broader adoption in media workflows in 2025, but it’s essential to distinguish it from automation. While automation focuses on streamlining processes and improving productivity, AI offers deeper, more complex capabilities such as decision-making and advanced content analysis.
I expect to see the role cloud is playing for media companies evolving in 2025. While public cloud solutions dominate, they’re not always the best fit for all applications. Dedicated media-focused providers now offer private cloud options and Infrastructure as a Service (IaaS) solutions tailored to industry needs.
Hybrid cloud environments will emerge as the preferred choice in the new year, combining the scalability of cloud with the performance and control of private setups. These hybrid solutions allow businesses to run workflows and applications where they perform best, offering flexibility and cost-efficiency. The key is selecting the right platform to balance value, performance and security.
Lelde Ardava, sales and account manager, Veset
The rise of cloud-native broadcasting across all areas of the industry is encouraging operational agility. This shift in workflow operations is empowering broadcasters to launch and manage channels more efficiently, and increased agility is enabling smaller players to enter the market. Both AI and cloud-native broadcasting solutions offer the benefit of cost optimisation, since cloud adoption and automation are widely known to significantly reduce operational costs, allowing companies to reallocate resources toward content creation and innovation.
It’s expected that in 2025 both trends will increasingly become the norm rather than the exception. The consolidation of cloud playout will persuade more industry players to get involved, hopefully encouraging cost efficiency and viewer satisfaction in most areas. Broadcasters will increasingly integrate playout, asset management and distribution workflows into their unified cloud ecosystems.
In 2025, with cloud-native broadcasting becoming commonplace, 5G-enabled broadcasting is expected to follow closely behind as 5G adoption expands. Broadcasters will leverage its capabilities to deliver ultra-low latency streaming, particularly in the delivery of live events.
