Embracing the Future: Key Technology Trends from the 2025 NAB Show
This year, NAB was a dynamic and innovative demonstration of the media and entertainment space, with a convergence of industry leaders all navigating a landscape transformed by technological advancements. This year’s event was a testament to the industry’s resilience and adaptability, showcasing how AI, cloud computing, and other innovations are becoming integral to operations. The buzzwords were familiar, but the applications were real and impactful. Executives are no longer clinging to outdated models; instead, they are embracing a fragmented audience that seamlessly transitions from Broadcast TV to Netflix, YouTube, and TikTok. The focus has shifted to monetizing this new viewing behavior and leveraging technology to stay ahead.
The Business Impact: A Reality Check
From a purely business perspective, all these evolutions are driving a new wave of strategic alliances such as AWS and TwelveLabs, the EdgeBeam joint venture, various AI companies embedding technology in production tools. Organizations once considered competitors now realize that combining forces might be the only way to navigate complicated deployments—especially if they can parade a cost-cutting angle to the CFO. Vendors, meanwhile, must move beyond hype and prove that their solutions cut expenses, streamline operations, or create new income streams. Total Cost of Ownership measurement was a key trend among vendors. Audience fragmentation has forced a diversification of monetization tactics, whether it’s FAST, AVOD, or the next platform du jour. It was exciting to see NAB expanding its scope to pull in new players from the online creator space where innovation was everywhere. Meanwhile, local broadcasters are doubling down on their hyperlocal edge, turning to more relevant content and exploring new technology to stand out.
Glimpses of the Future
Where is this headed? If the jam-packed panels at NAB were any indication:
- AI will continue working its way into every corner of the operation—but success hinges on showing real-world efficiency and value. Flashy demos are nice; bottom-line impact is nicer. It’s time for AI to show its ROI.
- Hybrid Cloud will evolve beyond a hodgepodge of environments and move toward seamless orchestration across on-prem and various public clouds. The name of the game will be reliability, security, and creative ways to squeeze out cost savings.
- The traditional media–creator economy convergence will deepen. Today’s quick-hit collaborations will mature into robust partnerships, new content formats, and fresh revenue channels—especially around short-form, user-driven content.
- Sports Tech will remain the big-money lab for next-gen production innovations. From immersive viewing experiences to next-level analytics, there’s a reason sports still command top dollar.
- ATSC 3.0 might be a breakthrough for data broadcasting—or some completely new business model may be developed. Right now information about ATSC 3.0s capabilities is pretty limited to the broadcast industry. Once the FCC announces the move it will broaden the universe of people thinking about it and one thing is for certain – entrepreneurs have always found ways to innovate around new forms of distribution. This will undoubtedly be the case.
Strategic Takeaways
For Technology Vendors:
- Hybrid cloud support is table stakes; frictionless integration is the differentiator.
- Tools for creators—particularly AI-driven or collaborative features—could unlock new markets.
- Incremental AI enhancements within existing workflows may win out over big, untested AI platforms.
For Broadcasters & Media Firms:
- Hybrid Cloud is no longer optional—think cost optimization, operational speed, and the freedom to pivot if one cloud provider’s rates or capabilities don’t match.
- Make AI practical: apply it to production, editing, and scheduling to cut costs and free people up for bigger creative leaps.
For Content Creators:
- Pro-grade tools keep getting cheaper and more accessible. Use them.
- AI-based automation can offload mundane tasks so you can do what humans do best—be creative.
For Investors:
- The sweet spot is practical AI solutions that promise near-term savings and minimal integration headaches.
- Companies finding real uses for ATSC 3.0—beyond the hype—might have genuine long-term upside.
The technology trends highlighted at the 2025 NAB Show underscore a future where AI, hybrid cloud, and the creator economy will be central to the media landscape. Embracing these innovations is not just beneficial but essential for staying relevant and solvent in a rapidly evolving industry. The mood at the event was one of cautious excitement, with leaders ready to transform their strategies with practical efficiency and flexible revenue streams. The real winners will be those who can adeptly navigate the complexities of converging technologies, shifting audience preferences, and economic pressures, all while maintaining a clear focus on creating true value. Change is inevitable, and success will come to those who are prepared to adapt and innovate continuously.
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About the Author
Todd Parkin (Vice President of Growth & Managing Director of Media) is a seasoned media executive with a remarkable track record of driving innovation and rethinking business models in the fast-moving media landscape. Read more.