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NEWSCASTSTUDIO.COM
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By TILL SUDWORTH
Head of video, BU
As we move into 2025, we are already
witnessing seismic shifts in the media land-
scape. Innovations in artificial intelligence,
Adtech, streaming, and production work-
flows are reshaping the way content is cre-
ated, distributed, and monetized.
Here are some key trends I think will de-
fine the media industry in 2025:
Artificial intelligence
AI will play an even larger role in con-
tent creation, personalization, and audi-
ence engagement. Expect to see AI-pow-
ered scriptwriting, video editing, and
real-time deepfake applications become
mainstream. AI-driven recommendation
engines will enhance user experiences,
while generative AI will assist in creating
hyper-personalized marketing campaigns
and automated news production.
Adtech: Programmatic advertising
and addressable ads
Programmatic advertising will become
more sophisticated, leveraging AI and
real-time data to deliver hyper-targeted
campaigns. Addressable ads, which allow
advertisers to customize messaging for spe-
cific audiences, will become more prevalent
across Connected TV (CTV) and streaming
platforms. Privacy regulations and cookie
deprecation will push the industry toward
alternative targeting methods, such as con-
textual and first-party data strategies.
Monetization
Media companies will diversify their reve-
nue streams, with an emphasis on subscrip-
tion models, microtransactions, and hybrid
ad-supported content. Blockchain technol-
ogy may also see greater adoption for trans-
parent royalty payments and digital rights
management (DRM). Streaming platforms
will experiment with dynamic pricing mod-
els, allowing consumers to pay for content
based on demand or engagement levels.
Streaming: Online distribution,
connected TV and FAST
The rise of free ad-supported streaming
television (FAST) will contin-
ue, offering consumers more
choices outside of traditional
pay-TV and subscription-based
services. Streaming providers
will expand their reach through
global partnerships and invest-
ments in localized content.
AI-driven
recommendations
will optimize content discov-
ery, while 5G and improved
broadband infrastructure will
enhance streaming quality and
reduce latency.
CDN log ingestion into analytics
CDN logs accurately monitor bandwidth
consumption. By combining these logs with
customer data, video providers can moni-
tor best and worst performing CDNs. Peaks
in bad CDN responses help support teams
manage end-user QoE, as well as any QoS
gaps in their network infrastructure. CDN
logs are also crucial in evaluating piracy.
If CDN consumption is much higher than
video plays, it means the video player is
embedded somewhere that has not been
approved.
New ways to consume content
Consumers will increasingly engage with
content across multiple platforms and de-
vices. The rise of interactive and immersive
experiences, such as augmented reality
(AR) and virtual reality (VR),
will redefine how audiences
consume media. Short-form
content, live shopping, and so-
cial-driven video formats will
dominate, particularly among
younger demographics. These
shorts are going to be scripted
by AI and proliferated by AI.
Sports production
Advancements in real-time
data analytics, automated cam-
era systems, and AI-powered
highlights will revolutionize
sports broadcasting. Interactive viewing
options, such as multi-angle streaming and
second-screen experiences, will enhance
fan engagement. Augmented reality over-
lays and 3D replays will become more com-
mon, providing deeper insights into game
strategies and player performances.
Remote and cloud-based
production
User-centric
cloud-based
production
workflows will become the industry stan-
dard, enabling remote collaboration and
reducing operational costs. AI-driven auto-
mation in editing and post-production will
streamline workflows, making content cre-
ation more efficient. With an emphasis on
The trends defining the future of media
in 2025 that will be hot topics at NAB
Continued on next page
SUDWORTH
NAB SHOW PERSPECTIVES