Key Trends from IBC 2017

This post reflects on some of the key trends and takeaways from the 2017 IBC conference.

IBC celebrated its 50th anniversary this year, and as the 2017 edition comes to an end, it is a good time for personal reflections on the key industry trends.

Underlying almost every conversation is the continued shift toward IP-based distribution and digitization in general.

The Shift to OTT and Automation

As traditional broadcasting evolves and OTT becomes increasingly important, a key topic this year was automation.

On the professional and production side, automation of workflows enables faster and more efficient production processes. It is interesting to see how platform providers, originally focused on ingest, transcoding, and distribution of IP-based (streaming) content, now offer more tools that integrate into production workflows. Ooyala and Vimond presented notable product releases.

Automated Metadata and AI

Along the same lines, another key topic for 2017 was automated metadata. While the term “AI” is often misused, the focus on data and data management is clearly becoming a critical factor.

Tools that automate metadata generation using technologies such as facial recognition, speech-to-text, OCR, and more advanced machine learning were widely discussed. OTT platforms like Kaltura now offer automated speech-to-text as a default feature.

Data and Personalization in OTT

The value of data is now clear to everyone. The ability to create personalized recommendations and even tailored interfaces will distinguish early-generation OTT services from newer offerings. Accedo showcased interesting frameworks for managing personalized experiences across multiple devices.

The Rise of Hybrid VOD Models

As Netflix drove the OTT revolution with an SVOD model, the role of data in video advertising has been somewhat dormant in this initial phase. However, there were many examples of the SVOD model being supplemented by HVOD (Hybrid-VOD) business models, which include elements of targeted TV advertising and may represent the next wave.

Examples of HVOD can be found with providers such as Hulu, as well as traditional broadcasters like TV 2 Denmark. TV 2 has recently launched an HVOD model where consumers can access its SVOD service, TV2 Play, at a reduced price if they accept advertising alongside the subscription. The role of social media, and in particular the impact of data-driven giants like Facebook and Google, continues to be central to industry discussions. Will broadcasting ultimately face the same challenges as publishing, with advertising spend shifting toward social platforms—especially as services like Facebook Watch continue to grow?

Looking Ahead to IBC 2018

There are certainly many reasons to return to Amsterdam for IBC 2018 and continue exploring the questions raised by the fundamental shift in the TV and broadcast industry.