IDC Perspective: NAB 2022 Insights and Observations for Media and Entertainment

IDC Perspective: NAB 2022 Insights and Observations for Media and Entertainment

This IDC Perspective highlights technology adoption trends and investments discussed at the National Association of Broadcasters (NAB) 2022 conference that are currently driving the media and entertainment (M&E) industry toward cloud services, and the tools utilized to achieve success during this transition. The NAB 2022 conference was a welcome relief after two years of the COVID-19 pandemic, preventing in-person, face-to-face discussions about trends, new products, and services offerings and general discussions about the overall health of the M&E industry. It was clear that most participants experienced optimism about the industry.Over-the-top (OTT) led most of the discussions, along with the adoption of cloud services. "It was no longer about 'should' customers adopt OTT and cloud services but rather when and how quickly can they deploy solutions to drive more business. Moving forward, Free Ad-Supported TV (FAST)–based OTT business models will dominate monetization strategies, and live interactive sports programming will accelerate cord cutting and drive viewership to OTT. Technologies, including artificial intelligence (AI)/machine learning (ML), data analytics, security, and open standards–based application programming interfaces (APIs) will drive industry growth for the foreseeable future," said Alex Holtz, research director, IDC Media and Entertainment Strategies.

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