Hollbridge’s Main Takeaways from IBC 2024: Industry Insights and Future Trends
By Nick Mackmin-Wood, Harry Lestrange, Seamus Betts and Peter Holland
IBC 2024 marked another successful industry event for Hollbridge. Specialising on finding the best talent in the broadcast and video technology markets - Consultants Nick Mackmin-Wood, Harry Lestrange, Seamus Betts and Director Peter Holland travelled to Amsterdam. Here’s a breakdown of the main takeaways, highlighted by quotes from our Consultants who shared their thoughts on the current state and future of the market.
A Market in Flux: Resurgence on the Horizon
“There are many companies who are thriving right now. As an individual walking the halls, the contrast between the successful organisations and those struggling is hugely evident. Strategy and technology are so key at this time.” — Peter Holland
He predicts an exciting 2025, with the market poised for growth as service providers finalise their deals: “2025 is shaping up to be an exciting one. It’s been a topsy-turvy year for many, but it seems clear to me that the market is now shaping up and growth is beginning again going into the new year.”
Harry Lestrange echoed a similar sentiment of cautious optimism, acknowledging the challenges but emphasising a collective belief in recovery.
“Whilst companies do know that the market is tough, there is an overarching feeling of optimism that we will bounce back.” — Harry Lestrange
The Rise of AI and Personalisation
“AI is everywhere, but knowing how to use it properly is a big talking point. Several companies are currently exploring how they can integrate AI efficiently into their products and services.” — Seamus Betts
The focus is on using AI to tailor content to user preferences, which is becoming increasingly important as the lines blur between traditional TV, streaming, and social media: “Clients are all about multi-platform strategies now, knowing that audiences want to switch effortlessly between live TV, on-demand shows, and interactive online content.”
Sustainability and Cloud Collaboration
“Sustainability Focus: Environmental impact and sustainable production are hot topics, with companies showcasing eco-friendly broadcasting technologies and energy-efficient infrastructure innovations.” — Nick Mackmin-Wood
The push towards sustainability and eco-friendly practices was another significant theme. Alongside this, the continued evolution of cloud-based collaboration is transforming workflows, enabling real-time editing and remote collaboration: “Cloud integration is advancing, enabling seamless remote collaboration, real-time editing, and faster global content delivery, further transforming post-production and broadcasting workflows.”
Telco Challenges and the Shift to OTT
“Telco is struggling. With the introduction of OTT and FAST channels, Telcos are struggling to compete with their bundled offerings often seen as more expensive and less attractive options.” — Harry Lestrange
The challenges facing traditional telecom companies were also a hot topic. The rise of OTT (Over-The-Top) and FAST (Free Ad-Supported Streaming TV) channels is disrupting traditional bundled offerings, which are increasingly viewed as less attractive. This shift is forcing telcos to innovate and rethink their strategies to stay competitive.
Looking Forward
The overarching theme from IBC 2024 is one of adaptation and evolution. Companies are navigating a complex landscape with a mix of caution and optimism, driven by a commitment to innovation, collaboration, and sustainability. As the industry looks towards 2025, the focus will be on leveraging AI, enhancing personalised experiences, and embracing new business models to meet the changing demands of audiences worldwide.
