NAB Show 2025: AI matures, boundaries blur

Reader's NoteReader's Note

In collaboration with Broadcast Magazine, our Business Director of Media Technology, Sander de Vries, shared his insights from the NAB Show Las Vegas 2025. Explore more at: https://www.broadcastmagazine.nl/.

InterviewInterview

AI matures, boundaries blur

The NAB Show, held April 5–9 in Las Vegas, gave us at Triple (part of Hypersolid) valuable insight into the latest developments in streaming and digital content distribution. We focused specifically on the Streaming Summit—which we also sponsored—and the exhibitors in the West Hall, where the future of our industry is taking shape.

Attendance was somewhat lower than in previous years, likely due to economic headwinds across the sector and the current geopolitical climate. Even so, the quality of the innovations and discussions was impressive, sending strong signals about where the streaming market is headed.

Once again, the focus was on effective cost savings and practical applications of AI, clear signs that the technology is evolving beyond last year’s hype. Artificial intelligence is now reaching a more mature phase, with innovative products entering the market and delivering real value.

Dolby OptiView

Dolby introduced OptiView, an integrated suite combining streaming, playback, and advertising tools into a single platform. OptiView is aimed at live sports and entertainment, featuring low-latency streaming and server-guided ad insertion (SGAI).

It enables streaming services to deliver high-quality live experiences with editorial tools like dynamic overlays, real-time multiview, and customizable broadcast graphics. A key advantage is the full integration of the Dolby ecosystem—from Dolby Vision for stunning visuals to Dolby Atmos for immersive sound. These technologies now work seamlessly across the entire media workflow, from content production and broadcasting to final playback in viewers’ homes. It’s a true end-to-end solution that ensures the creator’s original vision is preserved all the way to the end screen.

NETINT: a revolution in encoding

During their keynote at Dan Rayburn’s Streaming Summit, NETINT presented their VPU-based cards, including the T408 and Quadra lines. These hardware solutions deliver impressive AV1 and HEVC performance with significantly lower power consumption and rack space compared to traditional CPU or GPU setups.

By offloading heavy video processing to dedicated hardware, companies can cut costs by up to 80% while reducing energy use, freeing up compute power, and simplifying infrastructure. This approach is gaining traction - Akamai recently adopted it, and the compatible software ecosystem continues to grow.

I’m curious to see how established players like Harmonic, Ateme, and Synamedia respond. In today’s economy, where streaming businesses face mounting pressure to optimize operations, this level of cost-efficiency could be a game-changer.

Smarter ad models

With ad-supported SVOD models gaining ground—think Videoland in the Netherlands, Netflix rolling it out in multiple markets, and Viaplay recently jumping in with some controversy—the tech behind these models is evolving fast.

Viewers are increasingly fatigued by disruptive, irrelevant ads. Server-Guided Ad Insertion (SGAI) is emerging as a solution, offering smarter, less intrusive ad delivery. SGAI gives publishers greater control within the stream itself, enabling innovations like mid-roll overlays, dynamic sponsor swaps, and subtle editorial tweaks, all without interrupting the viewer experience with traditional ad breaks.

Various players are tackling this from different angles—some from a video player background, others from ad tech or transcoding—but they all share a common goal: delivering more engaging, less disruptive, and still highly profitable content.

The line between traditional broadcasters and digital content creators is fading fast. At the NAB Show, we saw clear signs of cross-pollination between what were once entirely separate worlds.

Connecting with audiences

Influencers and digital creators have built global reach by operating nimbly, authentically, and platform-specifically. Their strength lies in direct audience connection, rapid content creation, and the ability to jump on trends immediately. Traditional media companies are studying these methods to enhance their digital presence and engage younger audiences.

At the same time, creators are moving toward more structured business models long used by broadcasters - investing in production teams, content planning, and diversified revenue streams beyond just advertising. Many successful creators are even building their own platforms to reduce dependency on social channels.

What both sides have in common is a focus on reach and affordability. Whether traditional broadcasters or independent creators, everyone is looking for cost-effective ways to produce quality content that maximizes audience. The shared challenge remains: finding sustainable business models in an increasingly competitive media landscape.

Cloud tools

Another key trend at NAB was the ongoing evolution of content creation. Workflows that once required physical infrastructure (like MCRs and OBVs) are now possible with browser-based, cloud-native tools.

A great example is MXMZ Media (a spin-off from Southfields, part of Banijay), which offers easy-to-use, web-based tools for live graphics. Their accessible platform empowers production teams to add professional visuals to livestreams - no complex hardware or specialist knowledge needed. It’s an affordable solution that democratizes capabilities once reserved for major broadcasters with deep technical resources.

This shift to cloud-based tooling makes remote collaboration more efficient and lowers the barrier to high-quality live production. It dovetails perfectly with broader industry moves toward cloud management and post-production.

Streaming Summit

A major part of NAB was the Streaming Summit, hosted by streaming media veteran Dan Rayburn. This two-day event in the West Hall featured over 85 speakers across multiple tracks, covering topics like OTT monetization strategies, AI integration in video workflows, content bundling, sports streaming, and optimizing user experiences.

We also took the stage with a session on building AI-powered media apps. Hypersolid’s James Milton spoke about finding the balance between automation and editorial control to create smart, scalable workflows and how to build these tools yourself.

After five days at NAB, I came back with mixed feelings. The economic challenges were visible in lower attendance, but there’s a genuine drive for innovation that makes me feel optimistic about where our industry is heading.

Most striking was how much the boundaries are blurring: between creators and broadcasters, production and distribution, linear and on-demand. This convergence is opening up new opportunities for agile companies.

At Triple/Hypersolid, we’re right at that intersection. With one foot in traditional media and the other in tech and AI, we’re building bridges. The conversations and connections at NAB confirmed that our strategy of hybrid solutions is the right path forward.

The media world keeps evolving, but one thing remains constant: the need for meaningful content that connects people. Technology is just the means, not the goal. The future of media will be shaped by how we, as professionals, use these tools to tell the stories that matter.