Sun Sep 15 16:53:11 UTC 2024: ## IBC 2024: AI and 5G Drive Innovation in the Streaming Wars

**Amsterdam, Netherlands** – The International Broadcasting Convention (IBC) 2024 saw a strong focus on solutions addressing the growing challenge of capturing and retaining audience attention in the crowded streaming landscape. Key themes included the rise of “super-aggregators,” the power of AI-driven personalization, and the potential of 5G for live sports streaming.

**Super-Aggregation and the Importance of Experience**

Orange, a leading telecoms provider, presented its strategy as a “super-aggregator,” offering a single platform for multiple streaming services and simplifying payment. Orange SVP, Home Services Chem Assayag emphasized that “quality of experience” is crucial, encompassing content discoverability, recommendation algorithms, and catering to diverse audience needs. He highlighted the importance of understanding different demographics, with younger audiences preferring mobile-first experiences.

**AI for Personalized Recommendations**

AI-powered solutions were heavily featured at IBC, with companies like Gracenote unveiling new features for personalized content discovery. Gracenote’s “Watch Prompts” use AI and metadata to deliver targeted recommendations, including clips and stills relevant to the user’s preferences. This approach, along with AI-powered metadata tagging, was echoed by Reelgood VP of Customer Experience Shuchi Mathur, who stressed the importance of AI for personalized recommendations.

**5G for Enhanced Live Sports Streaming**

While 5G’s potential for in-game betting remains largely untapped, IBC 2024 saw a surge in discussions around its impact on live sports streaming. The focus was on how 5G enables cloud production, multiple feed integration, and dynamic, engaging streams for sports broadcasters.

**Industry Challenges**

IBC also highlighted challenges faced by media technology vendors. The IABM warned companies to adapt to a changing landscape, emphasizing revenue-generating products and flexibility over traditional business models.

**Overall, IBC 2024 showcased a dynamic streaming landscape driven by AI, 5G, and a focus on delivering personalized and engaging experiences for audiences. As the competition for eyeballs intensifies, innovative solutions like super-aggregation and AI-powered recommendations will become critical for success.**

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