Live sports stream to millions of concurrent viewers. AI systems generate highlight reels moments after the action happens. Production teams collaborate across continents using cloud-based tools. This is broadcasting in 2025, where traditional television infrastructure gives way to more flexible, intelligent and sustainable systems.
The industry’s transformation extends far beyond just updating equipment. Broadcasters are fundamentally rethinking how they create, deliver and monetize content in an era where viewing habits change as quickly as the technology enabling them.
NewscastStudio’s annual Industry Insights outlook roundtable, including responses from 55 leading broadcast technology vendors, noted an industry embracing innovation and grappling with practical challenges.
AI takes center stage in content creation and delivery
Artificial intelligence is no longer just a buzzword in broadcasting—it’s a tool to reshape processes and workflows across the industry.
“While it feels like broadcasters are receptive to the idea that AI can improve efficiency and streamline workflows, they want to see real-world, practical examples of this in-use,” said Thorsten Sauer, CEO, Pixel Power. “These are still few and far between, so the vibe remains very ‘wait and see’.”
Some vendors report the industry remains in “wait-and-see” mode, while others are already deploying AI to automate workflows, enhance content tagging and deliver more personalized viewing experiences. The technology is particularly transformative in metadata generation, enabling more sophisticated content discovery and personalization features previously impossible at scale.
“We anticipate AI implementation into video content to become increasingly refined and focused,” said Mathieu Planche, CEO, Witbe. “Rather than simply trying to add AI to everything, organizations will focus on specific areas where AI can demonstrably improve efficiency, user experience or content delivery.”
“As AI and data algorithms continue to improve, we will see more video providers relying on a data-driven approach in this way,” said Michael Lantz, CEO, Accedo. “Using a data-driven approach, video providers can easily analyze advanced customer engagement metrics to understand content engagement patterns, including e.g. pricing trends, marketing campaign impact and ultimately for churn prediction. Armed with this data, video providers can take proactive measures to increase engagement and retain customers.”
AI is also making inroads in content creation, assisting in everything from preliminary editing tasks to automated highlight generation for sports content. Perhaps most significantly, AI enables more targeted advertising and relevant ad placements, helping broadcasters maximize revenue while improving viewer experience.
“Advancements in AI are set to transform media workflows by enhancing speed, creativity and ability to seize new opportunities. AI-driven tools can automate repetitive tasks, allowing content creators to focus on more strategic and creative aspects, thus speeding up production and improving the creative process,” said Robin Kirchhoffer, CMO, Dalet.
“We’ve moved beyond the peak of inflated expectations in the hype cycle and Generative AI now finds itself in the trough of disillusionment. However, despite the tempered enthusiasm, AI remains a powerful tool with the potential to drive cost savings and boost productivity,” said Kristan Bullett, CEO, Humans Not Robots (HNR).
IP workflows and remote production reshape the industry
The transition to IP-based workflows continues to change how content is produced and delivered.
“IP increasingly makes economic sense for operations of all sizes and is helping accelerate the move toward remote and cloud-based production thanks to SMPTE ST 2110 and the native IP protocols used for contribution to cloud,” said Steve Reynolds, CEO, Imagine Communications.
SMPTE 2110 adoption is growing, enabling more flexible and scalable operations. This shift has particularly accelerated remote production capabilities, reducing the need for equipment and personnel transportation.
“Remote production enabled by IP infrastructure is dramatically reducing the need to transport equipment and personnel around the globe for major sporting events. Broadcasters are moving from shipping multiple aircraft loads of equipment to employing streamlined fly-packs with remote workflows,” said Russell Johnson, director, Hitomi Broadcast.
“Remote production of live content is transformative. Sending only minimal crews to an event and streaming all sources back to a central production base slashes the cost and carbon footprint and massively boosts the utilisation of expensive production technology. To be successful, production technologists need to add to their skillsets network and transport stream skills, aided by highly automated systems,” said Sergio Ammirata Ph.D., founder and chief scientist, SipRadius.
Virtual OB (Outside Broadcasting) concepts using COTS (Commercial Off-The-Shelf) servers are emerging as viable alternatives to traditional trucks, representing a shift in live production methodology. This is particularly evident in sports broadcasting, where remote production hubs are becoming increasingly common, allowing broadcasters to cover more events with fewer resources.
“IP-based workflows open the door for improved lower-tier sport leagues coverage by eliminating the need for a full production unit. The live audio commentary, graphic overlays and even full production can often be managed remotely. The flexibility and reduced entry cost make live broadcasts of niche market events more competitive,” said Vincent Noyer, director of product marketing, LYNX Technik.
Hybrid cloud solutions drive operational flexibility
The industry is embracing a balanced approach to cloud adoption, blending private infrastructure with public cloud services.
“Hybrid cloud models will optimize infrastructure for scalability, cost-efficiency and remote collaboration,” said Sam Peterson, COO, Bitcentral.
This hybrid model offers the flexibility of cloud computing while maintaining control over critical operations. Broadcasters are particularly interested in using cloud resources for scalability and efficiency, though many still prefer capital expenditure for predictable usage scenarios.
The shift toward hybrid cloud solutions also influences how broadcasters approach disaster recovery and business continuity. Many organizations are using cloud services for overflow capacity during peak periods while maintaining core operations on-premises, creating a more resilient and cost-effective infrastructure.
“If you’re deploying a disaster recovery solution or operating FAST channels that are never going to touch an antenna, it’s probably cheaper to do it in the cloud, but if you’re running 24/7/365 workflows or have significant investments in studios, HVAC systems and backup generators, on-prem solutions may make better economic sense. A one-and-done calculation won’t cut it in a rapidly changing industry, so broadcasters may need to regularly revisit the TCO math to determine whether on-prem, cloud, or a hybrid of both will best meet their unique needs and budgets,” said Reynolds.