NAB 2025: #fridaymusings at the end of a crazy week

Friday Musing time again! Do not expect the profound :) - Merely a weekly exercise in some playful thinking and creative correlation between all things relating to the engineering of streaming and other things that have had me thinking in the small hours or on the bus…

Big Picture

As another NAB Show comes to a close, it's clear that our industry continues its steady transformation from traditional broadcast to IP-based delivery. After a week at the Las Vegas Convention Center, the direction of our industry appears both challenging for those fighting to keep traditional broadcasting models alive, and promising, particularly for those embracing the streaming future.

The near complete transformation of the West Hall over the last decade offers perhaps the clearest evidence of this shift. Once dominated by traditional broadcast equipment manufacturers, it now showcases primarily IP and IT companies. Software solutions have largely replaced hardware-based systems, with only a handful of appliance vendors maintaining their presence. This isn't so much a death knell for broadcasting as it is a clear indication of where innovation and investment are flowing.

Not So AI

Interestingly, despite the broader tech industry's obsession with artificial intelligence, AI wasn't as omnipresent at NAB as one might have expected. Where AI solutions did appear, they often felt token or preliminary – more like hastily applied stickers on existing products than truly integrated capabilities. Many vendors seemed to have added "AI-powered" to their marketing materials without substantial implementation, suggesting the technology still needs time to mature in our industry's specific workflows.

It was telling that even in AI-focused sessions, the questions from attendees frequently centered on practical implementation and measurable ROI rather than theoretical capabilities. The industry appears to be taking a refreshingly pragmatic approach to AI adoption – interested but not infatuated, curious but carefully evaluating actual benefits. This grounded perspective suggests we may avoid some of the more extravagant AI missteps seen in other sectors.

Themes

The conversations this year centered around three key themes: managing cloud costs, efficient service provisioning, and strategic partnerships. The focus on cloud expenditure reflects a maturing industry that has moved beyond initial adoption excitement to the practical realities of sustainable operations. Companies are now seeking sophisticated approaches to balance the flexibility of cloud services with reasonable operational costs.

The partnership trend was particularly notable this year. Across the floor, companies that previously competed directly now announced collaborative ventures. While this certainly reflects some caution about standalone expansion in the current economic climate, it also demonstrates a growing recognition that the future of media delivery requires complementary technologies working in concert. By combining strengths rather than duplicating efforts, these partnerships may actually accelerate innovation while controlling costs.

Our own experience at the Norsk stand confirmed this collaborative spirit. We were consistently busy throughout the show, engaging with potential partners and clients who brought genuinely interesting opportunities our way. The quality of these conversations suggested that despite industry caution, there remains significant appetite for solutions that address the evolving needs of content creators and distributors.

Mood

The show floor mood was indeed calm and driven, as companies focused on practical solutions rather than flashy demonstrations. This businesslike approach reflects an industry that has moved beyond the hype cycle to focus on creating sustainable value. While traditional broadcasting received less attention than in previous years, streaming technologies and workflows generated considerable excitement.

That said, the hallway conversations occasionally took surprisingly competitive turns. With fewer new contracts to pursue in some segments, certain vendors seemed more inclined to criticize competitors than promote their own innovations. This intensity perhaps reflects the high stakes involved as companies position themselves for the next phase of industry evolution.

The efficiency discussions provided valuable insights into current priorities. Sessions about optimizing resource allocation and maximizing ROI drew substantial crowds, demonstrating that companies are focused on establishing sustainable business models for their streaming operations. While cost containment remains important, these conversations increasingly included discussions about quality of experience and subscriber retention – signs of a maturing market looking beyond simple growth metrics.

What struck me most was the industry's collective acknowledgment that we're navigating a significant transition. Traditional cable and satellite delivery continues its gradual decline, but rather than dwelling on this change, most attendees seemed focused on the opportunities emerging in the streaming landscape. The mood wasn't resignation but rather determination to adapt and thrive in this new environment.

Reflections

For those of us who've witnessed multiple technology transitions, this year's NAB offered confirmation that we're moving decisively into a new era. The fundamentals of content creation remain – compelling stories well told – but the mechanisms for production, distribution, and monetization continue to evolve rapidly. Companies embracing this change while controlling costs appear best positioned for future success.

The partnerships formed at this year's show may prove particularly important. By combining complementary strengths, companies can develop more comprehensive solutions while sharing development costs. This approach seems especially well-suited to the current market, where innovation remains essential but must be balanced against financial constraints.

As I reflect on the week's conversations, I'm cautiously optimistic about our industry's direction. The transition from traditional broadcasting to streaming presents challenges, certainly, but also creates opportunities for innovation and improvement. The companies that succeed will be those that embrace change while maintaining focus on operational efficiency and viewer experience – and perhaps applying AI where it truly adds value rather than where it simply adds buzzwords.

Our team at Norsk leaves Las Vegas energized by the conversations we've had and the opportunities we've identified. While the industry certainly faces transitional challenges, the fundamental demand for quality content delivered efficiently remains strong. The path forward requires adaptation and smart partnership choices, but the destination – a more flexible, responsive media ecosystem – offers significant rewards for those who navigate the journey successfully.

See you next year at NAB 2026, where we'll undoubtedly be discussing the next phase of our industry's evolution.

The Commercial Bit

If you want help building premium, scaled up live streaming workflows and platforms do give me a shout at dom@norsk.video - we have been doing it a loooooong time and have some great tools and software we licence out to developers and systems integrators :)

Think of Norsk as infrastructure-as-code for live video, but smarter. Instead of stitching together ten different vendors and hoping it all works, you just tell Norsk what you want to achieve. Clean REST APIs on top, deep technical control underneath when you need it. Use what you need, build what you want.... Make Live Easy™.