Omdia says AI focus in media shifts to practical benefits
This article from DEG, citing Omdia, highlights that AI is no longer just hype, but is now focused on practical benefits across production, monetization, and overall business performance within the media and entertainment industry. This shift in focus was prominently featured at IBC 2025, where AI applications were observed on both vendor and technology sides.
Key Takeaways
- IBC 2025 in Amsterdam highlighted AI across both vendor and technology sides of the media & entertainment show floor.
- Omdia says the industry focus has moved from AI hype to practical benefits in production, monetization, and business performance.
- DEG framed the shift as an important theme for the media & entertainment industry heading into 2026.
Why It Matters
The immediate signal is that AI in media and entertainment is being judged less as a concept and more by where it can improve production workflows, monetization, and business performance. That matters because Omdia is describing a broad industry focus visible at IBC 2025, not a single vendor’s pitch. The competitive angle is the show-floor evidence: AI was present on both the vendor and technology sides, suggesting the topic is now embedded across the M&E supply chain. Watch for whether 2026 product messaging continues to center those three use cases: production, monetization, and business performance.
Read full article at degonline.org
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