Broadpeak's post-IBC 2026 analysis highlights industry trends including the maturation of Media over QUIC (MoQ), the rise of personalized Multiview, and the integration of shoppable ads into streaming workflows. The report also notes a growing industry focus on sovereign control over video delivery infrastructure and the practical application of AI across video workflows.
The shift toward shoppable advertising and personalized multiview indicates that streaming technology is now prioritizing direct monetization over simple reach. As MoQ moves into production, the industry is solving the latency and scale issues that have historically hampered live sports streaming compared to traditional broadcast. This evolution forces a tighter integration between ad-tech stacks and delivery infrastructure, moving away from isolated tools toward unified AI-orchestrated workflows. Watch for the MoQ Alliance's DEMOQED event in San Francisco this October to provide the next set of interoperability benchmarks for live delivery.
The broadcast trade show attendance decline noted at IBC 2026 reflects a broader industry pivot toward specialized, high-efficiency infrastructure over general-purpose hardware exhibitions.
IBC 2026 revealed a strategic shift toward shoppable advertising and the maturation of Media over QUIC (MoQ) technology. While event attendance fell to 41,225, the industry is prioritizing direct monetization and low-latency live sports delivery. These advancements signal a move toward unified, AI-orchestrated workflows that integrate ad-tech with delivery infrastructure.
MoQ is transitioning from laboratory testing to field trials, supported by companies like Paramount, Oracle, and Cloudflare, to solve latency and scale issues in live sports streaming.
Shoppable ad units allow viewers to add products directly to digital carts using their TV remotes without needing to exit the video stream.
IBC 2026 saw a 6% drop in attendance, with a total of 41,225 attendees at the RAI Amsterdam event.
Broadpeak won the 2026 CSI Award for their EdgePeak solution during the IBC 2026 event.
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