The DPP, the international network for media and technology, has published IBC 2025: Demand vs Supply - the sixth edition in its Demand vs Supply series.
Demand vs Supply provides a unique snapshot of the media and entertainment industry’s two largest trade shows, charting how customer needs are evolving, and how suppliers are responding. The IBC 2025 edition focuses on three themes shaping conversations across the show floor: Agentic AI, AV Broadcast, and Data Driven Content.
“Each year we listen first to the demands of customers, then we walk the halls at the trade shows to see how vendors are responding,” says David Thompson, Technology Strategist at the DPP and report author. “At IBC 2025 we found an industry where vendors are trying to meet their customers’ needs - but those customers are held back by their own challenges around confidence, cost, and change management.” The report finds:
- Agentic AI is generating strong attention but remains in early stages of adoption. Customers are cautious, focusing on governance, integration, and co-pilot modes rather than autonomy.
- AV Broadcast is one of the fastest-growing areas of ProAV, as corporates, education, houses of worship, and live event venues embrace broadcast-grade tools to bring content production in house.
- Data Driven Content is now the operating system of the media industry, shaping commissioning, valuation, and distribution. But persistent issues of trust, interoperability, and balancing creativity with data-driven decision-making remain.
The report also highlights major structural shifts: shrinking broadcast trade shows, growing influence of ProAV and creator communities, and the acceleration of software and hybrid cloud strategies.
“IBC 2025 confirmed that the media ecosystem is no longer defined by traditional broadcast alone,” adds Thompson. “New players are entering, expectations are changing, and the relationship between demand and supply is being renegotiated in real time - dramatically reshaping both investment and innovation.”
IBC 2025: Demand vs Supply is available now for DPP members, enabled by sponsors Mediagenix, Prime Focus Technologies, and Diversified. Download the report below.
