Navigating Change: Business and Industry Trends from the 2025 NAB Show
The 2025 NAB Show was a whirlwind of innovative media technology, revealing a media and entertainment sector that is pivoting amongst economic pressures and audience fragmentation. This year’s event demonstrated the industry is not only ready for innovative technology but pragmatically poised to create the next-generation of media. From groundbreaking alliances to diversified monetization strategies, the NAB show was a hotbed of ideas that are set to redefine media as we know it.
A Pragmatic Pivot
Amid all the anxious corridor chats, a common theme emerged: pragmatic adaptation. Gone is the era of rolling out the next big thing just to look “innovative.” Instead:
- Hybrid Cloud is now standard. Nobody wants to gamble their entire operation on one approach, but neither can they survive without cloud-driven agility. It’s the art of balancing speed with reliability.
- Creator Economy & Short-Form Content have forced traditional media companies to stop sneering at influencers filming on smartphones. Traditional and digital-first are collaborating (sometimes grudgingly) to engage new audiences—and yes, to turn a profit. We claim different parts of the demographic ecosystem and are stronger together.
- Sports Broadcasting remains the gold standard for everything from real-time streaming tech to viewer loyalty. Sports brings in the audience and will continue to do so, so that’s where a lot of the best R&D budget goes. Innovations in sports media and fan engagement were everywhere.
- ATSC 3.0 Services—for those still on the fence ATSC 3.0 shows promise as a fresh revenue stream. There’s a lot of speculation that at some point soon the FCC will call to sunset ATSC 1.0 and move to ATSC 3.0. Preparing for that upcoming moment is essential for broadcasters and alliances like EdgeBeam are already out in front of that.
Strategic Takeaways
For Technology Vendors:
- Bring clear ROI numbers or brace for the cold shoulder. Procurement teams are tired of feel-good demos and want Total Cost of Ownership (TCO) breakdowns.
For Broadcasters & Media Firms:
- Diversify revenue with FAST, AVOD, subscription tiers, or data services under ATSC 3.0. Fragmented audiences demand multiple ways to pay (or not pay).
- Leaning into unique local content or niche sports can create pockets of loyalty—and margin.
- Embrace or partner with the creator economy before they swallow your younger audiences.
For Content Creators:
- The lines between old-school media and new-school influencer marketing are blurring—keep an eye on partnerships, brand integrations, and multi-platform expansion.
For Investors:
- Watch platforms with proven success monetizing FAST, AVOD, or sports licensing deals.
- Companies finding real uses for ATSC 3.0—beyond the hype—might have genuine long-term upside.
- Anyone bridging legacy media with the creator economy and actually making money off it is worth a second look.
The business and industry trends highlighted at the 2025 NAB Show underscore a sector in transition. Pragmatic adaptation and strategic alliances are proving essential for navigating current industry pressures. Embracing these trends is crucial for long-term success, as they offer a roadmap for media companies to thrive in an evolving landscape. By focusing on practical efficiency, diversified revenue streams, and innovative collaborations, the industry is well-equipped to meet the challenges and opportunities ahead.
Contact us to learn more about how we can help you within the media and entertainment sector.
About the Author
Todd Parkin (Vice President of Growth & Managing Director of Media) is a seasoned media executive with a remarkable track record of driving innovation and rethinking business models in the fast-moving media landscape. Read more.