This September, IBC is projected to surpass NAB in attendance for the first time, bringing together more than 50,000 professionals across broadcast, streaming, telco, cloud, AI, and ad tech. That milestone will make it the largest media and entertainment gathering in the world, and the place where the next chapter of our industry begins.

For Sequel, IBC is not just another stop on the global calendar—it’s our chance to welcome the world to our own backyard, to engage with the conversations that are reshaping streaming and technology, and to share some exciting news of our own. 

Before the big reveal, let’s take a closer look at what’s happening at IBC and the themes we’ll be tracking most closely. 

What Makes IBC 2025 a Big Deal?

IBC has long stood as one of the most important gatherings for the media, entertainment, and technology industries. And, in 2025, IBC is poised to surpass NAB in both scale and influence, further cementing its role as the world’s largest and most influential media and technology conference. 

Often described as the “crossroads of media and tech innovation” in Europe, IBC is the one place where the entire ecosystem comes together: from infrastructure providers and streaming platforms to advertising leaders and AI pioneers.

This year’s event is taking shape around several defining shifts:

• AI-driven streaming — Artificial intelligence is now central to the streaming ecosystem, enabling smarter recommendations, targeted advertising, and operational efficiencies. From metadata tagging to generative AI in production, companies are racing to turn data into meaningful value.

• Cloud-native workflows — Broadcasters and platforms are accelerating the move to cloud-first infrastructure. Cloud-native production and distribution unlock speed, scalability, and collaboration, making it easier to respond to audience demand in real time.

• Personalization at scale — Audiences expect tailored experiences, and platforms are using data and machine learning to deliver hyper-relevant content and ads across every device. The challenge is balancing personalization with privacy, trust, and compliance.

• Immersive experiences — AR, VR, and XR are pushing live sports, concerts, and entertainment into new dimensions, while in-car infotainment and multi-screen setups are redefining how consumers engage “beyond the TV.”

• Sustainable media operations — With streaming’s global scale comes a heavy environmental footprint. IBC will spotlight efforts to reduce energy use, optimize delivery networks, and build more sustainable infrastructure for the future of media.

Top Themes We’re Tracking at IBC 2025

At Sequel, we’re paying close attention to the conversations that will define the next wave of media and streaming. Three themes stand out to us: 

1. AI + Data in Streaming

Artificial intelligence is no longer experimental, it’s mission-critical. From powering personalized recommendations to optimizing advertising and streamlining operations, AI is transforming the business of streaming.

Beyond recommendation engines, metadata and generative AI are re-shaping production workflows and unlocking new efficiencies. But the big questions remain: “Who owns the data?” and, “How do we balance personalization with privacy?” These are exactly the kinds of debates we’ll be listening to at IBC 2025.

2. The Business of Streaming

The streaming business model is evolving rapidly. AVOD, FAST, and hybrid subscriptions are rewriting the playbook for monetization. Rights holders, telcos, and platforms are experimenting with new strategies to manage churn, boost retention, and go direct-to-consumer. IBC will be a proving ground for bold new monetization models and a place where old assumptions are tested head-on.

3. Immersive & Next-Gen Experiences

The definition of “watching” is expanding far beyond the TV screen. From AR/VR/XR in sports and live events, to in-car infotainment and seamless multi-screen engagement, immersive experiences are redefining how audiences connect with content. With Sequel’s perspective on the automotive sector, we’re particularly interested in how in-car experiences become a new frontier for media and tech.

Insider Tips for a Productive IBC 2025

With Amsterdam being our home turf, we want to welcome you in advance and share a few insights to help you make the most of your time here during IBC. 

• Getting Around — This year, your event badge doubles as a public transport pass. Trams, buses, and the metro in Amsterdam can be accessed via QR code on your badge. Bike rentals near RAI are also a smart, eco-conscious way to get around Amsterdam. 

• Comfort and Logistics — IBC spans multiple massive halls, but it’s designed with community in mind. You’ll find food trucks clustered outside for quick bites as well as relaxation zones (yes, even on-site massages) where you can recharge between sessions. Leave space in your schedule to bump into people over coffee. 

• Visit Hall 14, IBC’s “Future Tech & Innovation” hub — This is where the most forward-thinking demos and conversations will happen, especially around AI, automation, and immersive media. If you’re curious about hands-on experimentation, the IBC x Google Cloud Hackfest is a highlight worth carving time for.

Why IBC Matters to Sequel

What excites us most is that IBC isn’t just about technology in isolation, it’s about building the future of media together. Partnerships, cross-industry collaboration, and shared innovation are what turn ideas into impact. 

During IBC, Sequel will be announcing a unique partnership that we believe has the potential to move our industry forward. (Details to come!) That’s why this year is especially meaningful for us.

Our team brings deep expertise in data, AI, multi-platform applications, and streaming strategy, and we see IBC as the perfect stage to showcase how these capabilities can unlock new opportunities for partners and customers alike.

Let’s Connect at IBC 2025

We can’t wait to welcome the global media and tech community to Amsterdam this September. If you’ll be at IBC, we’d love for you to stop by, meet Aksel, Rutger, Scott, and the Sequel team, and join the conversation!

For those not making the trip, stay tuned. We’ll be sharing updates, insights, and the details of our upcoming partnership announcement through our newsletter and channels.

Either way, we look forward to being in conversation with you—because the future of streaming is something we’re building together.