The media and entertainment industry is undergoing a significant transformation driven by evolving content consumption patterns. “It’s always interesting to see how the methods for consuming content continue to evolve. Whether that’s as a creative during the production stage or as an end consumer enjoying a finished piece of content,” noted Alex Ferris, senior director, solutions, engineering and enablement at LucidLink. The 2025 NAB Show will feature discussions and demonstrations addressing these shifts.
The rise of short-form video, especially among younger demographics, is a key driver of this change. “OTT consumption is trending heavily towards short-form content across all demographics, but with Gen Z in particular redefining new viewing habits,” explained Paul Pastor, co-founder and chief business officer at Quickplay. “This change in viewing behavior requires a strategic reimagining of audience engagement.” Research indicates Gen Z spends over three hours daily on short-form platforms, far exceeding time spent on traditional streaming and broadcast.
This trend is forcing traditional broadcasters to adapt. “Today, platforms like TikTok and YouTube capture a growing share of eyeballs across audiences but that doesn’t have to be the case – with a well-thought out strategy for Shorts, streamers and broadcasters can not only compete, but they can win the battle for viewers,” Pastor added. The creator economy, fueled by short-form content, is another significant force. “Short form and creator content in particular is creating a storm,” said Ben Shirley, product manager at MainConcept. This creator economy is valued at approximately $250 billion.
The consumption of this content on larger screens further blurs the lines between traditional and new media. “Just recently, the CEO of YouTube confirmed that TV was the number one platform for viewing its content, and more than 1 billion hours are watched per day across TV sets in the US – suggesting a fast and explosive takeover for the creator economy,” Shirley noted. The introduction of devices like Apple Vision Pro is driving interest in immersive media, but requires a long-term commitment from the industry.
“With devices like Apple Vision Pro reshaping how content is consumed, the industry is flipping on its head to produce more interactive and engaging media experiences,” said Dave Hoffman, business development manager, Americas at Blackmagic Design. This evolution presents opportunities for creators embracing new technologies. “I’m looking forward to seeing how we as an industry will, and already are, embracing the next phase of content consumption and the concept of transporting viewers to the center of the action in new ways,” Hoffman added.
Esports is another area experiencing rapid growth and unique consumption patterns. “Esports, creator content and live streaming are all born from similar roots, promoting a new and innovative approach to the creator economy,” noted Shirley. The convergence of esports, streaming and creator content points to a future where content monetization is increasingly viable, particularly through contextual and AI advertising.
The NAB Show offers a critical platform for exploring these trends. “NAB provides an environment in which we can really dig deep with our customers, face to face, to identify the specific technologies and workflows that are needed to bring their audiences a deeper sense of engagement, realism and immersion, with the lowest barrier to entry,” said Hoffman.