IBC2024 drew over 45,000 visitors from 170 countries to Amsterdam’s RAI between September 13-16, solidifying its position as a key global event for the media, entertainment, and technology sectors. With more than 1,350 exhibitors—100 more than the previous year—spread across 46,000 square meters of exhibition space, IBC continued its upward trajectory in 2024, showcasing the latest innovations and addressing critical industry challenges. A standout feature this year was the prominence of artificial intelligence (AI), which took center stage in discussions and demonstrations.

AI and innovation in focus

This year’s show attracted 2,000 more attendees than IBC2023, reflecting growing industry interest in the transformative power of AI. From real-world AI applications to combating misinformation, AI was a recurring theme throughout the event. Michael Crimp, IBC’s Chief Executive Officer, emphasized the event’s importance, stating: “IBC continued on an upward trajectory in 2024, with tremendous turnout across the entire IBC community as people gathered in Amsterdam to explore the technological advances and market dynamics redefining our industry.”

AI’s evolution from theoretical discussions to practical solutions was highlighted in several new features, including the **AI Tech Zone**. Powered by the European Broadcasting Union (EBU), this dedicated area drew visitors to explore AI innovations such as automated video editing, music-audio separation, content provenance tracking, and cloud-based content storage. Industry pioneers also took the stage to share insights into AI’s future role in content discoverability, news verification, and creating immersive media experiences.

Key themes and new features

In addition to AI, IBC2024 explored a range of emerging trends, including sustainability, 5G, OTT and streaming, esports, adtech, the metaverse, edge computing, and connected technologies. These topics were addressed in the IBC Conference, relocated to the RAI’s Auditorium Complex, and discussed by exhibitors on the show floor.

A major initiative this year was the IBC Accelerator Media Innovation Programme, which included the inaugural AI Media Production Lab. This lab brought together innovators to collaborate on specific AI projects. One highlight was the project “Design Your Weapons in the Fight Against Disinformation,” which aimed to develop industry-wide solutions to help media outlets combat fake news and ensure audiences can identify trustworthy information.

New talent and diversity

Recognizing the importance of nurturing the next generation of media professionals, IBC2024 introduced the IBC Talent Programme, a free-to-attend initiative that focused on mentoring, recruitment, and diversity. Discussions centered on overcoming recruitment challenges and the role of diverse perspectives in driving innovation. This programme was preceded by the World Skills Café, hosted by the Global Media and Entertainment Manifesto, which took place the day before the show.

Industry engagement and networking

Another new addition was the Audio Visual (AV) Buyers’ Event, held on the eve of IBC2024. Organized in partnership with the AV User Group, this event connected media technology companies with key AV buyers from major organizations such as Arup, AstraZeneca, Bank of America, KPMG, and UBS. This initiative facilitated direct engagement between exhibitors and high-profile purchasers, offering valuable networking opportunities.

Leading exhibitors and newcomers

The exhibition floor featured leading global media technology brands such as Arabsat, Arri, Avid, AWS, Blackmagic, BT Media, Canon, Comcast, EVS, Google, Harmonic, Huawei, Microsoft, Sony, and many more. Notably, 150+ new exhibitors made their debut at IBC2024, including 5G Broadcast Collective, CDN Alliance, and Medianet Berlin, alongside returning companies like Benro and Yamaha.

Steve Connolly, IBC’s Director, reflected on the event’s continued success: “The feedback we get is incredibly positive, with many seeing IBC evolving as an increasingly important incubator of media tech innovation, as well as maintaining our status as an essential networking destination and source of intelligence on new industry trends and developments.”

All IBC2024 content sessions are available online on IBC365. IBC will return to Amsterdam in 2025, from September 12-15.