With a seemingly open-ended conflict between the US and Iran adding considerable stress to international trade routes, there is currently no sense that calmer times are ahead for the broadcast and pro AV worlds. Speaking to Installation recently, IBC CEO Mike Crimp indicated the current global outlook was leading to increased pragmatism throughout the media and entertainment [M&E] industry.
It is a strikingly similar backdrop to 12 months ago. Ahead of last year’s IBC, there were – not unsurprisingly – some observers who wondered if the worsening global turbulence and resulting uncertainty would have a marked impact on visitor numbers. In fact, both attendance (43,858) and exhibitor numbers (1,300+) proved robust, with the show characterised as a whole by a “sense of optimism and purpose”, as Crimp observed at the time.
Reflecting on the current climate, Crimp says: “Geopolitical uncertainty and trade disruption impact almost every global industry, and businesses across media and entertainment have experienced new challenges this year,” he says. “Companies are being more intentional about where they invest, innovate, and how they engage with their audience. Businesses are coming to IBC2026 with a sense of purpose and strong focus on collaboration, practical innovation and finding solutions to shared challenges.”
The global appeal of the show seems even more critical given the attendance trajectory visible at the 2026 NAB Show. Whilst there was a modest increase in registered attendees at the annual Las Vegas gathering (from 55,000 to 58,000), the percentage of international participants dropped from 26 per cent to 22 per cent, and the number of countries represented by attendees and exhibitors fell from 160 to 146.
“As a truly international event, we bring together visitors from more than 170 countries, unlocking a global perspective that’s difficult to find anywhere else,” says Crimp. “In a year when international travel and business planning have become more challenging for many organisations, we’re proud that IBC – and Amsterdam – continues to provide an open and welcoming place for the industry to come together.”
THEMES & TRENDS
As in previous years, visitors to IBC can expect the main industry trends to be reflected not only on the showfloor, but also in the IBC Conference and Accelerator programme – the latter being the annual technology development scheme that brings together vendors, service providers and others to create practical solutions to the industry’s biggest challenges.
The 2026 Accelerators – which will be showcased in live proof of concept demos in the Accelerator Zone at IBC2026 – cover a diverse range of technology areas: encompassing everything from the use of 5G network APIs to ensure high-quality wireless video in congested environments, to the improvement of speech intelligibility in AV content. There is also a project called IFeL, which aims to establish an end-to-end workflow for immersive live streaming from music festivals, combining multi-perspective video, viewpoint-aware spatial audio, and interactive audience participation.
Perhaps inevitably, AI is well-represented in multiple Accelerators, including separate projects using AI orchestration for network bandwidth adaptation and agentic AI in live sports, as well as an Accelerator Incubator, named SMART Stories: The Agentic Production Ecosystem, that aims to define an open standard for interoperability in live news production. (Agentic AI is the term for AI systems that can accomplish specific, complex goals with limited human supervision.)
Crimp indicates that this reflects a broader shift from talking about AI theory to real-world applications. “The conversation has evolved,” he notes. “The focus is no longer on what AI could do in the future, but on how it’s already being used to solve real production and business challenges. Agentic AI will be one of the defining themes at IBC2026, alongside cloud-native workflows, next-generation live streaming, trust in content, accessibility and personalised audience experiences.”
AI also features prominently in the conference programme, with opening keynote ‘Disrupt, Innovate, Create: How to Embrace AI’ by Particle 6 founder and CEO Eline Van der Velden and the company’s creation, AI actor Tilly Norwood. Already used in content including sketches and music video, Norwood received what be politely be described as a mixed reaction from the acting community, with Emily Blunt and Sophie Turner among those expressing concern about AI’s possible impact on future film-making – although in a recent interview, Van der Velden contextualised AI actors as being part of a new animated medium, as opposed to representing a threat to conventional production.
Other likely standouts in the IBC Conference programme include a series of sessions about the creator economy, and how brands, creators and traditional media companies are working together on an increasingly frequent basis. On September 12 in IBC Conference Room 1 (11.45), Evan Shapiro will set out ‘The Creator Economy Rules’ before moderating a panel featuring BBC Studios Digital Brands, Snap, Tubi, Sidemen Entertainment and Meta. Later on the same day, at 3.45pm, Banijay, Video Media Group, Vinted and M&C Saatchi Sport and Entertainment Europe will speak on a session entitled ‘Brands as Media: Reinventing the Relationship Between Content and Advertising’, examining how brands are reshaping content, advertising, culture and audience communities.
Meanwhile, the final day of the conference (September 13) is set to be especially fertile in sessions likely to appeal to both broadcast and pro AV professionals, including a panel on ‘Security, Authenticity and Provenance: How can we trust the content we have now and in the future?’ (10.30, Conference Room 1).
Several new additions to the IBC showfloor reflect the fact that “the pace of change [across M&E] has never been faster”, according to Crimp. Hence the introduction of Future Tech Ignite in Hall 14, which will bring together start-ups, entrepreneurs, emerging technologies and future talent in one combined space. Central to this area is the Start-Up Zone, where about 50 early-stage companies will showcase their ideas and network with partners and the broader industry.
“The goal is to help start-ups drive visibility and spark collaboration between emerging businesses and established leaders,” says Crimp. “We also have a dedicated Future Tech Ignite Stage, which will feature a packed programme of sessions around start-ups, investment, entrepreneurship and future talent.”
EXCHANGE EXPERIENCE
Other new features include Braindate, which is part of the IBC Exchange experience and will address the growing need for more meaningful networking and peer-to-peer knowledge-sharing. “We know people come to IBC to see the latest technology, but they’re also looking to exchange ideas, discuss common challenges and learn from others facing similar opportunities,” explains Crimp. “Braindate gives attendees the platform to arrange one-to-one or small-group conversations around the topics that matter to them, whether that’s AI, live production, streaming or changing business models. It’s a more structured way of creating valuable conversations and connections that continue long after the show.”
IBC partner organisation plans for this year’s show were also solidifying at the time of writing. On September 12, SMPTE will host four expert-led sessions in room E102, followed by two workshops on September 14, focusing on the future of media infrastructure, and taking place in room G106.
SMPTE notes that every session in its IBC2026 programme “returns to a single question: as media infrastructure becomes software, who controls it, and on whose terms? Rather than a simple lineup of talks, the two-day programme traces that question across four themes: sovereignty, openness, business transformation and practice”.
Hence, on the 12th, there will be sessions exploring sovereign AI and sovereign cloud in media, and the EBU-originated concept of the Dynamic Media Facility (DMF) and Media eXchange Layer (MXL), among other topics. With the 14th’s SMPTE workshops – which are designed for executives and technology professionals – the emphasis shifts to “practical knowledge and strategic guidance for navigating the industry’s transition to software-defined production. The morning session addresses technology decisions through the lens of business outcomes; the afternoon moves from strategy to real-world implementation”.
It’s also a significant IBC for the former IABM (International Trade Association for Broadcast & Media Technology), which rebranded as the International Association of MediaTech (IAMT) in April 2026. Having debuted the new identity at NAB, this will be the organisation’s first IBC show under the IAMT moniker, which reflects the development growing broadcast/AV convergence and the shift away from dedicated hardware towards software-defined infrastructures.
“This is beyond a rebrand – it’s a recognition of the market we now inhabit,” explained Saleha Williams, CEO of IAMT, when the news was announced in April. “The media value chain has been permanently transformed, moving from hardware-centric silos to a fluid, software-defined, and cloud-integrated ecosystem. IAMT is a lever for our collective growth.”
As well as promoting the rebrand, IAMT will be highlighting several recent developments at IBC, including MAI (MediaTech Agentic AI), an advanced agentic AI-powered discovery platform developed in collaboration with IAMT member Alpha Cogs and part of IAMT’s new website, TheIAMT.org. MAI is trained on IAMT’s full knowledge ecosystem, “transforming the organisation’s digital platform into an active, always-on engine for insight and discovery”.
The IAMT Member Hub is located in Diamond Lounge (Hall 3), and provides a space where members can meet guests, relax and connect directly with the worldwide IAMT community. Meanwhile, the organisation is also holding its annual Impact Briefing in Conference Room 1 on September 11 at 9.15am; this promises a first-look at where the market is heading, with expert speakers involved to translate the data into actionable insights.
New and emerging companies are also on the IAMT’s agenda, with its new Start-Up Discovery Night taking place at 7.30pm on September 12. Bringing together start-ups, investors, broadcasters and telcos, the event aims to bridge the gap between new innovators and established industry leaders, encouraging partnerships and investment.
Back on the showfloor, there will be approximately 1,280 exhibitors, including almost 230 first-timers – representing a 20 per cent increase on IBC2025. As to what Crimp is most looking forward to himself at this year’s show, he says: “I’m particularly looking forward to seeing students and young professionals spark innovation and learning as part of Future Tech Ignite. We have an outstanding content programme at the Future Tech Ignite Stage across the four days of the show, featuring expert sessions and panels that offer real world insight for emerging talent on the key trends, opportunities and challenges that await them in the industry.”
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