As the entire media sector, from broadcasters and streamers to emerging content creators, continues to face rapid change this year, Amazon Web Services (AWS) is offering a wide range of demos, solutions, educational sessions, and hands-on training at NAB Show to help attendees take advantage of rapidly changing consumer habits.
Many of these AI and cloud-based tools are designed to address some of the toughest challenges faced by broadcasters, creators, and streamers, said Stephanie Rohn, global leader for solution architecture, media, entertainment, gaming, and sports at AWS.
“We are at an incredible tipping point” in rapidly changing consumer habits that are disrupting the M&A sector, she said. “Studies show that 88% of streaming content consumed by Gen Z viewers is done on mobile phones,” and “users spend more time watching vertical video than they do watching Netflix, Disney+, or Prime Video on their phones…This puts pressure on broadcasters and streamers to reach these viewers on the devices and formats they want to watch on.”
One example of how AWS can help companies quickly adapt to a “mobile-first” world is AWS Elemental Inference, which is being demonstrated at the AWS booth (W1701), she said.
This fully managed service applies AI in parallel with live video encoding, allowing broadcasters and streamers to automatically deliver vertical feeds of live action with just 6-10 seconds of delay. “We already have customers like Fox and NBCUniversal who are benefiting from these real-time creation capabilities,” she said.
AWS is also working on technology and workflows for the creator space, which has significantly expanded its presence this year.
“Every live broadcast is not only competing with traditional competitors, but also with TikTok, Instagram and YouTube,” Roan said, citing a February study by Omdia that found global microdrama revenue will reach $14 billion this year and exceed $20 billion by 2030.
At the same time, AWS is introducing technology to help creators.
“We’ll do a demo in the builder space.” [at the back of the AWS Theater, W1333] Additionally, AWS is also focusing on creators with the AI Studio Startup Spotlight on Wednesday, April 22nd at the AWS Theater.
Partnerships on display
AWS also offers numerous demos from partners such as AMC Networks, Sinclair, FanDuel, the NBA, Graham Media Group, and Amazon’s Prime Video, as well as sessions with executives from Fox, Gray Media, Sky, and more to discuss how they use AI and cloud technologies in their operations.
“Most of the demos at the show are what I call the art of reality, not the art of the possible,” Roan said.
Other hands-on experiences include the new Builder Lab located behind the AWS Theater. Attendees will be able to see how easy it is to deploy these tools and try out some of the AI models.
AWS also hosts the Cloud Court Challenge, a collaboration with Maple Leaf Sports & Entertainment (MLSE), the parent company of the Toronto Raptors. The challenge allows participants to test their basketball skills while learning how cloud and AI impact athletic performance and fan engagement.
Located in the West Hall lobby, participants in the challenge will receive performance insights through detailed data analysis and computer vision, and will be able to take home their own player cards and social videos.
Visitors to Amazon Entertainment Loft (W235LMR) can see how emerging AWS technologies are powering Amazon Luna, Prime Video, and Fire TV under the hood. The Loft also offers opportunities to network, play the latest games, and speak with Amazon’s subject matter experts.
AWS Theater (W1333) features more than 20 sessions demonstrating how businesses can improve their operations using Amazon’s cloud and AI solutions.
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