IBC 2025 highlighted an industry defined by audience power, but the challenge is clear: creating authentic, passionate experiences is no longer enough. The next differentiator will be the ability to deliver that engagement at scale.

While streaming executives race to expand content libraries, IBC 2025 revealed a critical industry blind spot: the most successful platforms aren’t those with the largest offerings, but those mastering the delicate balance between authentic engagement and operational scale.

The affinity economy, where engagement, fandom, and emotional connection drive success, was a central theme at IBC, alongside the rise of hyperlocal content that resonates deeply with specific communities. Success depends on adopting audience-first strategies, deploying multi-platform distribution, leveraging technological enablement, and building operational agility. 

Companies that sustain authenticity while reaching broad, diverse audiences will lead the next chapter of streaming.

THE USER-CENTRIC ERA AND THE AFFINITY ECONOMY

Media consumption is increasingly audience-led. Smartphones have become remote controls to help users run their suite of media services, allowing instant subscription, cancellation, and content hopping. This fragmentation has created a new operating system of media, where traditional broadcast must coexist with streaming, social, and on-demand platforms.

Traditional broadcasters are increasingly finding ways to coexist with digital platforms rather than compete head-on. BBC Studios’ Bluey is a standout example, amassing 12 million YouTube subscribers worldwide and achieving major success in the U.S. as one of the most-streamed children’s titles. This demonstrates how traditional publishers can thrive by embracing the creator economy, turning audience engagement and fandom into a new form of premium content. 

Similarly, Peppa Pig – with over 40 million English-speaking subscribers and another 54 million globally – is another example of how established properties can expand their reach and deepen audience loyalty by leveraging digital channels alongside traditional broadcasting.

Angel Studios, which specializes in producing and distributing faith-based and inspirational stories, often described as “light” content, has seen success from its audience-led greenlighting. Its rapid $55 million fundraising demonstrates the financial power of fandom-first strategies. 

Thought leader and media analyst Evan Shapiro shared his preferred performance metric during a session at IBC: The Key Passion Index (KPIx). It measures depth of engagement, fan velocity, emotional resonance, and long-term devotion, superseding reach and views as the benchmark of success. This echoes the sentiments seen at StreamTV earlier this year. Platforms that prioritize “love” and loyalty are the ones that see long-term, sustained success.

But while platforms understand the value of audience engagement and global fandoms, the missing piece is achieving this at scale. Doubling down on niche topics, while still appealing to a global audience, will be what separates brands from stagnation and business growth.

AI AND TECHNOLOGY: ENABLERS OF SCALE, PERSONALIZATION, AND AGILITY

Platforms are increasingly using AI to scale content, enhance personalization, and optimize monetization. Services like Tubi analyze video, audio, and text to improve recommendations and ad targeting, while specialist brands like OUTtv use AI-driven dubbing to enter new markets cost-effectively. And companies like Emergent are using AI to optimize their monetization strategy through flexible offerings, dynamic pricing, and innovative bundles, growing audiences and revenue efficiently. AI can also help to streamline operations by automating editing, quality control, and workflows, freeing teams to focus on creative and strategic priorities. 

But AI isn’t the fix-all it may appear to be. Human oversight remains essential. Platforms that rely solely on automated localization risk losing the cultural nuance that drives authentic audience connection. AI can check the box for global distribution, but local insight, cultural understanding, and robust quality control – provided by humans – will ensure content truly resonates. 

At the same time, leaning solely on AI for workflow optimizations isn’t the right approach. High-quality outcomes require skilled oversight, robust quality control, and thoughtful workflow redesign. Simply inserting AI into legacy processes could cause more problems than it solves. Instead, when integrated intentionally and thoughtfully, technology can become a force multiplier rather than a band-aid to broken workflows and fragmented teams.

STRATEGIC IMPERATIVES: HYPERLOCAL, MULTI-PLATFORM, AND COLLABORATIVE

One key standout at IBC was that global success can follow two paths: dialing into specialist offerings that ensure authentic engagement, or focusing on global reach through collaboration and bundles. However, while conventional wisdom suggests choosing between depth and breadth, market leaders are proving that this is a misconception that could limit potential growth. 

Specialist offerings are proving to be powerful drivers of audience engagement. For example, Austrian broadcaster ATV successfully connects with its viewers by embracing its cultural DNA. Similarly, services such as OUTtv, the world’s first LGBTQ+ television network, and KweliTV, a Black-owned network celebrating Black indie content, demonstrate the effectiveness of catering to specific communities.

On the other hand, collaboration is seen as the fastest way to scale. Platforms such as Freely in the UK and Sky Germany demonstrate how partnerships can simplify distribution, bundle content, and expand reach across fragmented markets.

It’s easy to assume that authentic engagement only comes from niche focus and global reach only comes through bundled options, but that assumption undersells the industry.  Quality, speed, and scale can be achieved simultaneously with the right blend of people, processes, and systems. Authenticity scales when tailored, relevant experiences are delivered to global audiences without compromising efficiency or impact. 

FINAL THOUGHT

IBC 2025 highlighted a media industry in permanent flux. The cost of maintaining traditional approaches is becoming increasingly clear as audience expectations evolve faster than many platforms can adapt. AI can provide speed and scale, but competitive advantage depends on rethinking workflows, partnerships, and business models to harness these tools effectively – all rooted in human and cultural insight.

The companies that will define the next era of media are those that embrace change with agility, creativity, and a focus on passionate, loyal communities. They understand that fandom, alongside reach, drives sustainable growth and that authenticity at scale is the ultimate differentiator.