As the entire media sector, from broadcasters and streamers to emerging content creators, faces another year of rapid change, Amazon Web Services (AWS) is offering a wide variety of demos, solutions, educational sessions and hands-on training at NAB Show that it says will help attendees capitalize on rapidly changing consumer habits.
Many of these AI- and cloud-based tools are designed to help broadcasters, creators and streamers address some of the thorniest challenges they face, said Stephanie Lone, global leader, Solutions Architecture, Media, Entertainment, Games and Sports Industry at AWS.
“We’re at this amazing inflection moment” of rapidly changing consumer habits that are roiling the M&A sector, she said. “There is research showing that 88% of the streaming content consumed by Gen Z viewers is on their phone” and “users are spending more time watching vertical video than the time they spend time watching Netflix, Disney+ or Prime Video on their phones … That puts pressure on broadcasters and streamers to reach these viewers on the devices and with the formats they want to see.”
One example of how AWS helps companies adapt rapidly to a “mobile-first” world, she said, is AWS Elemental Inference, being demoed in the AWS booth (W1701).
This fully managed service applies AI in parallel to live video encoding so that broadcasters and streamers can automatically deliver a vertical feed of live action with only a six- to 10-second delay. “We already have customers like Fox and NBCUniversal that are benefiting from those real-time creation capabilities,” she said.
AWS is also addressing technologies and workflows for the creator sector, which has a much-expanded presence this year.
“Every live broadcast isn’t just competing with their traditional competition; they are also competing with TikTok, Instagram and YouTube,” Lone said, citing a February study from Omdia that found global microdrama revenue will hit $14 billion this year and top $20 billion by 2030.
At the same time, AWS is showcasing technologies to help creators.
“We will have demos in the Builder Space [at the back of the AWS Theater, W1333] where people can go and get hands-on experience with various models,” she said. In addition, AWS is leaning into the creator space with an “AI Studio Startup Spotlight” at the AWS Theater on Wednesday (April 22).
Partnerships on Exhibit
AWS is also providing a host of demos from partners like AMC Networks, Sinclair, FanDuel, the NBA, Graham Media Group and Amazon’s Prime Video, as well as sessions where executives from Fox, Gray Media, Sky and others discuss how they use AI and cloud technologies in their operations.
“Most of our demos at the show are what I call the art of the real, not the art of the possible,” Lone said.
Other practical experiences include the new Builder Lab at the back of the AWS Theater, a place where attendees can see how easy it is to deploy these tools and play around with some of the AI models.
AWS is also hosting the Cloud Court Challenge, a collaboration with Toronto Raptors parent Maple Leaf Sports & Entertainment (MLSE) that lets attendees put their basketball skills to the test while they learn how the cloud and AI can influence athletic performance and fan engagement.
Participants in the challenge, located in the West Hall lobby, will receive performance insights through detailed data analysis and computer vision and take home their own player card and social video.
Visitors to the Amazon Entertainment Loft (W235LMR) can see how emerging AWS technology powers Amazon Luna, Prime Video and Fire TV under the hood. The loft also offers opportunities to network, play the latest games, and talk with Amazon subject-matter experts.
The AWS Theater (W1333) is offering more than 20 sessions showing how companies are using Amazon’s cloud and AI solutions to improve operations.
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