AI gets practical, sport gets smarter, creators keep rewriting the rulebook and trust becomes a technical problem. Here’s what to look out for at IBC 2026 Words by Verity Butler Pictures courtesy of IBC T here is a particular point every September when the global media and entertainment industry effectively decamps to Amsterdam. For four jam-packed days, the expansive RAI exhibition centre becomes a sprawling meeting point for broadcasters, streamers, technology companies, content owners, service providers, creators and pretty much anyone else who has an opinion about where media is heading. Running from 11 to 14 September, IBC 2026 brings together exhibitors and visitors from more than 170 countries, with 1200+ exhibitors expected to occupy more than 45,000 sq m across 14 halls. There will be plenty of shiny new kit to investigate, but the more interesting question this year is what all that technology is actually being used for. Because the industry has moved on from simply asking: what can this technology do? The question seems to be: is it useful, can we afford it and does it solve an actual problem? That shift is reflected across this year’s show. AI is moving from demo- stage novelty towards real production and business applications. Cloud and IP workflows continue to reshape infrastructure. Sports rightsholders are looking for new ways to turn data into better fan experiences. Creators and social platforms are challenging traditional definitions of a media company. Meanwhile, content provenance, cybersecurity and authenticity are becoming more
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