Impressions of IBC 2025

Last Friday September 12, I visited IBC in Amsterdam, the world’s largest annual media and broadcasting conference, to present my new subtitling and translation software subtitle.ai at the EBU booth. Although being invited by Future Media Hubs as founder of Scribewave, I also wanted to share some reflections with the SRP Media audience.

The first impression was sheer scale. With more than 116 000 m² (over sixteen football fields!), the RAI venue is almost unfathomable in size. Yet, despite the crowds, check-in was smooth, and within minutes I was wandering through one of the colossal halls. Exhibitors showcased everything from switch boxes and coax cables to cameras, rigs, and Media Asset Management (MAM) systems. Tech giants like Google, Nvidia, Amazon, and Microsoft dominated the floor, while I was glad to see a strong Belgian presence as well, with companies such as Mediagenix, Limecraft, and Cuez underlining the solid position of Belgium’s media technology ecosystem.

As expected, Artificial Intelligence (AI) was the dominant theme, though a touch of “AI fatigue” was noticeable. Some exhibitors even highlighted their non-AI solutions as a differentiator. Still, AI was everywhere: from powering camera selection during sports broadcasts, to enabling multimodal media search, and supporting localization workflows.

This naturally connects to my own pitch on AI-assisted subtitling. With subtitle.ai, I argued for a balance: maximizing automation while keeping editors firmly in control. Mine is not the only approach in this space: I noticed many competitors in the Future Tech Hall, each with their own take on the challenge of delivering professional, multi-language subtitles. The importance of subtitles is well documented, for example: Facebook found they increase viewing time by 25%, Verizon reported 80% higher completion rates, and Discovery discovered (sorry, bad pun) that subtitles increased overall views by 13%. Add to that the fact that 85% of social media videos are watched without sound, urging younger generations to default to using subtitles (or is it because of today’s often-mumbled dialogue in films and series?) and the case is clear. Subtitles don’t just boost engagement, they’re now a legal requirement too: since June 2025, the European Accessibility Act mandates closed captions for all content published in Europe.

So how does subtitle.ai stand out? The software learns from your formatting guidelines (i.e. 42 CPL, two lines, natural breaks, speaker change indicators) to automate as much as possible, while still allowing editors to review and adjust quickly. Once finished, subtitles can be bulk-translated and auto-formatted into more than 90 languages. Because captions are generated at the word level, they can also be repurposed to create engaging social media highlights, with animated, colorful subtitles designed to capture attention.

That was the core message of my pitch, delivered alongside a set of inspiring entrepreneurs and innovators in the media space:

• Overtone: contextual intelligence for smarter brand placement in articles

• Hypecast: a podcasting platform for internal business communication

• SentiGeek: extracting usable insights from messy datasets

• And last but not least: a live demo of an interactive audience feedback system from the founder of Pimp My Comedy

I’m very grateful to VRT and Future Media Hubs for the opportunity to showcase my work, and thankful for the new connections with media professionals. While my first IBC experience was overwhelming in scale, it left me inspired and more enthusiastic than ever about the creative, inventive ways this industry is tackling its biggest challenges.