Amazon Web Services (AWS) will showcase how its latest innovations are helping customers speed up how they create content, reduce costs with as they connect workflows, and maximise the value of their content while they captivate audiences at IBC2025. The show will also serve as a moment to reflect on, and celebrate, the achievements of AWS customers using AWS Elemental Media Services since AWS acquired Elemental Technologies 10 years ago.
The AWS stand will feature 56 AWS Partners across various demos that showcase the technologies and top use cases shaping the future of the Media & Entertainment (M&E) industry. Visitors can enjoy demos of the latest cloud and AI technologies that help customers across broadcast, streaming, media supply chain and monetisation. This includes a Builder Zone and Generative AI Zone for more technical deep dives.
Throughout the AWS stand, attendees will learn how M&E companies can adapt to a shifting entertainment environment, at scale and within budget, by using the latest generative AI and cloud-based tools from AWS and its partners.
For example, global news organisation Reuters will join AWS in demonstrating live content captured from the floor of the UK parliament—replicated in near real-time to multiple news organisations simultaneously. They will be using the open-source Time-Addressable Media Store (TAMS) API specification and AWS services including Amazon Simple Storage Service (Amazon S3), AWS Elemental MediaConvert, and AWS Step Functions. Reuters and AWS will show how cloud-native collaboration and interoperability can transform the way news is created, exchanged and monetised. AWS will also show how TAMS can be integrated with Amazon Bedrock and the TwelveLabs video understanding models to enable embedding of news content.
M&E companies want to leverage generative AI to unlock revenue from their existing content libraries and IP, reducing operational costs, while enhancing viewing experiences. AWS will feature demos showing practical use of generative AI workloads, including examples of how to use services like Amazon Bedrock, featuring Amazon Nova foundation models, and Amazon Connect.
AI agents are also helping M&E companies support new engagement features, streamline operations, and enhance advertising and monetisation opportunities. The AWS booth will include more agentic AI demos than ever before, showcasing capabilities like Amazon Bedrock AgentCore, Amazon Q, and Kiro to support M&E use cases. This includes demos featuring the latest update to the Guidance for a Media Lake on AWS, which has added agentic AI capabilities from AWS Partners MASV and Nomad Media.
Attendees can explore how AWS services can support their unique needs alongside experts in the Builder Zone. This includes learning to deploy infrastructure across multiple availability zones and regions using Amazon CloudFront, and capturing detailed video quality metrics for every frame in an output with AWS Elemental MediaConvert.
New this year, the Builder Zone will also feature experts who can discuss Digital Sovereignty at AWS. This includes the AWS European Sovereign Cloud, the first fully featured, independently operated sovereign cloud backed by strong technical controls, sovereign assurances, and legal protections required by European governments and enterprises. Anticipated to launch at the end of 2025, the AWS European Sovereign Cloud will be entirely located within the EU, physically and logically separate from other AWS Regions.
September 3 2025 marks 10 years since AWS acquired Elemental Technologies, now known as AWS Elemental.
Today, AWS Elemental services support innovative new streaming platforms, live digital broadcast techniques, cloud production workflows, and more. These services help customers like BBC, Fox, Netflix, PBS, and Prime Video create, transform, and deliver high-quality digital content. For example, using AWS Elemental Media Services, Tubi delivered the most-streamed Super Bowl in history to 15.5 million peak concurrent streaming viewers. Formula 1 debuted its new F1 TV Premium streaming subscription tier, and NBCUniversal delivered personalised ads across 5,000 hours of 2024 Paris Olympics content on Peacock.
The AWS stand will feature a dynamic timeline mapping out a decade of milestones and industry breakthroughs. It will give attendees a look back on the hundreds of features released since the acquisition, supporting over 1,500 customers worldwide. IBC attendees can also meet with AWS Elemental experts at the stand.
