With more than 60,000 attendees spread across multiple halls of the Las Vegas Convention Center (and even some sessions spilling into nearby hotels), NAB 2025 was as overwhelming as it was energizing. We found ourselves surrounded by everyone from wide-eyed first timers like us to industry veterans who have been attending NAB for decades. That kind of tenure says a lot about the staying power and continued relevance of this show. Despite its sheer scale, the event was impressively organized. From the signage and session layout to the ease of using the NAB app and even the Tesla-powered Vegas Loop, the structure put into place helped make the experience manageable and maximized every minute we had on-site.
We went into NAB 2025 armed with the advice we shared in our pre-NAB planning guide and came back with even more to share. Whether you’re preparing to attend NAB for the first time or looking to better understand the trends shaping the broadcast technology and streaming technology landscape, here are the key takeaways and lessons we brought back.
AI took center stage, but customer experience was the unifying thread
As expected, generative and agentic AI were hot topics throughout the event. From large keynote sessions to niche startup demos and fireside chats, AI surfaced in nearly every conversation. But what stood out most was the clear emphasis on customer experience as the common denominator across sessions and exhibits. Whether it was about removing silos, streamlining access or building all-in-one solutions, the goal was always the same: build for usability, speed and efficiency.
Everything was about looking through the lens of the end user. Discussions around cloud storage, editing tools and production workflows were all about fixing real pain points. The main focus centered around making products easier, faster and more intuitive for the consumers.
This customer-first approach came through not just in product demos but in strategy sessions, too. The goal wasn’t just to develop new tools, rather it was to deliver solutions that actually improved the media production process for the people on the ground. It marked a significant evolution from simply showcasing features to demonstrating real impact.
From a PR perspective, one of the most valuable takeaways was how this emphasis on customer value played out in session design. The most engaging sessions featured vendors speaking alongside customers, allowing the audience to hear how solutions were being used in real time.
Seeing those real-world case studies added credibility. It’s a model to keep in mind when submitting clients for speaking opportunities. Bringing customers into the spotlight alongside the brand makes for a more compelling, authentic story.
AI has moved from a buzzword to a business strategy
While AI was a dominant theme, the tone of the conversation has changed significantly from past conferences. AI used to be discussed as an emerging trend or a futuristic capability companies were still experimenting with implementing. This year, however, the conversations all centered around how AI drove revenue. It’s no longer about having AI just for the sake of innovation. Now it’s about whether AI can improve operations, save money and actually generate ROI.
For startups and smaller tech vendors, this demand for measurable impact is especially pressing. With limited resources and a need for quick returns, they’re focused on AI solutions that are both accessible and immediately beneficial. It’s a narrative we anticipate will grow even louder in the months ahead.
Amid the giants, startups made their presence known
It goes without saying that the major players were out in full force at NAB 2025. From Netflix and IMAX to AWS and Microsoft, the floors and stages featured some of the most well-known names in media and tech. But there was also an emergence of a new wave of startups bringing fresh ideas and solutions to the table.
There were startups focused on putting tools and power in the hands of the people who actually create. From streamlining workflows to rethinking production, the goal was to empower artists, storytellers and innovators in a more direct, tangible way. A lot of these companies had that ‘little engine that could’ energy. Their focus on practicality, usability and creator-first design resonated with many attendees, including us. It was a valuable reminder that innovation often comes from agility and a deep understanding of creator needs.
Cybersecurity: The elephant not in the room
With all the talk of innovation, speed and customer experience, one key topic was surprisingly absent across much of the conference: cybersecurity.
This gap was directly addressed in a standout session led by Diversified’s President, Mat Newfield, alongside partners from Visa and GroCyber. During the session, Newfield made a powerful observation pointing out that, amid all the buzz around innovation and customer experience, the word “security” was noticeably absent from the conversation throughout the conference.
And he was right. For all the discussions about AI acceleration and media tech transformation, there was little acknowledgment of the need for resilient, secure systems. As organizations increasingly adopt cloud workflows and AI-powered tools, the absence of security-focused dialogue was hard to ignore. Diversified’s decision to take on that topic, and the large audience they attracted, showed that the appetite for these discussions is there.
Advice for first-time attendees
If you’re considering NAB next year, here’s what we’d recommend:
- Get on the NAB app early and build a session plan that aligns with your goals and build an itinerary that’s realistic.
- Wear comfortable shoes. You’ll be walking more than you think.
- Coordinate with your teammates to divide and conquer. You won’t make it to everything, so a shared approach helps maximize value.
- Build in time to recharge. Whether it’s a quiet lunch in your hotel room or a skipped evening event, protecting your energy pays off.
Preparing for what comes next
Our first NAB experience left us with a real sense of where the media tech industry is heading and how Bospar can better position our clients in that evolving landscape. The themes were clear: AI must deliver real ROI, customer experience is king, security needs more attention and startups are setting the tone for practical innovation.
We came to NAB as first-timers and left with lessons we’ll carry into every campaign, pitch and event from here on out. It was a reminder that even in a space moving as fast as ours, thoughtful planning and real-world storytelling still lead the way.
As teams start preparing for their next industry event, we are ready to help shape the strategy that gets you seen, heard and remembered. Take Bospar’s quiz to outline how we can best support your efforts!
