IBC2025 in Video: AWS is Increasingly Everywhere

AWS is, of course, Amazon Web Services, but those initials could also have stood for 'Always Within Sight' at IBC2025 because it had a huge presence threaded across the halls.

Even for a hyperscaler such as AWS, its presence at the RAI for IBC2025 was impressive. Across its stand and speaking sessions, AWS and 56 partners showcased 43 demos that spanned live cloud production, broadcast, monetization, and media supply chain workflows. It really is becoming ubiquitous. 

AWS' Zach Dugan delved into some details for us as the company celebrated its tenth anniversary of the landmark acquisition of Elemental Technologies. Some quick highlights:

Generative & agentic AI: Over 70% of demos featured generative AI, with a third highlighting agentic AI use cases. This last category is growing fast.

Digital sovereignty: For the first time at IBC, AWS was presenting services like the upcoming AWS European Sovereign Cloud (launching later this year). Sovereign clouds seem like odd concepts that go against the whole open internet ethos. But with legislation on matters such as data handling and processing starting to move at very different speeds between different nations and groups of nations, knowing that your data stays within national borders is becoming important.

AWS Elemental 10-year milestone: Celebrating a decade since AWS acquired Elemental Technologies. Today, customers including Netflix, Fox, Prime Video, BBC, and NBCUniversal rely on AWS Elemental media services to deliver events such as the largest streamed Super Bowl, F1 TV Premium, and more than 5000 hours of Olympics coverage.

Watch the full video below.