Insights from MIPCOM 2024: A Tech perspective
Our team attended MIPCOM 2024 in Cannes, held from October 21st to 24th, marking our return after nearly eight years.
Images courtesy of MIPCOM.
As a technology provider, we bring a unique perspective on the shifting dynamics within the media industry. Engaging with sales, licensing, and other non-technical teams within the companies we usually meet at tech shows was an enriching experience. Listening to their needs and challenges offered a fresh lens on industry demands and highlighted where tech solutions can better align with end-user expectations.
Now back to the office, we’ve reflected on the event, and here are our 4 top takeaways from MIPCOM 2024:
New Distribution Models
There’s a clear shift toward expanding teams focused on YouTube, social media, and FAST (Free Ad-supported Streaming TV) channels. A particularly prominent trend at the event was the high demand for technology solutions tailored to YouTube-specific workflows. Originally a platform for smaller creators, YouTube is now in the roadmap of major corporations, evolving beyond a content showcase or marketing tool to become a significant monetization channel. In some genres, like kids’ content, it’s even outpacing traditional distribution channels. Also worth mentioning, TikTok was another emerging focus, with discussions suggesting its potential to reshape audience engagement in the coming years.
FAST channels also took center stage, with nearly every conversation touching on new FAST deployments and content acquisition. This model reflects shifting viewer preferences, emphasizing multi-platform strategies. Companies are adapting their business models to distribute content across a broader array of platforms and formats. The goal, as echoed in many keynotes, is global reach—a testament to today’s interconnected media landscape.
The Security issue
Security remains a major industry concern, and it came up consistently in discussions—whether regarding recent breaches, ongoing challenges, or varied approaches to enhancing security.
Interestingly, we observed a perception gap: many attendees regretted that because of security measures, they could not access friendly and easy-to use tools. There is a common misconception that secure systems answering to industry standards were incompatible with user-friendly solutions. This highlighted an opportunity for tech providers to bridge the gap between security and accessibility. Balancing security with ease of use remains a core focus for Knox Media Hub.
Sales tools and processes: a growing need for Media-specific solutions
Sales tools and processes emerged as a critical area of focus. Many smaller and medium-sized companies rely on shared drives, Vimeo, and WeTransfer for content sharing, with no purpose-built tools for media sales. While these tools serve basic needs, they often lack the specialized features required for media sales workflows, creating efficiency barriers. Screening logistics often involved closed rooms or USB drives —adding layers of complexity and limiting the flexibility to pivot quickly in dynamic sales environments.
And sales teams face significant hurdles finding content and coordinating with tech teams to access specific files and even delivering them to clients. These logistical hurdles not only slow down sales cycles but also lead to frustration and inefficiency.
This points to a gap in the market: while large companies can afford comprehensive systems tailored to media-specific workflows, many smaller companies are left without cost-effective, scalable solutions to simplify and professionalize their content sharing.
The industry is calling for accessible digital platforms for screenings and content management that are efficient and cost-effective for all scales of operations.
Curious about Knox Media Hub’s screening and delivery tool? Get the one pager for more insights
The AI topic
Surprisingly, AI did not take the spotlight as we had anticipated. Artificial intelligence was very present in dubbing and localization, where companies are making the most of it, while genAI was not in the conversations at all.
Overall, we observed that companies and professionals have reached a level of maturity regarding Artificial Intelligence. There is genuine interest in AI applications that deliver tangible benefits, rather than simply following trends. Attendees seem to have learned how to navigate AI's complexities, focusing on solutions that provide real value rather than just buzzwords.
Overall, MIPCOM 2024 offered valuable insights into the trends and hurdles shaping today’s media landscape. For Knox Media Hub, the event underscored the importance of evolving with industry demands—balancing security with usability, bridging gaps in sales tools, and focusing on AI solutions that deliver concrete results. We’re excited to keep the conversations going and continue driving forward the future of media management and distribution.
About MIPCOM
MIPCOM (Marché International des Programmes de Communication) is one of the world's largest markets for content and entertainment. It takes place annually in Cannes, France, usually in October, and is a major event for professionals in the television, film, digital, and media industries. MIPCOM brings together content creators, producers, distributors, and buyers to showcase, buy, sell, and distribute TV programs and digital content on a global scale.
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