How technology is revolutionising the media industry: Streaming, AI, and immersive content

Gulf News

24-04-2025

Technology continues to dramatically reshape the media industry, influencing not only the devices on which we consume content but also transforming the very nature of the content itself. These technological shifts fundamentally alter viewer experiences and how media producers create and distribute their stories.
The shift toward mobile and digital devices has profoundly changed viewer habits. According to recent data from Statista, by the end of 2024, nearly 4 billion people worldwide will regularly use smartphones to access media content. Mobile viewing now surpasses traditional TV watching in many regions, including the UAE, where over 90% of residents use smartphones daily to stream videos, access news, or engage with social media.
The growth of streaming services, driven by platforms like Netflix, Amazon Prime, and regional services such as Shahid and Starzplay in the UAE, has accelerated these trends. Streaming allows personalised content experiences through advanced recommendation algorithms powered by artificial intelligence. These algorithms analyse viewer preferences to suggest tailored content, enhancing viewer satisfaction and engagement. For instance, Netflix estimates that its recommendation system accounts for about 80% of viewer selections, demonstrating technology's direct influence on media consumption choices.
Media technology advancements also influence content creation itself. New platforms like TikTok, Instagram Reels, and Snapchat have transformed video creation from long-form, professionally produced content to short-form, user-generated content. These platforms utilise simple editing tools, filters, and augmented reality (AR) effects, empowering millions of users worldwide to become creators. TikTok's user base grew by approximately 50% in the UAE between 2022 and 2024, reflecting the rapid shift toward short-form content.
Virtual reality (VR) and augmented reality (AR) technologies are further pushing boundaries, creating immersive media experiences previously unimaginable. VR experiences like virtual concerts, interactive documentaries, and immersive gaming have significantly grown. Companies like Meta (formerly Facebook) and Apple invest heavily in VR/AR technologies, indicating that future media content will increasingly involve immersive storytelling techniques. Dubai's recent hosting of global VR conferences, such as GITEX Technology Week, highlights the UAE's role in pioneering and showcasing these media technologies.
Advancements in broadcast technology have significantly impacted how media is produced. Studios now widely utilise cloud-based production systems, enabling collaboration among creators worldwide in real-time. Local content creation house Blinx have worked with a global leader in broadcast technology called Vizrt to pioneer a new standard that will set a standard for AI in production globally. Technologies like 5G facilitate this shift by allowing live streaming of high-quality video from any location, making remote broadcasting more manageable and reliable. In 2024, the global cloud-based video production market surpassed $4 billion and is projected to grow nearly 20% annually through 2030.
The evolution of media technology is influencing advertising and marketing strategies. Digital advertising, driven by targeted campaigns and sophisticated analytics, now dominates global ad spending. Polish company Adspective showcased used CABSAT 2024 at Dubai World Trade Centre to showcase their AI-powered Virtual Product Placement technology, seamlessly integrating virtual products into video content to enhance viewer engagement and create new advertising revenue streams for brands. In the UAE alone, digital advertising spend grew by 22% in 2024 compared to the previous year, underscoring technology's role in reshaping the media economy.
Media technology is not merely enhancing viewer experiences but fundamentally reshaping what audiences consume and how content is created and distributed. These transformative trends promise a continuously evolving media landscape, characterised by personalised, immersive, and innovative storytelling, driven by technological innovation at every step.