When the Suite team showed up at NAB in April 2023, we were ready to talk. Microphones in-hand, we roamed the Trade Show floor to learn from the community of creatives that we serve. Our small but mighty team set out to make connections, ask questions, and better understand the state of the industry and the challenges post production teams face currently. Now, we’re taking a look back at the transcripts from NAB 2023. We spoke to video editors, post production supervisors, studio CEOs, content managers & more to get the inside scoop on how teams are collaborating today, their biggest hurdles, and what they are looking forward to in the media industry. Below, you’ll find some of the biggest takeaways, trends, challenges, statistics, learnings, and more that emerged during these conversations in Las Vegas.

See you on the show floor at the NAB Show 2024!

Quick statistics & highlights:

• Cloud Storage for Active Projects: Nearly 30% of people interviewed said they currently use cloud storage to facilitate remote collaboration & file sharing on active projects. While there’s a bigger, slower movement shift happening across the media industry, a significant number of teams we spoke to on the show floor are already incorporating cloud-based technology into their workflow. Expect this number to increase exponentially in 2024.
• Interest in Cloud-Based Workflows: 50% of interviewees expressed explicit interest in using cloud-based workflows. While many studios rely on traditional file storage methods, or web-based media sharing applications, in an effort to stay competitive there's a noticeable curiosity about transitioning to some level of cloud-based workflows, especially as archive storage solutions improve on the cloud.
• Challenges with File Sharing and Collaboration: 50% of people we interviewed said they experience significant challenges in their current workflow, specifically pertaining to sharing large files & collaborating remotely. This makes our hearts drop… too many creatives are stuck using patchwork systems to produce content with a dispersed team!
• Future Trends Towards Cloud Adoption: A whopping 84% of interviewees said they were interested in integrating the cloud into their workflow in some fashion in the future. While current usage and interest varies, there's a clearcut path towards considering or planning for increased cloud-based storage and hybrid workflows, driven by the need for greater efficiency, scalable resources, and the creative influence of real-time collaboration.

Themes, trends & takeaways:

The way we work is changing

There’s a digital transformation happening within the media industry, driven by both necessity (ie. the pandemic's impact on remote work) and opportunity like advances in cloud technology. This shift isn't just about adopting new tools but rethinking workflows and collaboration models to be more flexible, efficient, and scalable. Remote or hybrid work models are more prevalent, with many teams currently relying on cloud services for collaboration. This shift highlights the need to facilitate seamless communication and file sharing across distances, and suggests a future where location becomes increasingly irrelevant to post production & editing capabilities.

A new focus on data strategy

Developing a coherent data strategy is becoming evermore crucial for media-driven businesses. This includes the storage, security, accessibility, and long-term archiving of content. Our discussions at NAB highlighted the need for media companies to carefully consider their data management to ensure both operational efficiency and creative freedom from anywhere. While many of the discussions focused on how teams utilize cloud storage for active projects, questions about long-term archival solutions also emerged. Finding cost-effective, secure, and accessible ways to store completed projects & additional footage is an ongoing discussion.

Efficiency & custom integrations for all

Common challenges mentioned in our conversations include the need for faster data transfer, better file organization, and streamlined collaboration between on-premise and remote workers. Solutions that address these pain points, like cloud storage, can significantly impact productivity and project turnaround times for workflows big & small. Our interviewees noted that they worked on a wide range of content, from commercial and corporate videos to documentaries, and educational content; there was also a mix of team structures, from small, nimble teams to enterprise-level companies. This variety clearly shows that “one-size-fits-all” solutions aren’t going to move the media industry forward. More frequently, teams of any size will need to find workflow solutions that are customizable, scalable, and affordable for their needs.

Emerging tech & how to use it

Technologies like AI, virtual production, and cloud-based workflows are seen as both opportunities and potential sources of disruption in the media industry. While these platforms and tools offer significant advantages to workflow & creative process, there can still be some hesitation around the movement. Yet, over half the people we spoke to feel that the industry is on the cusp of change, with these technologies playing a central role in how it’s shaped.

The human element remains paramount

Despite the focus on new technology at the NAB Show, it was clear from our conversations that the human element reigns supreme in any creative process—the ability to think artfully, brainstorm effectively, and adapt quickly when interacting between real, human collaborators remains at the heart of the media production industry. Across the board, the people we interviewed believed that the tools and technologies featured at NAB are ultimately facilitators, enhancing the creative process and enabling teams to bring their visions to life more effectively.

Looking ahead to NAB 2024

The transcripts we recorded & the interviews we conducted at the NAB Show confirmed our worry—too many creative teams are stuck sharing media in ways that should be obsolete. This snapshot highlights an industry in transition, exploring new technologies and workflows while grappling with the challenges of security, efficiency, and collaboration from anywhere. The key takeaway looking ahead to the NAB Show 2024 is that the future of media production is directly related to how teams can leverage new tools to enhance creativity and collaboration, without losing sight of creative & the content itself.