Creators, Live Sports, AI and Streaming Fuel Industry Excitement as NAB Show New York Wraps

Washington, D.C. — NAB Show New York 2026 concluded Thursday at the Javits Center after two days focused on media and entertainment transformation, the impact of artificial intelligence on production costs and the changing economics and opportunities of live sports.

Initial attendance figures can be found on our website and further details will be shared in the coming weeks. About 57% attended for the first time, with participants from 72 countries. Some 250 exhibitors and sponsors showcased the latest tools and technologies driving the media and entertainment industry forward.

Educational programming included 101 sessions with 156 speakers.

“From new business models to next-gen tools, industry leaders shared how they’re using emerging technology to move their businesses forward.” said Karen Chupka, executive vice president, Global Connections and Events at the National Association of Broadcasters (NAB). “That’s part of the value of bringing the people into the same room who finance content, produce it and develop the technology. They don’t all approach these questions in the same way.”

Innovation was on full display across the show floor, where advances in AI, streaming and production technology sparked lively discussions and hands-on exploration. The energy reflected an industry eager to embrace new possibilities and turn emerging technologies into creative and business opportunities.

Who Owns the Content — and Who Profits?

During “The Great Media Reshuffling,” moderated by CNBC’s Alex Sherman, Apollo Global Management partner Aaron Sobel predicted that AI could significantly improve the economics of filmmaking.

“If you think about the cost that can come out of the system, AI can reduce a budget for a movie 5, 10, 15, 20% — not today, in a few years,” Sobel said. “It’s going to make movies much more profitable and make them faster, and it’s going to allow you to test them and develop them faster.”

Thursday’s creator-focused sessions, “From Following to Franchise” and “When Everyone Can Create, What Wins?,” explored how creators can build sustainable businesses and distinguish their content as production tools become more accessible. During the former, Christine Cotter, managing director and head of social innovation at 360i/dentsu, urged advertisers to treat influencers as creative partners.

“Influencers are brands. They’re not just people that you brief. They’re not a vendor. They’re not a tactic,” she said.

What Sports Are Worth — to Networks and Fans

Sports commentator Clay Travis urged broadcasters to experiment with new approaches to building audiences rather than expecting immediate results during “Game On: The Power of Sports on Broadcast.”

“I think you have to be experimental. I’m a data guy, but I’ll try a lot of things,” Travis told NAB President and CEO Curtis LeGeyt. “Scale comes with time, but it also comes with experiment.”

LeGeyt emphasized that major sports rights also help local broadcasters finance news and other community programming.

New York Islanders co-owner Jon Ledecky, speaking with Stathletes co-founder Meghan Chayka, discussed efforts to attract new audiences and promote individual NHL players. He cited an unexpected source of growing interest in hockey.

“‘Heated Rivalry’ has increased across the [National Hockey League] women’s attendance at hockey games 45 percent,” Ledecky said, referring to the popular TV drama.

When New Technology Meets Live Production

Maria Stefanopoulos of ABC News’ “Good Morning America” emphasized that even as technology advances, experienced producers must still be able to improvise when things go wrong during live broadcasts.

“A plan on paper means nothing when it’s 6:58 and the plan doesn’t work,” Stefanopoulos said.

At “Leading Without Boundaries,” Sandi Stambaugh, senior vice president of revenue operations at TD SYNNEX, stressed that organizations must address inefficient processes before implementing AI, warning that technology alone cannot solve underlying operational problems.

When New Technology Meets Live Production

Maria Stefanopoulos of ABC News’ “Good Morning America” emphasized that even as technology advances, experienced producers must still be able to improvise when things go wrong during live broadcasts.

“A plan on paper means nothing when it’s 6:58 and the plan doesn’t work,” Stefanopoulos said.

At “Leading Without Boundaries,” Sandi Stambaugh, senior vice president of revenue operations at TD SYNNEX, stressed that organizations must address inefficient processes before implementing AI, warning that technology alone cannot solve underlying operational problems.

NAB Show New York and SMPTE Summit to Co-Locate in 2027

NAB Show New York and the SMPTE Summit will co-locate at the Javits Center in 2027, bringing together two leading events serving the media and entertainment industry. Taking place Sept. 28-30, 2027, the SMPTE Summit, the Society of Motion Picture and Television Engineers’ (SMPTE) premier annual technical conference, will feature three days of sessions and discussions exploring the technologies, standards and workflows shaping the future of media and entertainment.

“We’re excited to bring the SMPTE Summit back to New York alongside NAB Show,” said Sally-Ann D’Amato, Executive Director of SMPTE. “This is a natural fit for our organizations and a tremendous opportunity for the industry. Together, we can connect the people developing the standards and technologies of tomorrow with those putting them to work today.”

NAB Show New York returns to the Javits Center Sept. 29-30, 2027.

NAB Show returns to Las Vegas April 3-7, 2027, with exhibits April 4-7.

Additional background is available in NAB’s opening-day release, exhibitor and industry trends report and Marconi Radio Awards announcement. Photos and other materials are on the press resources page.

About NAB Show New York

NAB Show New York, produced by the National Association of Broadcasters, is the premier East Coast marketplace for media innovation, bringing together the creators, producers, broadcasters, technologists and business leaders shaping the future of content and storytelling. Taking place Oct. 21-22, 2026, at the Javits Center in New York City, the event showcases the tools, technologies, insights and connections driving media creation, production and distribution. Learn more at NABShowNY.com.

About NAB

The National Association of Broadcasters advocates for policies and technological innovations that empower America’s local television and radio stations to serve every community with trusted journalism, vital emergency information and the sports and entertainment that bring Americans together. Learn more at nab.org.

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