Irdeto used IBC 2025 to pitch a joined-up anti-piracy and personalisation stack aimed at live sport, alongside integrations to speed operator rollouts.
Lisa Spencer, VP of Marketing, told Broadband TV News editor Julian Clover, consolidation is leaving viewers juggling logins and discovery across services. Irdeto’s Experience layer is positioned as a single, personalised interface that aggregates in the back end to reduce churn and keep users engaged.
Spencer framed sport as the prime piracy target because of its immediacy and the cost of rights “worth billions of dollars.” Irdeto’s high-frequency key cycling rotates encryption keys during matches to blunt piracy spikes in real time, combined with rapid takedowns and redirects to legitimate streams. The company says this protects subscription revenue and enables “in-match” monetisation options.
Irdeto announced integration of TraceMark forensic watermarking within Ateme’s end-to-end ecosystem, aiming for faster, less invasive headend deployment so leaked streams can be traced and shut down more quickly. A partnership with ContentWise blends operator editorial control with AI-driven automation for hyper-personalised recommendations.
Beyond video-on-demand, Spencer highlighted micro-transactions and novel subscription models, citing markets experimenting with short-duration access for shift workers who want to catch a lunch-break slice of a live game or highlights. She stressed the need for platforms that can A/B test such offers in real time.
Earlier this year, Irdeto partnered with Astro to protect its OTT platform, reporting higher subscriptions, strong app-store rankings and traction with younger audiences.
