The pressure on video technology vendors from customers looking to aggressively cut costs was evident at IBC 2023, bringing closer to the surface themes many have been reticent to discuss at IBCs gone by. The unexpected boom in video consumption that was brought by the pandemic has now long tapered off, and investments in technology are beginning to follow the same curve, especially as macroeconomic wobbles give CFOs sleepless nights. We first felt this change in the wind at NAB 2023, where money was being talked about – in less than boastful terms – by many of the vendors we spoke to. On the one hand, vendors can use this opportunity to tweak their offerings to suit their customers’ efficiency…