PubNub's Illuminate for Sports, Media & Entertainment has been awarded the 2025 NAB Show Product of the Year in the Streaming category, recognizing its innovative approach to transforming real-time audience engagement. Illuminate is a low-code, real-time decisioning and analytics platform that enables companies to observe and react instantly to audience behavior, optimizing engagement and ROI without extensive development. Leveraging PubNub's globally distributed real-time network, Illuminate supports ultra-low latency interactions, allowing users to tailor strategies, insert ads, and personalize content dynamically. The platform's ability to provide instant insights and actions during live events has already attracted over 2,000 customers, including industry leaders like DAZN and LiveNation. This award underscores PubNub's commitment to advancing interactive media experiences, ensuring audiences remain active participants and driving new monetization opportunities.