A common trend across all segments of media and entertainment is the rising importance of video content delivered over the Internet, and on a widening array of connected devices. This shift in viewing culture—driven by technology and consumer demand—is forcing established broadcasters to move away from traditional broadcasting models and platforms. At the same time, the entry of agile, software-based over-the-top (OTT) competitors into the video delivery industry is adding further disruption, alongside escalating consumer demand for more choice, time pressures in responding to this demand, and the technology costs of delivery.
The scalability, cost flexibility and agility of cloud computing offers established broadcasters a way to change the game back in their favor and to compete more effectively by helping them realize four potential benefits:
- Faster speed to market closes the gap on the faster service delivery cycle of OTT entrants
- Scalability to handle spikes in workload, including live events, and surges in the popularity of new services
- The ability to collect, store and conduct analytics on vast amounts of data, generating insights to drive personalization, service development, customer experience and one-to-one relationships
- Driving ongoing service innovation through agile development, constant iterative experimentation and a culture of “fail fast and fail cheap—then move on”
Accenture believes the use of cloud solutions will progress on several fronts in the coming years as they become ever more prevalent in video delivery operating models. This could ultimately lead to video distribution ceasing to be an industry in its own right and becoming a function across industries:
- Cloud will play an increasingly pivotal role in the delivery of content-rich services to multiple devices, whether funded by ad revenues or subscriptions.
- Cloud will increasingly underpin video content delivery, including catch-up services—Broadcasters are making growing use of cloud solutions—including public cloud—to power offerings such as catch-up services, with metadata relayed directly from the cloud when a consumer clicks on a particular date or piece of content.
- Cloud will complete the positive business case for “digital end-to-end” tapeless workflow from production to delivery.
- Access to video coverage of live events will become ever more democratized, global and social.
It is imperative that broadcasters respond now and keep pace with these changes, or risk being left behind.
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