Streaming Threats and Opportunities: Considerations for Multiplatform Content Delivery11/29/2016 4:15 PM Eastern
Video streaming is about more than simply replacing linear playout with an IP infrastructure, explains Dan Castles, Telestream CEO and co-founder.
The availability of quality content—especially live content—over the internet is proving disruptive to many traditional business models. Streaming is available to the filmmaker with a phone almost as easily as it is to a TV studio. Anyone can become a professional broadcaster in minutes. But there’s more to it than just pressing record on a smartphone.
To maintain tight control over the viewer experience, there are decisions to be made regarding the cost of distribution, video quality and reliability of systems. Having these controls and building viewership of their own web site and app are the keys to profitability in streaming video for broadcasters and content owners.
Yahoo News on Facebook Live
According to the 2016 Big Broadcast Survey Global Trend Index from Devoncroft, the most commercially important issue over the next few years is multiplatform content delivery. The truth is that we are seeing an inevitable transition from linear transmission to streaming to the extent that within 10 years, there will be no satellite television—it will all be HTTP-based.
The challenge facing the industry is how to keep pace with changes in consumer preferences as viewers migrate from linear television channels to OTT. The critical issues are access and convenience for the consumer, balanced with the monetization of content by broadcasters, content owners and aggregators.
Facebook Live: Threat or Opportunity?
From my perspective, one of the most significant recent developments in video streaming came when Facebook introduced Facebook Live. The integration of live video on social platforms allows access to a huge audience using a medium that broadcasters are expert in.
Facebook Live can become a second screen for forward-thinking broadcasters. Once they have paid the big bucks for the right to televise a sporting event, social networks can be used to provide essential value-added content and build audiences and viewer loyalty. Applications can vary from additional camera angles to discrete broadcasts of training sessions or interviews with players.
There is no doubt that OTT will supersede linear TV—it is just a question of when. In the same way that the telephone landline network has been revolutionized by mobile technology, we will see a merging of streaming and live linear TV channels.
IP Streaming Specialists
For broadcasters to make the migration, what they need first is the technical infrastructure to support their commercial operations. The latest buzzword is “IP,” but what they are actually talking about is a swap of current SDI infrastructures with essentially SDI over Ethernet. That does not translate into an expertise in IP streaming to the consumer.
Today, mainstream media content can be routinely streamed to audiences, but it is still secondary to the primary linear channel. But as OTT evolves to replace linear TV broadcasts as the platform of choice for consumers to access their desired content, consumer expectations will rise as they demand better quality and more reliable HTTP delivery options. In the meantime, I caution companies to look carefully under the hood before selecting a streaming technology partner.