Cloud Adoption Gains Ground Among Video Content Producers


On his return this year, after a three-year hiatus imposed by Covid-19, the International Broadcasting Convention (IBC) once again welcomed tens of thousands of media and entertainment industry stakeholders.

Given its scale, the IBC is an unrivaled platform for professionals to network. The event is the ultimate meeting place where buyers and suppliers of the digital broadcast and content space come together to catch a glimpse of what’s new in technology and innovation, as well as explore the latest trends shaping the industry.

The theme of the event, “What’s Next?” Designing the Future Together,” reflects the increased collaboration between cloud service providers and content broadcasters and producers.

Underlying this theme was a key trend at this year’s IBC: the push to the cloud. While cloud adoption may not be new in many other industry sectors, the video production market has traditionally lagged in this space.

However, the strong interest in delivering and adopting cloud-based platforms for video content production teams paints a really clear picture of what is now a priority for users and broadcast providers alike. whole world. Cloud services are being scrutinized with renewed fervor and this is primarily driven by the need to foster remote working capabilities within the industry.

In particular, leveraging the remote workforce approach has added flexibility to the industry, with the increased fluidity of the labor pool directly driven by the adoption of cloud-based services. the cloud. Businesses now have cost-effective and near-instant access to the world’s top talent, which has also opened up countless cross-border collaboration opportunities for South African-based creatives on international projects.


A subsequent trend also emerging at IBC was the growing role that cloud hyperscalers, such as Microsoft, AWS and Google Cloud, are beginning to play in the media and entertainment content industry. Various partnerships, collaborations and alliances were on display between these leading cloud service providers and some of the biggest content producers in the world.

The agility and flexibility of cloud services also introduces significant elasticity into the pricing model, allowing businesses to scale storage and compute capacity up and down as needed, while only paying for what they use. .

The increased adoption of cloud platforms is subsequently driving the expansion of streaming services into the media and entertainment content space across the globe. This shows that content producers are easily taking control and delivering their own content, instead of relying on super aggregators to buy their content and deliver it to their audience.

The trends currently driving the video production industry worldwide are also evident in the South African market.

The fact that content producers increasingly want to deliver their own content, reach their own audience and speak to them directly, is also reflected in the efforts of pay-TV service providers, who are working hard to launch or expand content platforms. existing streaming services – both in South Africa and in other parts of the world. Currently, the associated pricing and commoditization models we are seeing facilitate video-on-demand (VOD) or ad-based VOD services and we can also expect further innovation in this area.

However, these trends that are currently driving the video production industry worldwide are also evident in the South African market. Consider the advantages of a platform like Brightcove, one of the most powerful online video platforms in the world, which enables content owners and traditional broadcasters to provide over-the-top streaming services ( OTT) (the way the content is generally delivered) or to provide a VOD Service. Brightcove – supplied by Jasco – has already been used successfully by a South African broadcaster to develop its VOD platforms. This is definitely a space to watch.

  • The author, Ian Summerfield, is a Services Portfolio Manager at Jasco

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