Jacques Bajon, Director of Media and Digital Contents Business Unit, IDATE DigiWorld
Given, though, the tensions on unit prices, increasing internalisation and competition, the growth in value will be lower than in volumes.
The media industry has to find answers to the increasing personalisation of video consumption. This trend is firming up through the development of on-demand video services and the growing uses of personal devices. Video distribution solutions are needed for the industry, offering them:
• More operational efficiency to integrate more IP in their systems;
• The ability to adapt to the accelerating innovation cycles being driven by Internet players, with shorter time-to-market solutions and services;
• Greater flexibility in an IP-video environment which is in constant evolution.
Alongside the traditional (broadcast) TV distribution chain, a new ecosystem has developed to tackle the needs of the Internet video delivery.
Major improvements have been made over recent years to provide a consistent OTT video experience to end users, including ABR solutions, edge-content caching, the development of software-based solutions and the increasing use of analytics. Some challenges still lie ahead, among them:
• Ensuring an always-on quality of service, in particular together with the growth of video traffic and the possible advent of game-changing live-OTT streaming;
• Managing the increasing complexity of media assets;
• Improving the use of ‘big data’ to favour a better, and more personal, user experience and more efficient advertising.
A large consolidation process occurred in the market between pairs joining up to enhance solution line-ups and/or create end-to-end solutions, and with the verticals where large telcos and cablecos invested in video-management solutions. In turn, new trade-offs then came to the table including for operators and media groups the possible integration of some distribution technologies, the development of collaboration, the increasing use of hybrid (cloud) solutions and the option to choose externalising technical processes.
The move to more IP-based facilities is strong, such as the softwarisation of processes and tools. This shift towards software is to be concretised in a wider concept of software-defined video, which has yet to take shape on a much broader scale. A step further, the virtualisation of process in the cloud has already started.
Popular product line-ups, mainly focused on the idea of enhancing the consumer experience, include seamless multiscreen and TV-everywhere solutions which are already well advanced, unified user interfaces, cloud video recording (CVR), personalisation of video services through big data solutions and recommendation, metadata for enhanced content archiving and circulation and more. Live OTT still has to prove its feasibility on a massive scale and heavy bets are being placed on programmatic ads.
Discover the perspectives, key trends, and scenarios about the TV market for the next decade through our dedicated report