Sony Pixel Power calrec Sony

Delivering streaming media: reimagining CDNs

13/03/2023

Greg Burns, head of media products, Arqiva looks at the ways streaming media providers (including traditional broadcasters) are looking to improve their approaches to video distribution

By Contributor

Published: March 13, 2023

Greg Burns, head of media products, Arqiva looks at the ways streaming media providers (including traditional broadcasters) are looking to improve their approaches to video distribution

target=_blank title=Share on LinkedIn class=share-linkedin>

Streaming has cemented itself as a critical pillar in the modern-day content landscape. However as the status and popularity of streaming services have risen, so too have audience expectations. With the common view now being that eventually the majority of television consumption will be over IP networks, broadcasters and streamers must address these heightened expectations now. Audiences want the same video quality, performance and availability they have come to expect from broadcast channels. In fact, research has shown that just one buffering event decreases the amount of video watched by 39 per cent. Clearly, viewers are seeking a broadcast-grade experience from their streaming services. However, existing content delivery networks (CDNs) are often not well geared to deliver the expected quality of experience or service.

With streaming media more strategically important than it's ever been, streaming media providers (including traditional broadcasters) are looking to improve their approaches to video distribution. As things stand, there's no consensus on how best to meet the performance expectations of audiences while reducing commercial and technical risk, but there are nuanced and bespoke approaches that SVoD players, public service broadcasters and smaller media companies should consider.

The shift away from purely public CDNs

Public CDNs share their resources across a wide variety of business and content types. These public resources are supporting software updates and games downloads as well as media businesses for whom a drop in quality or rebuffering has a far more serious commercial impact. Reliance on public CDNs can temper with quality of service, guaranteed performance and reliability.

Netflix has switched away from public CDNs, opting to deliver much of its content using a private CDN model - i.e. using its own infrastructure - to deliver a high-quality service. This approach works for companies like Netflix that operate on a massive global scale, but is not viable for smaller media companies. What's more, even for public service broadcasters, building their own private CDNs would be inefficient and creates complexity for the ISPs who have to host the servers.

Scaling streaming services through a hybrid approach

However, both smaller streaming companies and public broadcasters must also innovate and scale their streaming services in order to keep up with demand. There is work to do here. In fact, according to Ofcom, in 2022 only 8 per cent of broadcasters' viewing was online, the BBC (a leader in streaming) quotes that [its figures] are at 12 per cent.

To ensure that this scaling happens and supports the quality of experience expected by viewers, broadcasters need to invest directly in this scaling. The effective way of doing this is through private CDNs and a managed relationship with the ISPs. A common private CDN where broadcasters can invest in the capacity they need from common infrastructure, backed-up with the required service levels is key here. A common infrastructure creates efficiencies, but also enables capacity to be traded between broadcasters to cater for major events such as live sports.

Another option is to take a hybrid model approach that combines public and private CDNs. This helps to manage costs but also to ensure their video distribution platform continues to scale to meet their ever-growing demands. Offloading throughput from the public CDNs to private CDNs ensures there is capacity in the public CDNs when they need it. The private CDN part of this approach gives the streaming media company dedicated capacity, control and broadcast-grade video quality. The public CDN element of this approach offers cost-effective resilience and flexible scalability.

Minimising complexity, managing capacity and pulling sustainability levers

But there's an element that's crucial to this: minimising complexity. Streaming companies looking to embrace a hybrid approach currently face the added difficulty of managing both public and private CDNs and the cost of building a platform to do this.

That platform also needs to be optimised to spread the load to deliver both cost efficiency and dynamic scaling. An optimised hybrid solution can also help to minimise the video industry's carbon footprint.

Managing capacity is an important part of any hybrid solution. They also need to access multiple public CDNs without excessive volume commitments and without the risk that when they need capacity, it won't be available.

Ultimately, broadcasters and streamers can be better served by a video-focused architecture that responds to their needs, rather than the needs of all internet traffic. We need to treat video differently.

Conclusion

When it comes to reimagining CDN approaches, there is no one-size-fits-all. For big SVoD players, this means developing their own private CDNs. Others might consider developing a common private CDN, where capacity can be traded between broadcasters for major events.

Taking a hybrid approach, combining a cutting-edge private CDN platform and a dynamic multiple public CDN service to support peaks in demand and business continuity, is the right answer for streaming media companies and public service broadcasters seeking to minimise commercial and technical risks while optimising performance.
LINK: https://www.tvbeurope.com/features/delivering-streaming-media-reimagin...
See more stories from tvb

More from TVB Europe

15/04/2025

How Scanline VFX recreated the Thames and more for Netflix's Back in Action

Jan Krupp, VFX supervisor at Scanline VFX, tells TVBEurope how the company created a range of environments for the Netflix film By Matthew Corrigan Published...

15/04/2025

Ateliere drops CodeMill acquisition plan, Swedish company threatens legal action

Ateliere said that due to the current, unforeseen turbulence in the US and in the global business and financial markets the company is no longer in a position t...

14/04/2025

Sid Stanley takes on MD role at Calrec Audio

Stanley has been promoted to the role following seven years as general manager with the company By Matthew Corrigan Published: April 14, 2025 Updated: Apri...

14/04/2025

Paul Hunt appointed as new MD of StreamAMG

StreamAMG delivers more than 15,000 live events each year, with over 52,000 hours of content watched in 200 countries By Matthew Corrigan Published: April 14...

14/04/2025

NAB Show 2025: a transforming industry

TVBEurope content director Jenny Priestley sums up her 2025 NAB Show experience, from the end of AI hype to the impact of tariffs, trying out virtual production...

11/04/2025

CoSTAR Screen Lab launches funding call for UK 5G projects

Two creative projects will receive awards of £35,000 aiming to boost innovation in 5G across the media and entertainment sector By Matthew Corrigan Published...

11/04/2025

BlueBolt bolsters tech team

The London VFX studio has strengthened its pipeline team with two promotions and a new appointment By Matthew Corrigan Published: April 11, 2025 Updated: A...

10/04/2025

UK Culture Media and Sport Committee report: urgent action' needed for HETV and film industries

The report outlined a package of proposed measures to ensure domestic production...

10/04/2025

55,000 attend 2025 NAB Show

Attendees travelled from 160 countries around he world to the media and entertainment industrys Super Bowl event By Matthew Corrigan Published: April 10, 202...

10/04/2025

Meet the president

Kitty Higinbotham, president of Wall Street Communications, tells TVBEurope why communication skills are essential in an ever-changing industry By Matthew Corr...

09/04/2025

Expanded London facility for Panavision Grip and Remote Systems

Located across from Panavision London's camera and optics rental business, the new site is nearly 10,000 sq ft larger than the previous facility By Matthew...

09/04/2025

EBU launches OGraf project to define open graphics specifications

The project aims to enable flexibility and integration to ensure consistent graphics experiences across diverse platforms By Matthew Corrigan Published: Apri...

09/04/2025

Marlow Film Studios decision imminent?

The proposal includes an investment of £20 million in local industry and could create up to 4,000 jobs By Matthew Corrigan Published: April 9, 2025 Updated...

09/04/2025

Ram Tripathi appointed as production technology and DI consultant at Notorious DIT

Andy Sumner also joins the company supporting its recent expansion into Liverpoo...

09/04/2025

TVBEurope NAB Best of Show 2025 Award winners announced

TVBEurope celebrates the stand-out products on show in Las Vegas By Jenny Priestley Published: April 9, 2025 Updated: April 13, 2025 TVBEurope celebrate...

08/04/2025

Chasing the Aces: how True North Productions filmed the RAF for Channel 4

Channel 4's Top Guns: Inside the RAF puts viewers at the heart of the action, following the service as it carries out operations around the world. Mark Tatt...

08/04/2025

A continual evolution: DPP reaches 10 year milestone

DPP CEO Rowan de Pomerai and CCO Mark Harrison talk to TVBEurope about the organisations first decade, plans for the future and challenges facing the media indu...

08/04/2025

ProSiebenSat reportedly engages Morgan Stanley to defend MFE bid

Reports say ProSiebenSat is lining up the investment bank to repel the Berlusconi-owned company as it seeks to retain independence By Matthew Corrigan Publi...

08/04/2025

Meet the head of external communications

Jodi Morelli, acting head of external communications for Globecast, and growth manager, North America at RISE talks to TVBEurope about the need to stay curious,...

07/04/2025

DaVinci Resolve upgrade and 4K UHD switcher among new Blackmagic launches

The company debuted new products, accessories and upgrades ahead of NAB 2025 By Matthew Corrigan Published: April 7, 2025 The company debuted new products...

07/04/2025

Government expects Crown Works Studios to proceed at pace'

Production company Fulwell 73 and financiers Cain International plan to build 20 premium sound stages at the complex By Matthew Corrigan Published: April 7, ...

06/04/2025

Building momentum: Jon Wilson on his appointment as Grass Valley CEO

TVBEurope content director Jenny Priestley sits down with new Grass Valley CEO Jon Wilson to discuss his vision for the company going forward, what that means f...

04/04/2025

Keeping it in the family: creating a piece of broadcasting history

In our latest article on a piece of broadcasting history, Vizrts Russell Leak tells TVBEurope how his Dad created the motor used in a BBC 1 ident from the 1980s...

04/04/2025

The Media League launches first-of-its-kind media tech consultancy service

The agency aims to bridge gaps in product strategy, development, and go-to-market programmes for media tech companies around the world By Matthew Corrigan Pu...

04/04/2025

Meet the SVP of global sales

Carole Pigeard, SVP of global sales at Moments Lab tells TVBEurope how diverse perspectives fuel evolution in the media and entertainment space By Matthew Corr...

03/04/2025

Adobe introduces generative AI 4K video extender

Innovations across Premiere Pro and After Effects deliver AI-powered upgrades and workflow improvements, said the company By Matthew Corrigan Published: Apri...

03/04/2025

More robotic control with Vinten VEGA upgrades

The new upgrades aim to enable smarter tracking, greater control, and faster workflows while expanding interoperability across robotic systems By Matthew Corr...

03/04/2025

Editor's choice: 10 things to look out for at the 2025 NAB Show

From a trip to space to the inaugural Sports Summit, and a look behind the camera of Wicked, this is whats on the TVBEurope teams radar at the 2025 NAB Show B...

03/04/2025

How will the new US tariffs impact the media and entertainment industry?

Because of the nature of this sort of sliding scale of tariffs, there are opportunities that werent there before, analyst Alice Enders tells TVBEurope By Jenny...

02/04/2025

Playout automation leadership

Sally Wallington, SVP of sales at Pebble, explores the mission-critical considerations broadcasters should make when choosing a playout provider Sponsored Cont...

02/04/2025

Cast a wide net and stay open to the possibilities': How AI can help media professionals across multiple disciplines

TVBEurope meets Tim Claman, chief product officer at Avid, to discuss the compan...

02/04/2025

Best of Show Awards at 2025 NAB Show submissions close today

Submissions will be accepted up until 23:59 PST on 2nd April By Jenny Priestley Published: March 24, 2025 Updated: April 3, 2025 Submissions will be acc...

02/04/2025

Xavier Leclerc to lead DTG group exploring the future of media distribution

Leclerc will work with group members to explore and champion UK digital media distribution via broadcast, IP, mobile or hybrid delivery By Jenny Priestley Pu...

01/04/2025

Netflix Media Production Suite democratises access' to innovation

Adopting open standards, the solution aims to provide workflow standardisation, allowing for automation and other innovations across a diverse range of markets ...

01/04/2025

Best of Show Awards at 2025 NAB Show submissions close tomorrow

Submissions will be accepted up until 23:59 PST on 2nd April By Jenny Priestley Published: March 24, 2025 Updated: April 1, 2025 Submissions will be acc...

01/04/2025

TVBEurope April 2025 issue now available

The AI issue takes a look at how AI is reshaping broadcasting, including areas such as sports commentary and archiving and storage, plus we discover how Norways...

01/04/2025

John Wastcoat new senior director of partner development at TVU Networks

Joining the company with more than two decades of experience forging and scaling alliances in the industry, Wastcoats role will support TVUs strategic developme...

31/03/2025

Best of Show Awards at 2025 NAB Show submissions close on Wednesday

Submissions will be accepted up until 23:59 PST on 2nd April By Jenny Priestley Published: March 24, 2025 Updated: March 31, 2025 Submissions will be ac...

31/03/2025

Whisper Group working with advisors on sale'

The company is said to be working with KPMG on a deal that could include the sale of a majority or minority stake By Jenny Priestley Published: March 31, 202...

31/03/2025

Patent deal resolves Nokia and Amazon litigation

The confidential agreement ends multi-jurisdictional litigation between the parties over the issues By Matthew Corrigan Published: March 31, 2025 Updated: ...

31/03/2025

Meet the senior client services coordinator

Em Bell, senior client services coordinator at dock10, tells TVBEurope why a can-do attitude and problem-solving mindset is ideal for the TV industry By Matthe...

28/03/2025

Case study: How the animation of Spider-Man Into the Spider-Verse inspired web series Ada

TED-Ed series Ada fuses storytelling with eye-catching animation. The Should We ...

28/03/2025

Meet the content producer

Rita Madeira, content producer at Digital Azul, tells TVBEurope how the industry thrives on connections and welcomes curiosity By Matthew Corrigan Published:...

27/03/2025

Sony unveils 70 per cent smaller Venice Extension System Mini

The Mini has a footprint equal to the size of an average smartphone and can be placed side by side for use in stereoscopic or volumetric video By Jenny Priestl...

27/03/2025

Mr Bates vs The Post Office, Baby Reindeer, The Traitors among BAFTA Craft Awards nominations

The teams behind House of the Dragon, Masters of the Air, Silo and The Lord of t...

27/03/2025

Rise Bursary to boost opportunity for next generation of women in media tech

The initiative aims to help young women pursue higher education in broadcast and media technology, offering financial assistance and networking opportunities B...

27/03/2025

MediaForEurope launches 1.3 billion bid for ProSieben

We believe that ProSiebenSat.1 needs a strong shareholder that can provide expertise and experience in the industry, making an active contribution to its growth...

26/03/2025

Very little for creative industries' in Spring Statement 2025

The Chancellor presented her speech in the House of Commons today By Matthew Corrigan Published: March 26, 2025 Updated: March 27, 2025 The Chancellor p...

26/03/2025

Adobe, Avid, AWS, Dolby join MovieLabs Industry Forum Leadership Council

The council will guide key focus areas to help grow a more secure, interoperable and effective media creation ecosystem, said the organisation By Matthew Corri...

26/03/2025

Meet the executive vice president

Donna Thomas, executive vice president, Vubiquity talks to TVBEurope about how nurturing an early entrepreneurial streak paved the way for her career By Matthe...