If there's one thing that's certain in the video industry, it's that nothing stays the same for long, so providers must also embrace a change in step, writes Deacon Johnson, SVP and GM, MainConcept
By TVBEurope Staff
Published: November 23, 2023
If there's one thing that's certain in the video industry, it's that nothing stays the same for long, so providers must also embrace a change in step, writes Deacon Johnson, SVP and GM, MainConcept
target=_blank title=Share on LinkedIn class=share-linkedin>
Just about every part of the video ecosystem, from how content is produced and delivered to how viewers consume content, is evolving. As demand for content has soared, media companies are under pressure to deliver more streams of high-quality video at lower cost and in less time. This has led to content providers investing in faster and smarter workflows with ad-based content to bolster subscriber growth and revenues.
Growing demand for content The surge in consumer demand for premium content has compelled media organisations to enhance workflow efficiency by incorporating automation, cloud frameworks, and by adopting new technologies such as artificial intelligence (AI). However, visual quality remains paramount to consumer experience and thus, media companies must balance visual quality with rising costs. This is a tricky balancing act to get right.
Under the hood, codec technology plays a critical role by enhancing media production and delivery efficiency while preserving visual quality when implemented correctly. For example, compressing video content can decrease visual quality each time, while at the same time making a more efficient package. It's a complex trade-off, which often gets overlooked when analysing user engagement data alone, but choosing the right codec provider from the onset can make a big difference in viewer satisfaction, while also helping to save time and cost in the long run.
Changing viewing habits We all know that streaming is continuing to rise in popularity while the number of viewers watching traditional linear TV is falling each year. Traditional TV viewing on broadcast and cable was reported to have fallen below 50 per cent of overall TV usage (reported by Nielson) this year in the US for the first time. There's no stopping this trend, particularly given the adoption of connected TVs and media devices is widespread.
The shift from linear to streaming has been under way for many years so it's old news, but what is changing rapidly is that viewers are becoming used to ad-based content in addition to SVoD and this trend is global. According to a recent study, 68 per cent of UK consumers prefer to stream free ad-supported content rather than paying for a subscription. As consumers cut back on paid streaming subscriptions, broadcasters have been forced to adapt their business models to increase profitability and grow subscribers. Just about all of the mainstream video providers now include ad-supported content in their offering. Netflix announced that it attracted 15 million active users in the first year of launching its ad-supported plan, which indicates that including ad-based content is also good for business.
The story doesn't end there. After launching ad-funded packages, streaming services are also raising prices of their ad-free plans. At first glance this may seem counterintuitive because consumers are increasingly cutting back on paid streaming subscriptions to save money. Interestingly, it would seem that video providers have realized that ad-supported options open new revenue streams for cost conscious consumers, and also increases the value for premium options at the same time.
The path to success To prosper in the new ad-based landscape, video providers will need to focus on delivering a great ad experience that is both personalised and engaging for viewers, but meets advertisers' goals as well. Developments in ad tech will be a big part of this, enabling ads to be optimised, and allowing advertisers to measure the effectiveness of ads in new and inventive ways.
There's no doubt the move to ad-funded models represents a big change in direction for the largely SVoD-based OTT industry. Yet for consumers, it's looking like their viewing experience may come full circle The key difference now is that technology will enable ads to be better targeted and more engaging versus traditional advertising.
If there's one thing that's certain in the video industry, it's that nothing stays the same for long, so providers must also embrace a change in step.
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
25/08/2026
The new series begins Tuesday 1 September at 7pm on RT One and RT Player
The search for Ireland's hidden housing gems is back as Cheap Irish Homes return...
24/08/2026
Human-played drum fills on demand
Sample library developers Yurt Rock have announced the launch of a new plug-in that's dedicated to creating drum fill...
24/08/2026
Debut plug-in in new Professional Series
Black Rooster Audio's latest plug-in delivers an all-in-one vocal-processing tool, and is the debut release in ...
24/08/2026
Rohde & Schwarz addresses operational efficiency and infrastructure resilience a...
24/08/2026
The Handel Scandal and Dangerous Debussy will both air on Sky Arts this AutumnMo...
24/08/2026
Dalet, a leading technology and service provider for media-rich organizations, w...
24/08/2026
Arvato Systems Becomes a Service Partner of HANDELSVERBAND.swiss
Zurich - Arvato Systems Switzerland has been a service partner of HANDELSVERBAND.swiss since ...
24/08/2026
We Only Want the Earth: The Life & Ideas of James Connolly airs
Wednesday 26 August on RT One and RT Player at 9.35pm
RT is to air the compelling documenta...
23/08/2026
Offers up to 10 bands of compression
Parish Audio's latest release allows users to place individual compressors anywhere in the frequency range, but tak...
21/08/2026
Hardware-style timing shifts for software instruments
Following on from the release of Omniclock, Rapid Flow have launched a new sequencer plug-in that can ...
21/08/2026
Highly anticipated synthesizer ships in October 2026
Iceland-based Love Synthesizers have announced that their highly anticipated synthesizer is now availab...
21/08/2026
Masterpiece PBS The Forsytes has expanded its cast as its begins production in ...
21/08/2026
The BBC has unveiled first-look pictures from The Witch Farm, a new ghost story and mystery set in the Welsh countryside, coming soon to BBC iPlayer and BBC One...
21/08/2026
The BBC and BritBox have revealed the first look of Edward Bluemel as Hercule Poirot in the forthcoming six-part series Hercule from Mammoth Screen and Agatha C...
21/08/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
21/08/2026
** MEDIA ALERT **
VIZ Media Takes Over Anime NYC with BLEACH, BLACK TORCH, M...
21/08/2026
Tell us a little bit about your job I'm a Marketing Manager and work across a mix of clients and projects. No two days are ever quite the same, which defini...
21/08/2026
Beat The Lotto dives into the plot behind the 1980s National Lottery scandal
24 August 2026 at 9:35pm on RT One and RT Player
Beat The Lotto is the story o...
21/08/2026
The countdown to the most wonderful night of the year has officially begun!
Host Patrick Kielty is gearing up for another unforgettable Late Late Toy Show nig...
21/08/2026
Meet puppet duo Bellie and Whizz, who are about to explore all the big feelings ...
20/08/2026
Set up your own private remote collaboration infrastructure
SoundBridge have recently put together a tutorial video that provides users with a step-by-step ...
20/08/2026
New V-Control Pro features restore basic functionality
Neyrinck's V-Control software has long been keeping older Avid control surfaces compatible with n...
20/08/2026
TV, BritBox and Mammoth Screen have announced that filming is now underway on th...
20/08/2026
Thursday 20 August 2026
Nina Sosanya, Rizzle Kicks, Roman Kemp and Paul Whiteho...
20/08/2026
Wuppertal August 20, 2026
Transformation Church Elevates Production Communicat...
20/08/2026
The music between the notes Coming together In the middle of 2026, as conversations around artificial intelligence continue to raise questions about how musi...
20/08/2026
Arvato Systems Brings Together Digital Transformation Leaders in the Manufacturi...
19/08/2026
Studio owners invited to have their say on rates cuts
The Music Producers Guild (MPG) are inviting UK-based studios to take part in an in-depth survey that ...
19/08/2026
Vintage-inspired desktop interface revealed
Harrison's latest hardware offering sees them head back into the world of audio interfaces, delivering a 10-...
19/08/2026
Granular effect remains locked to scale and tempo
Described as your dream granular effect , Minimal Audio's latest creation is capable of turning any s...
19/08/2026
First polyphonic SWAM instrument incoming
Audio Modeling's latest physical-modelling orchestral instrument is just around the corner, and is now availab...
19/08/2026
There's an early Christmas gift for Bookish fans, as UKTV confirms the re-commission of the hit U&alibi drama, created by and starring Mark Gatiss. Viewers ...
19/08/2026
Wednesday 19 August 2026
Sky gives sports fans the chance to watch multiple liv...
19/08/2026
On Saturday September 5 Katie Taylor will step into the ring for the fight of her life against Flora Pili in front of 80,000 fans in Croke Park. A legendary fig...
18/08/2026
Company launch with stereo-imaging tool
Panoramic is the debut release from Panorama Labs, a new company formed by mastering engineer Nicholas Di Lorenzo. C...
18/08/2026
Control software now available for older interfaces
Focusrite have just announced the launch of an update that extends Control 2 software support for their ...
18/08/2026
Tuesday 18 August 2026
Sky Sports and The Fast and the Curious announce new partnership
Sky Sports and The Fast and the Curious have announced a new long-term...
18/08/2026
Wuppertal August 18, 2026
Riedel Brings Professional Live Production Into the Classrooms of ECURiedel Communications today announced that Edith Cowan Universi...
18/08/2026
Apple today announced changes to its business terms for apps in the European Uni...
18/08/2026
THE HEALY RAES: BLOOD, SWEAT & TEARS AIRS WEDNESDAY AUGUST 19 ON RT ONE AT 9:35PM
A new documentary The Healy-Raes: Blood, Sweat & Tears airs on RT One and ...
18/08/2026
Stunning Irish performances at European Athletics and Swimming Championships rea...
18/08/2026
The two-part series begins Sunday 23 August at 6.30pm on RT One and RT Player
...
17/08/2026
New MIDI processor & macro controller revealed
SHIK have announced that they have opened pre-orders for the S32, a standalone MIDI processor and macro contr...
17/08/2026
Cover extended on innovative motorised pot system
Melbourne Instruments have just revealed that the innovative motorised pot system used in their synths and...
17/08/2026
Latest firmware version now available
1010music have just released a free firmware update that brings some nice new features to their renowned Bluebox digit...
17/08/2026
Rohde & Schwarz showcases integrated defense and test solutions at DALO Industry...
If there's one thing that's certain in the video industry, it's that nothing stays the same for long, so providers must also embrace a change in step, writes Deacon Johnson, SVP and GM, MainConcept
