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 ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
12/05/2026
Spotify is where fans and artists come together, turning discovery into somethin...
12/05/2026
Features patented Marco-MMC clocking technology
Black Lion Audio's latest release combines the company's expertise in clocking with their renowned p...
12/05/2026
New Track Panel, sequencer upgrades & more
Following their recent public beta release, Reason Studios have announced the full release of Reason 14. With the...
12/05/2026
Rohde & Schwarz presents its advanced solutions for power electronics testing at...
12/05/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, has developed a modified fund raising p...
12/05/2026
Customer demand for data continues to grow in the first quarter of 2026 at Magya...
12/05/2026
The latest drama underscores Sky's continued investment in regional production and Welsh creative talent.Tuesday 12 May 2026
Wales takes the spotlight in S...
11/05/2026
As Eurovision fans gear up to celebrate the 70th anniversary of the iconic song ...
11/05/2026
Pela primeira vez na hist ria, o Brasil figura entre os oito maiores mercados de...
11/05/2026
New desktop instrument focused on tactile performance
Bastl Instruments have announced the Kalimba, a new desktop instrument that combines physical modellin...
11/05/2026
Compact sampling workstation gains new features
1010music have announced the blackbox 2, a new version of their compact standalone sampler designed for DAWl...
11/05/2026
Performance-focused sequencer with microtonal control
Berlin-based KOMA Elektronik have announced Monoplex, a new 42HP Eurorack sequencer designed for hands...
11/05/2026
Boasts wireless control from mobile devices
The latest iteration of IK Multimedia's compact amp and effects modelling pedal expands on the capabilities ...
11/05/2026
Spans traditional orchestral and experimental sounds
Sonora Cinematic have recently released the third instalment in their Transfigured Orchestra series, de...
11/05/2026
Our exhibition coverage
Watch all our SUPERBOOTH 2026 video coverage in one place. Check back to this page regularly as we will be updating with more video ...
11/05/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, is participating in the Equity Forum Ge...
11/05/2026
Bounteous Acquires Cartesian to Accelerate Enterprise AI
May 11, 2026
Business Assurance
News
Acquisition enhances deep data and analytics capabil...
11/05/2026
11 May 2026
VEON Shareholders Re-elect Board and Chairman, Reaffirming Confiden...
11/05/2026
Fox Corporation Reports Third Quarter Fiscal 2026 Financial Results NEW YORK, NY, May 11, 2026 - Fox Corporation (Nasdaq: FOXA, FOX; FOX or the Company ) t...
11/05/2026
Arvato Systems Becomes a Member of InsurLab Germany
Collaboration in the insurance industrys leading innovation network
G tersloh - Arvato Systems has joine...
11/05/2026
Pirate Predator uncovers new information from victims and survivors of abuse on ...
10/05/2026
RT ALL-IRELAND DRAMA FESTIVAL WINNERS ANNOUNCED DURING GALA AWARDS STREAMED LIVE ON RTE.IE/CULTURE
Kilmeen Drama Group hailing from Rossmore, Co. Cork Scoops ...
09/05/2026
New desktop instrument focused on tactile performance
Bastl Instruments have announced Kalimba, a new desktop instrument that combines physical modelling, F...
09/05/2026
Compact sampling workstation gains new features
1010music have announced blackbox 2, a new version of their compact standalone sampler designed for DAWless ...
08/05/2026
One-button synth generates random four-track ideas
Cyma Forma and French artist Bambounou have announced RND synth, a compact hardware synthesizer built aro...
08/05/2026
Portable four-layer granular and sampling instrument
Tasty Chips have announced the GR-2, a new granular synthesizer and sampling instrument that combines e...
08/05/2026
Video Show Report
Video of SUPERBOOTH 26: Polyend Drums
Polyends big announcement for Superbooth 2026 is the Drums, a new drum machine that features both ...
08/05/2026
Deal agreed as NI enters new chapter
Native Instruments CEO Nick Williams has announced that a definitive agreement has been signed for the company to be ac...
08/05/2026
Video Show Report
Video of SUPERBOOTH 26: Erica Bullfrog Drums
The Bullfrog Drums is the latest collaboration between Erica Synths and Richie Hawtin, and ...
08/05/2026
In our latest blog, Tim Pearson reflects on the recent launch of Play Snooker, the new digital home of snooker by the World Professional Billiards and Snooker A...
08/05/2026
Pete reunites with Dogs Trust for a fourth series and a two-part overseas special
London, Friday 8th May 2026: The award winning factual entertainment series P...
08/05/2026
Wuppertal May 8, 2026
Riedel to Support Glasgow 2026 as Official Connectivity Integration Provider Riedel Communications today announced its return as a spons...
08/05/2026
ICG is excited to share news of our official launch in Northern Ireland, marking a significant milestone in the agency's growth.
Led by Digital Marketing M...
08/05/2026
Over the past ten years, Thames Water, in partnership with Arqiva, has installed more than 1.2 million smart meters, creating one of the most extensive advanced...
07/05/2026
Journalists reporting on Sudan are working in one of the most complex and fast-m...
07/05/2026
Seit dem Start im Jahr 2023 hat DJ (Beta) das personalisierte H rerlebnis von 94...
07/05/2026
Da quando stata presentata nel 2023, DJ (beta) ha aiutato a definire un'esperienza d'ascolto pi personalizzata per 94 milioni di utenti Spotify Premi...
07/05/2026
Since launching in 2023, DJ (beta) has helped shape a more personalized listenin...
07/05/2026
Desde o lan amento em 2023, o DJ (beta) j ajudou a deixar a experi ncia de ouvi...
07/05/2026
From our earliest days, Spotify has been built on a simple principle: Great audio should be easy to reach. It's what's driven us to expand from music to...
07/05/2026
Asian and Pacific Islander artists continue to shape the global soundscape, pushing creative boundaries and connecting with fans worldwide. This Asian & Pacific...
07/05/2026
Company announce long-requested choir instrument
In the latest expansion of their Symphonic Elements series, UJAM have introduced an all-new vocal instrumen...
07/05/2026
Modular-inspired sound generation with digital control
Buchla have introduced Ziggy, a new compact synthesizer built around the company's complex oscill...
07/05/2026
Combines analogue voices with digital synthesis and sequencing
Polyend have announced Drums, a new hybrid analogue and digital drum machine that combines sy...
07/05/2026
Control surface now officially supports four DAWs
When Nektar launched the Panorama CS12 control surface, it worked exclusively with Apple's Logic Pro, ...
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
