Samira Bakhtiar, general manager of media & entertainment, games, and sports at Amazon Web Services (AWS), highlights why diversification is becoming mission critical for media companies
By Contributor
Published: December 11, 2024 Updated: December 12, 2024
Samira Bakhtiar, general manager of media & entertainment, games, and sports at Amazon Web Services (AWS), highlights why diversification is becoming mission critical for media companies
target=_blank title=Share on LinkedIn class=share-linkedin>
Video streaming has upended traditional viewing habits and spawned multi-billion-dollar companies in just a few decades. Audiences have higher expectations for content quality and accessibility than ever before and increased appetites for personalised entertainment experiences across an expanding array of platforms and devices. Coupled with recent advancements like generative artificial intelligence (AI), that demand is prompting companies to broaden intellectual properties (IP) into new verticals and adopt new tools to expand their reach, relevance and revenue. As a result, we're seeing multiple disruptions taking place that are setting the stage for an industry-wide convergence that will unlock new forms of entertainment.
Samira Bakhtiar, general manager of media & entertainment, games, and sports at AWS Shifting viewer trends Across online video, games, music, and features, global consultancy firm Omdia predicted the entertainment industry would surpass $1 trillion in value in 2024, with 35 per cent of that revenue coming from online video and 25 per cent coming from gaming. While those numbers seem staggering, consider that 5.75 billion people have mobile devices, frequently consuming content on-the-go. Additionally, 3.5 billion people play video games each week globally, whether it's immersing themselves in virtual worlds for hours or spending a few minutes decoding a five-letter word.
It's no longer sufficient to be great at just one type of media - versatility is imperative. That means broadcasters are now also streamers, games companies are now broadcasting and streaming companies, and live events companies are now building gamified experiential activations. The lines are blurring as media companies look to capture their target audience's attention and seize monetisation opportunities.
However, this abundance of entertainment options is also contributing to shorter attention spans as viewers navigate different devices, platforms, and channels. Shorter attention spans can lead to fragmented experiences as audiences jump from one piece of content to the next. This makes it difficult for entertainment companies to understand and cater to their respective audiences.
Technology transformation The problem with diversification is that it can introduce technical and logistical challenges. To meet audience demands, M&E technology teams need to be able to quickly spin up a new game studio or game servers; or become a movie streaming business; or stream live election night coverage for the first time. That's no small feat. True reinvention means embracing change, from the tech stacks to the right cloud solutions, so that customers can grow and scale to engage audiences in new ways.
Convergence in play Epic Games, a leading interactive entertainment company and developer of Unreal Engine, is an example of a company driving this convergence. Epic operates Fortnite, one of the most-played video games in the world, and IP convergence is key to Fortnite s experiences, as brands and artists enter the digital world. After a live Snoop Dogg concert was recently streamed in-game to ten million players, the artist is being featured in the game for a limited time, introducing a new generation of fans to his music. The public concert was held in New York City's Times Square backed by fantastical visuals synchronised across the massive iconic digital displays, which also notably screened the live 2004 series finale for popular broadcast series Friends.
Epic's Fortnite cross-over events are mutually beneficial; the game's audience grows as new content or experiences are added and collaborating brands get to highlight their IP to a massive global audience in a new way. Having the right tech stack in place to support these initiatives is essential, which is where the cloud comes into play. It provides the necessary agility to scale, centralises digital assets so that they can be repurposed more efficiently, and provides an easier path to leveraging advanced tools, like AI.
It's clear the entertainment industry is undergoing a seismic shift, in which reinvention creates new opportunity for those willing to embrace it. As it does, the cloud is unlocking new avenues to captivate audiences across video, gaming, music, and film in ways we never imagined. As audiences demand more interactive experiences, traditional companies that diversify and explore new partnerships will reap the benefits.
Most recent headlines
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...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
15/07/2026
The 2026 FIFA World Cup is a big deal for DAZN, which has distribution rights in three markets: Italy, Spain, and Japan. Each requires a different editorial app...
15/07/2026
As sports-media organizations manage rapidly growing content libraries and incre...
15/07/2026
HBS director of digital Johannes Franken talks SVG Europe through the operation built to serve FIFA World Cup 2026 rights holders remotely from Stratford, east ...
15/07/2026
IBC has unveiled the conference program for IBC2026, with this year's event ...
15/07/2026
Software-defined wideband RF platform supports 96-kHz monitoring, streamlined fr...
15/07/2026
New AI-powered module enables broadcasters and content owners to extract dialogu...
15/07/2026
Weeklong gathering at EBU headquarters will test new IPMX capabilities and expand certified product ecosystem...
15/07/2026
Force Tech has announced the appointment of Bryan Adams, CTS, as Vice President of Integration. Adams will oversee AV and broadcast integration project delivery...
15/07/2026
USA Sports has announced an exclusive English-language agreement with the Bundes...
15/07/2026
ITV Sport's FIFA World Cup 2026 coverage has been produced from one of the m...
15/07/2026
Program will provide professional camera kits, training, and technical support to participating local newsrooms...
15/07/2026
San Francisco church becomes first U.S. deployment of the 2 M/E production switcher...
15/07/2026
Former ESPN and NFL Network executive to advise startup league on media, distribution, technology, and fan engagement...
15/07/2026
The Houston-based RSN is the live-game home of the Astros and Rockets...
15/07/2026
Launched alongside new FreqSoft installer
Designed to bridge the gap between hardware and software, Freqport's FreqInOut FO1 unit provides a simple way ...
15/07/2026
Save up to 55% on software until 23 July 2026
Expressive E have just launched their Summer Offer sale, with discounts of up to 55% now applied across their ...
15/07/2026
Real-time stem-separation tool updated
zplane have recently released a new and improved version of their real-time stem-separation plug-in which they say ma...
15/07/2026
A new benchmark in bass enhancement
Described as a new benchmark in bass enhancement , Baby Audio's latest release has been designed to augment the lo...
15/07/2026
DMC Production's AR 1 and AR 2 units reverse the conventional OB workflow, keeping all production-critical processing at the venue while operators work remo...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
GigaCloud, a leading Ukrainian cloud service provider, and Cubbit, the first geo-distributed cloud storage enabler, today announced a new Business Alliance Part...
15/07/2026
SMPTE, the global society for media professionals, technologists, and engineers, has announced the launch of the SMPTE 110th Anniversary Campaign, a fundraising...
15/07/2026
Studio Technologies, a leading manufacturer of high-quality audio, video, and fiber-optic solutions, unveils the new StudioComm Model 762 Stereo Level Control, ...
15/07/2026
COW Jobs: Producer, Virtual Events - Hybrid, Full Time, Salaried
Brie Clayton July 15, 2026
0 Comments
Producer, Virtual Events (Hybrid | Full-time | ...
15/07/2026
Brazilian media organization builds nationwide CDN with Broadpeak's high-performance software for low-latency streaming and new content distribution service...
15/07/2026
DHD announces a new utility designed to increase the efficiency of its audio mixing systems during initial installation and subsequent configuration.
Anyone w...
15/07/2026
BCNEXXT Brings Next-Generation Vipe to IBC2026, Breaking the 1:1 Channel-to-Server Ratio New innovations liberate broadcasters from legacy playout infrastructur...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Wednesday 15 July 2026
Screeners and press pack now available: Gomorrah: The Or...
15/07/2026
Trinity's Treasures features Ruth Negga, Eleanor McEvoy, and David Norris, a...
15/07/2026
Join geographer Dr Susan Hegarty, Engineer Tim Joyce and Architect Orla Murphy a...
15/07/2026
Home to leading manufacturers, robotics pioneers, infrastructure builders and gaming, of course, Japan is one of the world's centers of AI - building across...
14/07/2026
South end zone videoboard, cloud-based control system will be ready for 2026 football season...
14/07/2026
Redesigned website, enhanced mobile app unify content, ticketing, and personalized fan engagement...
14/07/2026
Agreement spans sponsorship sales, digital monetization, radio production, and new practice facility naming rights...
14/07/2026
Independent league adds 14 regional sports network affiliates, growing distribut...
14/07/2026
New strategy aims to unify competitions, content, fan engagement, and commercial...
14/07/2026
ESPN and Disney+ become exclusive home of PFL events in key international MMA market...
14/07/2026
Gill will oversee engineering, technology, and sports operations across the company's 64 local television stations...
14/07/2026
Submitted by North American Broadcasters Association (NABA)
As broadcasters con...
14/07/2026
Modernized mobile unit combines HOME Apps, mc 56 console, and IP infrastructure ...
14/07/2026
Every match of the 32-team tournament will air across ION and Scripps Sports platforms in English and Spanish...
14/07/2026
FloHockey to stream every game of the annual international tournament under four...
Samira Bakhtiar, general manager of media & entertainment, games, and sports at Amazon Web Services (AWS), highlights why diversification is becoming mission critical for media companies
