Per Lindgren, CTO, and co-founder of Net Insight, looks at how cloud technology is driving a paradigm shift in the media industry
By Contributor
Published: May 12, 2022
Per Lindgren, CTO, and co-founder of Net Insight, looks at how cloud technology is driving a paradigm shift in the media industry
target=_blank title=Share on LinkedIn class=share-linkedin>
The past two years have demonstrated that the future of live media distribution is shaped by agility, elasticity, and speed. The media industry is becoming more competitive, pushing media companies across the value chain to change their workflows and enable new and richer viewing experiences. Consumers demand personalised and immersive viewing experiences across platforms and devices, and delivering content in multi-platform rich formats has become a key competitive differentiator. This means more content to be captured from Tier 1 events and delivered in formats that boost audience engagement. Tier 2 and 3 sports production is also changing to deliver more content and capture more eyeballs.
Cloud workflows play a key role in achieving all of the above by offering flexibility, on-demand scalability, production streamlining, and cost efficiencies. Over the past 24 months, the cloud-enabled media infrastructure has proven to work and deliver highly efficient live production with accuracy and low latency. Media organisations continue to embrace cloud-based innovation, such as remote cloud production and other cloud media services, to achieve flexibility and new capabilities.
However, while the cloud transition is well underway, there are still some challenges that media companies need to address to ensure they move to the cloud confidently and on their terms. Here's what they need to consider.
Getting to the crux of cloud transition Cloud offers an appealing proposition for managing, transporting, and delivering content. However, overhauling workflows is a huge step for many broadcasters and media companies as skillsets and workflows need to change radically. Multiple areas need to be addressed to unlock the cloud potential and ensure media organisations benefit from innovation.
Cost The cost of cloud transition is the most highly-debated parameter when it comes to cloud transformation. While leveraging public cloud options for permanent services running with very high resource utilisation can be costly, there are ways for media organisations to work around this. To minimise costs and benefit from the economics of the cloud, media organisations need the right cloud-based delivery solution that is open and compatible with any cloud provider. This solution should be compliant with their existing infrastructure so that media companies can shift to the cloud on their terms without discarding their existing investments.
Change of control Shifting a large volume of high-value content from on-premise data centres to data centres and cloud facilities outside of the broadcaster's direct control is challenging. It requires a shift in the organisational culture, alongside cultivating trust in the new technology and workflows.
Security Securing content when getting into and out of the cloud and maintaining control inside the cloud is fundamental, while ensuring media trust boundaries between the different IP domains is critical. It requires reliable tracking and monitoring workflows that deliver visibility and risk management capabilities.
Workflow consistency Consistency in management, orchestration, and control are crucial for both on-prem and cloud infrastructures. This includes managing different protocols and different appliances in a consistent manner.
Talent Preparing talent for the transition to cloud workflows and ensuring the teams have the right skill set can make or break cloud transformation for an organisation. Often, the talent pool knows how to manage on-prem equipment but going into Dockers, K8s, certificates, REST API, auto-scaling, real-time dashboards, and IP configuration of virtual private networks in data centres is challenging. Attracting cloud-literate talent takes time and investment, same as training the cloud-native population about the media-specific requirements and strict SLAs for time-critical applications. These are considerations that media organisations need to plan for ahead of embarking on their cloud transformation journey.
Quality, availability, and scalability The cloud infrastructure needs to ensure 24/7 availability and redundancy. Media companies require resilient, high-quality workflows for critical content that can be scaled as and when required. The right cloud production solution should enable broadcasting industry players to transition from capex to opex by scaling capacity up and down depending on demand and only paying for the resources they need when they need them. This flexibility is increasingly valuable when it comes to, for example, major events where there is a short peak of usage. A transparent, pay-as-you-go pricing structure enables media companies to reduce costs by only adding technology as needed, managing investments over time.
Driving new monetisation opportunities The previous section discussed the parameters media organisations need to consider and strategise for when pivoting to the cloud. However, the cloud brings a host of benefits for media industry players - not only in terms of cost efficiencies but also in new monetisation opportunities.
The media industry is defined by a growing demand for immersive, engaging, and personalised streaming experiences. Cloud technology enables content owners to enhance the user experience and drive higher fan engagement with game statistics, behind-the-scenes content, game highlights, unique or multiple viewpoints of the game, and a growing set of fan interaction tools such as watch together, polls, and chats.
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
27/11/2025
LONDON Vizrt has added several AI-driven advanced features offering improved speed, intelligence and accuracy in the newest version of its media asset managemen...
27/11/2025
Prime Video has launched AI-powered video season recaps in a beta version for select English-language Prime Original series in the U.S., a move Amazon is callin...
27/11/2025
27 Nov 2025
GSMA brings M360 Eurasia 2026 to Samarkand in partnership with VEON...
27/11/2025
Tahar Rahim and Izuka Hoyle star in the gripping six-part Sky Original from Acad...
27/11/2025
Thursday 27 November 2025
Sky Arts Reveals the Nation's Greatest Basslines - and Queen Reign Supreme
The UK's most iconic basslines have been revealed...
27/11/2025
Back to All News
Stranger Things 5': Prepare for One Last Adventure With O...
27/11/2025
The media industry has a paradox at its core. It's an industry built on light, color and imagination, yet behind the scenes, it's powered by one of the ...
27/11/2025
Rating reflects rating progress across areas including policies, diversity & inclusion, health & safety and Net Zero leadership
Winchester, UK, 27 November 202...
27/11/2025
What are the industry standards for Retail Media? Kathryn explains that certification is based on the IAB Europe Retail Media Measurement Standards and the IAB ...
27/11/2025
World champion boxer and Irish sporting icon Katie Taylor will be in studio this...
27/11/2025
Roblox, one of the world's most popular online gaming platforms for primary ...
27/11/2025
Black Friday is leveling up. Get ready to score one of the biggest deals of the season - 50% off the first three months of a new GeForce NOW Ultimate membership...
26/11/2025
SVG Sit-Down: Prime Video EP Mike Muriano Previews Massive Black Friday Slate Fe...
26/11/2025
A cinematic snow sculpture at the 1995 Sundance Film Festival. Photo by Randall Michelson...
26/11/2025
Book podcasts are booming. On Spotify, you'll find everything from celebrity book clubs to deep dives with bestselling authors. And in markets where audiobo...
26/11/2025
Mumbai, November 24, 2025: In a first-of-its-kind initiative, JioStar, in collab...
26/11/2025
LONDON Factual content producer ITN Productions has launched a new low-latency IP gallery for news bulletins....
26/11/2025
MIAMI TelevisaUnivision said it struck a new multiyear distribution agreement with YouTube TV that includes distribution of TelevisaUnivision's U.S. network...
26/11/2025
OpenDrives, Inc., a leader in software-defined data storage and data services, today announced the launch of the Atlas Corporate Creative Solution. This new Atl...
26/11/2025
Disguise, the industry-leading company powering the world's biggest live performances, is partnering with pioneering LED wall manufacturer DVS to give atten...
26/11/2025
HighField AI, the pioneer in agentic and multimodal automation for broadcast and media production, today announced the expansion of its global channel partner n...
26/11/2025
As high-stakes Premier League fixtures approach and additional premium content launches, with MONO positioning themselves to dominate Thailand's sports stre...
26/11/2025
Hosting a wide variety of events from high-intensity NHL games to complex live music concerts and major entertainment productions, Montreal's 21,000 capacit...
26/11/2025
Vizrt, the leader in live production technology revolutionizing viewer engagement and experience, releases AI-driven advances focusing on speed, intelligence, a...
26/11/2025
ITN Productions, an award-winning factual content producer, today launched a new low-latency IP gallery for news bulletins. Responsible for delivering a leading...
26/11/2025
Ikegami reports ongoing advances throughout 2025 in developing and delivering coordinated television production solutions that maximize quality, versatility and...
26/11/2025
Following the Nov. 21 blackout of NBCUniversal channels on Fubo, the two sides have traded barbs about their inability to reach a new carriage deal....
26/11/2025
LONDON As TV sports rights become increasingly important for both broadcasters and streamers, Ampere Analysis predicts global investment in the genre will surpa...
26/11/2025
LOS ANGELES Vubiquity said it has achieved the Amazon Web Services (AWS) Media & Entertainment Competency as part of the AWS Partner Network (APN). This designa...
26/11/2025
WASHINGTON The Federal Communications Commission's Enforcement Bureau said it has entered into a consent decree with Comcast calling for the cable company t...
26/11/2025
Berklee Named to the Hollywood Reporters Top Music Schools List The publication highlights the college's screen scoring program, industry partnerships, and ...
26/11/2025
Back to All News
Animated Series Love Through a Prism' Casts New Light on ...
26/11/2025
Back to All News
NALIP Unveils Fifth Cohort of Director Incubator
Social Impact
26 November 2025
United States
Link copied to clipboard
The National Assoc...
26/11/2025
YouView Achieves Greenly Gold Certification for SustainabilityNov 26, 2025
YouView is proud to announce a Gold Certification award from Greenly for our perform...
26/11/2025
Back to All News
Netflix Deepens Partnership with Taiwan's 62nd Golden Hors...
25/11/2025
Tracy Bonareri Onchoke, an investigative journalist from Kenya is the winner of the Thomson Foundation's Young Journalist Award 2025.
The 26-year-old-sele...
25/11/2025
SVG All-Stars: Blayke Scheer, Senior Director, Creative Content, YES NetworkThe Indiana alum has turned storytelling into an artform for more than two decadesBy...
25/11/2025
Op-Ed: With FCC's C-Band Auction on the Horizon, Broadcasters Need Proven, C...
25/11/2025
Analysis: Is Baller League really the future of sport? By Callum McCarthy, Editor-at-Large
Tuesday, November 25, 2025 - 10:10
Print This Story
With KSI on...
25/11/2025
Platinum Whitepaper: The Growth of Broadcast in the World of Major Large Scale E...
25/11/2025
SVG Summit 2025 Preview: SVG Women's Sports WorkshopBy Samantha Gabay
Tuesday, November 25, 2025 - 10:27 am
Print This Story | Subscribe
Story Highlig...
25/11/2025
SVG New Sponsor Spotlight: CacheFly's Matt Levine on the Evolving Role of th...
25/11/2025
Peacock's EA SPORTS Madden NFL Cast Levels Up on Thanksgiving With SkyCam as...
25/11/2025
Mathias Broe attends the 2025 Sundance Film Festival premiere of Sauna at Library Center Theatre. (Photo by Michael Hurcomb/Shutterstock for Sundance Film Fes...
25/11/2025
The best playlists, podcasts, and audiobooks bring a little extra magic to your daily routine. With new features and offerings, Spotify Premium delivers even mo...
25/11/2025
Comprehensive new research confirms what we already knew: Australian music fans love the quality, quantity, and access they have to new and local music on strea...
25/11/2025
Applicable Products
Objectives The purpose of this application note is to give a brief background on 5G (NR) wireless communication an explain the reason a SN...
25/11/2025
Nielsen will now measure both Lionsgate's FAST channel MovieSphere and Movie...
Per Lindgren, CTO, and co-founder of Net Insight, looks at how cloud technology is driving a paradigm shift in the media industry
