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Our annual survey of test and measurement returns and , no surprise , focuses on the growing presence of cloud solutions to serve the increasingly cloud-based broadcast platforms . Noticeable , though , is the conclusion that cloud isn ’ t the answer to all questions at all times . Depending on the broadcaster or service provider , and their position on the evolutionary arc , on-prem – both machinery and people – can make more sense , economically and operationally .
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Zoom out to an overview of the whole industry , and some might conclude that similar circumspection about a rush to streaming and DTC might have been in order in the last few years . Too late now , the die is cast .
Most agree that there are too many competing streamers , and that truth is
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ISSN 1477-8092 now being pointed up by the cost of living crisis . A DTC advantage was lower prices than pay-TV packagers ; no longer true if you are trying to keep up with anything like the range of content previously available to you . Cutting an SVoD or two is a go-to family economy .
Attracted by cutting out the middleman , content providers have flocked into the gap in the DTC market without asking seriously enough if there was a market in the gap . Now the price is being paid , and the toll is the usual one for sectors that have made a serious miscalculation :
1 . Try and change the model : some are trying ads to up revenue and cut sub prices . Will that net out , let alone have an upside ? Advertising is not a market that responds to more avails by spending more , it just spends less per buy .
2 . Job cuts . Some so massive it makes you wonder what on earth they were all doing ? Others that make it clear the streamer is ‘ drowning not waving ’.
3 . Consolidation . It is common wisdom the world will end up supporting , maybe , four global streamers . Depending on your interpretation of ‘ global ’ there are now up to nine big leaguers . The countdown to the cull used to be in years , now it is in months .
Inside The Wrap 4-9 Cover Story 10-16 Research 18-19
EUROMEDIA 3