Adapt or Die

S08E06: Game of Streams (Adapt or Die)

Hollywood produces about 15,000 hours of TV and film annually. During the same period, users upload 260 million hours of video to YouTube, across 114 million channels. This corresponds to more than 700,000 hours per day.

Youtube recently reported that viewers are now watching an average of one billion hours of YouTube content on TV screens each day. In a statement, YouTube CEO Neal Mohan wrote “Viewers want everything in one place, from a live sports game to the BBC to Khan Academy and Nikki Tutorials. And they’re watching YouTube the way we used to sit down together for traditional TV shows–on the biggest screen in the home with friends and family.”

The landscape of video production has undergone a shift in recent years, with traditional TV productions and modern internet-native video productions taking divergent paths. This evolution is driven by differences in workflows, tools, and technological advancements.

The divergence between traditional TV and video productions and internet-native video productions highlights the dynamic nature of the media landscape. Traditional TV maintains a traditional approach that comes with higher costs and longer production times. In contrast, internet-native productions embrace flexibility, cost-effectiveness, and technological innovation, enabling creators to quickly produce and distribute high-quality content globally.

Comparing traditional TV and internet-native video production highlights a significant difference in workflows and tools. Traditional TV production relies heavily on high-end, hardware-based equipment and local storage for high-resolution mezzanine files. In contrast, internet-native productions leverage cloud services for flexibility, scalability, and cost-effectiveness, enabling rapid content creation and global collaboration. 

As cloud technologies and AI continue to advance, internet-native productions will likely further innovate, pushing the boundaries of what's possible in video production. Unless the traditional TV broadcasters adapt, they will not survive.

Accelerating live cloud workflows

I have had the honor to be involved in a project together with the Swedish public broadcaster, SVT , that illustrates the efficiencies that come with adaptation. The way SVT adapts to internet-native technology has significantly impacted its ability to stay relevant and competitive and SVT Play has consistently been one of the most popular streaming services in Sweden.

Together with four Nordic Broadcasters, SVT , Yle , Norsk rikskringkasting (NRK) , and TV 2 , we have developed an IP-based intercom system based on open standards using technology that is not traditionally used in TV production but is commonly used in the gaming world. After a successful Proof of Concept (PoC) development, SVT used the newly developed solution during the production of the ERC Bauhaus Royal Rally.

By using modern industry standards for intercom systems like WebRTC, the broadcaster production teams leverage enhanced compatibility and scalability and ensure seamless integration with various equipment and software. The solution is future-proof, creating flexibility and efficiency in the daily work environment, and removing the limitations and high costs associated with proprietary hardware solutions.

This is just one example where modern technology can be used in production. SVT has already adopted cloud-based production technology where the production is automated using software that can be controlled remotely, regardless of geographical location, to be streamed directly to the audience.

With this mindset, public broadcasters can produce and distribute content at the pace, and cost, required to compete with internet-native video production companies. There are two options, adapt or die.

To watch out for the coming months…

Streaming services are increasingly implementing measures to prevent password sharing. Initiated by Netflix , others like Disney+ have begun introducing restrictions and additional verification steps and monitoring the number of devices and locations accessing an account.

Looking ahead, we can expect streaming services to follow, and adopt even more sophisticated methods to enforce these policies. This might include leveraging AI and machine learning to detect unusual account activity and offering more personalized subscription plans that cater to individual user needs while discouraging account sharing.

Additionally, as these services continue to refine their strategies, users may see increased options for multi-user accounts with tiered pricing to accommodate legitimate shared usage while still protecting the services' revenue streams.

Magnus Svensson is a Media Solution Specialist and partner at Eyevinn Technology. Eyevinn Technology is the leading independent consulting company specializing in video technology and media distribution.

Follow me on LinkedIn and X (@svensson00) for regular updates and news.

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